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