Details
Summary:
Effectiveness: results, quality... as CMOs find themselves more on the hook than ever to deliver results, and will move money to marketing categories where results are clearest, the door is ajar for progressive agencies who are focused on their clients results. Evaluation matters. Let’s kick down that door and learn how to increase our share of client spend by lasering our focus on what to measure, how, and why.
Event Type: Classroom
Address: Virtual Classroom, Virtual Classroom
Places available: 8
Places remaining: 8
Trainer: Stuart Dunk
Event Overview
How attendees will benefit
Campaigns will naturally become more effective
More budget will be moved to your category because we’ll have proved that PR / Comms and associated work is demonstrably effective
Virtuous cycle of positive optics from the client towards your agency because of the shift in focus from price (which is easy to negotiate down by the client) to value (i.e. effectiveness)
Who should attend
This course is perfect for anyone looking to improve or refresh their skills in crafting proposals focused on client results, or who is client facing and has to build proposals, responsible for conversion, margin or retention at their agency, whether that’s net-new business, or organic growth with current clients
What attendees will learn
- How to prove our worth to our clients, in order to maintain or grow our share of their marketing spend
- How to get craft offers that tap into qual and quant deliverables, and not just rate cards
- How to talk the language of value and not price
- Evaluation as the cornerstone to continuous improvement and long relationships
- A step by step Integrated Evaluation Framework, taking us from aligning objectives, to implementation, measurement, and client impact
- What are the best agencies doing to put effectiveness and results front and centre of what they do? (Award-winning work must include evaluation!)
- An introduction to value-based selling and performance-based pricing (which we cover more deeply in another workshop)