Objective
To help media people understand the key business issues that clients face and equip them with sufficient knowledge and confidence to participate in business decisions at a senior level.
Benefits
- Understand the client's business and the key drivers of their business
- Develop a new "business language" so that you can talk professionally with clients
- Understand the basis business truths so that you can make sound recommendations to your clients
- Learn how to take a more consultative role with clients, proving you are business partners rather than suppliers
- Build your confidence to work outside of your media comfort zone
Content
The workshop starts by having participants identify issues they'd like to cover in the session. Those that are not already on the agenda will be discussed at the end.
After that, we move to consider clients and how they view us now. From this we can identify the areas of weakness and work on them. Following that, we look directly at the client's business and discover the issues that they face, the terminology they use, the ratios they must observe, the strategies they follow and the truths that rule their world.
The workshop does it in a highly interactive way, through discussion and exercises and covers the following areas:
- Key issues: Participants each contribute an issue for consideration in the Open Forum (last session of the day).
- Our Business through the Client's eyes: Helps us understand how clients view us and our role.
- The Business of Business: The issues that are important to business, beyond communication.
- Business Finance: All businesses run on key ratios. We examine some examples and learn the terminology.
- Business Reckoner: A TOOL that indicates the appropriate key decisions at various stages of a business.
- Strategic Business Truths: Some key strategies are almost always true. We examine 35 of them.
- Meeting with clients: How to handle the business meeting when it leaves the safety of Media.
- Open Forum: We discuss the issues particpants identified at the start of the day.
Target
This workshop is relevant to all Media professionals who have contact with senior clients. It is especially relevant for Managers and Directors who wish to be more influential with their clients in areas beyond marketing communication.
Advanced level course, typically for media people with at least 5 years experience.
Format
This empowering and energising workshop is conducted in one action-packed day ar a central London location.
Facilitator
The programme will be facilitated by Dr Wayne Lotherington, CEO of Allsorts Habit Creation, an advertising professional with extensive experience and the academic qualifications that more than match the clients'.
Wayne spent 18 years in the advertising business and dealt with clients at the highest level. Before his communications career he completed a Bachelors degree in Economics, a Grad Diploma in Education, and an MBA. Since commencing his own business he has achieved his PhD in Business Creativity. Even so, the workshop won't be academic, as Wayne has taken the essential ingredients and put them into an exciting, interactive workshop format - a learning experience that will stick.
Advertising agencies, media agencies and media owners in 38 countries have benefited from Wayne's experience and approach. Media Circle have only ever received 'Excellent' feedback scores for the courses he has run on our behalf.
CPD Value
7 hours
*price quoted excludes vat and is for Media Circle members. Non-member price is £780+vat.