See what is going on with design in the UK
- Big companies cost a lot to run, with so many different things to factor in, so smaller agencies with less than 10 staff are cheaper to run. There are now more small agencies than big ones.
- Marketing is the process responsible for identifying, anticipating and satisfying customer requirements profitably.
- There are 6 key roles in a small business
Identify customer needs to develop new products
Develop pricing strategies - Find out what the going rate is and how much you can charge
Promote products to a target market - Help people know if you're the right person by targeting a select audience. You need to show you're a specialist
Identify distribution networks
Add value to your product through customer benefits - Give the customer more than they expected every time and they will come back for more
Monitor the performance of the products - See how well you're doing against competitors. How can you do something in a way thats new? You need to understand customers needs. Got to be able to communicate with them to find out whats good and whats bad.
- Find out what customers want and come up with a relevant mission statement
- Value proposition: whats special about your services? What value does your service give to the target audience?
- Use the customers language, and be short and specific to make it easy to understand
:: Internal past you - your interests, values, ethics (within graphic design)
:: External past you - things other people have said about you
:: Future you - things are changing so mission statement continually needs to be re-written. where are you going?
- Networking is the opportunity to show your potential to other designers. Could be at craft fairs, gallery openings, art markets, trade shows etc
- Think about peoples work you admire and why that work stands out to you
- Work out before you start a job if it is worth it, you need a written contract to ensure you don't get ripped off
- Networking is useful when its 'real', but when its 'fake', its just a distraction. You need to go out of your way to earn the privilege of others attention. (Seth Goldin)
- On a job, negotiate how much your time is worth and factor in all job costs
- Business to business (B2B) is a way in which you deal, it is not just with consumers
- Service organisations are businesses that only offer a service
- 4 P's: Product, price, place, promotion
:: Sell something unique. You need to be different to stand out to people who don't understand the industry.
:: Promote yourself, so everybody knows about you
:: Showcase yourself, as people would rather buy from a person than a company. Let your customers feel they know who you are; tell them what makes you proud of your business.
- Get involved in the Leeds College of Art pop-up shop for a taster of this!
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