Lecture 4
How to successfully promote yourself in six easy steps
Marketing communication mix sponsorship, public relations, advertising, trade fairs, merchandising, exhibitions, personal selling, publicity, sales promotion, direct mail and direct responses marleting communication mix
Murray and O'Driscoll 1996
1. Get their attention
Memorable business card
Advertising, events, radio interviews, write articles, exploit social media, publicity
2. Build their interest
website, portfolio, information packs, catalogue, curation, exhibitions,
Always have some of your work with you
3. Convince them
Artist statement, recommendations, testimonials, awards, community engagements, professional bodies, charity events
Clients email to say thank you
Convince them of people you have worked with before
4. Make your offer irresistible
Value proposition, pricing strategies, packaging, try before you buy, recommendations, differentiation
5. Close the sale
Convenience, buy it now, right place, right time, delivery, personal selling, interactive website
Say to the client is there anything else
6. Reinforce
After sales advice, advertising, public relations, longevity, merchandising, maintaining contact, building relationships
Johnny Cupcakes
AIDA
Attention, interest, conviction, desire, action
Initiative
Promotions
advertising
events
radio interviews
write articles
blog, publicitiy
Educate
Website
portfolio
info packs
catalogue
exhibitions
Confirm
Artist statement
recommendation
testimonials
awards
value
value proposition
pricing
strategies
packaging
try before you buy
Transfer
buy it now
delivery
personal selling
Support
after sales advice
advertising
public relations
building relationship
attention, interest
Target your market
do not generalise
how do we define customers
selvedge- advertise
magazine- website
market segmentation
media usage
newspapers
magazines
radio/t.v
internet
social media
trade magazines
public space advertising
specialist industry magazines
marketing magazines
business magazines
radio- in the car
airline magazine
industry exhibition
conferences
networking events
borad sheet newspapers
Consumer segmentations
demographics
geographical factors
lifestyle
media usage
Monday 25 October 2010
Monday 11 October 2010
Enterprise 11.10.10
Lecture 3 Value- What are you worth?
Where is the money?
Drucker-1985 innovation is the tool of entrepreneurship
Innovation and entrepreneurship demand creativity
Mihaly-1997
Hockney's 'Bigger tree's near water' Now demolished 'Slaughtered'
The tree not long after was cut down bringing a lot more attention to the painting
Philip Kotler
C- Creating
C- Communicating
D- Delivering
V- Value
T- To a target market
P- Profit
Making something you know people need/want rather than pushing something on them
Customer management
Insight
Maslow's hierarchy of need
Greatest human needs= Greatest market potential
Food industry
Housing
Utilities
Medicare
Transport
Construction
Insurance
Water
New technologies
Reduced human needs= Lower market potential
Organic farming
Holiday cottages
Home insulation
Health spas
Luxury sports car
Conservation Religion
Swimming pools
Alternative technology
Mission statement/value proposition
Specific aim
Objectives-how
•BBC Mission and values
•
•Our mission
•To enrich people's lives with programmes and services that inform, educate and entertain.
•
•Our vision
•To be the most creative organisation in the world.
•
•Our values
•Trust is the foundation of the BBC: we are independent, impartial and honest.
•Audiences are at the heart of everything we do.
•We take pride in delivering quality and value for money.
•Creativity is the lifeblood of our organisation.
•We respect each other and celebrate our diversity so that everyone can give their best.
•We are one BBC: great things happen when we work together.
Objectives change every year
•Leeds College of Art Mission and values
•
•Mission
•The College's mission is to continue to provide a distinctive education in Art, Design and the Crafts, enabling our students to fulfil their creative ambitions and to progress to, and through successful careers
•
•Values
•The College's values are the development of a fully integrated learning community based around the arts, crafts and design in which students are treated according to their need, with parity of esteem irrespective of their background, race, gender, age, ambition, previous education and subject or level of study
Monday 4 October 2010
Enterprise 04.10.10
Enterprise lecture 2
Ideas and opportunities
What is an idea? Read a serious newspaper once a week.
What is an opportunity?
Environmental factors merge
The right conditions
The right place
The right time
Inventions before their time- Helicopter, flying machine, machine gun, parachute.
Politicians couldn't see any benefit.
Economics were fragmented
Society had no need
Right time
The concorde
1988- First fibre optic cable was laid
1950's- Computers in commercial use
1961- Silicon chip
1969- Internet invented
1970- Fibre optic cables
1971- Microprocessor
1990- html developed
Political, economic, social, technological
Aware?
Do you have and informed opinion on it?
Politics are local, national and international.
Trade laws, tax breaks, human rights, legislation
Read wired, guardian, economist
Work- Life balance
Eco- Aware
Debt recovery, grow your own, ageism
The pest analysis
What kind of creative are you?
Evolutionary, revolutionary
Manager, opportunist
Cautious, risk taker
Owner entrepreneur- Interior design, project manager, co ordinator, collaborator
Owner manager- Creative with assistance, small practise of creatives, co operative, retail
Owner worker- Artist, craftsperson, one man band
Where do opportunists come from?
Trends, technical developments, political change, economic boom and slump, human need, Richard Branson virgin atlantic, problems, research.
Technology- push, market- pull
Where does the creative fit in?
Communication- Project manager skills
1. Define the problem
2. Build confidence
3. Problem solving
4. Risk analysis
5. Physical resources
6. Planning
7. Human resources
8. Quality control
Opportunity
Skills- Technical processes
Aptitudes- Team working
Entrepreneurs do not do it alone
Predisposition- Risk/caution
Evolution/revolution/manager/opportunist
Look at your competitors
How many are there?
How well are they doing?
What do they do well?
What could you improve on?
Assessing competitors
Strengths
What can you learn from the things they do well?
Weaknesses
What are they not good at?
Opportunities
For you or your practise
Threats
From macro enironment
4P's
Price, product, place, promotion
Access the quality of opportunity for me, for the customer, for the planet, for other stakeholders.
Internal environment
Your skills
Your resources
Your lifestyle
Micro environment
Your network of friends and associates, competitors and other practitioners
Your suppliers
Your local community
Stakeholders
Macro environments
World market conditions- Currency, populations, cultures
Economics- Exchange rates, wealth, debt
Technology- Supporting, emerging, alternative
Social trends- Trends, behaviours, demographics, needs
Politics- Legislation, tax, war
The environment
Enterprise
Maslow Hierarchy
1. Physiological needs. (Rent, Council tax, Gas and electricity)
2. Safety and security needs. (Home contents insurance, Pension contributions)
3. Love and belonging needs. (Mobile phone, membership fees, gifts for friends and family)
4. Esteem needs. (Cosmetics, clothing)
5. Self actualisation needs. (Newspapers, books, charitable donations)
6. Travel and personal transport costs. (Bus, train, MOT, Petrol)
Total you spend minus £6499 divide by 5 = X amount plus original amount
Enterprise
How to get yourself 'Out there'
Enterprise lecture One- 27th September
Design council- Government.
87% of small companies have less than 10 people in them.
The Arts Council- Performance arts and music arts, also government.
Marketing
1. Identify customer needs to develop new products.
2. Develop pricing strategies.
3. Promote products to a target market.
4. Identify distribution networks.
5. Add value to your product through customer benefits.
6. Monitor the performance of the products.
Understand needs, develop concept, test concept, refine concept, market product, get feedback.
Feedback using social networking.
Value Proposition
1. Make it short.
2. Be specific.
3. Use your customer language.
4. Pass the 'Gut feeling test'
Internal
Past-
Skills
Personality
Ambitions
Key interest
Values
Future-
Marketing plan
Key objectives
Opportunities
Collaborations
Resources
External
Past-
Awards
Competitions
Testimonials
Press Articles
Exhibitions
Future-
Customer needs
Social trends
New technologies
Political pressures
Economics
Environment
For an interesting personal statement cover all 4 of these.
Networking events
Gallery openings
Craft fairs
Art markets
Trade shows
Seth Godin- Social networks
Negotiate and close the deal. Invoice- agree the price first, does it cover your cost? travel, time etc
B2B Business to business.
Service organisation.
Basic principle of marketing. 4 p's product, price, place, promotion.
Product
The service you offer, the work you produce, your creative input.
Price
Relative pricing level, daily rate, royalty, free.
Place
The best location to sell it. The sales environment, the service you offer.
Promotion
Marketing method, branding, your value proposition.
Create something unique in your industry. Great promotion. Showcase yourself. Let your customers know who you are.