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YES! You Can Run A Powerful Zoom Meeting

Peter · November 18, 2020 · Leave a Comment

Damn, Another Smart, Expert Podcast Interview About How You Can Run A Powerful Zoom Meeting — Even A Corporate Retreat. #3 In The Series.

OK, OK. Ya think that running a group meeting is tough in real life. No way we are going to be able to do a retreat online. Impossible. Right? Wrong.

Well, you can even run that Zoom meeting in the virtual universe and get the job done. Here’s how. Elicia tells y’all how to guide a group that needs to get aligned, to meet their potential to talk with each other. The right way to get stuff done.
This is especially important when people in the same company are hanging out faaaar apart.

True Story’s Elicia Putnam has been aligning corporate management and groups for a looong time. Hear her take on building clear meeting objectives: a smart corporate retreat agenda; managing breakout room fatigue; how to mix things up; active management; and taking care of the tech stuff. All in the name of corporate alignment and meeting a company’s true potential.

Elicia Putnam on Linkedin.

True Story on the virtual Zoom meeting. “How to lead a retreat over Zoom.”

3 in this virtual pitch series. Go listen to #1 with the leading advertising agency pitch consultant.

YO – Hypnotism coming: Remember to subscribe to Advertising Stories. Remember to subscribe to Advertising Stories.

Remember… so you will hear my whole series on virtual pitching.

A nice thing for me… Feedspot has recognized Advertising Stories as being a top 15 advertising podcast.

The Advertising Agency Pitch System

Peter · August 18, 2016 · 1 Comment

The Advertising Agency Pitch System

The Levitan Advertising Agency Pitch System is included in the book, The Levitan Pitch. Buy This Book. Win More Pitches. Just in case you haven’t looked up yet, the book is available at the top of this page. A few thousand books have been read by your competitors — and some might be using my tried and true strategies in their next pitch — against you. (How is that for a sorta hard sell?)

An element of the pitch system is the Pitch Playbook that supports the book. These are essentially simple tools to help you manage the pitch process. Here is one of the Playbooks. The others can be seen right here.

Use the Playbook to get past the inefficiency of the standard pitch process and reduce your agency’s collective groan when they hear that you are about to embark on yet another new, sometimes random, pitch.

A Big Issue

Too many agencies pitch too many accounts too often. They do not have their very own advertising agency pitch system. This can be disastrous for a few reasons:

You are pitching accounts that do not fit into your business plan and model. Worse, you have little chance of winning the account.

You are using up agency brain power and money trying to win business that you should not pitch in the first place.

You are burning out your team.

You are spending thousands for the wrong reasons.

The Go Quiz is a tool to help you decide — should you pitch that new client account or not.

The Go Quiz – 11 Essential Questions

Advertising Research Tools

Peter · June 15, 2016 · 1 Comment

How To Win New Advertising Accounts With Research

I am a research junkie. I think it comes from having started my career at Dancer Fitzgerald Sample, a huge NYC agency that excelled at consumer research and had a range of proprietary tools all managed by a multi-person research staff. And then, a couple of years at Saatchi London, with its cadre of Account Planners. And, over the years, I worked with clients like General Mills, J&J and Sara Lee that used advertising research to track everything before they made big buck decisions.

And, I know that smart targeted research is one of the best new business attractors. Read this article on how to grab the attention of virtually any client “An Irresistible New Business Sales Pitch“.

And, when used strategically in an in-person pitch, smart, compelling research can help you win the heart and mind of a client within the first five minutes of your meeting. Used correctly, research can be a dramatic wake up call or a smart way to confirm that you get the client’s business and industry.

It’s Gotten Easier

Good news on the research front is that with digital tools, we do not necessarily need to run expensive research programs to generate decision-making or new client attracting data. Here are a few tools that even an intern can manage (manage, not set up) to whet your information appetite. [Read more…] about Advertising Research Tools

Does Your Ad Agency Use Storytelling In Its Sales Pitch?

Peter · February 12, 2016 · 1 Comment

Agencies Do Storytelling

Advertising agencies love the idea of being storytellers. Storytelling skills have become one of the ways that agencies offer agency brand differentiation. To be clear, here’s a definition:

Storytelling is the conveying of events in words, sound and/or images, often by improvisation or embellishment. Stories or narratives have been shared in every culture as a means of entertainment, education, cultural preservation, and instilling moral values.

I see three ways that agencies do storytelling:

The Agency itself has a story.

Frankly, this is an amazingly underused opportunity. Why don’t agencies use their own personal or business stories more often on their websites, in their new business programs and pitches? Need an example (yes, an obvious one): Ogilvy’s use of David. The

The Ogilvy website has David’s bio and the following ‘story’ about David that he wrote to his partners 3 years after he started the agency Hewitt, Ogilvy, Benson & Mather. He is writing about himself.

Will Any Agency Hire This Man?

He is 38, and unemployed. He dropped out of college.
He has been a cook, a salesman, a diplomatist and a farmer.
He knows nothing about marketing and had never written any copy.
He professes to be interested in advertising as a career (at the age of 38!) and is ready to go to work for $5,000 a year.

I doubt if any American agency will hire him.

However, a London agency did hire him. Three years later he became the most famous copywriter in the world, and in due course built the tenth biggest agency in the world.

The moral: it sometimes pays an agency to be imaginative and unorthodox in hiring.

My moral… This story reinforces the perception that Ogilvy is ‘imaginative and unorthodox.’ The agency delivers this compelling message neatly wrapped up in a founder story — not just saying it.

The agency sells its ‘storytelling’ prowess.

HubSpot published an interview “Have agencies Abused The Term Storytelling?” I did with Michael Donahue, ex-EVP of The American Association of Advertising Agencies about the art of brand storytelling . Is storytelling overused? My take? No, telling stories to help consumers build a better understanding of and a closer bond with brands works. However, how the agency describes this particular art must be distinctive. It’s the

Should Your Advertising Agency Do Spec Creative?

Peter · August 31, 2015 · Leave a Comment

Should Your Agency Do Spec? No! Yes. No Way. OK, Have to. Nope, Never. And, On And On.

Damn, that’s an age old and very perplexing question. I answered it in a chapter in my pitch book, The Levitan Pitch. Buy This Book. Win More Pitches. and have an excerpt on this subject below.

I have been thinking (rethinking) about the question of whether or not advertising agencies should do spec creative or not. It was sparked by David Gianastasio’s ADWEEK article, “Can Agencies Win If They Don’t Play the Spec Pitch Game? The pros and cons of creating free work to win work.” David cites the El Segundo agency High Wide & Handsome’s refusal to do spec work. As High Wide & Handsome says…

When Mike Wolfsohn and his two partners left Southern California agency Ignited in 2010 to form High Wide & Handsome, they vowed not to participate in competitive pitches requiring contenders to foot the bill for speculative creative work. Such exercises “demean the profession,” said Wolfsohn, who decries the process as “a reality show to impress some panel of judges. Pitches rarely resemble what a working relationship would be like between agency and client.”

OK, more power to them. And, they might be able to pull it off for four reasons: [Read more…] about Should Your Advertising Agency Do Spec Creative?