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The Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion - Maria Piscopo

The Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion

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This timely companion will help designers and illustrators create and implement sophisticated marketing and self-promotion system for long-term success. Written by a long-time creative professional and successful trade journalist, the book provides an in-depth guide to the latest industry trends, technologies, and business secrets in marketing. The book is divided into fifteen succinct chapters that provide step-by-step instructions on such topics as: finding new (or better) clients, creating a marketing database for this new client development, developing a qualified mailing list, making "first contact" with prospective clients, portfolio presentations that get work, networking opportunities for self-promotion, advertising ideas, improving your direct mail techniques, public relations campaign to get your name "known, key tools for better Internet and email marketing. Interviews with real-life clients and case studies bring each chapter to life, including a special chapter on what clients are looking for when they interview creative, and tips on how to present the added value of one's work to them.

Introductionp. ix
Finding Your Mission and Marketing Messagep. 1
A Word about Business: Purpose, Mission, Vision, and Values
Write Your Marketing Message
Don't Be Too Specialized
Finding Clientsp. 13
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?
Setting up Client Databasesp. 23
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
Sales Strategyp. 33
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
Effective Promotion Materialsp. 49
Primary Promotional Material
Secondary Promotional Material
Case Studies from Creative Professionals
Portfolio Presentationsp. 71
What Clients Look For
Portfolio Formats
What You Show
How You Show It
Traditional Portfolios
Electronic Portfolios
Pricing and Negotiatingp. 81
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
Time and Stress Managementp. 99
Finding More Time
Dealing With Stress on Projects
Case Studies and Success Stories
Keeping Clients Coming Back for Morep. 113
The Deadline
The Specific Need
The Approvals
Handling Conflict
Why Networking Worksp. 121
Networking Domains
Client Associations
Community Associations
Peer Associations
Experience with Professional Associations
When is Advertising the Right Tool?p. 127
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
Public Relations Strategyp. 139
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
Direct Marketing: Marketing with a Personal Touchp. 159
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
Marketing with Your Web Sitep. 177
Simple with Big Impact
The Importance of Getting Found
Getting Your Site to Act Fast
Clients Love Choices
Content Is King
The Call to Action
It's Still About Relationships
Bringing in the Data
Special Tips for Illustrators
Special Tips for Graphic Designers
Writing Your Marketing Planp. 191
Reflections from a Client
Use All the Tools
Sample Marketing Plan for Design
Sample Marketing Plan for Illustration
Indexp. 203
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9781581153637
ISBN-10: 1581153635
Audience: General
Format: Paperback
Language: English
Number Of Pages: 224
Published: 30th September 2004
Country of Publication: US
Dimensions (cm): 22.23 x 15.24  x 1.91
Weight (kg): 0.36