presentation

Presentation Planning Sheet

Name:

1. Which scenario are you speaking on?

Canadian Beer Labbat Blue decided to expand in US market by appealing younger demographic. With doubled budget of 900,000 supported, our team is going to make media investment based on the current background.

1. Who is the audience? What characteristics are important to understand about them in relation to this topic?

My colleagues working at the account team of Labbat Blue. (technical audience).

• Range of ages: New strategies focus on appealing to a younger demographic. It indicates how well they know about younger people.

• Ethic, racial and cultural groups: To make sure not to insult them. Because I will use NHL audience demographic characteristics about race and gender.

• Conservatives or Innovators: Persuade conservatives to see old and traditional as a weakness. They need to admit it’s a weakness first.

• How much they already know about the topic: balance the proportion of introduction of the background and some basic information.

1. Why should the audience care?

The audiences are the technical person of Canadian Beer Labbat Blue Company. The account team Account services will meet with clients, take requests for work, and write briefs. They will also act as the go-between, presenting work, and bringing feedback from the client. They are responsible to decide how to allocate the budget.

1. State the theme of your presentation in one complete sentence.

To achieve our goal to expand market and attract more young demographic, we should invest more on Internet and keep large proportion investment on TV advertisements, which are combined with customized design and hockey culture.

1. What do you intend to tell the audience about your topic?

I intend to tell the audience the background of the whole industry and what makes us different. I also intend to tell the audience of the weakness and strength of our products and the cooperation with Hockey, our objectives and goals.

Strategies made by analytics and the profits it might bring.

Challenges we might face and how to deal with them.

1. How will you persuade them (i.e., what kinds of evidence, storytelling, credibility, emotion)?

• Logos: Using statistic data of other similar companies of advertisement proportion.

Logos: Show the relationship between advertisements posted via media and their profits.

Logos: show demographic of hockey audience. How many of them are our target customers? The channel they use to care about hockey. E.g. By internet or TV.

• Pathos: Encourage them by emphasizing the large budget.

Pathos: Encourage them to participate by showing the potential profits.

• Ethos: Telling a successful story of other company with specific strategies they used to attract younger clients. Heineken Cube.

1. How will you organize your presentation (i.e., order of main points, transitions)?

Introduce the backgrounds of our company and analysis weaknesses and Strengths.

Make our objective clear: More investment on media ad and make more profits by attracting more young demographics.

Analyzing marketing survey of clients demographic. White, Rich and female

Analyzing media ads strategies

Ask questions if they have any ideas about the circumstance we are facing.

1. What are the first words you will say?

According to new study by Goldman Sachs, America's young adults aren't that into beer anymore. They tend to eschew what their parents drink, because it’s not cool. But Hockey is cool and social media plays more and more important role in their lives. Respect young people’s eager to be special and take use if it. We can attract them back.

1. What is the last sentence you will say?

According to my analysis above, I think we have confident to expand our presence in the US market and we can also appealing to a younger demographic.

1. How best will you communicate your presentation effectively (i.e., what is your style/tone)?

I will be very logical and using data to support my points. Ask questions to my audiences and let them positive thinking about it. I will make positive eye contact with my audiences.