Webinar: Going to market
We encountered difficulties in producing and distributing the David C. Baker “Financial Metrics” series and feel we need to cancel this webinar, since all who signed up were not able to easily access them.
The David C. Baker webinar series has been very successful, as expected, in providing meaningful and helpful content for AIGA members. We will explore improvements in the system and work with David to see if there are other ways for members to experience his advice.
Presented by David C. Baker as part of the “Financial Metrics” series, provided as a benefit for AIGA members at the Sustaining Member level and above
This webinar will explain:
- The unique deliverables under each category of strategy and implementation
- How to package strategy so that it’s sold as a value proposition, rather than a transactional number of hours
- How you can structure the firm’s compensation to entice the client to purchase the strategy (diagnostic)
- Why it should really be called “research and insight” instead of strategy
- How to convert (some of) your current clients
- How to convert your unpaid thinking in proposals to a description of the process, and then move to “paid prospecting” instead
- How the mix of the two will change over time, what that means, how it impacts staffing and how it affects succession planning
Overall, you’ll leave with a much more solid understanding of how to make better decisions around your firm’s offering so that you stop the otherwise inevitable slide to marginalization.
David C. Baker, principal of ReCourses, Inc.
David C. Baker speaks 30 to 35 times per year worldwide; has analyzed more than 750 marketing service firms; has worked in or visited 24 countries; and has been featured in The Wall Street Journal, USA Today, Fast Company, Inc. Magazine, Forbes, CBS Business Network, MarketingProfs, Businessweek and many books others have written. He speaks regularly for Harvard, SVA and TEDx events. His book Managing (Right) for the First Time was named by Inc. Magazine as one of the “Best Books for Entrepreneurs.”