(One-day training course held at the Institute of Directors*, 116 Pall Mall, London, SW1Y 5ED, Tuesday 3rd February 2009 from 9:00am to 5:00pm with coffee from 8:30am)
Analyst relations is a business critical function for those involved in technology, telecommunications and services. Get it right and plaudits could ensue. Get it wrong and a vendor's hard won reputation could be in tatters.
'Analysing analysts' is an intensive full-day training course.
Part I provides answers to the following questions:
* What is an analyst?
* How do analysts conduct their research?
* What type of services do analysts provide?
* Who are the main analyst companies?
* Positioning of analyst companies in the marketplace
* What is the current economic landscape for these companies?
* Research programs vs consulting projects
* Pricing
* Promotion
In Part II, delegates will scrutinise the relationship between industry analysts, vendors and their agents, providing answers to the following:
* How to find the right market analyst
* The briefing session and how it should be handled
* How to build better relationships with industry analysts
IIn Part III, delegates will examine the differences between Analyst Relations and Media Relations, whilst Part IV examines Analyst Relations versus Investor Relations.The course is highly interactive. Participants will scrutinise over c40 analyst companies active worldwide including IDC, AMR Research, Forrester Research, Gartner, Yankee Group, Hewson Group, Nelson Hall, IDEAs International, Juniper Research, Pierre Audoin Consultants (PAC), Strategy Analytics, Tekplus. to name a few. The training session is proven to help businesses work much smarter.
Guaranteed benefits of the course include
* Increased understanding of the industry analyst community
* More chance of communicating with the right analyst with the right message at the right time
* More chance of keeping ‘top of mind’ with analysts, which could lead to business opportunities
* More chance of being written or spoken about
* Much increased effectiveness and efficiency of delegates’ work and their respective organisations
Attendees
* Senior communications or marketing professionals
*
Users of strategic intelligence produced by analysts
* Senior vendor decision-makers responsible for communicating with the analyst community
Facilitator
Kim Horner, an independent Analyst Relations Consultant, formerly of key analyst companies the Hewson Group and IDC.
Price
£995 + VAT per delegate
This training can also be delivered cost-effectively in-house.
* Note that the IoD operates a strict dress code of smart/casual wear. Guests wearing jeans, t-shirts, trainers or open toe shoes will be refused entry to the building.
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C omments from Analysing analysts course delegates include:
''I first met Kim when I attended one of her analyst relations training courses. I was so impressed with her knowledge in this field that I subsequently employed Kim as a consultant on analyst relations. She is a totally professional person and an absolute expert in her field', Michelle Spencer, Senior Manager, Corporate Communications, ARM Holdings plc
'Excellent session. Very informative. Mix of listening and doing. Very useful'
'I found all the presentations and workshops very helpful'
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'Course is particularly interactive - which is very rewarding. Learn by doing'
'Delivered with great style and made the day informative and memorable'
'I met my expectations and I'm very happy'
'Thanks for an excellent course, great fun and very informative.'
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'Excellent... interactive sessions were very helpful'.
'Very informative, very enjoyable. Gave a good insight from the analyst's viewpoint. Provides a good framework and approach to analyst relations.''
''It was a very helpful course. overall rating excellent'.
''A really useful session providing not only a basic introduction to analyst relations but discussing how relationships can be built with each analyst. The course drilled down to talk about how each industry analyst company likes to be dealt with and how they prefer to be contacted'.
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'Very informative, the course has effectively demystified this area for me'.
''I learnt a great deal from the 'Analysing analyts' course and I refer to the course hand out 'Analysing the Analysts' as my bible. The course is interactive and thought provoking and really helped us to get a handle on how market analysts fit into an overall communications programme that we deliver to our clients. 'Two of my colleagues were able to extend a two day press tour to three days by targeting the right analysts, to the delight of our client!
The analysts challenged the client's positioning and provoked some excellent responses that have directly fed into the key messages that we will be using within their future press and analyst interviews.
II think the overall benefit of the course is that the facilitator shows that analysts are human beings and how PRs and analysts can work together to the benefit of clients. To use my colleague's phrase 'she helped us to think outside the box and use analyst relations as an extension to the press work we're already doing. I never realised the extent to which journalists use analysts reports. I wish we'd done Kim's course years ago'. Leading PR agency
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''The course was extremely useful and informative. within two hours of undertaking the training we were able to set up a briefing session with Jupiter using the information given to us.' Leading PR agency.
'The course was very, very useful and the information, especially practical'.
''I have been on another analyst relations course but this was much better and I got much more from it'.
''Very informative with good tips and insight into the analyst community'.
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Click here to contact us.
Click here for an overview of analyst relations solutions.
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