A pitch is about the first impression you give to an organiser, buyer, theatre director, etc. Remember that your pitch begins the moment you step into the room (not just the 5 minutes you are in the pitch situation on stage). Therefore, be open and inviting both before and after your pitch.
A pitch is defined as a concise presentation of a product or project for the purpose of sales, collaboration, hiring, etc.
A pitch is not a finished product presentation, but a sales pitch that is used to move forward in a development process. The purpose is to capture the recipient's interest to engage further in your project.
The good pitch is ensured by:
Know your target audience
Have a plan for the presentation
The good pitch consists of:
A start that makes an impression (make it relevant)
A centre - your content/context (keep it simple)
A memorable ending (make it unique)
Tips and advice for your pitch
Here we have compiled a number of tips and advice for a good pitch. They are based on a presentation by communications advisor Joachim Rosenstand from a preparatory pitch workshop for participants at the 2021 Theatre Seminar.
Before you step onto the pitch stage
Consider who from your company will be pitching and what your focus will be. Is it the artist, your company's brand or the individual performance that sells for you?
Know your target audience. Who are they? Where are they? What turns them on and what can your performance give them?
Know where you're pitching - get all the practicalities sorted and be well prepared so you can relax in the situation.
Keep it to the story and kill your darlings! Stick to your core story and avoid talking too much about why you're doing the show. Think of your story as an onion! Peel it more and more to the core.
Consider: What is the selling point of your performance? Think about what you want to put on the show poster. Don't be afraid of spoilers!
Consider: What do you want the audience to say to each other after the pitch? Tell them what they can expect to get out of your performance.
When you are pitching
The first few minutes are extremely important. Therefore, create a strong opening. It can be a strong sentence, a gimmick, a quote, a remark, an anecdote, a question. What works for you? When you're pitching, imagine that it's ONLY you that they've come to see.
Find some contacts in the room that you have a good connection with - that you can speak directly to. Use your personality! Don't be afraid to show yourself.
If you have a digital presentation available during your pitch (e.g. a PowerPoint), show great images and video. Remember the power of the pause. Even if you only have five minutes, remember to use breaks. Take short breaks in your presentation to bring your attention back again.
The strong ending. Name three things that answer why they should choose your show and that should be the main thing they remember.
Tips for your participation at the Theatre Seminar or other sales platforms
Here we have gathered a number of tips for your participation at the Theatre Seminar in general. We've also included tips on how to prepare for the good conversation when people approach you after your pitch. The advice is a summary of presentations by artistic director, composer and performer at Livingstones Kabinet Pete Livingstone, head of Applaus Lene Struck-Madsen and producer Jonas Schou Hansen at a preparatory pitch workshop for participants at the 2021 Theatre Seminar.
Good advice
Pitch about your company
In addition to a pitch of your show, prepare a pitch about your company. Do you have a history in a particular genre? Are you known in your discipline? Tell us about it!
Narrative as artists
Prepare your narrative as an artist. Where are you coming from and where are you going? There is a battle for attention on sales platforms like The Theatre Seminar. Therefore, consider how you will be easily identifiable. How can you stand out from what the others are offering?
What is the performance about?
You should be able to explain clearly, concisely and briefly what the show is about. Avoid using too academic words. Find good buzz words that people can associate your show with.
Confirm their choice
Make the theatre associations / organisers / programmers comfortable with your show and company. Let them know that there are others who like your shows. Highlight if you have been nominated, received good reviews or good audience quotes. This will confirm their choice.
The willingness to take risks
Buyers are more willing to take risks if they know what they are buying. I.e. show/explain how your show can provide value to a specific target group, e.g. that it is a show aimed at high school students and speaks directly to the interests of that target group.
What do you have to offer?
Consider whether you can offer ‘products’ around your performance. For example, workshops, educational material or after talks where the audience can meet the artist and ask questions. With educational material, you might want to sell your performance to local high schools. If successful, you can schedule both evening and morning performances when you're on tour. This allows you to give a favourable price to the organiser by playing twice in one day, making the show more profitable for both parties.
Sales material
Remember to bring PLENTY of sales material - it's traditional for organisers to take copies for themselves and their board. Many producers at the Theatre Seminar use to have packed envelopes with collected material ready for the individual theatre associations and organisers, which you can hand out, and thereby also keep track of who has or has not received the material at the Theatre Seminar.
Press release
Create a press release for the organiser's PR department, highlighting all the stories that could be surrounding the performance: does it speak to a current political agenda? Is one of the performers a current celebrity? Write in the sales material that if you buy the work, you will also provide press kits, photos, artist talks, etc.
Roll-ups
Roll-ups are a great way to present yourself. If you have a screen with you (computer, tablet, etc.), show a trailer video without sound (remember an extension cable for the power supply).
Rejections
Be prepared to be ‘rejected’ many times and don't take it personally - they are most likely just not in your target audience. Some will love what you do and some won't.
Follow up
Follow up! Take notes after each conversation with a presenter or organiser to ensure relevant follow-up afterwards.
