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“Reinventing Your Pricing Strategy”, workshop européen avec Blair Enns

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En Octobre 2015 à Stockholm, Zürich et Venise, “Reinventing Your Pricing Strategy”, un workshop exceptionnel pour apprendre comment facturer plus et pourquoi ? Blair Enns* revient en Europe pour enseigner des stratégies de tarification du design innovantes et plus rentables. Partenaires Français ADC/AFD/APCI/Lieu du design.

Un évènement exceptionnel qui vaut le déplacement pour apprendre comment facturer plus et pourquoi. Les participants pourront développer de nouveaux modèles de tarification spécifiques à leurs entreprises et apprendre des techniques pour générer des honoraires nettement plus élevés dès 2015 et au-delà. C’est aussi l’occasion d’un week-end culturel professionnel ! Satisfait ou remboursé !

Public concerné : designers gérants d’entreprises, CEO, Client account managers, Business developpers…
Workshop en anglais. Nombre de places limité.

Tarification spéciale pour les membres AFD et des associations partenaires : savoir plus

Information & Réservation sur le site de l’événement www.Design-Pricing.com


* Auteur de Gagner sans idées gratuites – La stratégie commerciale gagnante du designer entrepreneur




THE JUSTICE OF PRICE PREMIUMS
By Blair Enns


How much does a logo cost?
 
Your answer probably begins with the words, “That depends…” and it does, but have you spent much time thinking about what it really depends on?
 
The difference between a $10k logo and a $100k logo is not the amount of time it takes to design it or even in the quality of the creative. The difference is $90k worth of reassurance – confidence on the client’s part that you won’t screw this up and that the business goals will be met. “Nobody ever got fired for buying IBM,” was the refrain from the 1970’s that justified the computer company’s premium pricing, to which I like to add, “or Landor.”
 
In 1971 Phil Knight paid design student Carolyn Davidson $35 (about $200 today) to create the global icon that is the Nike swoosh.* In 2009 PepsiCo very publicly paid design firm Arnell five thousand times more ($1 million) for what was seen as a “tweak” to their iconic Pepsi logo.
 
What would cause one company to pay five thousand times more than another for roughly the same thing? Did one client get ripped off? Did a designer? The answer is nobody got ripped off; all parties benefited because implied in the prices were a fair trade of risks and rewards. Lire la suite

 

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