Craft Skills Training

2 Item(s)

per page

4A's Digital Academy, May 26-27 | New York

Introducing the 4A's Digital Academy: a comprehensive one and a half-day workshop that provides those new to digital advertising the skills and knowledge you need to thrive in the ever-changing agency environment. You’ll learn how marketers can use digital advertising as part of their marketing mix, and how to have deeper, more valuable conversations with clients at all levels about digital advertising strategy and execution. After completing the course, you’ll have a full understanding of the digital advertising world, from its history and development to current trends and ongoing challenges. 

 

 

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)

 


Learning Objectives:

  • To provide students with a comfort level around digital advertising.
  • To give students an understanding of how marketers can leverage digital advertising a part of their marketing mix.
  • To empower students to have deeper, more valuable conversations with clients at all levels about both digital advertising strategy and execution.
  • To provide students with an understanding of how the digital advertising ecosystem functions so they can make smarter decisions for their clients.

 

Desired Outcomes:

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.

 

Topics Covered:

  • Digital Advertising History
  • Ad Formats
  • Tracking
  • Data and Targeting
  • Data Management
  • Programmatic
  • Video Advertising Ecosystem
  • Viewability
  • Ad Fraud
  • Ad Blocking
  • Net Neutrality

 

Negotiation Skills, TBD | New York

This half-day workshop is designed to better position agencies as negotiators and business partners to marketers, procurement personnel, and other potential client stakeholders, both to protect existing margins and to help them grow. Learn the tips and tricks to win in today's complex environment from procurement expert Brett Colbert, Partner, Strategic Acquisition Solutions. 

Duration: 4-6 Hour session

Location: 4A's (5 Bryant Park New York, NY)

Price: Members ($700) Non-Members ($850)

 

Topics Covered

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)

What makes you different?
  • 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?

How do you up-sell?
  • 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)?

Negotiating fees
  • Is it ok to negotiate?

  • What are the variables at play – scope, fee, timing...?

  • Do clients have more than they say they do?