How to Prepare, Conduct, and Follow Up on a Renewal Meeting

A well-structured renewal meeting not only reinforces your client’s confidence in their partnership with City Lifestyle but also sets the stage for a smooth renewal process. By thoughtfully preparing, conducting, and following up on the meeting, you can strengthen the client relationship, address any concerns, and provide a tailored proposal that aligns with their evolving goals.

Preparation

1. Start Early
   1. Begin renewal preparations 4-6 months in advance to show appreciation and maintain consistent engagement with the client.
   2. Look at the renewal report to identify upcoming renewals and ensure timely outreach.
2. Review the Renewal Report
   1. Refer to the renewal report to understand each client’s current contract, past campaign performance, and potential areas for expansion.
3. Show Customer Love
   1. Schedule some “customer love” touch points to make clients feel valued. Examples include sending a thank-you card, offering an ad upgrade, or giving a small gift to demonstrate appreciation in the months leading up to the renewal.

Conducting the Renewal Meeting

1. Start with Appreciation
   1. Begin by thanking the client for their partnership and acknowledging their commitment to growing with City Lifestyle. Show gratitude for their support and investment in the magazine.
2. Review Current Campaign Success
   1. Highlight positive outcomes from their current campaign. Share specific results, such as engagement metrics, reach, and any other relevant data that shows the value of their partnership with City Lifestyle.
3. Present Renewal Options
   1. Introduce renewal benefits and discuss options like new packages, digital upgrades, or exclusive ad placements.
   2. Offer incentives, such as early renewal discounts or bonuses for longer-term commitments, to encourage the client to renew.
4. Listen and Address Client Needs
   1. Ask the client about their future goals and any new priorities. Show genuine interest in their business’s growth and challenges.
   2. Tailor your suggestions based on their feedback, providing solutions that align with their specific needs and goals.
5. Close with Next Steps
   1. Summarize the renewal terms and confirm the timing for finalizing the paperwork. If the client needs more time, set a follow-up date and let them know you’re available for any questions.

Follow-Up

1. Confirm Next Steps
   1. After the meeting, send a follow-up email summarizing the discussed options and renewal terms. Confirm any agreed-upon actions, such as sending a proposal or arranging a second meeting.
2. Provide Additional Materials
   1. If the client requests more information, provide follow-up materials such as a detailed renewal package overview, relevant testimonials, or case studies of similar clients to support your proposal.
3. Track Progress
   1. Use Notes in ARC to track the status of each renewal. Schedule reminders to ensure that you stay on top of the renewal process and follow up as needed.

Additional Tips for Successful Renewals

1. Stay Flexible
   1. Clients appreciate customizable options; be prepared to tailor packages or offer creative solutions that meet their unique needs.
2. Leverage Past Performance
   1. Use specific examples of past campaign success to reinforce the value of continued partnership with City Lifestyle.
3. Prepare Follow-Up Materials
   1. For clients who need more information, bring or send renewal package details, testimonials, or case studies that show the impact of your services on similar businesses.

Customer Love Options

Showing appreciation to clients throughout the partnership makes them feel valued and excited about renewing. Consider these options to demonstrate “customer love”:

• Social Media Post/Shoutout: Give them a shoutout on social media.
• Gift Cards (e.g., Starbucks): A small token of appreciation to show you care.
• Personal Thank-You Cards: Send handwritten cards for holidays or to express gratitude.
• Editorial Feature: Offer them a spotlight in an upcoming issue.
• Celebrate Personal Dates: Recognize special dates like anniversaries or graduations to add a personal touch.

For Suite/VIP Partners with larger contracts, consider upping their “customer love” to something a little more substantial:

• Ad Upgrade: Enhance their ad placement or size.
• Frame an Article: Frame an article or feature to showcase their partnership.
• Larger Gift Cards or Unique Gifts: Provide a gift card to a favorite restaurant or a personalized gift.
• Co-host an Event or Fundraiser: Partner with them on a local event, increasing their brand visibility.
• Social Media Giveaway/Contest: Run a joint giveaway to promote their business.