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The Preddy Programme Part II

Published on Thursday, 30th March 2017

Following our first four workshops with Shan Preddy, we are now launching the Masterclass Series: How to find, win, satisfy, keep and develop clients.

With a career spanning PR, advertising and design, Shan is a Partner at Preddy&Co, specialists in training, coaching and business consultancy for the creative sector. Her books, 'How to Run a Successful Design Business' and 'How to Market Design Consultancy Services', have become international design-sector best sellers. She is a founder member of the DBA Experts' Register, a Fellow of the RSA, a full member of D&AD and a Business Leader at the Marketing Society.

www.preddy.co.uk | Twitter @ShanPreddy | LinkedIn Shan Preddy

1. HOW TO FIND CLIENTS: MARKETING STRATEGIES AND CAMPAIGN PLANS

TUESDAY 06 JUNE 2017 9.30am – 1pm at Zone, The Brew House, Tower Hill, Bristol BS2 0EQ

If you’re part of the leadership team in a fee-based business, you’ll know that having a strong and steady pipeline of paid client work coming in is essential for your firm’s health and wellbeing. For yours too, if the fear of your project pipeline drying up keeps you awake at night. All creative firms need a robust marketing strategy and plan in place, but very few have them. What does your own look like? Is it based on your firm’s vision, values and purpose? Is it firmly embedded into your overall business strategy? Are you 100% clear about your firm’s positioning in the marketplace? Who exactly are your target markets, both demographically and psychographically? What are your universal, generic and specific propositions, or benefits? How will potential clients even know that you exist, let alone understand how good you are? Who’s going to do your marketing: what, when, where and how often? Which marketing tools work best for creative businesses? How much will it all cost? And how do you put a plan together? For help with answers to these questions and a whole lot more, come and spend a morning with Shan Preddy at this acclaimed Preddy&Co masterclass

Cost: £60+VAT for Bristol Media members // £85.00+ VAT for non-members

10% discount if you book all three workshops at the same time.

2. HOW TO WIN CLIENTS: CREDENTIALS AND NO PITCHES

TUESDAY 11 JULY 2017 9.30am – 1pm at Zone, The Brew House, Tower Hill, Bristol BS2 0EQ

Pitching? That’s when a large client company or organisation asks a number of much smaller creative firms to provide almost-instant answers to its challenges or opportunities, without giving them the time to absorb the brief fully let alone do much in the way of independent research and thinking. It’s when the creative firms hunker down and work at a range of potential solutions without the benefit of teamwork with the clients, and then get themselves ready to wow a panel from the potential client at a show-time pitch, all while also working hard to look after the clients they’ve already got. And it’s when all of those creative firms donate, entirely for free, their expert strategic and creative thinking to the larger (and richer) client companies or organisations. It has become ‘normal’ in our sector, and the cost to creative firms is huge and damaging. How can you successfully create a ‘new normal’ for your own firm and make sure you are fully rewarded for your work, every time? Come along to this half-day Preddy&Co masterclass with Shan Preddy, and find out. She’ll explore exactly what you’ll need to do from the initial contact with a potential client to the legal contract. She’ll also demonstrate what you won’t need to do, and that includes giving your expertise away for free.

Cost: £60+VAT for Bristol Media members // £85.00+ VAT for non-members

10% discount if you book all three workshops at the same time.

3. HOW TO SATISFY, KEEP AND ACTIVELY DEVELOP CLIENTS   **SOLD OUT**

TUESDAY 12 SEPTEMBER 2017 9.30am – 1pm at Kinneir Dufort, 5 Host St, Bristol BS1 5BU   

Clients can take a lot of time, effort and budget to find and win so, unless you decide to let them go, it makes sense to keep them happy and make sure they come back for more. If you do it right, you can benefit from automatic repeat-purchasing and avoid requests for competitive tendering, and you’ll be introduced to new client companies or organisations when individual client contacts leave to start jobs elsewhere. In this half-day Preddy&Co masterclass, Shan Preddy will demonstrate how client relationship management practices are a vital business tool, and how they interface with your firm’s marketing and sales processes. She’ll look at the four main client categories and at the messages we send to the individuals in each of them, and she’ll highlight what makes your clients receptive to approaches from your competitors. She’ll explore satisfaction and dissatisfaction in general before moving on to pleasing and retaining clients in the creative sector. After sharing a checklist so you can assess the relationships you have with your own clients, she’ll give you tips on what to do if things go wrong. She’ll also look at dealing with difficult clients and managing complaints before discussing when (and how) to fire clients. Finally, she’ll show you how to actively develop your clients so that you benefit from bigger and better commissions and gain new business from your clients’ colleagues in related departments, divisions, companies and countries of operation. If you are responsible for great client relationships in your firm, this masterclass is for you.

Cost: £60+VAT for Bristol Media members // £85.00+ VAT for non-members

10% discount if you book all three workshops at the same time.

These workshops are likely to sell out very quickly and numbers are limited.  If you would like to book a place email Lynda@bristolmedia.co.uk as soon as possible.