You’ve finally finished the media plan. Sure that one station didn’t have any prime-time inventory, but the GRPs are high, the CPM is low, and you’re coming in under budget. Then it hits you, what if this doesn’t get approved?
Approval can be the difference between going home on time and having to sleep in the office as you’re sent back to the drawing board to reconsider everything you’ve done for the past week. Not only is it a blow to your ego, it can cost your company thousands in additional resources and create dreaded client trust issues. The bottom line is if the media plan is not approved, the ads won’t run. If the ads don’t run, you don’t get paid. Here are three tips for getting that media plan approved.
Keep it short
A study done by Microsoft in 2015 found that people now lose concentration in as little as eight seconds. Yes, a goldfish now has a longer attention span than people. While it’s true that a media planner’s evaluation of even the smallest details can separate a good plan from an awesome plan, the reality is that most people’s eyes will gloss over when presented with a laundry list of demographics and ratings. To avoid the goldfish syndrome, focus on items that directly impact those in the meeting. Emphasize the overarching objectives your plan accomplishes and show them how their requirements will be met.
Visualize the data
When you include data avoid dropping in raw sheets. Which one of these would you rather look at?
A picture is worth a thousand words. Use simple graphs, flowcharts, and diagrams to more succinctly explain calculations and concepts. You don’t need to be a graphic designer to create visuals that are easy to decipher and capture the attention of the audience. Shameless plug: Bionic can do most of it for you.
Tell a story
Telling the story of a product or service is our job as advertisers, but how well are we doing it for ourselves? In a classic case of do as I say and not as I do, we often forget to implement the advice we give to others in our own sales pitch. Start by thinking about what picture you want attendees to leave with then craft a narrative that leads them there. The financial aspects of your plan should be bulletproof or, at the very least, easily defendable. The objective is to build a connection to the plan as a cohesive vision.
*Bonus Tip: Make it easy to read
How many presentations have you been in where you simply could not read what was on the screen? Do you remember what happened immediately after? Chances are you either stopped paying attention or were trying so hard to read it that you missed the bulk of the presentation. If you have to use smaller fonts to fit everything is a red flag. As a general rule of thumb, keep your fonts at least 32 points in your PowerPoint presentations.