Robert C. Thomas - RobertCThomas.com
you must analyze your audience and figure out how best to present the information you've collected so that the people in the audience will find it interesting and relevant to their job. you have been assigned a target market: your audience. PR and advertising campaigns
This is perhaps simplistic (and even a bit inaccurate). Product features mean different things to different divisions of the company. As a presenter. If you are asked to motivate everyone in the company to do the same thing. Your audience is your target market. while other audiences will consider them boring and unimportant to what.RobertCThomas. Sales people want to know the selling features of the product and product delivery date. Provide information and motivation. they will also determine the style of your presentation. your job is to answer this question.Analyzing Your Target Market
by Robert C Thomas
The audience wants to know: What does this have to do with me? When preparing a presentation. Media campaigns do not have the same importance to everyone in the company. Production complexities are only of interest to certain people in the corporate organization. To do this. Because as you begin your presentation. is the larger point.. It doesn't matter how sophisticated your Powerpoint is. in their thinking. The reason my presentation is interesting to you is. many people tend to concentrate on the information they must assemble and the technical challenges of putting it into Powerpoint or another presentation format. who. People in the advertising division are focused on facts that are of no interest to the people in research and development. Decreasing costs and increasing revenues mean different things to different divisions. Customer Support people want to understand how the product functions and the fault analysis procedures to determine defective products Production people want to know the projected production schedule and projected delivery dates Advertising and marketing people want to know details about the target market(s) and the projected media. everyone in the audience is asking YOU:
*** What does this have to do with me? ***
As the presenter. Thomas . This means that not all data and information are equal.com Page 27
. are interested in a different set of facts from the people in logistics and delivery. In marketing the first and most important question is: what is the target market for this product? So the marketing people do a lot of research to discover the characteristics and interests of their target market. Unfortunately. different people will want different information and data on a new product release. combining great data with a great Powerpoint presentation will FAIL if it does not reach the target audience: the audience watching it. And the audience will determine not just the information and data in your presentation. then it will be unsuccessful.The Audience -. For example. it is important to analyze what part each person in the company has in achieving this objective.
Presentation Script Robert C. but the larger point remains.. Different audiences have different interests. And you need to research and study them. of course. If the focus and style of your presentation does not match the interests of your audience. Graphs and charts are necessary for some audiences.
later in the presentation. How can your presentation help them increase their sales. Otherwise. they may feel you're wasting their time. It takes practice. If your presentation is for a community group. consider the expectations of your superiors and your corporate identity. you may be expected to impress them with the quality of your products and the ontime delivery of orders. If the presentation is an in-house presentation (not so formal. the lighting. ask them their thoughts on a specific topic. inter-company (suppliers. etc. The same sets of information and data may need to be presented to everyone who has any interest or contact with the company. ask them for suggestions about something very simple (the seating. This is often where the real creativity comes in. and if you plan to use it. increase satisfaction in upper management. Note: It's best to NOT pass around product samples or parts until the end of your presentation. For example. The expectations of your superiors must somehow be met. etc. intra-company (subsidiaries). Many Americans prefer presentations with video and animations. Many Italians feel that a presenter and his presentation must show a high level of style. depending on the audience. keep their department from being cut. This technique should be practiced at small presentations or meetings first. grow their budget (or keep it from being cut). Consider the differences. Involving the audience can be a very successful technique for adding interest to your presentation.. Many Brazilians want to feel they are getting to know the presenter personally. make it very specific and.. If your presentation is for independent distributors.. Otherwise. very short. must you impress them. you ask them questions or otherwise involve them in your presentation. everyone already has some awareness of you and your job and the content of your presentation) you might be expected to do a presentation that is humorous and self-referential. Also. there are important cultural differences that must be taken into considerations.
Robert C. And your corporate identity should be reflected in your presentation. before "starting" ask people in the audience a question. and general public audiences all have different perspectives on what you're trying to do. And this needs to be considered from the beginning. have them offer a few words in support (or against) an idea you're discussing.RobertCThomas. on a per-person basis. be more efficient. Audiences in-house.. during your presentation there will be a constant ripple of distraction and whispering going through the audience as everyone passes along and examines the product sample. you may be expected to show everyone in the audience that your company is a good neighbor and responsive to the needs of the community. everyone attending also has their own professional-centric interests. is your status with them already secure. Finally. But. because it will affect EVERYTHING you do! Involving the audience.com
. independent distributors). When doing international presentations. etc). Whatever involvement you'd like to have during the presentation. Many Germans want to see figures and lists and graphs.How can your presentation help people be successful and advance in their jobs? Beyond the obvious corporation-centric interests of your audience. add a little bit of participation at a time to each presentation and be prepared to move quickly on if it doesn't work. Then you can "begin" the presentation and people will know what to expect when. whatever you want them to do during the presentation should be "practiced" before you "officially" start your presentation.. Thomas . recent sales figures. etc. Have they ever worked with you. do you know their colleagues. these factors affect your approach. you will probably want to sort and arrange the information and data according to the different perspectives of the various audiences. but it is not an easy technique to master. have they ever had a meeting with you.. Audience participation during your presentation could involve a short segment where you ask the audience questions.
I can't tell you how many MBAs present their slides like this: "As you can see on the slide. Most people underestimate just how much practice skilled presenters apply to their craft. several participants told me the core curriculum in their schools didn't cover the techniques I had discussed. Internationally. The vast majority of speakers will glance at their slides the night before a presentation (typically slides created by someone else).S. While a few schools do require communications courses. data is an important part of many Powerpoint presentations. many of whom hold MBAs from top business schools. outstanding communicators use slides that are highly visual and with less data than you might expect. They also practice tough questions in advance. After the seminar ended. But balance your data-heavy slides with slides that have more images and fewer words. Yes.RobertCThomas. your audience will size you up and make snap judgments about you in the first 90 seconds of your presentation based almost entirely on your body language. Ninety seconds doesn't leave you a lot of time to get very far through your PowerPoint deck.000 people who graduate with MBAs each year in the U. You should take center stage—not the slides themselves. most of the estimated 90.Presentation Lessons You Didn't Learn in B-School
by Carmine Gallo I recently gave a seminar on presentation skills to a group of Fortune 500 marketing professionals. The most important start is to acknowledge that there are cultural differences and to learn from your local team or recent visitors who have experience with the culture. this chart shows…" On the other hand. I put together five essentials all business owners should be aware of when presenting. In other words. Those presenters who appear to improvise effortlessly and quickly respond to tough questions on the spot are often those who rehearse more than average.
Robert C. your body language speaks volumes before you deliver the bulk of your message. The best speakers spend many hours over many weeks ahead of a presentation to get everything just right. depending on the country. Whether we like it or not. Adapt your presentation to your audience. regardless of where they went to school or how many degrees they earned. Keep this in mind: content needs to be created with the specific audience in close focus. eye contact. and emotion can be interpreted differently.com
. The slides should complement the speaker and not the other way around. rather than spending their energy trying to read the slides. What's scarier is those judgments are very difficult to change. With that in mind. Thomas . Practice even if you think you can wing it. Deliver a message with a specific audience in mind. Be aware of your body language. aren't required to take courses designed to improve their presentation skills. This lets the audience focus on the speaker. In business it's not a stretch to say that most people in a presentation audience won't care about the message unless it benefits them directly. everything from word choice. Audiences will react in different ways: Some will be more animated while others will sit quietly and even close their eyes.
Thomas .. graphs = descriptive text = lists as text = lists of numbers = photos = videos = etc.. how large a room? Time and length ..PRESENTATION PRE-PREPARATION
Objective .Who am I making this presentation to? How many? Venue .What percentage of my presentation is.What is the style of my presentation? Content .What time of day is my presentation.List your presentations sections in the proper category.Why am I making this presentation?
Audience .Where am I making this presentation? What kind. 1 Introduction of Problem (Goal) 2 Exploration of Problem 3 Exploration of solution(s) 4 Conclusion
Robert C. how long will it be? Method .com
. = Structure ...Divide your presentation into 3-5 parts.RobertCThomas.. what are they?
Objectives & Form .
machinery. list three specific topics that interest them. or activities? What kind of visuals would your audience enjoy? What style of photos (activity.. Thomas . little. what personal qualities do they most respect in superiors? Other important considerations. figures.... etc) would they find interesting? Is their business culture more focused on personal qualities or professional qualities? Do they use humor as part of their business culture? None.. actions.. ideas.com
. little. Do they use small talk as part of their business culture? None. In their business culture (national)..
Robert C.RobertCThomas.. people. animals.. landscape. what personal qualities do they most respect in colleagues? In their business culture (national). If you asked them what was most interesting about your prod/serv what would they say? Are you presenting as a colleague of theirs or as a superior of theirs? Is their work day more involved with numbers. lots.Audience Analysis
What is their direct business involvement with your product /service? When they talk among themselves about your product/service. lots..