Product: Casio Keytar
As tasked, the central aim of our pitch was to convince Casio that our advertising agency—Inspire Your Desire—was the perfect fit to promote their new product (the Keytar) on a grand scale. In order to do so, we strategically incorporated the elements of carefully crafted appeals and persuasive techniques that underpinned and therefore propelled our pitch.
For instance, in order to enhance the ethos rhetoric, we decided that it would be effective to kick-start the presentation with an introduction to the agency and its reputation through highlighting the prestigious international awards we had been recipients of for our incredible work in the advertising field. The intended aim of this choice was to primarily lay the accolade-winning foundation of our agency whilst simultaneously canvassing a reliable/trustworthy image to the client. Complimentarily, we also introduced the concept of having The Beatles endorse the Keytar in our advertisements which again was an undercurrent of the ethos appeal as having the potential to have The Beatles in our campaign accentuated the status and reach of our agency.
The significance behind including The Beatles as opposed to any other musical group as a part of our campaign was in pertinence to the context of our pitch being in the 1980s in the United Kingdom. The Beatles were a group that had gained immense popularity during this time frame and hence were the group chosen as even the Clients would (hopefully) have been aware of their grand fan base that could potentially translate to being a segment of the consumer base of the Keytar.
In terms of relaying the principal idea itself, selective diction was employed with the purpose of evoking specific emotions in the Client subject to our presentation. For example, using connotative phrases like "I guarantee" and "we know/can" essentially conveys the charismatic conviction of the agency in the entirety whilst appealing to the logic and reason of the Client. As a team, we also formulated a slogan—"Now be a Star with your very own Keytar"— to augment to the Client the fact that the agency was already one step ahead in the planning process and would immediately proceed with the campaign were they to employ us.
In terms of the persuasive techniques whilst actually presenting the pitch, what I tried to focus chiefly on was sincerely trying to be enthusiastic about the product. I personally believe that for a presentation to be successful, demonstrating confidence in the material being presented whilst at the same time successfully communicating an idea to your audience in a engaging manner, is of utmost importance. Thus, in order to fulfill these aspects of a successful presentation, several rhetorical questions such as "Sounds hyperbolized?" and "How could we possibly do that?" were integrated to elicit a sense of curiosity in the audience and then satisfy the curiosity with the cued answer to the question. Another technique I used was to subtly, but consistently, signify the importance with which we regarded this opportunity. For example, I mentioned how Inspire Your Desire would run no parallel projects whilst in a deal with Casio as they would be our priority; this appeal would psychologically grant to them a status of superiority and how our company acknowledged this superiority.
All in all, I am very proud of how well our group worked together on this presentation as we distributed the segments equally and therefore shared the workload evenly. In regards to what I would do differently had I the chance to repeat the presentation, I would not change perhaps anything concerning the content of the presentation itself as I believe we worked hard to incorporate effectual arguments, appeals and persuasive techniques that elevated the content as a whole. However, in terms of my own presenting, I would most certainly get rid of the cue cards for the sole reason that whilst presenting I am so focused on engaging the audience through consistent direct eye contact and gestures that I often improvise my words/phrases on the spot. The cue cards that I had in hand during this presentation contained the ideas and exact phrasings that I had thought of as guidelines and hence glancing at the cue cards whilst saying something completely different utterly confused me and resulted in de-railing my thought process in the moment. In order to avoid this the next time, I would either try and prepare well enough to not have cue cards at all or if I am tentative and still feel the need to have cue cards, I would place merely key words as opposed to complete phrases/paragraphs on the cue cards.
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