PR Evaluation and Effectiveness Workshop - How measuring results helps everyone win

Intermediate
 

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. Whether you’ve been simply charging hourly rates for your work with no deliverables (or pay!) relating to results, have dipped your toe in the water of measurement, or believe that measurement is hard or impossible, this is the workshop for you. We’ll cover why evaluation – both quant and qual – matters, and how to shape both how we sell and the proposals we write, around what the client desires to be true: some kind of result. This practical workshop unpacks how separate your agency from the busy crowd of competitors by positioning you as results focused, and will also uncover the benefits to your conversion, margin and retention, by making this change.

Trainer: Stuart Dunk

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 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
An introduction to value-based selling and performance-based pricing (which we cover more deeply in another workshop)

Delegate instructions
To get the most from this workshop, please bring a few examples or stories of bottlenecks or success stories you’ve faced when scoping and/or pricing your work based on effectiveness and results