Don Schindler

Executive Reputation Coach & Digital Marketer

Tag: marketing (page 2 of 7)

The Four Slides Your Audience Wants In Your Presentation

I always use a lot of slides (mostly picture slides with very, very little text) and I do like some graphs if they are easy to understand. But when it comes to a business presentation, there are really only four slides that mean anything to your audience. And your presentation is all about your AUDIENCE so you need to give it to them. Or suffer the consequences. Let me use President Kennedy’s Address at Rice University as an example. You probably know it well.

We choose to go to the moon. We choose to go to the moon… (interrupted by applause) we choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win, and the others, too. – President Kennedy, Sept. 12, 1962 (wikisource)


We choose to go to the moon. – Photo courtesy of NASA

What we are going to do.

You can skip the formality of telling your audience how you got to your conclusion – only a few people really care.  Most people just want to know what is going to happen. President Kennedy just laid out what we are going to do – go to the moon.


This challenge will be hard but it will serve to organize and measure the best of our energies. – Photo Courtesy of NASA

What does this mean to you.

Then, of course, if you tell them what we are going to do – all that matters to them is how is this going to affect them. This question will run through their heads until you answer it. If you don’t answer it specifically, they will begin to envision all sorts of scenarios about how they will be impacted (mostly negative). President Kennedy told them what it was going to mean to them. It’s going to be hard but it will organize them and give them a measure of accomplishment.


We accept and intend to win the space race. – Photo courtesy of NASA.

What’s in it for you.

This is why they are listening in the first place. You know, because if they don’t think there’s anything in the presentation then they aren’t going to be present in the room (they will be looking at their phones and answering email or texting or just scrolling through their Twitter feed for something a heckuva lot more interesting than you – they probably won’t find it but at least it’s better than paying attention). President Kennedy told them what was in it for them. You get to win the space race. Bragging rights forever.


We need your best. – Photo courtesy of NASA.

What we need from you.

These are their next steps and I can’t believe how many times I miss this in my decks. It’s just so simple. Tell them what you need from them and they’ll decide if they are going to give it to you. But if you don’t put this simple slide in, people will walk away saying, “that was a pretty good presentation” and then go right back to doing what they’ve always been doing. If you don’t have that slide, you can’t blame anyone but yourself. President Kennedy told them what he needed. He needed their best to accomplish this (and the $5.4 billion dollar budget). Now he’s a little vague here but that’s ok. You can tell people that you need their best and then get a bit more specific about what their best means. Did he end with “Any questions?” Many people end with “Any questions?” If you do and you are missing any of these slides above, you’ll get a lot of questions and you’ll be wondering why they didn’t get the answers from your presentation.  If you make sure that you have these four slides then you won’t have that problem. BTW, don’t end with the “Questions” slide. You can have a “questions” slide but make sure your last slide contains your key takeaways and your call-to-action (contact me, right?). What slides do you always have in your presentations?

Set up Google Analytics on your ND WordPress Blog

Google Analytics

Google Analytics is free!

Lots of people have asked about website analytics on the Notre Dame blog system.  Here’s a quick way to set it up for yourself.  The main thing you need to know is that you’ll need a Google Account first.  So if you don’t have one, set that up first.  Then follow the steps below.

  1. Go to
  2. Click on Access Analytics
  3. Login using your Google Account email/password
  4. Click on the little gear to the far right.  Check out the image below to see where it is.

    Add New Account to Google Analytics

    You'll see this image after you click the Google Analytics Gear

  5. In the center will be a Add New Account – click that.
  6. Fill out the info like Your Blog Name, the website address, change the time to Eastern, let it share data to other Google products, and check the Terms and Conditions. Continue reading

I should have ended up on Ridiculousness after my most recent presentation.

Ridiculousness on MTV

Do you guys love Ridiculousness?  I do.  I love watching people bite it when they should have known better than to try it.  But then it happened to me.  In a presentation.  Yeah, I bit it.  Big time.

I did a talk before a group of directors for the Center and Institutes at ND.  It didn’t go as well as I hoped but there were a couple of factors that I didn’t foresee.

First, I didn’t plan well on the time. I thought I had more and I hate rushing through a presentation.

Secondly, I focused on social media but I took it from a personal branding perspective and not from a Center / Institute perspective. That

So if I had it to do over, I wouldn’t go into the nuances of Social Media and talk more about Communication Plan and show an example.  A good example is the Stanford Persuasive Lab.

Here’s how you start:

Continue reading

What am I most excited about in the new year? We are not alone anymore.

iPad Class via Matt Cashore

So I’m a couple months into my second year here at Notre Dame. Let me tell you it’s been great.

There have been challenges and a lot of you have the same challenges I do (resources and time) but I’ve never been as excited as I am right now – well, maybe, my first week on the job. I was pretty excitable back then.

Things look great and let me tell you why.

I feel like lots of people across campus are very interested in helping out communications.

Instead of feeling like we were just a department that was separated away in Grace Hall building posters, brochures, flyers, emails and websites in isolation, now I feel that we are an integrated part of everything here on campus.

We are helping campus communicators build strategic communication plans. We are providing training to you with our Brown Bag Lunch and Learns on Social Media, Photography, Video, Print, etc… If you don’t know about our brown bags, make sure you sign up for the Campus Communicators Listserv and the Linkedin Group.

We are helping guide the Notre Dame brand with – a website dedicated to the brand guidelines so you can understand how to use the academic mark, the monogram, what are official colors are and how to use them.

And we are still creating videos, photos, print material and websites of the highest quality.

But now, I see there is a new opportunity…it’s not just servicing our campus communicators but helping our entire university – faculty, staff and students. Continue reading

What Do You Need For People to Pay Attention – A Creative Breakthrough

Brenda Garrand - Doesn't Pull Punches on Creative Breakthrough

So I attended the Second Wind Creative Juice conference today and it was great.  And it reminded why I got into this business (communication and marketing) in the first place.  I didn’t get into it to manage people or the numbers to make sure we can afford to keep all our people working here at Notre Dame.

No, I got into this business because I love telling stories.  I tell stories about everything and I used to get paid to tell stories.  But that changed when I got to ND.  It was more about figuring out the numbers and the people and structure and less about the creative.  Even though my boss would constantly remind me that it was about creative.  I was just too caught up in trying to fix our budget and business model.  Hopefully, this new year (July 1) the business model will be corrected once and for all.

But this conference has really brought me back to that focus.  And, hopefully, it will continue.  But enough about my thoughts on this.  What I’m excited about was one of the talks (all the talks were great but this one is more directed at my clients and not so much at me and the agency).

The presentation right after lunch was by Brenda Garrand, Principal, Garrand & Company in Portland, ME.  She owns a great little agency and it was on the Ad Age’s list of “Best Small Agencies.”

Her presentation was Breakthrough is All that Matters: Learn how techniques like PR,
product placement, social media, gaming and brand-focused content can help
brands, both old and new, break through and gain a foothold in a complex world where consumers call the shots.

She had a number of stats (I’m so sick of stats on internet use – I think they are all overused and overblown) to explain how complicated the world had gotten since the days of yore (three channels, Life Magazine and the golden age of radio).

Example of stats:

86% of people skip TV commercials.  Put the logo in the middle screen.  It is so recognizable.

44% of direct mail is never opened.

93% of US adult internet users are on Facebook.  164 million in the US – women 50+ fastest growing.

57% of internet users search daily.

70% of links searched are organic.  60% click on the top three links.  SEO is very important.

But then she told how the world of communication and marketing had gone back to its roots and that a CREATIVE BREAKTHROUGH will still get people to pay attention.  She gave examples of Mini Cooper, Apple, Burma Shave, VW bug, etc…


What makes a CREATIVE BREAKTHROUGH? The right eyeballs and a reason to give a crap.  Well, not her exact words, but damn close.

She gave an example of their work at Neocon with Versteel.  They hired a team of men to dance with their client’s chairs (mimicking a flash mob – see above).  While not a lot of view on YouTube, Versteel was the talk of the show and had people waiting every 20 minutes to watch the dance.

Now when you find that idea that will work on the right eyeballs, how do you make sure they will find the right eyeballs?

Here’s how her agency does it.

  • Mass Media (it still works but you don’t have to burn all your budget – do your best to find where your specific audience spends time)
  • Earned Media/Events (this is the biggest growth part of her agency – and it has the most ROI – she was very excited about this part and gave lots of examples on how good PR and Event Planning can bring crazy high results)
  • Branded Content (getting your brand on more than just your product)
  • Social Media (nuff said there)
  • Shared Branding (Starbucks/Lady Gaga release of her new album)
  • Packaging and point of sale (environmentals – getting the experience right when people are ready to purchase – think Apple)

So how does this relate the world of higher edu communications? Well, here’s how I see it.

We need to spend a bit more time on creative and on where we are going to place your creative.  The cookiecutter approach is used because it’s cheap and there’s too much to do.  But you know what?  There’s always too much to do and without a good creative and placement, we just wasted the little time and money we had anyway.

I hope this rant stays with me when I get back to the office.

What do you guys think?  Am I just crazy about wanting to concentrate on the creative?  Just like the good old days.

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