Workshop & Roundtables

Account Executive BootCamp 4.0

THE CHICAGO AE BOOTCAMP WAS SOLD OUT ON AUGUST 24th. Please consider registering for the LAS VEGAS AE BootCamp.

This is a must meeting for all client-facing staff members who are going to be an important part of the Agency of the Future. 

The impact of new technologies, interactive and emerging media has changed the role of Account Executive. No longer strictly a tactician, the AE must be a strategic thinker who can solve client business problems... not just communication problems.

Not a lecture. AEBootCamp is a dialog where participants get all their questions answered. The two days with AMR gets high ratings for learning and improving client management skills.

Want to improve your agency's client service and profitability? Account Management BootCamp is a 16 hour workshop for account service personnel that will teach the tactical and strategic sides of working with clients and the agency. Most AEs in most agencies are a combination of project manager and client contact.

AEBootCamp 4.0 will improve organization and management skills, plus remove many of myths about what it takes to be a solid Account Executive today.

Clients are looking for agencies that have the passion for their (the client's) business. They want client services professionals that can make decisions and know how to get the results they want. There's no sense losing a client once you have them, but many agencies lose clients through poor client program management.

AE BootCamp program is in its 17th year. Some of the topics covered during the two days at AE BootCamp are:
 

DAY ONE 8:00 a.m. to 4:30 p.m.
 

• The Account Executive of the Future: How is the position changing? What will the lead account service people need to know and do differently than last year?
• Expectations: What do clients expect from top notch account managers? What does the agency expect?
• The AE of the Future: An overview that sets the topics for discussion about what roles an AE will play in the new agency environment.
• The AE as Business Manager: Managing a client or group of clients is similar to operating a business. We will explore everything from your vision for your career, working with agency account teams, managing for growth and profit; and processes and systems that insure quality and profitability.
• Agency Math: How to determine client budgets and control internal costs to produce better agency profits. How much does it cost? Hourly versus Value and Performance pricing.
• Managing Your Time: What are three simple things you can do to give you more time every day. How to organize and stay on schedule in the hectic world of a marketing communications agency.
• The Client Trilogy: Discover the wants, needs and the authority of the three levels of client executives you will meet and work with.
• The Tactical Side of Account Management: What do you need in your Account Management Toolkit? Marketing Briefs, Creative Briefs, Scope of Work, Estimates/Authorizations, Change Orders, Billing - The role of an Account Manager supervising projects, campaigns, programs and working with the client and agency staff to produce defined results.
• You Asked For It: A unique session that answers participants' questions posed on the pre-meeting questionnaire.

DAY TWO 8:00 a.m. to 3:00 p.m.

• The Strategic Side of Account Management: Defining strategy and recognizing client challenges and developing solutions.
• Speak the Language of Business: Can you develop a business solution without the language of the client’s business, using “business-speak” instead of “ad-speak”? Winning presentations use more spreadsheet presentations to demonstrate how the solution affects the client’s bottom line. Learn about building a budget defined by the solution to the problem with the AMR Gap and Dollarizing process.
• You Asked For It: Session 2
• Research Returns to the Agency: Simple tools you should know how to use. Creating original research projects to determine a direction or measure the results.
• Creating the Attack Plan: When do you use a S.W.O.T. analysis? Should your approach to writing the plan be based on defensive, offensive, flanking or guerilla marketing strategies? What are they and how do you use them?
• Essentials of Client Presentations: How to make a one-on-one presentation that sells agency counsel and solutions, builds the client's business and wins more business for the agency
• Understanding Communications Styles: Discover how clients, prospects and staff communicate. Then, learn how to talk with them to get the results both of you must have.
• Building Your Business: Every Account Manager is a salesperson. The S.P.I.N. selling process and the "do's" and "dont's"  in one-on-one and group presentations.

Account Management BootCamp asks attendees to participate in discussions and work as a team member to solve case study problems.

Dave Wood, AMR and Mike Carlton of Carlton Associates Inc. will teach your AEs how to be better and build the business in today’s market. 

WHEN: February 21 & 22, 2011

WHERE: Las Vegas, NV

TUITION: $695 first person, $645 each additional person (Visa, MC, AMEX)

FOR MORE INFORMATION: Call AMR 623.266.8981 or write to dave@agencyroundtable.com