Learning about marketing methods, networking, and self promotion.
The market is "noisy"- on average, we receive 5-6 thousand messages a day- often creating "visual noise", proving it very difficult to get yourself heard. How do we overcome this?
MARKETING COMMUNICATION MIX
methods of promotion to consider
* Personal selling
* Exhibition
* Trade fair
* Public relations
* Merchandising
* Advertising
* Sponsorship
* Direct mail and direct response marketing
* Sales promotion
* Publicity
INTERNET
The internet itself is not a method, but a platform. Not a direct way of marketing yourself, but a facility to do so.
SIX SELF PROMOTION STEPS
0// DO NOTHING... get nothing out of it!
1// GET THEIR ATTENTION
Memorable business card, advertising, events, radio interviews, write articles, run a blog, exploit social media, publicity, contribute to the blogs of others.
2// BUILD THEIR INTEREST
Web site, portfolio, information packs, catalogue, curation, exhibitions.
3// CONVINCE THEM
Convince them of your values and direction. Artist statement, recommendations, testimonials, awards, community engagement, professional bodies, charity events.
4// MAKE YOUR OFFER IRRESISTIBLE
Provide them with extras that they hadn't expected. Value proposition, pricing strategies, packaging, try before you buy, recommendations, differentiations.
5// CLOSE THE SALE
Delivery, convenience, extras- more productive for the client. Buy it now, right place; right time, delivery, personal selling, interactive web site. Pit all the questions to them and allow them to convince themselves.
6// REINFORCE... you want their next job too!
After sales care, advertising, public relations, longevity, merchandising, maintaining contact, building relationships.
* CONTINUAL ADVERTISING ENSURE THAT WE SEE OUR "WISE CHOICE" PURCHASE REFLECTED BACK AT US, PROVIDING A SENSE OF REASSURANCE *
JOHNNY CUPCAKES SUITCASE TOUR 2010
Great video from entrepreneur 'Johnny Cupcakes' (who has provided a visiting lecture at LCA Uni).
Sold t-shirts whilst on tour with his band, and despite no art, design, or business training made a great success out of merchandising and branding.
Reinforces the brand- no art, design or business training yet despite this has stores in LA, NY, and looking to set up in LDN, UK. His constant reinforcement means that new designs are being made, and everyone can watch "party videos" to reinforce the cool persona.
AIDA ACRONYM
Attention, Interest, Desire, Action
EXTENDED AIDA
Constant loop of//
IGNORANCE//NO AWARENESS
ATTENTION//AWARENESS//PROMOTE//ADVERTISE
INTEREST//EDUCATE//CREATE WEBSITE//HOLD EXHIBITION
CONVICTION//CONFIRMS//WORK WITH COMMUNITY/CHARITY
DESIRE//NEED//TRY BEFORE YOU BUY DRAW IN TECHNIQUE
ACTION//ACQUISITION//PERSONAL SELLING/PERSONAL SALE
REINFORCE//EXTENSION//ADVERTISE TO REINFORCE PUBLIC RELATIONS
WHO IS YOUR CUSTOMER?
It is not appropriate to say your product/service will appeal to everybody- it is simply not possible.
TARGET YOUR MARKET
How do we define customers?
-Sources like Facebook's target ads ensures that marketing staff and advertisers can particularly focus on specific target markets to aim advertisements to, to ensure that a cost affective campaign in produced.
Therefore, customers feel as those they are receiving less spam, more catered and personal to their wants and needs.
Minimises wasted ads and spam.
Advertising now comes to US, no need to "hunt down" adverts, they know what we want.
MARKET SEGMENTATION
Due to richness and diversity within our lives, it is difficult to target audiences.
MEDIA USAGE (part of customers behaviours towards product/service)
* Newspapers
* Magazines
* Radio/TV
* Internet
* Social Media
* Trade Magazines
* Public Space Advertising
* Parish Magazine
THE KEY IS... Knowing where the customers go for your product/service.
MEDIA USAGE
* Specialist industry magazines
* Marketing magazines
* Business magazines
* Radio- in the car
* Airline magazines
* Industry exhibitions
* Confrences
* Networking Events
* Broadsheet Newspapers
IN CONSUMER SEGMENTATION YOU MUST CONSIDER...
* Demographics
* Geographical factors
* Lifestyle
* Media usage
REMEMBER... Just because you read and enjoy something, and that it applies to you, it doesn't necessarily mean that the consumer will too.
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