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Marketing plan presentations are important tools, with “high risk-high reward” consequences. Decisions and money are most often on the line. Information must be understandable and have a proper flow and format to achieve the desired results. This could range from gaining approval for a budget or expenditures to presenting the strategy to launch a product. Using technology, tactics and techniques is essential to gain the approvals, alignment and funding necessary to proceed in executing the marketing plan.
Using MS PowerPoint will provide you with opportunities to make sure that the presentation can be viewed and shared with most participants. PowerPoint is pretty much the “gold standard” in presentation software. This is important to make sure that viewers outside of the organization will be able to upload the presentation without problems.
Select a person to serve as the “key” presenter and develop a video presentation. On a small scale, this can be done as simply as using a video camera to record the presenter as he or she “walks” viewers through the presentation while it is simultaneously displayed on a computer monitor. On a larger scale, the presentation can be filmed in a conference room or auditorium using a larger screen, and the presenter can “walk” viewers through each slide of the marketing plan. Additional members of the marketing team can be assigned to cover specific segments of the presentation. The additional advantage of a making a video is that it can be duplicated and distributed as a DVD, uploaded to a company website, and even uploaded for public viewing on sites such as YouTube.
Online presentations can provide many advantages. First and foremost is that the presentation can be viewed by people anywhere in the world as a webinar or podcast. Companies that have employees or clients who need to view the presentation could be located anywhere. Online presentations “level the playing field” in terms of access and participation. Similar to teleconferencing, online conferencing can be cast to be held at a specific time, stored for viewing later, and can limit who can view the presentation. Viewers can be required to have a code to view the presentation. This is extremely important if the marketing presentation contains sensitive, confidential or proprietary information, as is often the case in revealing or launching new strategies and advertising.
Insertion of Audio and Video
Presentations become more dynamic, interesting and engaging when they include more than text, charts and graphs. Music introductions can set a tone, segment sections and increase interest-value. Videos make presentations more dynamic and engaging. For example, a marketing presentation can include embedded videos of television and radio commercials to describe the advertising program component. Videos of focus-group segments can be incorporated to support how and why strategic marketing decisions were made based on consumer responses and reactions to products, benefits and advertising.
Collaboration and Approvals
A useful technique is to distribute the presentation to key members on the team for review and collaboration. Include a comments and notes section that enables viewers to include critiques, insights and supporting statistics and information. Incorporate inclusions to improve the presentation before completing the final presentation. Then, distribute the final draft to those in reporting capacities (Director of Marketing, Sales, Advertising, and corporate executives) to gain their approval before disseminating and sharing with the intended audience.
Cheryl Munson has been writing since 1990, with experience as a writer and creative director in the advertising industry. She holds a Bachelor of Arts in journalism with a focus on advertising from the University of Wisconsin in Madison.