Anton Kopytov, Partner Invention at Mindshare Russia

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Effective PowerPoint presentation

• Anton Kopytov, Partner Invention at Mindshare
  Russia

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Eventually it happens to everyone

• Planning
• Developing
• Delivering

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Although PPT is de facto standard it is not
always necessary
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Define objective of presentation...
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PLANNING
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STEP 1Grazing

• 5/15/80 rule

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Step 1
The method
The outcome
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STEP 2 Looking for Meaning
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Create Links and Connections
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The links are not always so obvious
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STEP 3Drop it

• Put it as far from your mind as possible
• Take a break
• Get away from it

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STEP 4 Distil and Adopt
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STEP 5 Writing the Presentation
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PLANNING

• Graze
• Look for Meaning
• Drop It
• Distil and Adopt
• Write

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DEVELOPING
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WHY do we make presentations?
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Our routine

• Breathing and living media
• Create presentations to communicate our ideas,
  strategies, results...

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lt15 of time for advertising lt5 of time for
media
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Winning and preferred team is not only...

• ...cleverest
• ...best buying
• ...nicest

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But the team that the client best understands
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Tips for effective PowerPoint

• Tell emotional story
• Simple and short
• A visual medium
• Keep it visible
• Make it impactful

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Presentation is a Story
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Break your story into sections

• A section is a slightly different topic
• It allows the audience to follow you much better

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Show me the money slide first
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If you put your conclusions first, people are
more likely to stay with you until the end
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So what?

• So, what of it?
• Why am I writing this?

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Presentation is a VISUAL mediumnot a reading
exercise
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Make each page worth looking at
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Stick to the rule of THREE

• Catchy title for a slide with one idea
• Top 3 things to explain the details
• What you talk during the slide can be much more
  than your top three bullets

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Make numbers meaningful
12 GB of music in iPod
enough to listen to your music if you travel to
Moon and back
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Keep it simple
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Limit the amount of information on each slide

• Slides should be a visual aid...
• ...not a detailed account of all information

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Readable and simple tables
Attitude towards advertising
Source MMI, Russia, 2009
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PowerPoint allows to annotate slides with notes
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Slides are not cue cards
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Keep it short
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Keep it visible and impactful
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Do not go into small fonts
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Content must be readable to the person seated
furthest from the screen
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Use formatted transitions with care
Whizzing swirlings are great if done
appropriately
and really annoying if they are not
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If you dont want your audience to read your
point ahead of a time
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Avoid using images supplied with PowerPoint
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• Most people in your audience have seen them
  already
• Use http//www.corbis.com, http//flickr.com,

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Rehearse, Rehearse, Rehearse
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Rehearse, Rehearse, Rehearse

• The previous Friday first walk-through
• Monday morning walk-through w. full scripts
• Tuesday afternoon dress rehearsal
• Wednesday morning final dress rehearsal

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Remember of time limit

• You should cover all the points and allow time
  for QA
• Your audience should be allowed to ask questions
  without fear of being cut off

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DELIVERING
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Ignite Your Enthusiasm
Engage your listeners passion by tapping into
your own
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Were going to make history together
today... Today were introducing revolutionary
products... We are so excited about this. Its
incredible... Weve got amazing stuff to show
you this morning...
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Strike these from your speech

• Maybe
• I think
• Well you know
• Uh, um, ah
• Optimized, synergy

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Navigate the Way
Present your theme as a mantra to help your
listeners remember it easily
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Today Apple is going to reinvent the phone
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Outline your Presentation

• Articulate vision
• Describe the structure
• Open and close each section with clear transitions

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Sell the Benefit
Explain the real-world problem, then offer your
solution
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Engage and speak to your AUDIENCE
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Make and hold eye contact with everyone
individually
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Speak loudly
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Read the audience, keep a good pace
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The next slide if you feel restlessness
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Be an actor - learn how to excite
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Use body language to dramatize points
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Use two levels of communication
Content
Way of delivery
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Make sure the message coheres with the non-verbal
communication
Credibility
Trust
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Be quick fingered
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Be ready and prepared

• What if the projector breaks?
• What is your laptop crashes?
• Can you pick up where you left off?

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Have at least one hard copy and paper at hand
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Acknowledge point of view of a hostile audience

• That at least might get them to listen

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Test technical details beforehand
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Technical difficulties during presentation are
disastrous
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Get off the internet
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DELIVERING

• Ignite enthusiasm
• Navigate the way
• Sell the benefit
• Know PowerPoint
• Be an actor
• Get off the internet

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Turn off the projector when you are not using it
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Thank youAnton.Kopytov_at_MindshareWorld.com