The perfect marketing presentation - Style

You are on your way to creating the perfect marketing presentation.

3. Adjust your style, tone and focus to the audience

Your presentation style will be very different when you are in the boardroom presenting to a group of VPs versus when you are at a sales meeting presenting to sales representatives.

When presenting strategies or financial updates to VP's, expect to focus on high level strategic plans, your most expensive tactics, and detailed financial information (promotional budget, sales forecast, financial assumptions). Know how you got every single number that will be presented and be ready to explain them. VPs have a keen eye for financials. Their bonus, and that of their employees, is often linked to the achievement of the sales and profitability that you are projecting, so it is critical that they understand your financial data before they give their stamp of approval on them.

When presenting to sales representatives, focus on the tactical implementation and key messages. Reps need to take the tools that you developed and use them in the field after the sales meeting. In order for them to effectively use these tools, they need to understand the purpose of the tools, how to get the key messages out by using the tools, and when the tools should be used. Ideally there will be time in the agenda after your presentation for the reps to role-play with the tools.