AAAA Management Seminar: Benefits-Based Pricing Solutions

Transcription

1 AMERICAN ASSOCIATION OF ADVERTISING AGENCIES PRESENTS AAAA Management Seminar: Benefits-Based Pricing Solutions March 21, 2007 The Westin Michigan Avenue Hotel, Chicago CLIENT STRATEGIES AND TACTICS THAT PROCUREMENT DOES NOT WANT YOU TO KNOW Featuring Tim Brenton, Founder and President, The Brenton Group The AAAA best practice compensation dialogue process encourages agencies to begin compensation discussions with a robust discussion of the client s business goals and marketing objectives. It is important to establish scope of benefits as the platform for negotiating your client compensation. This seminar will help your management team evolve a dialogue on value, and provide the context for discussing scope of services, scope of work, compensation framework and the pricing of your services. This seminar will help you in a number of critical areas: Get better information about client measurement tools, metrics and influencers Understand the client s real issues, opportunities and commitment Anticipate procurement s power moves Expand client budgets and benchmarks to reflect value Negotiation preparation, responsibilities and leverage. The AAAA is pleased that negotiating skills coach and sales trainer Tim Brenton has developed a custom program specifically for AAAA members. Mr. Brenton grew up in the agency business BBDO, Y&R, and as a principal at Arnold. He understands agency-client negotiations; he has walked in your shoes. The AAAA has worked closely with Mr. Brenton to develop this compelling program. The AAAA and Mr. Brenton recommend that agencies use a team-based approach to negotiating client compensation; therefore, we encourage multiple members of your agency s client service and management team to participate in this workshop. WHAT TOPICS WILL BE COVERED? Pre-Negotiating Planning: Understanding your negotiation counterparts - Who are the decision makers? - What is their degree of influence? - What methods/systems will they use to commoditize you? Avoiding the most common negotiating mistakes Understanding/leveraging your strengths and weaknesses.

2 Negotiation Considerations: Defining the emotional drivers to get at the real business issues Securing the information necessary to support scope of benefit Moving the discussion to value-based outcomes Tools for dealing with value objections Negotiating key performance indicators (KPIs). Scope of Services (SOS) and Scope of Work (SOW): Identifying SOS Defining/presenting SOW The Seven Sources of Negotiating Leverage. Compensation Negotiation Tactics: The response continuum The mobile defense plan The art of giving concessions Overcoming impasses Assessing positions The negotiation preparation worksheet Most common negotiating gambits and W HO SHOULD ATTEND countermeasures. Agency principals, account directors, CFOs and business development directors that have responsibility for client services and agency economics will benefit from this seminar. We encourage multiple members of your agency s client service and management team to participate in this workshop. ABOUT TIM BRENTON Tim Brenton, founder and president of Brenton Group, Inc., will lead the day s program. Mr. Brenton brings a unique blend of credentials to AAAA membership. Over the last 15 years, he has an impressive track record with professional services companies now faced with the daunting task of negotiating with procurement. Mr. Brenton knows the advertising agency business. He spent 20 years in account management at BBDO New York, and Y&R New York. He rose to the position of principal and executive vice president of client services with Arnold Worldwide, Boston. A selection of Mr. Brenton s clients include: EMC; Palm; Glasshouse Technologies; Northwestern Mutual Life; HP; Boston Private Bank & Trust Company; Rinet; and Injured Workers Pharmacy.

3 THE PROGRAM 8:00 AM 8:30 AM Continental Breakfast and Registration 8:30 AM 10:30 AM Presentation on scope of benefits, goals and benefits: Pre-Negotiation Planning 10:30 AM 10:45 AM Coffee Break 10:45 AM 12:30PM Scope of benefits: Pre-Scope Negotiation Considerations 12:30 PM 1:30 PM Lunch and the opportunity to network with your peers 1:30 PM 3:15 PM Negotiating Key Performance Indicators (KPIs), Identifying scope of service (SOS), defining and presenting scope of work (SOW) and the impact on financial KPIs 3:15 PM 3:30 PM Coffee Break 3:30 PM 5:00 PM Compensation framework: Negotiation Tactics That Provide an Edge 5:00 PM Seminar Ends REGISTRATION FEE The registration fee is $450 for the first participant from an agency, and $400 for each additional person from the same agency. Please complete the attached registration form and fax or mail it to: American Association of Advertising Agencies Cecilia Graham 405 Lexington Avenue, 18 th Floor New York, NY Phone: (212) Fax: (212) CANCELLATION POLICY Excluding a processing fee of $25, refunds will be granted only if requests for cancellation are received in writing by the AAAA by Wednesday, March 14, No refunds will be permitted after this date. Substitutions will be permitted with prior approval. QUESTIONS? Contact: Cecilia Graham, (212) , cecilia@aaaa.org

4 AMERICAN ASSOCIATION OF ADVERTISING AGENCIES PRESENTS AAAA Management Seminar Benefits-Based Pricing Solutions March 21, 2007 The Westin Michigan Avenue Hotel, Chicago How to Register: Print and complete this form, then fax or mail to the AAAA with payment (First Participant: $450) Title Company Address City State ZIP Daytime Phone (Additional Participants From the Same Agency Office: $400 Each) Important Hotel Information: This is NOT a hotel reservations form! The AAAA has not retained a room block at The Westin Michigan Avenue Hotel. You must book your own room(s) at the Westin Michigan Avenue Hotel or at another neighboring hotel in the area. To book your room at The Westin Michigan Avenue Hotel, please call the hotel directly, (312) Other hotels in the area are: Hilton Suites, (312) ; Drake Hotel, (312) ; Knickerbocker Hotel, (312) ; or The Ritz-Carlton, (312) Registration Form, Page 1

5 Fees The registration Fee is $450 for the first participant from an agency, and $400 for each additional person from the same agency office. To pay by check, mail this form along with your check to: American Association of Advertising Agencies Attn: Cecilia Graham ( ) 405 Lexington Avenue, 18 th Floor New York, NY Check enclosed for $ (Make check payable to AAAA.) To pay by credit card, fax completed form with payment to the AAAA, attention Cecilia Graham, (212) Select credit card: Credit Card Number Issuing Bank Expiration Date Name as it Appears on Credit Card Authorized Signature Cancellation policy: Excluding a processing fee of $25, refunds will be granted only if requests for cancellation are received in writing by the AAAA prior to Wednesday, March 14, No penalty will be charged for substitutions.