Agencies who are an active part of their clients’ planning process are more likely to establish deeper, more enduring partnerships compared to those operating on a project-by-project basis. By effectively executing strategic market planning, agencies can bolster their standing as thought leaders, thereby enhancing long-term profitability and client retention.

This session will outline the nine must-have steps for successful market planning. Armed with this knowledge, you'll be well-equipped to effectively sell and implement strategic marketing initiatives for both prospective clients and existing ones.

Topics include:

• What is strategic market planning
• Why agencies should offer planning
• How the account team participates in planning
• The planning process
• Sucessful client discovery sessions, including budget discussions
• How to set marketing objectives
• The marketing audit
• Assessing research needs
• Analyzing the data
• Pinpointing and understanding insights
• How to get from objectives to strategies to tactics
• Bringing it all together the plan
• Ensuring clients embrace and follow the plan

This session will also include plenty of time for group discussion and Q&A. Come ready to interact, share and learn!

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