| Description |
xii, 211 pages : illustrations ; 23 cm |
| Contents |
Machine derived contents note: Contents -- Introduction -- 1 Finding Your Mission and Marketing Message -- A Word about Business: Purpose, Mission, Vision, and Values -- Write Your Marketing Message -- Don't Be Too Specialized -- 2 Finding Clients -- New Business Development -- Resources for Targeting New Clients -- Other Places to Look for Leads -- So What Kind of Client Do You Really Want to Talk to? -- New Development Case Study -- Are You Ready for a Marketing Assistant? -- 3 Setting up Client Databases -- How to Set Up Your Database -- Client Profile Record Form -- Gathering Data -- Client Registration Forms and Spam -- Active versus Inactive Client Records -- Companies That Develop Databases -- 4 Sales Strategy -- Help Me Help You! -- Steps to Selling -- Qualify: Who Hires? -- Approach: Getting the Appointment or Information -- Present: Your Work -- Follow-up: That Gets the Work -- Working with a Rep -- 5 Effective Promotion Materials -- Primary Promotional Material -- Secondary Promotional Material -- Case Studies from Creative Professionals -- 6 Portfolio Presentations -- What Clients Look For -- Portfolio Formats -- What You Show -- How You Show It -- Traditional Portfolios -- Electronic Portfolios -- 7 Pricing and Negotiating -- Pricing Rules of the Road -- Negotiating Your Price -- Considerations to Negotiate -- Packaging Your Price -- The Contract -- The Cover Letter -- Samples of Your Work -- Add Credibility -- Pricing Case Studies and Stories -- 8 Time and Stress Management -- Finding More Time -- Dealing With Stress on Projects -- Case Studies and Success Stories -- 9 Keeping Clients Coming Back for More -- The Deadline -- The Specific Need -- The Approvals -- Handling Conflict -- 10 Why Networking Works -- Networking Domains -- Client Associations -- Community Associations -- Peer Associations -- David Veal's Experience with Professional Associations -- 11 When is Advertising the Right Tool? -- Style-based Marketing Message -- Industry-based Marketing Message -- Advertising Your Creative Services -- Submitting Free Listings -- Planning Display Advertising -- Designing Your Advertising Campaign -- Advertising Image Selection Criteria -- 12 Public Relations Strategy -- Publicity Media Mailing List -- Enter Competitions for Creative Awards -- Get Interviewed -- Do Something Newsworthy -- Press Releases: How to Get the News Out -- The Experts Reflect on Publicity -- 13 Direct Marketing: Marketing with a Personal Touch -- Planning Direct Marketing -- Design Criteria -- Third-party Proof -- Repetition, Recognition, Response -- Plan The Work and Work The Plan -- Getting More Responses -- The Client's Perspective -- Ground Mail List -- E-mail List -- 14 Marketing with Your Web Site -- Simple with Big Impact -- The Importance of Getting Found -- Getting Your Site to Act Fast -- Clients Love Choices -- Content Is King [Maria: A head OK? You had "Content is the Hero" on page 182] -- The Call to Action -- It's Still About Relationships -- Bringing in the Data -- Special Tips for Illustrators -- Special Tips for Graphic Designers -- 15 Writing Your Marketing Plan -- Reflections from a Client -- Use All the Tools -- Sample Marketing Plan for Design -- Sample Marketing Plan for Illustration -- Index |
| Summary |
"Veteran marketing and promotion expert Maria Piscopo has crafted an in-depth guide to the latest trends, technologies, and business secrets for designers and illustrators. The book provides step-by-step instructions for long-term success on such topics as: implementing a successful sales strategy; creating a marketing database for new client development; presenting an inspiring portfolio; distributing effective promotional material; utilizing valuable networking opportunities; developing profitable pricing and negotiating techniques; creating efficient advertising, direct mail, and public relation campaigns; making the most of the Internet and e-mail marketing."--BOOK JACKET |
| Notes |
Includes index |
| Subject |
Graphic arts -- Marketing.
|
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Design services -- Marketing.
|
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Sales promotion.
|
| LC no. |
2004012589 |
| ISBN |
1581153635 |
|
