What's the pitch? How you can present and sell a branded content series.
You’ve decided on a perfect client to present a branded content campaign. Now you need to make sure you present it in a way that will ensure a 6-month or annual deal.
“One of the most important elements of the branded content growth opportunity is that I believe it creates a unique and defensible position that you can use to grow revenue, relevance, and profit – and with that growth fund sustainable, local journalism,” explained Jared Merves, CRO of Distributed Media Lab.
Below is a practice pitch featuring Jared, who is pitching the Branded Content Project series Active Aging to Liz, a potential client. Watch a great product pitch right here!
Here are some key factors to keep in mind while presenting to your advertiser.
Listen to your client. What are they trying to accomplish? Make sure you have clear definitions on what branded content is and what you can deliver.
Come to the table with content ideas and visuals so your client understands what you’re talking about. Mock-ups of what your client's branding will look like on your site makes a huge difference.
Don’t just sell to your clients - engage them. Just like a branded content campaign engages potential buyers, selling a branded content to a business should be about engaging them. Get the prospect to talk about all the points they wish they could communicate to their potential customers.
Consider psychological triggers. Let your client know that this product is not for everyone because your resources are limited. Tell them it's an exclusive opportunity and you're talking with their competitors too. It’s also important to make the client feel some pain so they feel the need to change. For example, without a branded content strategy you are losing customers online every day.
Set expectations. The creative process can take time and the branded content may not be ready immediately.
Include all the necessary help for product implementation: planning, producing, publishing and monitoring. We can help you in this area!
Make your presentation a consultation designed to solve your client’s unserved marketing needs rather than a sales pitch. In the end, educating a client, showing them what you can do and setting expectations will help bring a client on board.
The Branded Content Project is designed through a strategic partnership between the Local Media Association, the Local Media Consortium, and the Facebook Journalism Project to help facilitate additional growth, engagement, and revenue success for more publishers of all shapes and sizes.