FIRST LECTURE//ENTERPRISE//NOTES
"How to get yourself out there"- Lecture 1
Marketing & Promotion: First 5 Lectures
Set Up & Business Plans: Last 4 Lectures
* www.designcouncil.org helps the design industry learn more about themselves. Spots trends, tells Government how to support designers. Specialist in particular fields, covering a wide spectrum of design practices. Trade journals reveal inside information. Produce statistical reports about the world of design.
* Large agencies= expensive to run, now just 2% of the market. Medium agencies= 11%, small= 87%, more affordable and flexible to run. Industry now dictates 87% agencies employ 10 people or less. Medium= approx. 100 employees, big agencies= working masses. SIZE MATTERS.
* Last year, the arts council reduced funding to the visual arts by 20%.
* Marketing is "The management process responsible for identifying, anticipating, and satisfying the customer requirements profitably." Surpassing expectations is what makes a great designer.
Marketing Roles
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.
New Products
UNDERSTAND NEEDS>>DEVELOP CONCEPT>>TEST CONCEPT>>REFINE CONCEPT>>MARKET PRODUCT>>GET FEEDBACK*
*CONTINUE THE LOOP
Richard Reed, founder of Innocent Smoothies is a wonderful example of entrepreneurial thinking, with marketing know-how- he understood the importance of reviews and feedback, and used them to his advantage to become the great success that both he, and his company, are today.
Jeff Bezos, founder of 'Amazon' worked with an original and innovative concept- to source an online media for book buying. Not only would he supply the largest range of books from any shop, but also provide other useful features (similar to a bookshop) such as reviewing systems, a preview of the books before purchase, etc.
NEW CONCEPTS, NEW IDEAS... THINK CREATIVELY!
LISTEN TO YOUR CUSTOMERS!
Value Proposition
value/mission statement/aims/objective/proposition
* Services- quality, people, budgets
* Technology- cutting edge, reliable
* Methodology- quality processes, industry experience
* Products- state of the art, value for money
* Solutions- innovative
* Alliances- global industry leaders
* People- empowered, work as a team
We will need to create a mission statement out of our practice through these lectures.
Make it short, specific, use the customer's language and pass the "gut feeling" test.
CUSTOMERS WANT TO KNOW...
Past: skills, personality (work), ambitions, testimonials, key interests, values, achievements (internal/external. Self- internal, awards- external) press articles, exhibitions.
Future: External- Customer needs/social trends/tech/politics/economics/environmental.
Internal- Marketing plan/key objectives/opportunities/collaboration/resources.
WHEN NETWORKING WITH PROFESSIONALS, THIS IS WHAT THEY WANT TO KNOW ^^
Networking: Gallery openings, craft fairs, art market, trade shows.
Networks of friends and associates.
NEGOTIATE AND CLOSE THE DEAL IN BUSINESS
Have standards, know how much your time is worth. VALUE YOURSELF.
Service Organisations: Companies that only offer a service. Banks, Graphic Design, Dry Cleaning- Service Providers. The largest employment sector.
BASIC PRINCIPLE OF MARKETING (THE "4 P'S")
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 services you offer (Where is it offered?/the competitive environment/high profile- passing trade?)
PROMOTION- Marketing methods/branding/your value proposition
PRODUCT, PRICE, PLACE, PROMOTION
P.T Barnum, Circus Salesman said:
"Without promotion, something terrible happens...nothing".
He knew you had to...
1. Sell something unique.
2. Promote, Promote, Promote!
Without promotion a great product is worthless.
3. Showcase yourself. People like to buy from people. Explain why you're proud of your products and why people should buy them.
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