Effective marketing processes are not very different from carrying out an impactful performance, and they go beyond simply closing or increasing sales. Great marketing is about narratives, impact, branding, and market penetration. In a world that is absorbed into virtual spaces, having a go-to-market plan is very important even in digital marketing.
Regardless of its exact purpose, a brilliant marketing presentation needs to tackle a variety of aspects to guarantee success in any venture. Whether you are launching a new product or campaign, increasing sales to customers, or speaking at a networking event, here is how to create an effective marketing presentation.
How to create an effective marketing presentation?
Be customer centric
It is a principle of business and therefore of marketing that the customer must be forefront in the minds of the business owner, manager, or salesperson. Marketing must arise from a thorough study of your target customer, and your marketing presentation must cater to the preferences, demands, tastes, and even income of your target customer or client base.
With all marketing presentations, always tailor your content to your intended audience, and for that, prior research is key such as statistics such as sales figures or forecasts, research studies, online polls, satisfaction surveys, and even information like staff morale or labor turnover. Once you have gathered as much information as is relevant, you can then choose some core concepts that should be the focal point.
Marketing presentations should not be dry or data-oriented, although some figures are necessary to show areas needing improvement or the viability of certain products or strategies. Use an empathetic approach that taps into people’s emotions, desires, hopes, and dreams. The most effective branding done by famous companies almost always tries to sell an idea or a lifestyle before they sell anyone a product.
You can have more empathetic content by studying your audience closely and knowing what they want out of life. That way, you can convince them your product or concept satisfies a need of theirs (or, in some cases, a want), and they will be far more likely to agree with you. Set a tone to your presentation content that you know will resonate with your audience, and the demographic you are dealing with is a good indicator of how formal or informal you should be.
Focus on value addition
Once you have successfully categorized your potential customer and clients, you can focus on content that relates to value addition. For example, if a customer buys a specific pair of sneakers forgoing other sneakers that may be available in the market, it is definitely a result of several factors that include income, taste, preference as well as being convinced by the marketers of the company that the product will improve the running performance of the wearer.
In saturated markets, especially of non-niche products, value addition helps create a USP or unique selling point in marketing so that people choose your product or service when other similar (or similarly priced) options are available.
Capture interest from the beginning
There is a literary saying, ‘if you’re bored, your reader is probably asleep.’ When you are crafting your presentation, you need to be paying constant attention to how interesting or captivating your content is. While you may be familiar with certain figures or information, you still need to make inspiring content because if your presentation bores you, it will be catastrophically uninteresting for your audience.
As any marketing expert would tell you, capture interest from the first slide and keep that interest going as if you are relating an action plot. Showing your enthusiasm and passion for the company, product, concept, or strategy is imperative in your journey to convincing others to invest their time and money in it. Using bright-colored PowerPoint templates to instill an interesting theme goes a long way in winning your audience over.
Most customers or clients may be used to certain products or services because they don’t know something better is available, especially with similar pricing. In your marketing presentation, you should aim to provide innovative and creative solutions that show a customer how their lives can be made better or more convenient with your idea, product, or service.
Furthermore, many marketing presentations or brainstorming also center on providing a solution to an existing problem that has been identified, usually through extensive market research. A fixer-upper for a problem or a concern is always likely to be successful because humans are problem solvers and always looking for a way towards betterment.
Have a backstory
Regardless of the specifics of your marketing presentation, every audience responds to a riveting storyline. Many fast-food chains, for example, always use a backstory in their marketing, such as how they started from humble beginnings in a small town where someone had a brilliant family recipe.
The story need not be very plausible, but successful marketing always convinces the customer that either the company or product is perfectly in line with their way of life or it can promise them a better life and outlook.
A narrative that is built around a customer’s way of thinking will always lend authenticity to the business and help it appear more trustworthy or provide differentiation for it from its competitors in the same field. Use mentions of the story you have crafted throughout the presentation to make an audience believe they are following a timeline or progression of events.
Don’t overcrowd slides
Many presenters may feel that if they add a lot of written content or overuse diagrams, figures, or multimedia elements, they will actually be more impressive. This is not true; in fact, if you overcrowd your slides, your audience may feel they have to read too much or process too much information, and you may lose their interest that way.
Use shorter words and phrases and instead verbally elaborate on your ideas to show the audience that you are well-prepared and an expert in your field. This stance inspires confidence, and you are more likely to close the deal or cause customer conversion, which is the aim of every business, old or new.
A degree of uniformity helps
When making an effective and riveting marketing presentation, use an impactful theme that can even take the form of certain colors, fonts, or designs. Depending on what your message is, use a degree of uniformity to integrate some repetition into the presentation.
Many giant global brands use specifically designated colors to establish a recognizable brand identity amongst their customers. In time, customers begin to associate the colors with that particular brand or company, and that helps with repeat orders and purchases as well as increased trust in the brand.
You can purchase special creative designer slide decks for PowerPoint presentations or hire a designer to make custom slide designs for you as well. Having a logo or some differentiating symbol for a product mockup, for example, also helps your ideas stand out, especially if your presentation is competing with other marketing presentations for the attention of the same target audience.
End with a cliffhanger
Finally, use the most effective tactic in the presentation playbook, which is to leave the audience with a teaser or a cliffhanger so that they stay interested in your ideas even when you have concluded your talk. This strategy will also prompt your customers to seek additional information or to stay connected with your company, brand, or product.
No matter what it's for, a great marketing presentation must cover a variety of aspects to be effective. Are you thinking of leveraging your marketing campaigns? Feel free to contact us!