Enterprise and Innovation: Lecture 4, 6 Easy steps..

How to successfully promote yourself in 6 easy ways

- advertising
- merchandising
- publicity
- exhibitions
- personal selling
- sponsorship
- and so on..

Every day we each see around 5000 different advertisements and visual offers. There is so much noise and too much for us to take in. As designers our job is to make ourselves and our work stand out against everything else that is out there. We have to offer something special and original so that we get clients who really want to work with us.

Here are the 6 easy steps:

- 0// Do nothing, get nothing

This is pretty obvious, your only going to stand out if you try your best to do so. You will only get out of it what you put into it.

- 1// Get their attention:

Memorable business card
Advertising
Events
Radio interviews
Write articles
Run a blog
Exploit social media
Publicity

- 2// Build their interest:

Website
Portfolio
Information packs
Catalogue
Curation
Exhibitions

- 3// Convince them:

Artist statement
Value statement
Recommendations
Testimonials
Awards
Community engagement
Professional bodies
Charity events

- 4// Make your offer irresistable:

Value proposition
Pricing strategies
Packaging
Try before you buy
Recommendations
Differentiation

- 5// Close the sale:

Convenience
Buy it now
The right time, the right place
Delivery
Personal selling
Interactive website

- 6// Reinforce:

Aftersales service
Advertising
Personal relations
Longivity
Merchandising
Maintaining contact
Building relationships

AIDA//

Attention, Interest, Desire, Action, Ignorance, Attention, Interest, Conviction, Desire, Action, Reinforce.

- Never see a sale as an end, it is just the beginning of the relationship you could build with that client. Dont burn bridges, build them. If you can build a healthy and trustworthy relationship with a client, not only will they use you again but potentially recommend you to others.

- Thats how and what= who?// Everybody
- There is no such thing as a product for everyone, it isnt appealing if it is for everyone.
- You must define your target market audience, be specific.

- The use of Facebook has become very important when using advertising to target a particular audience. This minimises waste ads and spam, it is also known as hyper targeting.

- Media usage
- Newspapers
- Magazines
- Radio/ TV
- Internet
- Social media
- Trade magazines
- Public space advertising

B2B// Business to Business

- Make it personal, make sure it gets to the right person

- Media usage
- Specialist industry magazines
- Marketing magazines
- Business magazines
- Radio in the car
- Airline magazine
- Industry exhibitions
- Conferences
- Networking events
- Broadsheet newspapers

This is all about looking at your target markets lifestyle and choosing the right way of getting your message to them. If its a stay at home mum that you are targeting then you wouldnt advertise in a business magazine.

- Consumer segmentation
- Demographics
- Geographical factors
- Lifestyle
- Media usage

These are all important factors to consider when you are trying to target a particular audience in a particular place, they must be wearing the right hat at the right time.

- Dont assume they will see your advertisements if they are not in the right frame of mind to do so.