Use priming and associative memory when presenting to clients

Even the smartest, most appropriate, and yes, most creative solution can get annihilated in a mismanaged presentation. And the larger the group of decision makers, the more difficult the meeting and the decisions are to manage. When presenting your work to decision makers, don't leave their responses to chance. Use priming and associative memory to help decision makers make better decisions. 

When presenting logo selections or other creative concepts, be sure to prime decision makers. Logos designed by Integrated Marketing Group for Sibu Beauty.  

Your client is eager to see something. The group's decision makers have been in wait during the planning and analysis stage and are eagerly awaiting this first hint of what the entire process will yield. These clients are also human, which means that they will have first impressions, emotional responses, and expectations of which not even they are aware. 

Prime the client with the creative brief. Begin the presentation with a verbal review of the creative brief. When you review specific language, you are seeding the ensuing conversation. Regardless of whether the CEO or anyone else in the room realizes it, you're priming them by planting specific phrases in their minds. Most decision makers like to think of themselves as rational, and they will try (albeit, not consciously) to match their impressions and emotional reactions to the strategic phrasing you just brought to mind. These phrases are what was originally agreed upon as the best strategic direction for the project. They're things like, "Extend the brand reach to meet the 'me-centered' needs of Millenials," or "Ensure the campaign is socially contagious." 

Work your primes. Having primed the group and reminded them of what the project was intended to accomplish, present each concept by explaining how the concept is on strategy. This will be the second time in a matter of minutes that the decision makers have heard these specific terms and phrases. When it's time to ask them what they think of each concept, they're much more likely to formulate their thoughts within the verbal framework you just established. This way, you keep the meeting, and the decision making process, on track. 

Point out the unique positioning strategy of each concept. Each concept you present should be strategically differentiated. When you present a concept, explain how each one differs from the others and what its strengths are.  Then juxtapose the concepts with the competition and explain how the concepts will attract and win over the competitor's customers. 

Use associative memory to indicate success. Present your work in a way that associates concepts with work that has been proven successful. Pentagram drew on this when they presented Citi with their new brand identity. They showed the new logo on a board surrounded by logos of McDonald's, Sony, Nike, Microsoft, IBM, Disney and others. They placed the new Citi logo in the center of the grouping and pointed out how the new logo would function in ways similar to other logo superstars. Showing your work in a field of super brands can help decision makers make better decisions. 

In summary, you can steer decision makers away from aesthetic likes and dislikes, subconscious impressions and emotional triggers by priming the conversation with a strategic framework.