'GOOD IS' - Concept proposal, refined

GOOD is .... The UKULELE

WHY?

1. because its better than other string instruments in terms of affordability, practicality and learnability. On average it takes about 3 months to learn how to play the ukulele, this is with practice twice weekly.

2. because playing and listening to music disciplines the mind and overall increases brain activity. When a musician plays they are using 90% of their brain.

3. its a relaxing hobby that benefits you socially, mentally, personally and creatively.

4. it has physical benefits like improved motor control and coordination which help with activities like sport and dance etc.

5. its popularity is at its highest and is still continuing to rise. People spend on average £80 on a ukulele and sales have increased by 30% in the past year.

I intend to (inform/ instruct/ persuade/ direct/ educate/ promote to)

promote an event that is formed on the basis of the ukuleles benefits and history to...

...a group of (identify your specific audience or context)

18 - 30 year olds that will mostly likely be in education or working that deal with the stress of constant workloads and need a way of relaxing or unwinding...

...that (state your message, idea or concept)

playing and listening to the music of the ukulele can benefit them socially, mentally, creatively and physically.

In order to achieve this I will produce...(specify at this point what you aim to produce, the method of delivery/ distribution/ the context in which it will be viewed.)

PRODUCT - what is your product?

An event that is driven by the benefits of the ukulele aiming to add to the ukuleles increasing popularity.

RANGE - what range of deliverables will you produce/propose?

A set of promotional materials and promotional packaging which will give the event its own identity and brand it.

A short publication on the ukulele that brings people up to date with where the ukulele is from and how far its come over the past 100 years, this will follow the same aesthetic as the identity of the event and promotional material.

CONTEXT - define the context in which your products will exist/be viewed.

They will exist and be viewed in dominantly student populated areas to target the bulk of my audience.

It will also been viewed in the main shopping zones of cities, for example Leeds Headrow and shopping plazas, around the lunch hours to optimise the maximum viewing  potential for people who work 9-5.

'GOOD IS' - Concept Crit and Feedback

Part 1

We began the crit in groups of six and each of us had three minutes to present our concept rationale, contextual references and initial idea boards.

Whilst each person presented the rest would write down feedback on the paper feedback forms and ask questions about their concept and their research to try and address key points that may have been missed out or forgotten.

We were instructed not to suggest any ideas at this point as the idea is already there and this is the pitch for it.

Strengths

- good knowledge of subject matter

- has strong visual identity

Areas for improvement

- need to define range more specifically

- look at and research printing methods from the 'hey day' of the ukulele

- history of it is important, focus on how its changed with Chap Hop

Additional comments

-focus on what you are promoting, an event would be good

Part 2

Comment on the extent to which the initial research and development of the concept demonstrate a significant understanding of the chosen subject matter.

Comments:

- research and development looks wide and well informed, good focus of audience/purpose etc

- good range, look at print methods of the 1920'/30's

insufficient/satisfactory/good/very good/excellent

Comment on the extent to which the concept proposal exploits the practical and conceptual investigation and application of Design for Print.

Comments:

- you need to think of how you can apply print. Could look at creating a zine/posters to inform and promote the ukulele

- don't focus too much on an event, look at how print can promote instead

insufficient/satisfactory/good/very good/excellent




Additional comments


- could look at adding a contemporary twist to vintage style posters to promote the interest of ukuleles through the years
- focus in on that era as it already has a strong visual identity
- nice to focus on the design of the 1920's and 30's. Good starting point.




Action to be taken and reasons


action - look further into vintage, processes of print


action - bring print into the foreground...not just a "scraggly loose tooth" Luke O'Brien
reason - because its about print


action - look at the printing methods of the era
reason - give a stronger identity to the project and event as a whole

Comment on the proposed range of products to be produced in response to a clearly identified probem.

Comments:

- should explore potential ways to print in response to your good - i.e. laser cut on wood

- needs to be thought about more

- focus on the print side of the event and flight cases, picks etc

insufficient/satisfactory/good/very good/excellent

Additional comment

Enterprise & Inovation - Lecture 4

HOW TO PROMOTE YOURSELF IN SIX EASY STEPS & AIDA




We live in a visually noisy world


 The Marketing Communication Mix


- exhibition
- trade fairs
- public relations
- merchandising
- advertising
- sponsorship
- sales promotion
- direct mail, direct response marketing
- publicity
- personal selling 


(all the above are methods of promotion and should be factored in to consideration when in business and promoting yourself as a designer)


The Internet is not a way of publicising, it's a place to publicise.




The Six Steps.




STEP 0.


DO NOTHING...


Don't be lazy, do nothing and you get nothing.
Although the trouble with doing nothing is that you never quite know when your finished.




STEP 1.


GET THEIR ATTENTION...


- business card - memorable - interactive - not another generic business card with your email or contact number
- events - create an event and invite people, meet the people you want to work with
- advertising - low key and inexpensive advertising will do to begin with
- radio interviews
- write articles - for a magazine you read and about something you know about
- run a blog
- exploit social media
- publicity


Its all about getting your name in front of people.




STEP 2.


BUILD THEIR INTEREST...


- website
- portfolio (show them more of what you have done and can do)
- information packs (tell them more about who you are and what you can offer)
- catalogue
- curation
- exhibitions - of your work/previous clients - invite potential business opportunities




STEP 3.


CONVINCE THEM...


- artist/mission/value statement
- recommendations/testimonials - work placements, previous clients, personal & professional referees
- awards - show off a bit, competition briefs, nominations
- community engagement - trusting, be seen as caring and generous
- professional bodies - achieved a high standard of work and maintained it
- charity events - puts you in higher regard than other designers of equal talent or abilities




STEP 4.


MAKE THE OFFER IRRESISTIBLE...


- value proposition - look at other designers and agencies values and match them, look at the clients and exceed them where possible
- pricing strategies - about how you price the service
- packaging - about the services you wrap around the work - the extra mile
- try before you buy - offer something for free - sweeten the deal to get the big jobs, an extra tweak here or there after the design is finished or an additional variation to a design for example
- recommendations - something to fall back on - back yourself up if the client is in doubt - have a referee to aid you
- differentiation - who are you and how you make business




STEP 5.


CLOSE THE SALE...


- convenience - is there anything you can do to make it more convenient for the client?
- buy it now - would you buy it now?
- right place; the right time - is this the right thing for your business at this place and time?
- delivery - how can the delivery of the work make it easier for the client?
- personal selling
- interactive website


Put all the questions to them let them convince themselves.




STEP 6.


REINFORCE...


- after sales service - call up and see how the client is doing - ask if they have any problems with the design work - is it all working as they wanted
- advertising - let them know you're still there
- public relations
- longivity - more and more ads to reinforce the product or brand - Calvin Klien/Levis/Rolex are examples
- merchandising - promotional, makes people associate you with creativity
- maintaining contact - email, blog, mailshots
- building relationships - invite old an new clients to events and follow up meetings or visits


JOHNNY CUPCAKES - BACK TO BASICS SUITCASE TOUR


I strong example of reinforcing the brand and product. Johnny cupcakes began selling printed t-shirts out of a suitcase in the back of his car and this tour of america is about going back to that foundation and root of where his success began. He doesn't need to do this in theory as his brand is doing well already but by replenishing the 'cool' factor of the brand with this tour he's promoting himself and reinforcing the aesthetic of both the brand and himself, thus bringing in more/repeat business.







The entire tour video diaries are on this website which I have linked below.
http://www.johnnycupcakes.com/tour/


AIDA (extended)


ignorance - no awareness
attention - awareness
interest - interest
conviction - belief
desire - need
action - acquisition
reinforce - extension - 3rd year degree show




TARGET YOUR MARKET


how do we define customers?


Selvedge - breaks down where their customers are from and what they do - going further to know your market


how similar are peoples interests? be specific.




Facebook - target market - people only see ads on their profile that are related to their 'likes' or 'liked' pages minimising waste in advertising funds and less spam advertising.




MARKET SEGMENTATION - breakdown of peoples interests and lifestyle


Media usage - part of customers behaviour/mood - they use different media for different situations and moods they are in
- what media they use - know this in order to reach out to them




B2B (business to business)


specialist industry
employer
communications
who in the business are you targeting? - make it something they want to receive - avoid making it look like spam by targeting the wrong person


opportune time to target - radio ads during rush hour traffic to and from work for example


consumer segmentation - every consumer wears many hats.


- demographics
- geographical factors
- lifestyle
- media usage


remember - consumers don't always read the same magazines as you do, everyone differs to each other in some way


Here's an example.


'Is the internet is a good thing?... What do you think?'





'Is the internet is a bad thing?... What do you think?

'GOOD IS' - Rationale and Concept Statement

GOOD is.................... THE UKULELE


WHY?

1. Because its better than other string instruments in terms of cost, practicality and learnability.

2. Because playing an instrument teaches young minds discipline and increases your memories capability.

3. It's a relaxing and fun hobby to have that benefits you mentally and socially.

4. It has long term physical benefits with motor control and coordination.

5. Its popularity has been on the rise since 1993.

I intend to (inform/instruct/persuade/direct/educate/promote to)

Inform, persuade and promote the ukulele to...

...a group of (identify your specific audience or context)

16 - 30 year olds who will be having to cope with lots of work related stress and issues from schools, colleges, universities and jobs...

...that (state your message, idea, concept)

the ukulele will benefit you socially, mentally, physically and creatively without being costly, frustrating or inconvenient.

In order to achieve this I will produce...

informed, factual and visually engaging promotional material that will inform my target audience of the benefits of my 'good'.

Product- what is your product

A ukulele start up kit that provides the consumer with the essentials to begin playing the ukulele.

Range- what range of deliverables will you produce/propose

I propose a range of packages for the different parts of the kit and promotional materials detailing how it benefits the consumer and why they should invest in it.

Context- define the context in which your product will exist/be viewed

It will exist mainly in student based areas and student union shops so as to be viewed by the bulk of my target audience as well as in music shops.

Enterprise and Inovation - Lecture 3

VALUE

What are you worth? (in social, professional and commercial terms)

How can we give people what they want so they employ us more?

Drucher(1985) - innovation - market aspect - looking for a need

Mihaly(1997) - creativity - seeing what others see and marketing different connections - no one sees the same

As designers we help others see the world by communicating and interpreting it creatively and engagingly

(Hockney's 'Bigger tress near Warter' - now demolished - 'Slaughtered' he helped people to see things differently)

Professor Kotters

CCDVTP

Create

                                                               Communicate    a Value   to a Target     at a Profit

                                             Deliver                                  Market

Open source

- findings ideas wherever they come from/no matter where they come from

- using customers as a resource

- emotional market - provide products that customers want as well as need

we are still like animals

- still have basic instincts and needs

- we developed to protect ourselves

- social people working together to survive

- develop social strata - hiearchy

Staus symbols

- deer with the largest antlers

- elephant with the biggest ears

- soldiers with medals and rank

- qualifications

should get the respect that comes with that status

To be happy and contented we have to challenge ourselves physically and personally

no reward from these challenges other than personal achievement

Maslow's hiearchy of need

self actualisation - morality, creativity problem solving

esteem - self esteem, confidence, respect

love/belonging - acceptance of others, respect to and from others, sexual intimacy

safety - safety of ones self and others, strong sustainable home

physiological - food, water, sex, excretion

Design is applied psycology

(engineering is applied science)

(art is applied philosophy)

Innocent Smoothies

keep reminding people why your useful to keep them interested.

Where is the money?

Greatest human need = greatest market potential e.g. food, medicine, transport etc

Reduced human needs = lower market potential e.g. holiday cottages, health spas etc

A Value Proposition (should be about 3 sentences long rough 60 words)

What is a value proposition? (relates to lecture 2)

Over all aim.

(or mission)

                                                              Specific aim.                                              Outcomes

(these set out how we make it)

Objectives.

                       (these set out how we plan to go about delivering our aims)              Outputs

Enterprise and Inovation - Cost of living

Turns out I'm an expensive guy to run.

Enterprise & Inovation - Lecture 2

Ideas and Opportunities

What is an idea?

drinking alcohol lubricates he mind and makes ideas plentiful and we believe our ideas to be better.

Once you have an idea you should analyse it and decipher whether to carry it out. Ideas come out of nowhere and although you may think it is a good idea you might not be able to prove it.

Ideas are sometimes mistaken as being a plan.

ideas alone are not worth much - needs backing up

What is an opportunity?

An opportunity is a collision of people/money/timing/space etc.

Basically when the conditions are right.

Da Vinci - man with lots of ideas but in the wrong time

Concorde - something in its time

Nothing stays the same for long

- phone lines

- concorde

- fibre optic cables

P.E.S.T Analysis.

Political changes

Economic changes

Social changes

Technological changes

These together make an opportunity

examples - sony walkman, post it, nike, innocent

Technology push, market pull

new product, service or concept

Push - when you force a product out to see how it will be accepted by the existing market.

Pull - when the demand of the existing market pulls out the product due to popularity or the needs of the market.

S.W.O.T Analysis.

Strengths

Weaknesses

Opportunities

Threats

Micro environment

Macro environment