Successful Cause Marketing Presentations: Who, When, Where, and Why
The first order of business when preparing a successful cause marketing speech is to take a closer look at your audience, which may be 1 person or 50 or 500. Regardless of the size, audience analysis will be critical to your success.
Ask of your audience who, when, where, and why:
Whom are you speaking to? Are you addressing the president of a company or a group of middle managers from the marketing department? Who your audience is will impact your speaking decisions. The president may want to hear more about your organization and the larger benefits of cause marketing. The marketing folks may be looking for specific metrics on return-on-investment and how the program works.
When are you speaking? Are you speaking first thing in the morning, midafternoon, or just before quitting time in the evening? If you’re speaking in the late afternoon, you need to be more high energy and brief because your listeners have already endured a long day, and their attention will be divided between you and the comforts of home.
If you’re speaking at lunchtime, you’ll want to make sure that you speak after everyone has eaten — or at least provide lunch. Given the choice between listening to you or listening to their growling stomachs, listeners will always choose the food that’s waiting for them back at their desk.
Where are you speaking? Find out this information well in advance of your presentation. Don't show up at a speaking engagement with a laptop and projector in tow only to discover the meeting will be in a room no bigger than a broom closet with no electrical outlet. The goal here is no surprises. Control your environment, or your environment will control you!
Why are you speaking? This question will help you hone your Famous Last Words (FLW). For each presentation, you want a very clear objective of why you’re speaking and what you hope to accomplish. Remember, presentations aren’t like poetry or paintings; they’re not created just because someone wanted to write or paint that day. Speeches are prepared to do some type of work in the world. What will yours accomplish?