From a freelance/small collective view
We are subject to an onslaught of around 5000-6000 messages every day
- Too much visual noise
- It is difficult to get yourself known
The internet is not a method itself, it is a means of communication
The 6 Steps
0) Do nothing, get nothing
1) Get their attention
- Memorable business card
- Advertising
- Network events
- Radio interviews
- Write articles
- Run a blog (and contribute to others)
- Exploit social media
- Publicity
With business cards, carry one everywhere you go
- Make sure you write exactly what you do
- A simple job title is not enough
2) Build their interest
- Website
- Portfolio
- Information packs
- Catalogue
- Curation (credited)
- Exhibition (interactive)
3) Convince them
You need to convince a client that you are the right person to do business with by showcasing your values.
- Authority
- Authenticity
- Being a professional
- Trustworthy
- Integrity
- Skills
- Artist statement (value proposition)
- Recommendations
- Testimonials (work placements, clients)
- Awards
- Community engagement
- Professional bodies
- Charity events
4) Make your offer irresistible
- Value proposition
- Pricing strategies
- Packaging (additional services/extras)
- Try before you buy
- Recommendation
- Differentiation (who you are & how you do business)
5) Close the sale
- Convenience (delivery, timescale etc)
- Buy it now
- Right place, right time
- Delivery
- Personal selling
- Interactive website
Let the clients convince themselves
6) Reinforce
- After sales service
- Advertising
- Public relations
- Longevity
- Merchandising (innovative, unique)
- Maintain contact
- Building relationships
**Top brands continue to advertise so we are further convinced we made the right choice**
Johnny Cupcakes
Despite no art and design education or any business training, Johnny Eagle formed the 'Johnny Cupcakes' clothing brand and now has 4 retail stores. He is currently on tour across the US promoting his brand and gaining interest.
- Posts weekly video updates on his whereabouts
- Reinforces the brand and reassures existing customers
AIDA (now extended)
Attention - Awareness - Promotions, advertising
Interest - Educate - Website, portfolio
Conviction - Confirmation
Desire - Need - Value, try before you buy
Action - Acquisition - Convenience, personal sale
Reinforce - Extension
Who is your customer?
- Cannot be for everyone
- Not one 'thing' can appeal to everyone
- Customers desire a specialist in a particular market
- A service needs to be tailored to suit a need
Selvedge.org
Selvedge Magazine provides information to potential advertisers regarding their readership
They have broken down their readership demographic and created a readers profile including:
- Ages
- Income
- Gender
- Education
- Occupation
Facebook
All our information is provided to advertisers therefore he ads displayed on Facebook are targeted towards us an individual. They are personalised, relevant and therefore minimises wasted ads/spam.
**Demand for a product/service you didn't know existed/didn't believe you needed**
Can work for any industry
Bringing advertisements to the customer as opposed to the other way round
Market segmentation
Complex
You are able to target a customer in multiple ways depending on several factors; these include gender, age, interests, employment, household size, income.. and so on.
Bases for market segmentation
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioral segmentation
Media usage
Knowing where our customers go for information tells you how to reach them.
Newspapers
Magazines
Radio
TV
Social media
.. and so on
B2B
Secialist industry
- Comeptitive, new trends
Employer
- Training
- Environment
Communications
- Internal/External
Media usage:
- Specialist magazines
- Radio
- Industry exhibitions
- Conferences
- Broadsheets
Internet
The internet is free of state regulationa nd control
We hold the power
Free of supervision and censorship
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