What Is Good - Concept Crit

Problem Analysis: (Identification and evaluation of key issues relating to the brief including creative opportunities, target audiences and appropriate contexts)
Feedback 1: Clear target audience, with potential market. What sets it apart from other existing/similar products. Could target people who don't wear make-up and persuade them to do so.
Feedback 2: Clear target audience, know it will sell. How will you make it look 50s? Iconic will appeal to many. Needs to be unique and not like other make-up ranges.

Contextual Understanding: (Awareness of the creative and professional context for the work produced, informed by the critical analysis a range of appropriate contemporary creative practices and methods of distribution)
Feedback 1: Good vintage/past references have you looked at modern/contemporary workthat could relate. Promoting/personality-what is the aim?
Feedback 2: Looked at existing ranges, vintage make-up where it would be sold, etc. Idea is informed by research. How would you distribute it, promote it? Research more into how you can make it different from other generic make-up brands.

Research: (Evidence of the ability to gather material from a breadth of sources using a range of diverse and inventive primary and secondary research methods appropriate to the brief)
Feedback 1: What type of make-up, what speciality does it have? Is it made from natural/botanic products. Other make-up icons, pin-ups that people are inflenced by. Look at symbols. Need more Design Context
Feedback 2: Depth of research. Looked into specifics liek how Mailyn Applied her make-up. Understanding of 50's posters. Look at ways of promoting make-up? Look more into depth at marilyn Monroe, as you see her face everywhere, Make it different.

Additional Comments:
-Overall the concept is originall and could work really well with a specific selling point!
-50's pin-up relates well too.
-Do abit more research
-Maybe research more into design (colour schemes) just to get a feel for where it's going
-Research brands such as Benefit, Jelly Pong Pong, Soap & Glory, Urban decay
-Vintage, with modern twists eg. posters and products
-Doesn't have to be real just has to be credible.
-Doesn't have to be now, could be for in the future
-Bring seperate investigations together and create links
-Categorise
-What is influencing the design process
-What could it look like?
-Testing, mock-ups, trial and error
-Spin offs/ranges, what works/what doesn't
-Stock
-Scale
-Composition
-Colour
-Type/Image

How to Successfully Promote Yourself in 6 Easy Steps - Lecture 4

How and what?

Too much noise - 5000 ads a day - the average a person will see
-how do your stand out?

Marketing Communication mix
-Murray and O'Driscoll (1996)

Methods of getting noticed
-needs to use a number
IF YOU DO NOTHING, YOU GET NO RESULTS

Method 1:
-memorable business card
-ads
-events - customer notice you
-radio - interview
-write articles
-run a blog
-exploit social media
-publicity
-quirky - memorable
-keep it up - attention - name get's mentioned here and there

Method 2 - build their interest:
-website - info about you - down to Earth
-portfolio - show work
-information packs - something for nothing, hints and tips
-catalogue
-cuartion
-exhibition - examples of work (phone)
-offer your time for free - network

Method 3 - convince them:
-artist statement - values/mission/pitch
-recommendations - previous people you worked for, prove other people like you and your work
-awards
-cummunity engagement
-professional engagement
-professional bodies
-charity events
-involvement

Method 4 - Make your offer irresistable
-value proposition
-pricing strategies - appropriate
-packaging - product/service/after service
-try before you buy - trial - confident - little for nothing
-recommendations
-differentiation
Got to know what the competition is, so you can say what their strengths and weaknesses are, and how you fit in.

Method 5 - close the sale:
-convenience
-buy it now
-right place, the right time
-delivery
-personal selling
-interactive web site
Is anything missed?
Would you like to make deal now?
Would you like to involve somebody else before you decide?
Might say note yet - revisit
-contract - what getting for money - ask questions

Method 6 - reinforce:
-after sales service - 0f there is a problem
-advertising
-public relations
-longevity
-merchandising
-maintaining contact - tell them what you have moved on to do - see if they have more work for you
-building relationships
-how do you reinforce them and prove they have made the right decision
-never throw away a contact - even for the smallest bit of work

Johnny Cupcakes
-suitcase tour - world tour
-road trip - selling from car - t-shirt design - limited edition
-video of trip
-branding on van

Youtube - ''The Facebook Era''

AIDA
-ignorance - not doing anything to get discovered
-attention - awareness initiate
-interest - educate
-conviction - belief/confirm - experience
-desire - need/value
-action - acquisition - transfer
-reinforce - extension support
-follow up
CONSTANT
-nothing is a one off
-keep at it
-build up contacts who want to engage and work with you
Who?
-individuals, different talents
-define and refine customers

Target you market
-'selvege mag'
-demographics
-success of advertising in this mag is shown

Advertising waste
-target audience - hyer targetting
-latent demand

Market Segmentation

Media Usage
-creative agency/boutique/consumer
-knowing where our customers go for info tells you how to reach them
-don't jsut assume
-put yourself in their shoes

B2B
-help them
-get workm noticed

Consumer Segmentation
-demographics - measurable facts
-geographical factors - where? - weather, population
-lifestyle - who are they? when they are thinking of you?

Youtube -The Internet - good/bad

'Wrap it Up' The Grenade Brief

The Brief:
Identify, select and clarify 'What is Good' brief in: 1 word and 1 image (sum it up)
Choose one net from each group of three nets (so should have 5 nets)
Investigate, research and analyse the nets, then choose 3 out of the 5 nets originally chosen.
Then create 3 complete packaging solutions using the word and image, to communicate with the audience.
For my 'What is Good' brief, it is all based on women and beauty, so for the word I have chosen 'make-up', for the image I have an image of a womans face with make-up on.

Target Audience:
This will be aimed at women who wear make-up

Tone of voice:
Light hearted, fun.

Considerations:
Content- word/image and the relationship between the two
What is being packaged?
Appropriate colour
Font choice
Format, net
Media
Composition

Mandatory Requirement:
2 colour plus stock (Same for all packaging- can use tints)
3 of the 5 nets

Deliverables:
3 packaging solutions
Documented designs
Development on Design Practise

Studio Deadline:
Present 9:30 Tuesday 19th October

PPD

Make sure do Enterprise Quizzes - helps get information

Proposed Position Statement - Complete final statement after Christmas
-what position are you positioning yourself within the Graphic industry
-what, who, where you want to work
-my ambitions as a designer

Will get 4 tasks 250 words each
Final PPS will be a summary of all of these

Keep an open mond, do lots of research in order to find a company you would like to work for. Can use visual material too! (what, who why) was things made

4 P's
Product, Promotion, Price, Place

Get on top of this now and through reading week

Value - What are you worth - Lecture 3

Drucker 1985 -
''Innovation is the tool of entrepreneurship.''

Mihaly -
''Creativity is the act of seeing things that everyone around us sees while making the connections that no one else has made.''

Philip Kotler - CCDVTP
Creating
Communicating
Deliverying
Value
to a Target Market
for Profit

Creating value is about managing your product/service
-don't push product onto people but design a product for what people want

Collaboration

Maslow'd heirachy of needs - to help understand what motivates us
1. Self Actualization
2. esteem
3. Love Belonging
4. Safety
5. Physiological

Being useful and entertaining

Where is the money?

Greatest human need = greatest market potential
-food industry
-housing
-utilities
-medicine
-transport
-construction
-insurance
-water
-new technology

Reduced huma needs = lower market potential
-organic farming
-holiday cottages
-home insulator
-health spas
-luxury sports cars
-conservation
-religion
-swimming pool
-alternative technology

A Value Proposition:
-overall aims - or mission
-specific aims - these set out the difference we hope to make - how it will affect people - outcomes
-objectives - these set out how we plan to go ahead achieving our aims - how exactly - outputs

BBC mission/vision/values
Ben & Jerry's Mission and values
-product mission/social mission

Leeds College of Art mission and values

Ideas and Opportunities - Lecture 2

Hi failure rate in start-ups can be avoided by doing lots of research before you get money, before you get people, develop products.

It is better that you evaluate the ideas before you launch yourself rather than to waste time and money discovering you have made a mistake some way down the line.

What is the difference between an idea and an opportunity?

An idea can occur at any time, to anybody, randomly, seldom materialise. Everyone has ideas but they don't always come into reality.

An opportunity occurs when environmental factors merge to create the right conditions for the right idea to take flight. In the right place at the right time:

1. You are aware of what is going on around you and the time is right to take advantage of it

2. You are in an enabling environment

3. You have the resources to make it happen

Amazon Case study:

How would you respond if you were creating products and services in a developing economy where there is very little financial support from government and little spare cash for people to help themselves? 

''Amazon was not profitable for 10 years. Only when they changed their  business model  were able to make it a stable and successful operation. They had one of the most successful sales web sites ion eth world but simply could not sell enough books to make a profit. Then a huge penny dropped for them. What they had actually achieved was the development of a unique selling platform that they could offer a sa service to other book sellers. So now they had two different customers a) those who buy books and b) those who sell books. So sometimes you need to step back form what you are busy doing to see what you are really achieving.  Amazon went on to patent ‘one click’ and also ‘ other people who bought this also bought''

 So, how do you find out find the environment is receptive to your idea or not? Here is a test list you can use to find out if your target audience may be receptive to your idea or not. 

 You can apply these questions to your own project work. For instance, if you are creating a site specific installation piece, you might consider what environmental factors you should accommodate in order to get an appropriate response from your audience. 

What site specific political issues should you be aware of?

What are the local economic conditions you want to respond to or reveal?

What cultural aspects of society in that place are you picking up on?

What are the economic factors that will make this project possible?

If you cannot answer these questions then you are not aware enough.

PEST Analysis:

Political Factors

Economical Factors

Social Factors

Technological Factors

The Big Bang:

Political Changes:

Local,national and international

-Trade Laws 

-Tax Breaks

-Human Rights

-Legalisation

Technological Changes:

Do you know about the latest thinking or just what you see in the shops?

(Wired, Guardian, Economist)

Economical Changes:

-Do you have an informed opinion on it?

-Read a broadsheet newspaper once a week

Social Changes:

Do you know what is affecting everyone or just what affects you?

-Work-life balance

-Eco-aware

-Ageism

-Debt Recovery

-Grow your own

An opportunity is when these factors come together at the same time.

Being able to pick up on these signals in a marketing environment are key qualities of Entrepreneurship. The common tool is a PEST analysis.

Look at current : -

1.Political Changes  ( from local issues to national and international issues)

2.Economic changes (unemployment, Big new employment opportunities create new wealth,  Currency exchange rates)

3.Social Changes ( trends, behaviour patterns, TV reflects popular trends)

4.Technology changes ( what has just changed, what are the latest opportunities on eth internet or on mobile applications)

5.Forget last year’s trends and last decade’s technology – Everyone else has already been there.

What kind of Creative are you?

Evolutionary -------------------- Revolutionary

(The revolutionary will plough through everything and everyone to make change

The evolutionary is someone who adapts current situations, products and designs to gradually make changes that will carry people along with you.)

Manager -------------------- Opportunist

(The manager looks after existing situations and makes them more effective and efficient.

The Opportunist will seek new opportunities and hopes someone else will help them make it work)

Cautious -------------------- Risk Taker

(A cautious creative will give the market what it wants

The risk taker will give the market something it didn’t realise it needed yet!)

What is a Creative Entrepreneur?

There are roughly three types of entrepreneur.

1.The owner worker

1.Pros. – you practice your own aret in a solitary manner and are totally in control of every aspect of your work

2.Cons:- It is easy to fall into the ‘creative labourer’ trap. Your income will be limited by time, health and interruptions.

2. Owner manager

1.Pros:- your role is more diverse and you meet more people. You can develop talent in others and they enable you to generate more income. It is easier to control quality at arms length.

2.You have less time to do your own creative work. You have to think for others. You become a manger of people.

3.Owner Entrepreneur

1.You direct the creative work of others and orchestrate a number of different income streams so if one income stream fails, there are still others to keep you afloat. You can take more holidays and relax doing your own creative work.

2.Sometimes the opportunities you identify do not bring any income. Sometimes risks lead to disasters.

Where do opportunities come from?

-Social/Political Trends

-Technological Developments

-Political Change

-Economic conditions

-Human Need

-Problems

-Research

Some things to research and how they spotted opportunities:

(Starbucks, Nike(Bowerman), Sony Walkman, Concorde, Internet, Richard Branson Virgin, Innocent Smoothies)

Technology PUSH --- Market PULL:

-Technology PUSH means that new products that have emerged through the development of new technology are presented to the market without necessarily knowing how successful they may be.

-Market PULL means that products are developed in response to market demand for change.

Where does the creative fit in?

-Project management

-Know how to find the right people

-Know where to source stuff

-Can work as a team

-Gets along with all kinds of people

-Optimistic

-Communicates well

Project Manager Skills:

1.Define the Problem- What is required by whom and by when

2. Build Confidence - Gain client trust and convince people to invest in your innovations

3. Problem Solving - Lateral thinking, holistic thinking and 3-D visualisations

4. Risk Analysis - PEST analysis

5. Physical Resources - Know your suppliers, develop relationships and make them your friends

6. Planning - Create a system that works for you and that helps you to communicate ideas to others

7. Human Resources - Be connected, network and know who can help you achieve high quality solutions

8. Quality Control - Define the quality of work required. Never entrust this decision to others because your reputation is on the line.

Opportunities can simply arise from these aptitudes because you, or others, recognise that you can put things together in a better, more effective, more imaginative and more convincing manner to achieve higher quality results. This is the most common opportunity that is developed. Some people think that entrepreneurs are heroes with massive personalities but actually, they tend to be quiet, hard working people who are sometimes a bit dull.  Richard Branson, James Dyson and Sir John Hegarty are perfect examples of that.

So you think you have spotted an opportunity?

Skills:

-Technical

-Process

Aptitudes:

-Teamworking

-Entrepreneurs do not do it alone

Predisposition:

-Risk/Caution

-Evolution/Revolution

/Manager/Opportunist 

How do you know if this is a good opportunity or not?

-Look at competitors:

 How many? 

How well are they doing? 

What do they do well? 

What could you improve on?

Assessing Competitors:

Strengths - What you can learn from the things they do well?

Weaknesses - What are they not good at?

Opportunities - For you or your practice

Threats - From Macro environment

Assess the quality of Opportunity:

-For me (How will it affect your personal life, where you live, your family and your work / life balance?)

-For the customers (How will you affect the customers’ quality of life or businesses)

-For the planet (What beneficial effect can you have on your local, national and global environments?)

-For other stakeholders (Who else is affected by your business? For example, if we look at Leeds City Art Galery, who can you say is affected by its activities? These people are all stakeholders)

Stakeholders can be organised in these three brackets.

•The internal environment in a business / practice

•This may just be you. Or may be 10 people who work together

•The Micro environment

•These are the stakeholders who are just on the periphery of your ‘world’

•They are affected by your success or failure

•The Macro environment:

-These are stakeholders or factors which are beyond your control.

-They are not directly affected by your success or failure but by the cumulative effect of  many successes and faillure.

-You may be significantly affected by these factors beyond your control.

SWOT Analysis:

Strenghts

Weaknesses

Opportunites

Threats