Enterprise Lecture 4 : How to successfully promote yourself in 6 easy steps

That's the how, here's the what

• Marketing Communication Mix

This is what you need to achieve- may just be a few aspects of it.


How to successfully promote yourself in 6 easy steps


1. Get their attention

• Memorable business card
• Advertising
• Events
• Radio Interviews
• Wrote articles
• Run a blog
• Exploit social media
• Publicity

Note: This is something that you have to keep up. NOT a one off thing. So your name appears here and there.



2. Build their interest

• Website <>
• Portfolio
• Information Packs( free?)
• Catalog
  
• Curation
• Exhibitions- Always have something ( your work )on you, in picture files on your Iphone?

3. Convince them

• Artist Statement
• Recommendations
• Testimonials
• Awards
• Community engagement
• Professional Bodies
• Charity Events

4. Make you offer irresistible

• Value Proposition
• Pricing strategies
• Packaging- not the 'box' but the service, commitment...you as the package
• Try before you buy
• Recommendations
• Differentiation- able to tell them why you're different from everyone else. Therefore you need to know what everyone else is doing, who they are and what they do ? and don't do . Convince people you're better

5. Close the sale- This is the most difficult thing to tackle

• Convenience
• Buy it now
• Right place, right time
• Delivery
• Personal selling
• Interactice website

Start to ask them questions ( clients, investors, etc.)- Is there anything I've missed? anything they have to know? Would you like to make this deal today ? If they hesistate, ask them if there's anyone else? If they say no to deal today....STOP.

6. Reinforce

• After sales service
• Advertising
• Public Relations
• Longevity
• Merchandising
• Maintaining Contact
• Building Relationships
  

7. AIDA- Attention, Interest, Desire, Action



WHO? ( are we targeting this at? ) Target your market

• How to we define customers?

Media Usage

• Newspapers
• Magazines
• Radio/TV
• Internet
• Social Media
• Trade Magazines
• Public Space Ad.
• Parish Magazine
• Specialist industry magazines
• marketing magazines
• business magazines
• Radio in the car
• Airline magazine
• Industry exhibition
  
• conferences
• networking events
• Broadsheet newspaper

KEY: knowing where out customers go for information tells you how to read them


Don't assume they're reading what you're reading.

Customer Segmentation

• Demographics
• Geographical Factors
• Life Style (psycho-graphics)
• Media Usage
  

Eg.

a person could be both a marketing director of some company, but at the same time, a keen cyclist. They could also be involved with their local community....etc etc,


Who is that person being when they're thinking of you ?