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?
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?
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