Enterprise 18.10.10

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