The Dreaded Package Pitch

Gregg Murray for Radio Ink MagazineIf our world were full of perfect CNA’s, followed by annual presentations, and new cheering clients, our lives would be much more simple…and profitable. But, the reality is the majority of our prospects and clients do not buy annuals, so you are left presenting ideas and packages. All is not lost! Designing a simple, well-constructed package pitch can be an efficient way to keep revenue streaming in with all sizes of clients and prospects.

Get The Power!

PowerPoint has become the standard software for putting together professional looking presentations. PowerPoint allows you to create a more tangible idea, which results in more opportunities for a sale. Below we will look at the elements your packages should contain to create more interest and excitement.

Your Logo

If your package is for a specific station, use the top left hand corner to insert your logo. If you’re utilizing more than one station, you can anchor a couple logos in the top corners or place them along the bottom of your PowerPoint presentation.

Graphics

Having a graphic as well as your logo creates a more appealing package, and at a glance reminds your prospect what you are presenting. Let us pitch NASCAR for the upcoming season. Utilizing either the top right hand corner or one of the bottom corners gives you an available space to place your NASCAR logo, a checkered flag, or a pic of the cars racing on the track. Just don’t overdue it. Your logo and a graphic or pic of what the package is about is all you need on each page. If you are producing more than a one-page presentation, keep your artwork in the same place on each page for continuity.

The Headline and Teaser

Along the top of your page, type in a simple 2-4 word headline in a 30 point font to let the client know what this package is all about, for instance…“NASCAR 2004.” The teaser line underneath the headline should be a catchy benefit in an 18-24 point font. How about, “The Fast Track to Increased Sales.”

Primary text

Now it is time to provide a few sentences about what this package is all about and how the client can benefit. If you want to develop more than a one-sheeter, you can list this information in bullet point form to take up the remainder of the main page. Your text could be as simple as, “The Daytona 500 is around the corner, and in 2004 you can associate your business with WXYZ radio and the power and loyalty of a tuned-in, on-the-go audience for every exciting NASCAR event.” If you go with bullet points, an 18-20 point font should be fine. If you are creating a one-sheeter a 12-16 point font is all you need for your primary text.

Feature Bullets

In bullet point form, it is time to highlight the primary features to the client as the meat of your presentation. A 14-18 point font should work just fine. Information such as, “America’s Fastest Growing Sport,” “Immense loyalty from listeners to your product or service,” “4, thirty-second commercials in every race,” “Your name in 20 “Brought to you by…” promos every week,” ““Brought to you by…” name recognition inside every race,” and “15 bonus commercials every week…including drive-times.”

Price Point

After you have created your benefit bullet points, it is appealing to center the pricing plan(s) at the bottom of the page, or perhaps on its own page if you create a multiple page presentation. A 14-16 point font should work well. “Your Investment, only $200 per race.” “Flat billing available for only $880 net per month, January-December.”

Your Bottom Line

Under pricing, utilize the bottom of the page to reinsert an essential benefit for your prospect to remind them why this is a great buy. A bold 18-24 point font will get the idea across and take your presentation out on a high note, “148 race commercials, Over 500 bonus commercials, and hundreds of “Brought to you by announcements. GET IN THE RACE!”

Presenting the dreaded package pitch to a client can create interest, excitement, and tangibility if done with a bit of forethought. Creating a package as we have discussed will provide you an effective and professional piece to present in-person or via fax, email, or online. The key is to keep it clean, highlight your plan’s benefits, and maintain continuity in all your pieces. A dreaded package is never a bad thing…especially if it results in a sale and happy client.

Sales Imaging’s, Greg Murray is a Radio Ink Columnist, RAB Speaker, CRMC Diamond, and Microsoft Certified Specialist.

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