Writing an innovative pitch to a brand

Tiffany & Co. at The Landmark, Central, Hong Kong
Image via Wikipedia

We are often asked about how to pitch a brand in order to win their busienss.

Now a pitch is usually the end of a long process that starts with a chemistry meeting or a credentials presentation.

Here is an example from Razorfish who pitched for the jewellery retailer, Tiffany’s business.

This is an early stage document.  It has high level proposals, few detailed strategy recommendations and a free offer. Razorfish Tiffany New-business-pitch-creative

The good points are:

  • clear alignment with the Tiffany brand promise
  • aligning online and offline customer experience
  • data sharing online and offline (really hard to do well IMO)
  • a sharp offering to drive the future relationship
  • it’s short
  • the offer is risk-free

If they delivered the free workshop and used that to develop ideas for Tiffany – how strong would their offering be if Tiffany decided to make it into a public pitch?  They would have the inside track becasue all the ideas were developed jointly with Tiffany.

Can you do this?

How do you approach new prospects – what can you offer them that  makes it easy to buy and shows off your ideas without giving away your intellectural property?

Thanks to MZ Kagan and Scribd for the idea for this article.

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