Based on the principles that have been introduced so far in the Enterprise module and your findings in previous tasks, evaluate the most suitable marketing methodologies for your own practice and the most effective methods to reach your potential customers.
It is essential that you make references to some of the methodologies in the ‘Marketing Communication Mix’ and evaluate the ‘Place’ that will give you the greatest competitive advantage and be convenient for your clients / customers.
This is an exercise in applying that theory – it is not appropriate to write about the theory itself. Demonstrate your understanding of it by actually using it.
In responding to his task you should consider the following questions:
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Summarised by a 250 word statement/evaluation. You should aim to illustrate your opinions with relevant examples of contemporary design practice.
To reach potential customers, I will have to promote myself and put my work out there so that they know I exist. I can do this by following some of the ideas given in the marketing communication mix. I'm still not totally sure how I will specialise when I graduate, as I keep changing my mind about what I'm interested in. So I'm answering this question as if I am promoting myself as an individual freelancing graphic designer who is open to take on any graphic design jobs. What do ‘they’ want to hear? - Before setting up a business it is important to do market research to ensure that what you are offering is actually what the customer wants. So then in your mission statement, you can tell them what they want to hear, as you will know what they want, and make sure that you are able to offer it to them. - The customer wants to hear that I am hard working and a good person to do with business this, so I can show them my value statement, let them see testimonials from other customers and if I have done work experience. What should I say to ‘them’? - I will be honest with my customers, so that they think of me as a loyal designer to do business with who they can trust. When writing things such as my mission statement to promote what I do to my customers, I will write it in language that they understand, as not being graphic designers, they may not understand some of the terminology we use. - I will tell them my skills and explain what my specialism is, as no customer wants someone who thinks they can do everything, but someone who is an expert in a particular area - I need to my design package seem irresistible to customers, and I can do this by offering things they weren't expensive, such as offering them a free consultation etc... How will I communicate with ‘them’? - I will communicate with my potential customers through marketing events that I will attend. Here are some other means of getting myself noticed by customers. As customers see so many adverts and messages each day, it is important to do something different to ensure that I stand out. Once I have got their attention through one of these methods of marketing, I will need to build their interest by showing them my work. I will follow this plan: Ignorance, Attention, Interest, Conviction, Desire, Action, Reinforce - I will create an online portfolio of my work, so customers can easily see what my work is like, and then may be persuaded to hire me - I will have my own website, and get google search optimisation, so that I am one of the first choices that come up on a search. My website will be on my business card as well, so potential customers can look at it to see what my work is like, to find out more about me, and find contact details - I will promote myself through social media, creating my own pages on websites such as Facebook, twitter, behance, flickr, Linkedin, tumblr, blogger - I will try and get some examples of my work in an exhibition, such as ones held around Leeds like test space, or try to hold my own, or featured in a magazine article that potential customers may look at, such as in computer arts - I could try and sell some of my work on websites like etsy or in craft shops, and then if a customer likes my work and buys it they can they contact me about creating commissioned work - I will attend networking events, to meet people with their own businesses who may need the help of a graphic designer, such as business breakfasts or some of the events listed below - I could try to get sponsorship by potentially forming some sort of partnership with another company, and then I can help them with their graphic design needs, and they can promote me to their customers - I can send out direct mail to my client list if I need some work, and also if I can find the addresses of companies who I think may need my help - I will advertise in magazines such as creative review (example below), as well as putting my information in directories like the yellow pages, and advertising in local newspapers and magazines, as if I am freelancing, at first my customers may be small businesses and this may be where they will look first - I will make sure that I am a good designer for customers to work with so that they spread my details through word of mouth, one of the best ways to gain new clients - I will reinforce myself, but continuing to keep contact with clients after a sale so that they come back when they need more business - I can suit my advertising to target customers, such as with Facebook adverts that are based upon the information the user puts in to Facebook, to ensure that the adverts are reaching the right people Examples of Contemporary Graphic Design Here are some examples of graphic design to do with individual designers or businesses promoting themselves.
Business Cards
One of the most obvious ways to promote yourself is to hand out business cards. I will need them for networking events and other opportunities to hand to potential clients. I have been recommended to look at [toxel] website, as there are lots of collections of business cards. Here are a few of the clever ones I have found. I think these are a lot more interesting than your standard business card, but at the same time, when we create our business card, we need to set a standard of sophistication rather than appearing gimmicky.
Here are business cards I collected from the degree shows I have been to, and also from D&AD. As someone who is interested in illustration I find the image based ones suit what I like. I think the business cards with a clear logo on the front and contact information on the back look good, clean and professional.
    
Press ads
These are the press ads from the latest issue of creative review, giving examples of how other companies advertise themselves.
Networking events in Leeds
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In this task I have been able to think about how I actually will promote myself if I do set up as a freelance graphic designer. I have learnt lots in the enterprise lectures, as well as the PPD workshops we have had, and so now have lots of ideas and know things I would have never thought of before. To start with, market research is important to know that you are offering something that the customer actually wants, so this is something I will need to do. I now know how important it is to use more than one method of self-promotion, by using different methods from the marketing communication mix to get myself noticed by the widest possible audience. The importance of a value statement so that the customers know what I am about as a designer, and other factors such as an online portfolio and testimonials from others will mean that the customer can feel as if they can trust me and so is more likely to want to hire me. If customers are treated well, it will ensure that they come back, and that they recommend me on to their friends, as word of mouth is often the best way of advertisement. I will make sure to keep in contact with my customers after a job. It is a good idea to keep up self-promotion even if I do have a busy period, and this can be quite easily done by attending networking events and keep updating my information on a website and on any social media websites that I might be advertising myself.
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