Unleashing Your Potential: The Power of the PITCH Awards
If you’re reading this the chances are you’re wondering whether or not to register for the PITCH Awards, and I understand. It’s something you want to do, but you’re not quite sure whether to go for it.
I could go into motivational speaker mode and raise your spirits by talking about how we only regret the chances we don’t take. But, motivation only goes so far…
I think what would really help you is a peek behind the scenes to act as a guide with tips and actional insight so, let’s do that.
Very kindly the 2024 finalists’ team “007 Boys” Sakti Triputra and Xiaohan Yao from Coventry University have offered to share their experiences, challenges and learnings from the PITCH as well as how it will benefit them in the future.
If you’re thinking you would like to know more about what others may expect from you their mentor Dr Cherniece Plume has provided insight into the skills and attributes you will need to showcase as well as how to overcome the challenges you may face.
And if you’re wondering what the Judges might be looking for from your entry, I have that covered as well.
That’s the informal intro covered so now you know what you will get by investing a little bit of time into reading this article. So, let’s get into it.
Introduction to the PITCH Awards
In the competitive world of marketing, the PITCH awards by the Chartered Institute of Marketing (CIM) stand as a beacon of opportunity for students eager to prove their prowess and innovation. The PITCH awards challenge participants to apply their academic knowledge and creative skills in teams of two or three to real-world marketing problems set by a charity, presenting their solutions to a panel of seasoned industry experts. This prestigious competition not only highlights emerging talent but also serves as a critical stepping stone for future marketing professionals by enhancing their employability and practical marketing skills.
The students' perspective on the PITCH Awards
Introduction to the Experience
For the “007 Boys” from Coventry University, the PITCH awards were more than just a competition; they were a transformative journey. The team, consisting of Sakti Triputra and Xiaohan Yao, chose "Gift of Change" as their theme, aligning with EveryYouth's goal to enhance user engagement through meaningful experiences.
"Our strategy is designed to foster a deeper connection between the donor and the receiver, thereby achieving these goals," the team explained. Using the AIDA Framework, they proposed innovative solutions like enhancing the donor journey through a specialised app and launching challenge marketing campaigns such as the "#OneLessMeal Challenge" and "#YouthDreams."
Details of the PITCH Process
The PITCH process was an enriching experience involving extensive revisions and feedback sessions. "Overall, this was an extremely meaningful and enriching experience. During the pitch process, I not only had the opportunity to apply my knowledge practically but was also thrilled to meet many people who provided invaluable support along the way," shared Sakti Triputra and Xiaohan Yao.
The journey began with straightforward registration, followed by intense preparation. The team regularly consulted with their mentors, Ms Shannen Gibbons, Ms Cherniece Plume, and Ms Haoye Sun, who provided diverse perspectives that highlighted overlooked weaknesses and untapped strengths. "After undergoing three major revisions over two months, we successfully submitted our proposal and soon received notification that we had been selected as finalists. This news was both surprising and incredibly motivating, as it meant our team's efforts had been recognised and that greater challenges lay ahead of us," Sakti and Xiaohan recalled.
Strategies and Innovations
The 007 Boys focused on addressing a pain point in the charity industry: the fear that donations may not reach the intended recipients. "We recommended transparent reporting and visible evidence updates on the website or app. Furthermore, we also hope to enable direct conversations between donors and recipients on the app platform, although this will require careful attention to privacy and security issues," the team explained.
They introduced creative and achievable campaigns like the 'One Less Meal Challenge', where participants empathise with beneficiaries by experiencing hunger themselves and donating the cost of that meal. Another campaign, 'YouthDreams', encourages the audience to reflect on their own youthful dreams to help more people achieve theirs.
Skills and Learning
The competition emphasised the importance of presentation skills. "Both the preliminary rounds and the finals involved conveying our ideas through speeches. Even more so, the Q&A session in the finals tested the speakers' ability to think on their feet," noted Sakti and Xiaohan. Strong presentation skills significantly enhance an idea, whereas poor communication skills might render a potentially brilliant concept mundane.
Reflecting on the experience, Sakti shared, "The most important lesson I learned from participating in the PITCH was how to develop a complete and feasible marketing plan within the constraints of a real-world business framework."
Impact on Career and Future Aspirations
Being a finalist in the PITCH awards positively influenced their career prospects. "Firstly, it will positively influence my job search, as this honour serves as a testament to my ability to achieve marketing targets through campaigns and other strategies. I will proudly include this achievement in my CV and have also added it to my LinkedIn profile," said Sakti and Xiaohan.
Furthermore, being selected as a finalist significantly boosted their confidence, beneficial when presenting and pitching ideas in the workplace. "This newfound confidence will allow me to handle similar tasks with greater composure and effectiveness," Sakti added.
Advice and Insights for Future Participants
The 007 Boys shared three pieces of advice for future participants:
Understand the Requirements: "It’s crucial to clearly understand the requirements and conduct in-depth research on the client. Since the judges are often representatives of the client, a targeted proposal will be more persuasive than a generic one."
Listen to Feedback: "Listening to others' feedback during the competition is invaluable. External opinions are crucial, especially for identifying cultural misunderstandings or other overlooked aspects."
Use Theoretical Frameworks: "The use of theoretical frameworks is vital as it adds structure to your pitch and ensures you don’t overlook important details. Demonstrating how you can apply academic knowledge effectively also showcases your academic proficiency."
Personal Reflection and Future Steps
Reflecting on their journey, the 007 Boys emphasised the importance of teamwork and considering multiple perspectives when developing strategies. "The most effective marketing campaigns are undoubtedly the result of the collective efforts of the team," they noted.
Looking ahead, Sakti's primary goal is to secure a full-time job within his field of study at Coventry University, specifically as a Digital Marketing Specialist. "During the competition, I had the opportunity to perform some of the duties associated with this position, such as providing SEO recommendations and suggesting improvements for EveryYouth's existing social media. I will bring this experience into my future job and apply these strategies in the workplace."
007 Boys Conclusion
Sakti Triputra and Xiaohan Yao have kindly given us insight into their experience, challenges and learnings from the PITCH Awards, and the above only scratches the surface of the information they shared. The full Q&A is included at the bottom of the article.
One key takeaway mentioned that I want to highlight is the importance of communication and presentation skills. Do not underestimate the impact that they have. If this is an area of interest for you, I recommend reading a previous CIM article discussing the art of presenting with Simon Sinek.
Now we look at the PITCH Awards from the mentor’s perspective focusing on the skills and attributes you may need to succeed.
A mentor’s perspective on the PITCH Awards
Skills and Attributes
As a university lecturer in digital marketing, Dr Cherniece Plume has had the privilege of mentoring many bright minds who have participated in the Chartered Institute of Marketing (CIM) PITCH awards. Over the years, she has observed that certain skills and attributes are particularly crucial for success in this competition and in the field of marketing in general.
"In the context of the CIM PITCH awards, the ability to apply theoretical knowledge to real-world marketing challenges is paramount. The competition is designed to enhance students' practical marketing skills and their employability. It's not just about what you know, but how you apply what you know," explained Dr Plume.
Teamwork is another essential aspect of the competition. "Students work in teams of two or three, and the ability to collaborate effectively can make or break their performance," noted Dr Plume. Additionally, presentation skills are vital as students are required to pitch their ideas to a panel of judges. The competition also provides a fantastic opportunity for networking, allowing students to build professional relationships with senior marketers.
"When it comes to marketing in general, creativity is key. The field is all about working with ideas and improving them to reach new and existing customers. Research skills are also important, as marketers need to develop savvy campaigns that encourage customers to take action," Dr Plume added.
Effective communication is another vital skill in marketing. "Whether it's conveying your ideas to your team or your audience, the ability to communicate clearly and persuasively is a must. Analytical and critical thinking skills are necessary for understanding market trends and making data-driven decisions."
Lastly, storytelling is a powerful tool in a marketer's arsenal. "The ability to turn data and numbers into genuine stories about a brand can make a significant impact on a company's success."
How to Develop These Skills
Dr Plume’s approach to mentoring extends beyond traditional teaching. She aims to guide students in honing their skills specifically for the PITCH competition. "I start by helping them understand the real-world application of marketing theories. We dissect past competition cases, discussing how theoretical knowledge was or could have been applied," she explained.
Teamwork is a crucial aspect of the competition, so Dr Plume facilitates team-building exercises to help students learn how to collaborate effectively. She also arranges mock presentations, providing a safe space for students to practise their pitching skills and receive constructive feedback.
"To prepare students for the networking opportunities the competition provides, I share my own experiences and teach them about professional etiquette. I also invite industry professionals to share their insights, giving students a glimpse into the real world of marketing," she added.
Reflecting on their experiences is equally important. "I encourage students to keep a journal of their journey, noting down their learnings, challenges, and how they overcame them. This not only helps them track their progress but also instils a habit of self-reflection, which is invaluable in any professional setting," Dr Plume noted.
Challenges and Overcoming Them
Throughout the PITCH process, Dr Plume has observed several common challenges that finalists often face.
"One of the primary challenges is the application of theoretical knowledge to real-world marketing scenarios. It’s one thing to understand marketing theories but applying them to a live brief from a global organisation is a different ball game," she noted. To help students overcome this, she encourages them to dissect past competition cases and discuss how theoretical knowledge was or could have been applied.
Another challenge is the pressure of presenting ideas to a panel of professional judges. "This can be daunting, especially for those who are not used to public speaking. To help them build confidence, I arrange mock presentations where they can practise their pitching skills in a safe and supportive environment. I provide constructive feedback to help them improve their delivery and persuasiveness."
Teamwork can also be challenging, especially when students work with peers they may not know well. "To foster effective collaboration, I facilitate team-building exercises and encourage open communication within the team. This helps them understand each other’s strengths and weaknesses and learn how to work together effectively."
The competition can be intense, and it’s not uncommon for students to feel overwhelmed. "To help them manage stress, I emphasise the importance of time management and self-care. I remind them that while the competition is important, it’s also crucial to take care of their mental and physical health," Dr Plume advised
Advice to Future Mentors and Students
Effective mentorship is not just about imparting knowledge, but about guiding students to apply this knowledge in practical scenarios. "Understanding the competition’s format, rules, and objectives is the first step towards effective mentorship. Encouraging students to apply their theoretical knowledge to real-world marketing scenarios is crucial. Using case studies and practical examples can be particularly effective in illustrating this," advised Dr Plume.
Teamwork is another key aspect of the competition. Facilitating team-building exercises and encouraging open communication within the team helps students learn how to collaborate effectively and fosters a sense of camaraderie and mutual respect.
"Providing constructive feedback is another critical aspect of mentorship. Regular feedback helps students identify their strengths and areas for improvement. It’s important to remember that feedback should be constructive and aimed at helping students improve," she added.
Creativity and innovation are at the heart of marketing. Fostering an environment that encourages students to think outside the box and come up with fresh, innovative ideas is essential. However, it’s equally important to remind students to align their creative ideas with the campaign’s objectives.
Presentation skills are another area where mentors can provide valuable guidance. By arranging mock presentations and providing feedback, mentors can help students improve their delivery and persuasiveness.
The competition also provides a unique opportunity for networking. Teaching students about professional etiquette and guiding them on how to build professional relationships is invaluable.
Lastly, the competition can be intense, and it’s not uncommon for students to feel overwhelmed. Teaching students stress management techniques and reminding them of the importance of self-care is crucial.
"Mentorship is a rewarding experience that goes beyond mere teaching. It’s about guiding students, helping them navigate challenges, and equipping them with the skills they need to succeed not just in the competition, but also in their future marketing careers. As mentors, our role is to provide guidance, support, and encouragement to help our mentees reach their full potential," Dr Plume concluded.
007 Boys Mentor’s Conclusion
Dr Cherniece Plume has provided invaluable insights into the PITCH Awards from a mentor’s perspective, highlighting the essential skills and attributes needed for success. Again, this only scratches the surface. The full Q&A is included at the bottom of the article.
Once again, there is a focus on communication and presentation skills. However, from Dr Plume’s perspective mental health is also of paramount importance.
Finally, we look at the PITCH Awards from the judge’s perspective and what they will be actively looking for when assessing the entries.
The judges’ perspective on the PITCH Awards
Insights on What Made the Winners Stand Out
The judges of the PITCH Awards provided valuable feedback on what set the winning teams apart in this highly competitive environment. Both the postgraduate team, StrathStrategists, and the undergraduate team, The Three Marketeers, distinguished themselves through their comprehensive understanding of the marketing challenge, their target audience, and their creative thinking.
"Both groups stood out because they thought beyond marketing to themselves and understood we would target older people. They won because they had taken the time to think about what the client would want rather than what they were confident talking about," remarked the judges.
This client-focused approach was crucial. The judges emphasized the importance of aligning marketing strategies with the client’s needs and expectations. This insight serves as a critical lesson for future participants: understanding the client’s perspective and tailoring your proposal accordingly can significantly enhance your chances of success.
Key Elements of Winning Strategies
The judges also highlighted specific strengths of each winning team:
StrathStrategists (postgraduate team):
"Showed great knowledge and had put in a lot of research - numerous marketing frameworks used. Hard to find too much to really fault."
The StrathStrategists impressed the judges with their in-depth research and robust use of marketing frameworks. Their presentation demonstrated a thorough understanding of the market and strategic application of theoretical knowledge, making their proposal both credible and compelling.
The Three Marketeers (undergraduate team):
"Detailed situational analysis with a range of insights and clear framework, objectives were clear. Strategy could have been explained further into what and why before discussing the evaluation."
The Three Marketeers excelled in their situational analysis, providing clear objectives and a structured framework. However, the judges noted that a more detailed explanation of their strategic choices would have strengthened their pitch. This feedback underscores the importance of clearly justifying your strategic decisions to demonstrate a solid understanding of the challenge and expected outcomes.
General Feedback and Recommendations
The judges also provided additional feedback applicable to all participants which highlighted the importance of a deep understanding of the challenge, the target audience, and creative thinking in crafting a successful marketing strategy. Future participants should focus on these areas to enhance the quality and impact of their proposals.
Moreover, the judges stressed the importance of clearly articulating the expected return on investment (ROI) and providing a brief justification for chosen strategies. This not only demonstrates a well-rounded understanding of the marketing challenge but also reassures clients and stakeholders of the proposal’s potential effectiveness.
Conclusion
The judges' insights offer a clear roadmap for future PITCH participants. Focusing on client needs, conducting thorough research, using marketing frameworks effectively, and clearly justifying strategic choices are all essential components of a winning pitch. By integrating these elements into your preparation, you can enhance your proposal’s credibility and impact, significantly improving your chances of success in the PITCH Awards.
Conclusion: A Call to Action for Aspiring Marketers
The PITCH awards offer a unique platform for students to test and refine their marketing skills in a competitive, real-world environment. For those looking to make a mark in the world of marketing, participation in this competition is invaluable. It provides a rare opportunity to network with industry professionals, receive mentorship from experienced marketers, and gain recognition for innovative ideas.
Aspiring marketers are encouraged to seize this opportunity to challenge themselves, explore creative solutions, and showcase their abilities on a prominent stage. Remember, each step taken in this competition is a learning opportunity—an essential building block for your future career in marketing.
So, gather your team, brainstorm your approach, and step into the spotlight of the PITCH awards. Your journey to becoming a marketing leader starts here!
007 Boys full PITCH Awards Q&A
Introduction to the Experience
Can you briefly describe your project or campaign that got you into the finals of the PITCH awards?
Our team, 007 Boys (a name inspired by last year's winning team, '007 Girls,' which was comprised entirely of women—since our team consists solely of men, we thought it fitting to echo this name), chose 'Gift of Change' as the theme for our entry. This theme aligns with EveryYouth's goal to enhance users' online experience and increase engagement. Our strategy is designed to foster a deeper connection between the donor and the receiver, thereby achieving these goals.
Our specific strategy was presented using the AIDA Framework. Building on EveryYouth's already successful promotion awareness campaigns, such as the 'Sleep Out' event, we proposed providing a broader platform for beneficiaries to share their experiences. This strategy stems from a situation analysis that provided insight into the donor's motivation, revealing that most people hope their donations will have a tangible impact on the recipients. Therefore, we, the 007 Boys, believe that EveryYouth should more directly demonstrate the changes brought about by donor contributions,
whether through social media or advertising. Additionally, we suggest that EveryYouth enhance the donor journey on their website and develop a specialized app. This app would allow each donor to see their achievements in a milestone format and receive more detailed updates about the beneficiaries. Ultimately, by launching a Challenge Marketing Campaign—with the '#One Less Meal Challenge' and '#Youth Dreams' as two proposed campaign ideas—we aim to encourage customer action and boost engagement rates.
The overview of our proposal using the AIDA framework can be seen to the right.
What inspired the concept behind your entry for the PITCH awards?
The concept of ‘Gift of Change’ is derived from the virtual gift donation model on the EveryYouth website, a strategy that enhances donor stewardship by representing the exact amount donated through specific gifts, thus increasing credibility and significantly enhancing donor engagement and satisfaction. Building on this foundation, our team proposed an idea: why not further demonstrate how these gifts specifically help young people, thereby emotionally bridging the gap between donors and recipients? Accordingly, strategies such as inviting more beneficiaries to share their experiences (beneficiary testimonials) or launching a challenge campaign that encourages the audience to empathize with the beneficiaries' perspectives are all centred on the goal of narrowing the distance between donors and recipients.
In addition, the inspiration for this challenge campaign was drawn from the highly successful Ice Bucket Challenge—a campaign that not only raised significant public awareness but also substantial funds. Leveraging the insights gained from this experience, we are motivated to design a campaign that engages and captivates a broad audience.
Details of the PITCH Process
What was your experience like during the PITCH process? Can you walk us through your journey from the application to becoming a finalist?
Overall, this was an extremely meaningful and enriching experience. During the pitch process, I not only had the opportunity to apply my knowledge practically but was also thrilled to meet many people who provided invaluable support along the way. One such person is our mentor, Ms. Shannen Gibbons, who initially informed us about the competition and encouraged us to participate. When I learned about the high prestige of the event, organized by CIM, I approached my classmate and good friend, M. Sakti Triputra. After discussing our ideas, we quickly realized that our perspectives aligned perfectly, and we set winning as our ultimate goal.
Throughout the process, we regularly consulted with Ms. Shannen Gibbons and two other immensely helpful mentors, Ms. Cherniece Plume and Ms. Haoye Sun. Their diverse perspectives often highlighted overlooked weaknesses or untapped strengths in our proposal. After undergoing three major revisions over two months, we successfully submitted our proposal and soon received notification that we had been selected as finalists. This news was both surprising and incredibly motivating, as it meant our team's efforts had been recognized and that greater challenges lay ahead of us. What surprised me most after being selected as a finalist was receiving a set of revision suggestions from CIM. The advice was highly targeted and constructive, offering us significant insights for our final improvements.
Another aspect I am grateful for is the venue for the finals, which was arranged through the efforts of our mentors and the Deputy Head of School, Ms. Crystal Zhang. The school provided us with a very large and fully equipped conference room, which also helped us perform well in the finals.
Were there any challenges or obstacles you faced during the process, and how did you overcome them?
The greatest challenge for me was how to fully articulate our proposal clearly, logically, and succinctly within the limited time available. When you have one or many good ideas, it's not difficult to add more; the real challenge lies in subtraction. During our initial practice, we discovered that our presentation unexpectedly exceeded 30 minutes. Thus, the major challenge was to distil this vast amount of content into a 15-minute slot. When M. Sakti Triputra and I realized this issue, we knew we had to prioritize the essential points of our proposal and potentially remove some content. This is why a considerable amount of our situational analysis was relegated to the appendix; we didn't delete it entirely because it could serve as an excellent reference during the Q&A session. Conversely, we focused on emphasizing the strategies and tactics section of our proposal. Even within this section, we prioritized different content allocations in the order of which ideas would most effectively distinguish us from the competition, ensuring that we did not lose our advantages. Only after numerous revisions and practices did we manage to achieve our goal of fitting the presentation into 15 minutes.
Strategies and Innovations
In preparing your pitch, what unique strategies did you employ that you believe helped distinguish your entry from others?
I believe the most distinctive aspect of our strategy is the development of a website and app targeted at donors, along with the creative theme of challenge marketing. We started by addressing a pain point in the charity industry; according to statistics, some people are hesitant to donate because they fear their contributions may not reach the intended recipients. To address this concern, we recommended transparent reporting and visible evidence updates on the website or app. Furthermore, we also hope to enable direct conversations between donors and recipients on the app platform, although this will require careful attention to privacy and security issues
In the challenge marketing campaign, we strive to create innovative and achievable campaigns such as the 'One Less Meal Challenge'. In this challenge, we aim for participants to empathize with beneficiaries by experiencing hunger themselves, and to donate the cost of that meal. Similarly, the 'YouthDreams' campaign encourages the audience to reflect on their own youthful dreams to help more people achieve theirs.
Can you share a particular moment or decision during the PITCH process that you think was pivotal in advancing to the finals?
If I had to choose one moment that was pivotal during the PITCH process, it would be our decision to decisively abandon our original NFT idea after discussions with our mentors. Initially, we envisioned a collaboration between EveryYouth and artists, where artists would work with beneficiaries to create NFTs to be awarded to donors.
However, our mentor, Ms. Shannen Gibbons, reminded us to consider whether NFTs were widely welcomed among our target customer group. We later realized that the prevalence of NFTs was not as widespread as we had anticipated. Moreover, we wanted to ensure that the intention behind donations remained rooted in goodwill, rather than the pursuit of potentially valuable NFTs. Therefore, we made a resolute decision to drop the original idea and switch to our current proposal.
Skills and Learning
What key skills do you think were critical for you during the PITCH competition?
I believe that presentation skills were critical during the PITCH competition, as both the preliminary rounds and the finals involved conveying our ideas through speeches. Even more so, the Q&A session in the finals tested the speakers' ability to think on their feet. Strong presentation skills can significantly enhance an idea, whereas poor communication skills might render a potentially brilliant concept mundane. This is particularly important for me as an international student. Fortunately, Coventry’s curriculum includes courses on academic presentation, which provided me with opportunities to practice. During my preparation, I conducted numerous rehearsals and engaged various individuals to act as my audience to ensure that my proposal was clearly understood.
Reflecting on your experience, what are the most valuable lessons you learned from participating in the PITCH awards?
Reflecting on this journey, the most important lesson I learned from participating in the PITCH was how to develop a complete and feasible marketing plan within the constraints of a real-world business framework. From initially analyzing an industry I was completely unfamiliar with to detailing how to track the outcomes of our efforts, I felt like a true marketing professional, considering every aspect of the project, big and small. We are extremely grateful to CIM for providing students with such opportunities. This valuable experience is something that cannot be gained through classroom learning alone.
Impact on Career and Future Aspirations
How do you think being a finalist in the PITCH awards will influence your future career as a marketer?
I am confident that being a finalist in this competition will have a positive impact on my future career. Firstly, it will positively influence my job search, as this honour serves as a testament to my ability to achieve marketing targets through campaigns and other strategies. I will proudly include this achievement in my CV and have also added it to my LinkedIn profile. If asked about relevant experience during interviews, I can cite this experience as a compelling example.
Furthermore, being selected as a finalist has significantly boosted my confidence, which will be beneficial when I need to present and pitch my ideas in the workplace. I believe that this newfound confidence will allow me to handle similar tasks with greater composure and effectiveness.
Are there specific doors or opportunities that have opened for you as a result of your participation in the awards?
Currently, I am still in the process of job hunting, and although no specific opportunities have arisen yet, I believe that the award issued by CIM will be highly recognized by many employers. However, I received additional opportunities within the university. I am grateful to the faculty for recognizing my efforts and recommending more opportunities for volunteering and academic projects to me.
Advice and Insights for Future Participants
Based on your experience, what advice would you give to future participants to stand out in their pitches?
I have three pieces of advice for future participants to stand out in their pitches:
- Before entering the competition, it’s crucial to clearly understand the requirements and conduct in-depth research on the client. Since the judges are often representatives of the client, a targeted proposal will be more persuasive than a generic one. During your pitch, ensure every part aligns with the initial objectives. A common mistake is to deviate from these goals during the presentation, no matter how good your ideas are, if they don’t meet the client's needs, they are irrelevant.
- Listening to others' feedback during the competition is invaluable. For example, as an international student, I initially wanted to implement advertising strategies successful in my home country's charity organizations in the UK. However, after consulting with my mentor, I realized that cultural differences might make them inappropriate. Mistakes due to cultural misunderstandings or other reasons are often overlooked, so external opinions are crucial.
- The use of theoretical frameworks is vital as it adds structure to your pitch and ensures you don’t overlook important details. In our competition, we applied frameworks such as SOSTAC, AIDA, SWOT, and strategies like the Golden Circle. As this is a competition aimed at students, demonstrating how you can apply academic knowledge effectively also showcases your academic proficiency.
What do you think is the most important factor for success in the PITCH awards?
In addition to the content aspects already mentioned, I would also like to highlight that good time management was a crucial factor in our success. As final-year students, managing academic responsibilities alongside post-graduation plans is challenging, and juggling this competition at the same time was not easy. However, from the outset, other team members and I clearly defined what needed to be accomplished during each period and coordinated our meeting schedules accordingly. This meticulous planning ensured that our competition efforts were not disrupted by other commitments, such as assignment deadlines. Each of us was able to efficiently complete our respective parts within the designated time frame. Looking back, I believe that this was one of the key factors in our success.
Personal Reflection and Future Steps
How has this experience influenced your approach to marketing and business strategy moving forward?
This experience has profoundly shaped my approach to formulating marketing and business strategies going forward. One insight I can bring to future projects is the importance of considering multiple perspectives when developing strategies. Initiating campaigns solely based on the planner's personal perspective and preferences can significantly reduce their effectiveness. Instead, it's essential to prioritize the target customers and rely on data to capture the majority's viewpoints, enabling the creation of targeted strategies.
Moreover, in my future career, I will place a greater emphasis on teamwork, leveraging the collective wisdom and strength of the team to drive the success of our marketing strategies. The most effective marketing campaigns are undoubtedly the result of the collective efforts of the team.
What are your next steps, and how do you plan to leverage this experience in your upcoming projects or career goals?
Currently, my primary goal is to secure a full-time job within my field of study at Coventry University, specifically as a Digital Marketing Specialist. During the competition, I had the opportunity to perform some of the duties associated with this position, such as providing SEO recommendations and suggesting improvements for EveryYouth's existing social media. I will bring this experience into my future job and apply these strategies in the workplace.
007 Boys mentors’ full PITCH Awards Q&A
Skills and Attributes
In your opinion, what are the key skills and attributes that a student must develop to succeed in the PITCH awards and in marketing in general?
As a university lecturer in digital marketing, I've had the privilege of mentoring many bright minds who have gone on to participate in the Chartered Institute of Marketing (CIM) PITCH awards. Over the years, I've observed that certain skills and attributes are particularly crucial for success in this competition and in the field of marketing in general.
In the context of the CIM PITCH awards, the ability to apply theoretical knowledge to real-world marketing challenges is paramount. The competition is designed to enhance students' practical marketing skills and their employability. It's not just about what you know, but how you apply what you know.
Teamwork is another essential aspect of the competition. Students work in teams of two or three, and the ability to collaborate effectively can make or break their performance. Additionally, presentation skills are vital as students are required to pitch their ideas to a panel of judges. The competition also provides a fantastic opportunity for networking, allowing students to build professional relationships with senior marketers.
When it comes to marketing in general, creativity is key. The field is all about working with ideas and improving them to reach new and existing customers. Research skills are also important, as marketers need to develop savvy campaigns that encourage customers to take action. Listening to customer feedback and understanding their needs is crucial for developing successful products and services.
Effective communication is another vital skill in marketing. Whether it's conveying your ideas to your team or your audience, the ability to communicate clearly and persuasively is a must. Analytical and critical thinking skills are necessary for understanding market trends and making data-driven decisions.
Lastly, storytelling is a powerful tool in a marketer's arsenal. The ability to turn data and numbers into genuine stories about a brand can make a significant impact on a company's success.
These skills and attributes are not only important for competitions and marketing roles, but they are also transferable and can be beneficial in many other areas of life and work. As a mentor, it's incredibly rewarding to see students develop these skills and succeed in their marketing endeavours.
How do you help your mentees develop these skills?
As a mentor for the CIM PITCH awards, my role extends beyond traditional teaching. My aim is to guide students in honing their skills specifically for this competition. I start by helping them understand the real-world application of marketing theories. We dissect past competition cases, discussing how theoretical knowledge was or could have been applied.
Teamwork is a crucial aspect of the competition, so I facilitate team-building exercises to help students learn how to collaborate effectively. I also arrange mock presentations, providing a safe space for students to practice their pitching skills and receive constructive feedback.
To prepare students for the networking opportunities the competition provides, I share my own experiences and teach them about professional etiquette. I also invite industry professionals to share their insights, giving students a glimpse into the real world of marketing.
While the competition is an excellent platform for practical learning, I believe it’s equally important for students to reflect on their experiences. Therefore, I encourage them to keep a journal of their journey, noting down their learnings, challenges, and how they overcame them. This not only helps them track their progress but also instils a habit of self-reflection, which is invaluable in any professional setting.
In essence, my mentoring approach for the CIM PITCH awards is centred around experiential learning, reflection, and personal growth. It’s about equipping students with the skills they need to excel in the competition and beyond.
Challenges and Overcoming Them
What are some common challenges that finalists face during the PITCH process, and how do you assist them in overcoming these challenges?
I’ve observed several common challenges that finalists often face during the PITCH process.
One of the primary challenges is the application of theoretical knowledge to real-world marketing scenarios. It’s one thing to understand marketing theories but applying them to a live brief from a global organization is a different ball game. To help students overcome this, I encourage them to dissect past competition cases and discuss how theoretical knowledge was or could have been applied. This helps them understand the practical implications of the theories they’ve learned.
Another challenge is the pressure of presenting their ideas to a panel of professional judges. This can be daunting, especially for those who are not used to public speaking. To help them build confidence, I arrange mock presentations where they can practice their pitching skills in a safe and supportive environment. I provide constructive feedback to help them improve their delivery and persuasiveness.
Teamwork can also be a challenge, especially when students are working with peers they may not know well. To foster effective collaboration, I facilitate team-building exercises and encourage open communication within the team. This helps them understand each other’s strengths and weaknesses and learn how to work together effectively.
Finally, the competition can be intense, and it’s not uncommon for students to feel overwhelmed. To help them manage stress, I emphasize the importance of time management and self-care. I remind them that while the competition is important, it’s also crucial to take care of their mental and physical health.
My role is to guide them through these challenges and help them develop the skills they need to succeed not just in the competition, but also in their future marketing careers.
How do you encourage creativity and innovation among your mentees while ensuring they stay true to the core objectives of their campaigns?
One of the key challenges I face is striking the right balance between encouraging creativity and innovation and ensuring that students stay true to the core objectives of their campaigns.
Creativity and innovation are the lifeblood of marketing. They are what set a campaign apart and make it memorable. As a mentor, I strive to foster an environment that encourages students to think outside the box and come up with fresh, innovative ideas. I do this by exposing them to a wide range of marketing campaigns - both successful and unsuccessful ones - and encouraging them to analyse what worked and what didn’t. I also urge them to keep abreast of the latest trends in marketing and to draw inspiration from a variety of sources, not just from the marketing world.
However, while creativity and innovation are important, they should not come at the expense of the campaign’s core objectives. A marketing campaign is not a piece of abstract art; it is a strategic tool designed to achieve specific goals. Therefore, I constantly remind my students to keep the campaign’s objectives at the forefront of their minds as they develop their creative ideas.
To ensure that creativity and innovation serve the campaign’s objectives, I teach my students to use a structured approach to campaign development. This involves clearly defining the campaign’s objectives at the outset, developing creative ideas that align with these objectives, and then rigorously testing these ideas against the objectives.
I also emphasize the importance of feedback in the creative process. I encourage students to seek feedback on their ideas from a variety of sources - their peers, industry professionals, and target audience members. This feedback can provide valuable insights into whether their creative ideas are likely to achieve the campaign’s objectives.
In conclusion, while creativity and innovation are crucial in marketing, they must always serve the campaign’s core objectives. My role is to guide students in navigating this balance, helping them to develop marketing campaigns that are not only creative and innovative but also effective in achieving their goals.
Advice to Future Mentors and Students
What advice would you give to future mentors to make their guidance more effective?
I’ve come to understand that effective mentorship is not just about imparting knowledge, but about guiding students to apply this knowledge in practical scenarios.
Understanding the competition’s format, rules, and objectives is the first step towards effective mentorship. This understanding forms the foundation upon which you can guide your mentees effectively. Encouraging students to apply their theoretical knowledge to real-world marketing scenarios is crucial. I’ve found that using case studies and practical examples can be particularly effective in illustrating this.
Teamwork is another key aspect of the competition. As mentors, we can facilitate team-building exercises and encourage open communication within the team. This not only helps students learn how to collaborate effectively but also fosters a sense of camaraderie and mutual respect.
Providing constructive feedback is another critical aspect of mentorship. Regular feedback can help students identify their strengths and areas for improvement. It’s important to remember that feedback should be constructive and aimed at helping students improve.
Creativity and innovation are at the heart of marketing. As mentors, we can foster an environment that encourages students to think outside the box and come up with fresh, innovative ideas. However, it’s equally important to remind students to align their creative ideas with the campaign’s objectives.
Presentation skills are another area where mentors can provide valuable guidance. By arranging mock presentations and providing feedback, we can help students improve their delivery and persuasiveness.
The competition also provides a unique opportunity for networking. As mentors, we can teach students about professional etiquette and guide them on how to build professional relationships.
Finally, the competition can be intense, and it’s not uncommon for students to feel overwhelmed. As mentors, we can teach students stress management techniques and remind them of the importance of self-care.
Mentorship is a rewarding experience that goes beyond mere teaching. It’s about guiding students, helping them navigate challenges, and equipping them with the skills they need to succeed not just in the competition, but also in their future marketing careers. As mentors, our role is to provide guidance, support, and encouragement to help our mentees reach their full potential.
What would be your advice to students entering the PITCH awards on how to make the most out of their mentorship experience?
I believe that making the most out of your mentorship experience involves a combination of openness, effective communication, initiative, application of learned skills, reflection, and gratitude. Being open and receptive to feedback and learning is the first step towards growth.
Clear and regular communication with your mentor can enhance your understanding and clarify any doubts you may have. Taking the initiative to go beyond what is expected shows your commitment and enthusiasm.
Applying what you learn from your mentor to the competition and beyond can help you see the practical value of your learning. Reflecting on your experiences and learnings can provide valuable insights for your future endeavours.
Lastly, expressing gratitude towards your mentor for their guidance and support can strengthen your mentor-mentee relationship. Remember, the CIM PITCH awards are not just about winning, but about learning, growing, and making the most of the opportunities that come your way. So, embrace the journey, make the most of your mentorship experience, and give it your best shot. Good luck!
About the Author
Jack Hardy is the Head of Marketing at Jam 7, a Chartered Marketer, and an award winning CIM board member with over a decade of experience in crafting B2B growth strategies across various technology platforms and SaaS providers. At Jam 7, he leads a team of Growth Agents by fusing human expertise with AI to unlock ambitious B2B tech brands growth potential.