A Lack of Credentials.
I have consulted for a number of PR consultancies both large and small over the years and am still amazed at the lack of differentiation, imagination, clarity and style that is displayed in their credentials material. The ubiquitous shadow of PowerPoint threatens to dull the senses and slow the pulse of every potential client out there.
Bearing in mind the large gains to be made and the small window of opportunity an agency has to make a connection, very few reflect the needs; thoughts or aspirations of the prospective client or convey in an engaging way the values, personality and expertise of the agency.
In a sea of bad formatting, dense copy, clipart and tasteless colour schemes, a well written, visually arresting and slick presentation can really make a difference to the impression you leave.
However, the real work begins long before you commission a design agency to spruce up your document style. The challenge of communicating your offer clearly varies with the industry you are in. Many consumer brands have a product that you can touch or see – you know what you are getting for your money when you buy something from a supermarket shelf. When selling a service such as PR you can’t offer anything as tangible. This makes the brand behind the offering all the more important.
It continues to surprise me how many consultancies have not addressed the fundamental elements of their own brand (values, behaviours, culture, tone of voice, visual identity etc). This will obviously have an impact when trying to consistently, creatively and coherently express what they stand for in a creds situation.
I believe there are four basic elements to getting this right.
1. Clearly identify your position in the marketplace
2. Develop a set of values that are motivational, achievable and clearly represent what you stand for, these can then be used as a benchmark to measure how the brand is expressed.
3. Establish an internal culture that enables those values to flourish throughout the business
4. Find the appropriate tone of voice to express those values to your customers.
It is important to get a clear sense of your market and where you belong in it (especially one as crowded as Comms), then understand where you set yourself apart from the others. It’s a fine balance between looking like you fit in and are credible, but at the same time standing out. A woman walking into a cocktail party must feel that she has dressed appropriately but still wants to look better than the rest. A consultancy should adopt a similar mentality – how will you turn heads and make the room stop and look, without them feeling that you don’t belong.
To differentiate your business from the rest, it makes sense to engage with your customer on a level that appeals to them beyond the confines of their own desk. A brand that takes a step into the world of their audience and captures their desires, concerns and beliefs is one that is more likely to win.
In order to develop powerful credentials material, find a compelling way to express your values and tone of voice, reflect your customers point of view, and be as creative as you can while maintaining consistency and coherence. The opportunity is there to create something that makes your audience sit up and take notice while gaining a genuine understanding of what you stand for.
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Posted 11 Oct 2007
Last edited 11 Oct 2007
Latest revision: 2
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1. At 11 Oct 2007 12:43, cass stainton wrote:
Interesting points to highlight, thanks Gabbi. Involved in agency pitches myself recently and found it staggering how many responses failed to grab attention, or even address the specific brief. Some of the best agencies I've worked for, or with have taken to time as you say, to find tone of voice, ethos, values, brand etc. Shame in our own industry.
2. At 12 Oct 2007 10:52, Martin Yarnell wrote:
An interesting post Gabbi, thank you. I have been on the receiving end of a number of agency pitches recently where ‘Death by PowerPoint’ occurred only too frequently! The agency that stood out used it only as a minimal background device, delivering the bulk of the pitch in an engaging, charismatic fashion. I hope more agencies take note of your comments!
3. At 15 Oct 2007 16:24, Philip Sheldrake wrote:
Do you recommend story boards? Videos? Props? Any and all alternatives to Powerpoint Gabbi?
I think Powerpoint has a role, but preferably when there's less than one slide per 4 minutes of meeting time, and when each slide has less than the number of words I'm using here to comment.
Oh go on then, just a few more in smaller font size. :-)
4. At 15 Oct 2007 21:14, Gabbi Cahane wrote:
I recommend something that aids in creating a memorable and engaging presentation that gets across what the business is all about. It could be a Flash presentation, a movie, boards, a fancy dress party, a cake, a conversation, a 'live' session, a selection of tasty chocolates, a day trip to Alton Towers, there really should be no limitations apart from your staying true to your values and your offer.
Powerpoint does have a place, it's for knocking up a skeleton presentation that you then think about in a creative way and execute superbly.
5. At 16 Oct 2007 07:18, Gabbi Cahane wrote:
Although, the point I'm trying to make is really a bit broader. I think that often the poor standard of creds is down to a lack of clarity about what the business has to say, to who and in which tone of voice. You can't expect a consultancy to have a great sales tool if they don't really understand what they are selling...
6. At 18 Oct 2007 16:06, Steve Baker wrote:
Ooooohhh
Something we totally agree on!
I am currently looking at a more creative version of our creds presentation, rather than the standard death by Powerpoint. We were in a pitch yesterday and it seems it much more about reading into what the potential client wants at the time, than what we are led to believe we should present, as we have always done so.
Differentiation is the key - show something you dont think others will, look at specific areas in the brief, and focus on these with a creative solution. Go beyond the brief, show what you could do in extension to what they have asked for and you will get the client thinking beyond this work, and onto work you could do with them in the future.
7. At 18 Oct 2007 16:19, Gabbi Cahane wrote:
Glad there is some common ground Steve. Although I think there is some confusion about creds and pitch presentations here. My comments above relate to the initial meeting with the client to demonstrate your capabilities, experience, expertise and differentiation. I would never advocate offering a solution to the brief until you are appointed and being paid for your input. By all means show how you have gone beyond the brief, created real focus and developed creative and successful solutions for previous clients but don't give it away for free. If you can get the client speaking to you about their specific issues that's great, offer up some tasty morsels of what you could potentially do for them in conversation and leave them wanting more – at a price...