Wednesday, May 13, 2015

The power of non-verbal communication

I am not one to place tremendous importance on non-verbal communication and body language but it is undeniable that it has an impact on a presentation. Since the difference between winning a pitch and losing a pitch is a collection of small differences between agencies, we can't ignore subtleties like body language.

The following article in does a nice job discussing body language. 

Forbes article on body language

Mark Schnurman

Wednesday, February 11, 2015

Loctite wins the Superbowl!!!

The general consensus seems to be that Fallon's Loctite Glue won the Superbowl. 
 See Loctite Glue spot.

The spot was funny and creative but as I walked through Home Depot the other day, I saw the Loctite Super Glue display.  $3.48 for a little bottle.  Assuming that Home Depot makes a $1.00 or so in mark up, that means Loctite needs to sell two-million or so bottles just to pay for the media (fuzzy math, not real math).

For a product that you only use occasionally, that seems like a tall order to me.  It is not the low price point but the infrequency of the purchase/need that makes it look like a curious choice for the Superbowl. 

I have read that Loctite spent what amounts to their entire marketing budget on the spot.  Time will tell if it was a wise investment.


Mark Schnurman
Filament Inc.

Tuesday, February 10, 2015

Has the Superbowl Halftime show jumped the shark?

Arguing the creative value of Katy Perry is a topic for another day.  The question for me is just how far the NFL should try to stretch its demo with the halftime show.  At some point in the stretching process something has to break.  I think we saw the breaking point last night.
 Katy Perry's 'Right Shark' Is Actually a Really Hot Dude

I did not think that the teenage girl was the much coveted demographic that the NFL was so urgently trying to obtain.  As I watched the show last night I thought what is next, Disney Princesses on Ice for a halftime show.  Or maybe Dora the Explorer.  Frankly, the California Girls bit last night reminded me of more of Dora than any other musical act.

As marketers, do we make the same mistake?  In an effort to grab as big a market share as possible, do we lose sight of our core audience.  In the pharma industry it seems even more important to understand our core customer and build from there.  It is difficult enough for us to capture the physicians attention in an ever shortening detail or keep a consumers attention during a DTC spot.  Let’s not make the same mistake as the NFL and invite our customers to tune out because we cast too wide a net.

Thursday, December 11, 2014

David Droga thoughts on work ethic and creativity

I found a nice podcast by David Droga on work ethic and creativity.  It is interesting to hear his point of view on what he needed, and still needs, to do to be successful. 

My favorite quote from the podcast..."I wish creatives cared more about the ramifications of their work not just care about the creativity of it."  Very powerful.


Mark Schnurman
Filament Inc.

Tuesday, September 23, 2014

Jon Steel, head of planning at WPP, give a great talk on communication, creativing and pitching new biz.

Tuesday, September 9, 2014

The Spark - Inspiring Better Presentations

While this blog is dedicated to winning new business part of the new business process is the presnetation.  Filament has launched a new blog (The Spark) dedicated to inspiring better presentations which looks  both withing advertising and beyond advertising to share lessons and thoughts on what makes for a great, compelling presentation.

Check out The Spark.

Wednesday, August 13, 2014

"Do I have to rehearse?"

“Why do I have to rehearse” is a constant refrain that I hear.  “I know my part” “I don’t have the time” “I don’t want to appear over-rehearsed” “I have a client meeting” “I don’t want to look stale”  These are all reasons I have heard to try to avoid rehearsal.

First, let’s talk about the goal of rehearsal.  Rehearsal is not about learning your part.  You learn your part at home or in your office, not in front of the pitch team.  By the time you get to rehearsal, you should already know your part.  Rehearsal is about  knowing your part so well that you can focus on the subtleties of presenting, connecting with the audience.  Think about actors when they are rehearsing.  They don't stop when they simply learn the lines.  They stop when they have somehow found a way to connect thith the audience.

But there is more to rehearsal than simply connecting with the audience.  Part of rehearsal is about letting the rest of the pitch team now what your are going to say.  Whey everyone is aware of everyone else’s part, they come across s a single pitch unit instead of a bunch of presenters each presenting somewhat disconnected sections of content.  This ability to connect as  team goes a long way toward giving the client the impression that you will be able to work with their team.

I get it…you don’t want to rehearse because you don’t want to rehearse.  It is uncomfortable, awkward and generally unpleasant.  You are self-conscious because you make mistakes.  My point is that we need to get that self-consciousness and those mistakes out in rehearsal otherwise the mistakes will be there in front of the client. 

One final reason EVERYONE on the team needs to rehearse is that once one person doesn’t rehearse, the non-rehearsal bug spreads like cancer and suddenly, no one is rehearsing.  The fact of the matter is that teams that rehearse more tend to win more.  Rehearsal doesn’t cure a bad deck but by the same token, endlessly tweaking the deck at the 11th hour doesn't make it any better either.  At some point, the presentation will benefit from more rehearsing and less tweaking.  A client probably won’t notice the last few hours’ worth of changes to the deck but they will notice if you do a poor job presenting.

So to answer your questions....Yes you do have to rehearse.
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