Lecture 4
How to successfully promote yourself in six easy steps
:: We receive 5,000+ messages a day (visual noise), so we need to get ourselves heard
:: Marketing mix checklist: What do you need to do? Exhibitions, trade fairs... etc
:: The internet isn't a method in itself, do nothing and you'll get nothing!
1. Get their attention
Have a memorable business card, which says what you do. Advertise, attend events, write articles for magazines or for blogs, use social media for publicity. Put things where people will look.
2. Build their interest
Direct them to a website, send them a catalogue or information pack. Get your work at exhibitions so you can interact.
3. Convince them you're the right person to be doing business with
Be professional, show them that you know what you are doing. Could include value statement; testimonials from others that you have done work placements with; be engaged with the community - makes you seem trustworthy; write about if you have some recognition with professional bodies; include charity work that you've done.
4. Make your offer irresistable
Find out what people want, understand their values; know what the pricing strategies are; package your service - the extra stuff they weren't expecting; try before you buy - show what you can do; say they can speak to others who recommend you; its how you do business that makes you stand out.
5. Close the sale
Is there any way you can make it more convenient for them? Ask them why they won't buy it now. Organise delivery. Personal selling. Interactive website. Put the questions to them.
6. Reinforce
Continue to tell them they've made the right decision so they will come back to you. After sales service - check every things okay, ask if theres any problems. Continue to advertise and merchandise to keep yourself in the clients mind. Maintain contact. Build relationships with others.
[Johnny Cupcakes - tour reinforces contact with customers]
- A I D A - Attention, interest, desire, action
- Ignorance, Attention, Interest, Conviction, Desire, Action, Reinforce
- Work through the stages when putting together a marketing statement
- It is not appropriate to be able to say your product appeals to everybody, as people want a specialist
- Target your market audience
- Specify who you want to target so you're not wasting money and so it doesn't feel like spam to the consumer as it is something they are interested in, and is personal. (Facebook adverts)
- Advertising now comes to us
- Media usage: knowing where customers go for information tells you how to reach them. What magazines/newspapers do they read, what websites do they visit?
- B2B: Make sure the advert goes to the right person. Media usage is more defined for a business than a consumer. Where do they go? What do they read? Be clear who you are advertising for. Don't assume that the people you are trying to reach are the same as you.
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