Donna Li, Apprentice Coordinator and winner of last year’s competition (along with Victoria Pham) shares tips she’s learned through competing in other marketing competitions including Schulich RISE Case Competition and Canada’s Next Top Ad Exec.
5 Prepping Tips
1) Patronize the numbers included in the case / use the appendix.
These resources are included for a reason – don’t overlook them because you think marketing is solely based on creativity. Many trends and market opportunities are carefully hidden behind these figures. Thus, thorough analysis is highly recommended.
2) Become the expert: conduct thorough secondary and primary research
Give your judges reasons to believe you by backing up your idea with facts from credible library sources (e.g. Marketline, Euromontior, etc). Don’t stop yourself there – go the extra mile and conduct primary research. Whether it be an on-site analysis or surveying 50 people from your target market –judges will be impressed with your insights that competitors likely won’t have.
3) Practice your presentation prior to presenting
“Practice makes perfect.” This tedious task will inherently hone your presentation skills. Also practice staying within the limit. Getting cut off in a presentation does not leave a strong lasting impression.
4) Anticipate potential questions and prepare answers in advance
You can’t escape from the Q&A session, but you can do your best to prepare. Think about what judges would ask if you were in their shoes. Practice your presentation in front of friends and listen to their questions. There is a good chance the questions will be similar.
5) Continuously challenge yourself to do more.
Always ask yourself: “Is there anything I can do to further improve my idea?” Committing yourself towards constant improvement will push your limits, allowing you to reach your maximum potential. Whether it’s conducting a store analysis, creating a survey, making a prototype (e.g. product, webpage, coupon, video, etc.) – these “extra elements” always give you that extra edge against your peers. Don’t be afraid to execute a great idea just because it’s difficult. Follow Nike’s slogan: “Just Do It.”
5 Presentation Tips
1) Confidence is contagious – make sure you have it!
Standing up straight, making eye contact, and voice are just a couple signs which display confidence. The more confidence you show, the more convincing you’ll be to judges.
2) Exhibit a strong team dynamic
It’s not rocket science: don’t interrupt each other, take turns answering the questions, and pay attention to your partner when they’re presenting! We also like showing our unity through matching outfits – judges always notice it! Strange to say but audiences always have affinity towards teams that work well together and exhibit strong friendships.
3) Emotionally connect with your audience
It takes practice to connect with your audience and relate to them emotionally. Make eye contact, tell personal stories, and take pauses to let them think and digest what you are saying. The more they can agree with you, the higher you’ll score in your presentation.
4) Avoid Using Filler Words
“Like, Uhs, Umms” during presentations are extremely distracting to the judges. Instead of these filler words, simply breathe and take a pause. Your train of thought will flow more seemingly and you'll naturally display more confidence.
5) Present your idea with excitement!
If you aren’t excited, who will be?! This points back to the first tip on confidence. Confidence and charisma is key to winning after you have a well thought out presentation.
