Spice Up Your Pitch Life: Taking Your Scenario Analysis to the Next Level

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You’ve researched the brand. You’ve pinpointed the right media channels. You’ve written taglines. You’ve designed logos. You’ve narrowed down your creative solutions to three that you want to show the client. You’re ready to show them your scenario analysis.

Now what?

Sure, you could present them as three equal options, one red, one green and one blue for one price:

Tactical Options[1]

She likes the blue one. He likes dolphins. You’re into watching birds. So who’s right? The ensuing decision-making process is a surface, “who likes what best” discussion. Louder voices will carry the day—not your well-thought-out strategy, not the future options the brand may need, not the business objectives. Business relationships also get stale over time if the same old transaction takes place.

Instead, consider a new way of presenting your creative solutions:

Strategy Option 1[1]Strategy Option 2[1]Strategy Option 3[1]  What you see here are three different options, all based on different strategic answers to the business and marketing objectives. Each option requires different channels, requires a different scope of work, and thus has a different price point. This method helps you lead clients to smart business decisions by clearly connecting the target, product/service benefits, and business objectives.

The scenario analysis is where all your hard work culminates—the time you spent getting to know your target, learning the history of the brand, teasing out benefits, learning specific marketing objectives, building relevant messaging. Maybe the increased competition in the client’s category needs an option that addresses differentiation through the channels you suggest to execute in. The client could have come to you with their understanding of the marketing problem while your research could have uncovered the real problem. Or, your exploration on the environmental trends related to your client’s product could suggest that you recommend a completely different positioning to become the first to market as things shift. Instead of offering three logo options, with three rounds of corrections for one price, you could show the client that you are doing more than throwing options out there—you’re building a strategic context for the brand, product or service.

T6423With this method, your action plan (the itemized list of details, resources, metrics, and phases you would suggest that they implement) is well thought out. No matter what the client chooses, you’ve increased the overall value of each recommendation on all sides because of your analysis. Remember, there is no one right answer, just your right answer backed up by a well-reasoned rationale tied to what your client set out to achieve. This is the difference between “just make it pretty” and being a valued strategic partner who provides creative business solutions.

For more on this topic, check out the new book Creative Strategy and the Business of Design by Douglas Davis or visit thinkhowtheythink.com to see what’s inside.

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