Walking In Business Development Shoes
Tomorrow is my birthday (so be nice to me and share this post), and November 1st is the 15th anniversary of starting The Idea Integration Co. Inc. In those 15 years, we have grown, reinvented ourselves a few times, and had the absolute honor of working on cool projects with brands we love.
I have learned a lot in our time, and the one thing I had to learn more than anything was business development. I think I have gotten pretty good at it, but I had to learn two things: asking for the close and making sure I didn’t do cool projects for free cause I just wanted to do them.
One of the things I find is that when I teach myself how to do something, I usually develop a different approach and something truly unique, goes above expectations, and is better. I assume you know this if you are reading this but I run The Idea Integration Co, an award-winning marketing and advertising agency known for our creative and slightly edgy approach. We've had our fair share of wild ideas, but one pitch, in particular, was a sneakerhead's dream.
A couple of years ago, an event ticketing platform came to us and said they wanted to work with Sneakercon, the holy grail of sneaker events. Now, Sneakercon had an obvious problem: long lines and impatient sneaker enthusiasts waiting for hours to get inside their events. Our client told us they had tried everything to get on the radar of the event owners but were still waiting for a response.
We needed to do something to stand out, do something different, and a mundane PowerPoint presentation via email wasn’t going to do it. We needed something extraordinary, but that is what The Idea Integration Co. does. We wanted to leave a mark, and what better way to do that than by tapping into their passion for sneakers?
Our solution? We sent them a custom pair of sneakers, hand-painted with their iconic logo and meticulously detailed to showcase their problem and our solution. No PowerPoint deck. The deck was the shoes!
One shoe explained the problem, and one shoe explained the solution.
Let's break down what made this pitch extraordinary:
1. The Power of Personalization:
When you think about an extraordinary pitch, it's important to customize your approach. Like we tailored our pitch to Sneakercon's audience, we would like to know that understanding your client's unique identity and needs is paramount. Think about what makes them tick and incorporate those elements into your pitch. Remember, it's not just about selling a product or service; it's about forging a meaningful connection.
2. A Splash of Creativity:
Creativity is the lifeblood of marketing, and in our case, it was the defining feature of our pitch. By choosing to hand-paint custom sneakers, we were not just showcasing our creativity; we were living it. Being daring and innovative can set you apart in a world saturated with mundane pitches. So, don't hesitate to think outside the box and bring your boldest ideas.
3. Visual Storytelling:
The age-old adage "a picture is worth a thousand words" couldn't be more relevant in modern marketing. Our pitch was visual storytelling at its finest. We painted our ideas, allowing the client to see our vision, not just hear about it. This approach simplifies complex ideas and makes them more accessible. After all, a compelling visual is often more persuasive than a lengthy verbal explanation.
4. Leaving a Mark:
The goal of an extraordinary pitch is not just to be memorable but to leave a mark. In our case, the custom sneakers constantly reminded us of our pitch and agency. If your pitch involves a tangible item or a unique concept, please make sure it sticks in your client's mind long after the meeting ends.
5. Embracing Edginess:
As the owner of The Idea Integration Co, I've always believed that a touch of edginess can set you apart. While not every pitch needs to be as unconventional as sending custom sneakers, feel free to challenge the status quo. Being edgy means daring to be different and standing out from the crowd.
In marketing and advertising, you're not just selling a product or service; you're selling a story, an experience, and a vision. Your pitch is that story's opening chapter, and it must be gripping. As you craft your pitch, remember to be bold, be creative, and, most importantly, be authentic. Your uniqueness is your greatest asset, and in the world of business development, it's often what makes the difference between success and obscurity.
So, the next time you're preparing an extraordinary pitch, channel your inner creativity, embrace personalization, and be willing to take calculated risks. Your pitch should be an experience, not just a presentation. After all, in the world of marketing, the extraordinary catches the eye, and the unforgettable leaves a legacy.
Now I am going to repeat myself but in a digest form for people who like bullet points:
Creativity at Its Best: The hand-painted sneakers were not just a gimmick. They embodied the very essence of our creative marketing approach. We were showing, not just telling.
Personalization: It's crucial to understand your client's unique needs. In the case of Sneakercon, we knew that they were passionate about sneakers, and our pitch needed to reflect that passion.
Show, Don't Tell: By painting our entire pitch on the sneakers, we showcased our ideas visually. This not only made our pitch memorable but also made it easy for the client to grasp our vision.
Memorability: Who forgets a custom pair of sneakers with their brand on them? It's a lasting impression that stands out in a sea of emails and PowerPoint presentations.
Boldness: We dared to be different. We challenged the conventional norms of pitching and went the extra mile, not afraid to be edgy.
So, what was the response? Our clients got the opportunity to meet and show their platform after many months of no response from their outreach.
The key takeaway here is that you need to be memorable in business development, especially in creative marketing and advertising. Don't be afraid to break the mold and take risks. Craft your pitch to resonate with your target's interests and passions. And remember, showing is often more powerful than telling.
Your next extraordinary business pitch might involve a pair of custom sneakers. In the marketing world, it's often the "extraordinary" that catches the eye and that includes BD.
Step into those custom sneakers and make your pitch unforgettable.
… if this seems impossible, just hire us to help you.