Marketing
The following commandments were outlined at a Business Seminar on
February 5th, 2003. They were developed by the two presenters at
the seminar, Leslie Sherr and John Barker
as guidelines to aid you in marketing and business development of
your design studio.
1. Physician, Heal Thyself
We spend a lot of time counseling our clients about optimizing their
brands. What do you do that adds remarkable, measurable and distinctive
value to the brand of your studio?
2. Differentiate Yourself
Two firms can not own the same positions in a prospective clients
mind. Differentiation is most readily apparent in the features or
services provided by a creative firm. It consists just as powerfully
in how you operate your business.
3. Genius Isn't Enough
Clients large and small are focused on accountability and measured
results. Make benchmarks integral to the process.
4. Word of Mouth is Gospel
Save your marketing resources and focus on your contacts. That includes
your clients. See out opportunities for them to sing your praises.
5. One Plus One Equals Three
Partner with good firms whose talents complement your own. Share
clients, experience and revenue.
6. Win or Die
Because failure is to be expected and accepted, winning new business
is among the most important things you can do.
7. Don't Win The Client, Win The Meeting
Your firm can't solve the client's problems in three weeks. Just
beat your competition for the business.
8. Know Your Target
In new business, that means the client.
9. It's Not Rocket Science. It's Chemistry
Clients never buy generic design services. We all make decisions
based on emotion. All else being equal, clients choose to work with
people they like.
10. Keep The Faith
Marketing benefits accrue over time. Take a long-term approach and
recognize that your are in this for a reason. If not, go to law
school.
LESLIE SHERR is a communications consultant who
works with branding, architecture and design firms to fulfill a
range of marketing, communications and editorial needs.
Currently, she is a senior consultant at Material ConneXion, the
world's largest resource for advanced, innovative materials, and
its sister company Culture & Commerce. There, she works with
architects, designers and engineers as well as material manufacturers
to realize exhibitions, events and publications.
She also works as a communications consultant to architects and
designers including Stone Architecture, Kramer-Crasselt, MOVK, Linda
Florio Design, FMBranding and Assouline, among others. Her articles
have appeared in Print, I.D., Graphis and Communication Arts.
JOHN BARKER is founder and president of Zeitgeist,
a full service agency and marketing consultancy with a focus on
agency operational analysis, brand evolution, and new business optimization.
Clients include The Sloan Group (IPG), CNN, The Weather Channel,
The WB Network, and Thomson Brands.
Zeitgeist works hand in hand with agency management to identify
specific business goals,assess existing equities, evolve brand expression,
streamline processes,and optimize the new business process.
John is a fifteen-year agency veteran who has worked at Grey Worldwide
(NY), Grey Entertainment (NY/LA) and Sony Music. He holds a BA from
Yale University, and has won numerous awards including ADCNY, Promax
Gold, and a Clio.
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