Enterprise & innovation - lecture four.

How to successfully promote yourself in six easy steps.

- There is too much visual noise, so it's hard to make yourself heard above all of this. 

- Marketing communication list (check list) 

- The internet is a place, it isn't a way of marketing yourself.

- Do nothing and get nothing. 

1. Get their attention;

Memorable business card

Advertising

Events 

Radio interviews 

Write articles

Run a blog

Exploit social media

Publicity

2. Build their interest;

Website

Portfolio 

Information pack

Catalogue 

Curation 

Exhibitions

3. Convince them;

Artist statement 

Recommendations 

Testimonials 

Awards

Community engagement 

Professional bodies

Charity events

4. Make your offer irresistible; 

Value proposition 

Pricing strategies 

Packaging 

Try before you buy

Recommendations

Differentiation

5. Close the sale; 

Convenience 

Buy it now

Right place; the right time

Delivery 

Personal selling

Interactive website

6. Reinforce 

After sales care

Advertising

Public relations 

Longevity 

Merchandising

Maintaining contact

Building relationships

- AIDA; attention, interest, desire, action.

- Who are these customers? EVERYONE.

- Target your market. Specialise. 

- To target a market properly collect research and statistics. 

- Facebook adverts target things that interest you based on your profile.

Market segmentation. 

- What is your targeted persons media usage? eg. internet and television.

- Make it personal/make it look like something they want to receive.

- Knowing where your customers go for information tells you how to reach them. 

Consumer segmentation. 

- Demographics

- Geographical factors

- Lifestyle

- Media usage