What are the different types of marketing presentations?

 

The Pitch Avatar team discusses the variations and distinctions of one of the most popular types of commercial content.

First, let’s clarify what a “marketing presentation” is. A simple definition is: a presentation designed to capture the client’s attention toward a company and/or product. In essence, the ultimate goal of a marketing presentation is to connect sellers with potential buyers. For this reason, marketing presentations are often referred to as “selling presentations.” However, we believe this term isn’t entirely accurate, as it’s not the presentation itself that sells, but rather the seller’s approach.

In our view, there are three primary types of marketing presentations:

Company presentations

When most people hear the word “company,” they often picture office skyscrapers, factory floors, or IT corporate campuses. However, in our context, a company refers to any legal entity that offers something for purchase, whether it’s a small startup operating out of a garage or a craftsman producing unique handmade goods. In fact, most companies around the world are small to medium-sized businesses, and they all require high-quality presentations. Interestingly, these presentations follow the same principles, whether for small businesses or large multinational corporations.

The key principle of a company presentation is this: “It must sell the company.” Of course, not in a literal sense, but the objective is clear. After viewing the presentation, the potential client should be eager to engage with this company over any other. To achieve this, the presentation must highlight the following key points:

• The benefits of cooperation with the company for the client. This includes mentioning any discount systems, special offers, or personalized approaches to each client, emphasizing the value the client would gain from working with the company.
• High level and professionalism of the company team. Highlight the academic qualifications of employees, individual and team achievements, and their work experience to showcase the expertise within the organization.
• The excellent reputation of the company. Include positive user reviews, awards from competitions and exhibitions, and stories about the company’s involvement in prestigious and impactful projects to further build credibility and trust.

Please avoid focusing on the company’s history, challenges it has overcome, or even its plans for the future. This information doesn’t provide tangible value to the potential client. What truly matters to them is understanding what they can gain from the company here and now.

Product presentation

From a presentation perspective, a product is anything that is sold for money. This includes not only physical items, but also services and software. Whether we’re talking about clothes, computer games, or paid foreign language courses, these are all considered products. A product presentation must address the following questions:

• Who is the buyer of the product? Before crafting a presentation, it’s crucial to clearly define the potential client. Who is the target audience for the product? Who is most likely to need it or, more importantly, who can easily be convinced that they do? Once these questions are answered, create a portrayal of the ideal buyer in the presentation, one in which the potential client can see themselves.
• What problem or task does the product solve for the buyer? This is the core of any product presentation. It’s essential to briefly, clearly, and effectively explain how the product will improve the client’s life and solve their problem.
• How is this product better than what was previously available or what competitors offer? Remember that your product doesn’t exist in isolation. Most products have competitors or alternatives in the market. It’s vital to highlight your product’s distinct advantages, clearly demonstrating how it stands out from the competition.

Please avoid using a threatening tone with potential clients. Phrases like, “If you don’t buy our product, you’ll lose to the competition, look like a loser, and your life will get worse,” can feel like pressure. The presentation should be positive and not make the client feel like they’re being pressured.

Presentation of the event

Exhibitions, webinars, conferences, and master classes are popular formats for commercial communication. Each year, advancements in technology create more opportunities for remote events, which in turn increases competition in this field. To ensure that an event presentation effectively attracts visitors, it must:

• Address the exact target audience: This is key. The presentation must clearly define who should attend the event and why. It should capture the interest of those individuals who would find the event most relevant. Additionally, promoting the presentation through specialized platforms and personalized targeted mailings will help ensure it reaches the right people.
• Highlight the program and event headliners: The presentation should focus on both the event program and its headliners. Event attendees typically fall into three main categories: some attend to participate in specific discussions, classes, or topics, while others are drawn to visit particular stands and interact with celebrities or industry experts. There are also attendees who are interested in speaking at the event or presenting their own work. The presentation should cater to these different interests.
• Attract with distinctive features of the event: The same principle applies here as in product presentations — highlight what makes the event unique. Clearly communicate the distinctive features and special “tricks” that set the event apart from competitors.

Please avoid promising anything in the event program that you are not 100% sure of. This often happens when event organizers announce a headliner’s participation while still in the process of negotiations. If something goes wrong and the announced headliner ends up not participating, changing the program leaves a negative impression, even with the most sincere apologies.

Summary

Within each main type of marketing presentation, there are many variations, such as service presentations, franchise presentations, portfolio presentations, media presentations, educational institution presentations, campaign presentations, and more. We will cover all of these in future publications. Regardless of the type of presentation you’re working on, our AI assistant, Pitch Avatar, will significantly simplify the process while boosting the quality and effectiveness of the final result. 

Try it and see for yourself.

Wishing everyone successful presentations and high incomes!

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Source: Pitch Avatar Blog