PPT Content Design 1- Roadshow PPT Design Raiders

Recently, Marx Supply Company (Ming) participated in a roadshow organized by the local government. I was lucky enough to be responsible for the visual design of PPT of the company roadshow and was invited to participate in the roadshow together.

In this process, I observed and analyzed the serious problems in PPT of many enterprise roadshows, and provided strategies from three aspects: visual design, content organization and defense, hoping to provide some reference for you and your company to participate in similar activities.

Before we begin, let me briefly talk about what roadshow PPT is, which will help you better understand.

What is PPT for roadshows?

As we all know, roadshows explain to investors what your products are, why you should do them and how to make profits in a short time (usually 6~ 10 minutes).

This requires roadshow PPT to visually present the key points, explain the above three issues in content organization, and continuously attract the attention of the audience.

Look, that's a lot to ask, isn't it? Don't worry, let's look at it one by one with real cases.

1 road show PPT visual design

On the day of the road show, many PPT are like this:

Or this:

Whether it looks good or not, these PPT have two problems in content visualization:

The distinction between primary and secondary is blurred.

In this way, the content is "piled up" like the first example above, and the audience not only can't get the main points, but also struggle whether to listen to the speech or watch PPT.

Icon usage rate is low

In time-critical scenes such as roadshows, the use of complex and informative pictures such as product diagrams and grid architecture diagrams can not only explain the problem, but also increase the obstacles to understanding.

How to solve it?

1) regardless of primary and secondary.

Other people's children can't just take care of them. Let's analyze it from our own PPT, like the original PPT.

Example 1:

The three main points on this page are the main contents. Although it is distinguished by color blocks, compared with the secondary content behind, the font size is not much different, and the main points are too long (more words), which makes it difficult for people to see at a glance.

At the same time, the core of this page is actually the last sentence "intelligent access control. . It has become a trend. " But this sentence is placed at the bottom of the page, where the visual importance is the lowest, making it difficult for the audience to "see" the key points of the page.

Ps: visual importance. According to people's reading habits from left to right and from top to bottom, when there are no pictures, the distribution of visual importance on PPT pages is as follows. So important content or conclusions should be placed at the top or left of the page.

Based on these two problems, I made four amendments:

Extract three points: simplify long sentences into phrases to facilitate the audience to read quickly;

Visual enhancement of key points: increase the font size (16) and distinguish the color (blue) so that the audience can quickly identify key points;

Non-essential visual weakening: reduce the font size (12, 1 1) and distinguish it with black and gray according to the degree of importance. Through visual weakening, the content of the whole page looks less "much". Avoid "information pressure" when you see a lot of content;

Put the core of this page "Intelligent Access Control System". . "Important Grabber" refers to grabbing the top of a page with low visual importance, so that the audience can know what the page is saying even without looking at the details below.

The effect is as follows:

The following pages are handled in the same way. Due to the limitation of space, I won't explain it too much. Please feel:

Before modification:

After modification:

2) icon usage rate is low

As we all know, icons can not only highly summarize the content, but also be easy to identify, so they are widely used in highways, airports and other places that need to convey information quickly.

Then, in the PPT roadshow, this time is the scene of life, and we can make good use of icons to improve visualization.

Example 2: Original PPT

This page is typical, and its functions are described in words. The audience needs to read word for word to know what it is, and the network topology next to it not only does not help to understand, but makes the content more complicated.

Therefore, I made the following changes:

For the five functions, I found the icon with the closest meaning, and added a color block to enhance the text visually.

Even if the audience does not look at the text, but only at the icon, they probably understand the function.

There are also the following pages that are handled in this way. There is no need to explain too much. Let's feel it. Before modification:

modify

Well, the above is the visualization of roadshow PPT, and the two most critical points are:

Distinguish between primary and secondary: strengthen the primary, weaken the secondary, "see" the key points and reduce the pressure;

Improve icon usage: let users understand it in seconds.

2 roadshow PPT content organization

The core of roadshow PPT is to let the other party know what the product is, why it is made and how to make a profit.

However, in order to attract the continuous attention of the other party, the organization of the content is still somewhat particular.

Marx saw many companies talking about products from the beginning, even from beginning to end. According to the truth, the audience should remember it clearly, right?

But judging from the situation at the scene, it is not.

For example, a big brother who makes cold radiation board (a building board used to adjust indoor temperature) spends most of his time talking about the functions of products and various principles and terms.

After the speech, a judge asked a very heartfelt question: "So, what is your product? Can you explain it clearly in one sentence? " Eldest brother answered simply, "I've been doing it for 20 years. How can I make it clear in one sentence? "

The first 1~2 minutes of the roadshow are very precious, because this is the time when the audience's attention is most concentrated. However, it is best not to talk about products as an opening statement.

Why?

Entering the product details too early will make people feel boring, thus wasting the audience's valuable attention. So you need to attract the audience, make them willing to listen to you and give you continuous attention. In other words, what the audience needs to know at the beginning of your speech is not what the product is, but why they want to listen to you.

How come?

Let's talk about why you want to make this product, which is why.

Before this, what kind of pain points and dilemmas did users face?

What benefits and improvements did your product bring to users afterwards?

The audience may not know the technology, but they can understand the pain points. Starting with "why the audience can understand and generate relevant interests", it attracts users' attention and paves the way for the following product introduction. You will think that roadshows are actually not that difficult.

For example, when introducing SPACEX, a Mars immigration plan, Elon Musk said: "Humans have invented weapons to destroy the earth several times, but they have not invented spaceships to escape from the earth."

You see, the beginning of "Brother Long" is a pain point that the audience can understand and is related to their immediate interests: they can't escape from the earth that may be destroyed at any time. It aroused the appetite of the audience and paid enough attention to the technical details behind it.

So, the eldest brother of cold radiation board may start like this:

"Summer, hot and humid summer in the south, you can't live without air conditioning. What would you think if you received a high electricity bill every month? Now with such a product, not only can you spend a cool summer safely, but you won't panic and sweat when you charge electricity. Do you want to know? "

It's simple, right?

Well, the above is the focus of PPT content organization of roadshows:

Don't talk about anything directly at the beginning, first talk about why the audience can understand it and it is related to interests.

Ask and answer. 3 roadshow PPTA

After the speech, I asked the most important questions. (defense) link.

If speech is a strategy to point the way, then question and answer is hand-to-hand combat.

Hey, be funny. It's not that scary.

After several roadshows, apart from "Can you explain clearly what your product is in one sentence", I also recorded other questions as follows:

Why are you so confident about your product?

What is the core of your technology?

Why do users have to use your products?

How do you prove that your project will be profitable?

Why don't you sell products in your city?

Why are you wearing a Hawaiian shirt?

Come on, wipe the old blood or blood on the corners of your mouth first.

I classify these key issues as follows:

1) What product is it?

2) Who are the competitors?

3) Who are the target customers?

4) How is the operation?

Let's look at it one by one, how to answer:

1) What product is it?

Not everyone knows your industry, so it is very important to introduce products in a way that ordinary people can understand.

For example, the big brother of cold radiation board, after being asked this question, still gave a technical answer, various ion cycles and emissivity.

He may say that our products can adjust the temperature of your room like air conditioners, but the power consumption is only 30% of that of air conditioners.

2) Who are the competitors?

Many companies just answered who their competitors are literally, but judging from the follow-up questions from the judges, they actually want to know your views on the industry and where the advantages of the products are.

Gree answered very well: Who is in the industry? Their products feature XXX. Compared with them, our products are more focused on XXX, which brings customers improvements in XXX.

This not only reflects the understanding of the industry, but also describes its own advantages through comparison, which is much stronger than saying that it is awesome. Without comparison, there will be no harm.

3) Who are the target customers?

Many companies only answered half. In fact, the judges want you to show whether the products are in strong demand from customers and whether there are opportunities for continuous expansion.

A company that does pollution control answered very well. In addition to explaining that the target customers are small and medium-sized enterprises, it is also emphasized that under the current policy environment, pollution control has gradually become a major event related to the survival of small and medium-sized enterprises, and this market is growing. Judging from the operating data in recent years, the number of customers continues to increase.

4) How is the operation?

This part of PPT in many roadshows is rarely involved, but this part is what the judges are most concerned about: whether the project is profitable.

The so-called "speaking with data" is this time. Don't hesitate, product sales, users, conversion rate, market share, fight. It doesn't matter if the data doesn't look good at first, then emphasize the annual growth rate and expectation.

Back to the beginning, Brother Cold Radiator only mentioned which organizations the company had obtained the certification and recommendation, and the specific business data was vague. As a profit-making enterprise, certification and recommendation are helpful, but without the support of key data, it is pale and powerless.

Finally, to sum up, there are ways to answer the above questions:

Products can be understood, competitors can be compared, customer demand is strong, and operations have data.

abstract

Congratulations on reading it. It seems that you are an ambitious and patient person, and you will definitely make great achievements ~

As a reward for sticking to the end, I summarized the previous contents and attached two tips:

PPT vision: clear priority, icon addition;

Content organization: why first, then what; ;

Reply: The products are understandable, the competitors are comparable, the customer demand is strong, and the operation has data.

Ps: with tips

1) Don't die x3

Understand which well-known high-paying enterprises are in the city where the roadshow is located, and then don't challenge or dig these enterprises easily in the roadshow. Our cold radiant panel eldest brother paid the price for this:

This roadshow was held in Zhuhai, where Gree headquarters is located. It is a local star enterprise and has contributed many employment opportunities.

The eldest brother of the cold radiation board said this: "Everyone knows that Zhuhai is called the city of air conditioning because of Gree. Today I am going to subvert the air conditioner! "

No matter what the local audience thinks, there are also many government officials among the judges. What do you think they will think?

2) Problem buffering

There are also many companies that can learn from the roadshow. For example, when answering the judges' tricky questions, they said, "Your questions are in place, which is also the most easily misunderstood place in our industry."

Everyone felt that this opening not only won them time to think, but also gave the judges two things:

A tall hat and a step.

Why? Leave it to everyone to think about, and you can leave me a message if you are interested.

Above, thank you.

Comic artist-Marx