Course Duration: 1 and 1/2 day's
Location: 4A’s NYC 4A’s NYC (5 Bryant Park, New York, NY)
Ideal audience: 0-5 years experience, involved with Programmatic, search, data analytics, customer insights, media planning/ media buying; jr. account manager
Pricing: Members ($2,050) Non-Members ($2,500)
Upon course completion, participants will have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. They’ll understand how marketers can leverage digital advertising as part of their marketing mix, and be able to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution. They’ll be able to leverage their knowledge of how the digital advertising ecosystem functions to make smarter decisions for their clients.
Duration: 4-6 Hour session
Location: 4A's (5 Bryant Park New York, NY)
Price: Members ($700) Non-Members ($850)
How do other agencies manage to the scope
Who is responsible for holding the client responsible for scope creep
Who approves doing incremental work for free (investment)
Do clients think we bring something different?
Do they want something different? Are they willing to pay for something different?
Does your process or offering demand a premium?
Pricing small incremental scope items.
Where are the opportunities? How do you find and sell?
How do you target longer-term opportunities (like other brands the company has)?
Is it ok to negotiate?
What are the variables at play – scope, fee, timing...?
Do clients have more than they say they do?