The graphic designer's and illustrator's guide to marketing and promotion

Providing an in-depth guide to the latest industry trends, technologies, and business secrets of marketing, this book will help designers and illustrators create and implement a sophisticated marketing and self-promotion system for long-term success. Step-by-step instructions are provided on such topics as finding new (or better) clients, portfolio presentations that work, and much more. Interviews with real-life clients and case studies bring each topic to life. * Advertising in Communication Arts and Graphic Design USA

Author Notes

Maria Piscopo has been a creative services consultant for more than twenty years

Introduction	p. ix
1 Finding Your Mission and Marketing Message	p. 1
A Word about Business: Purpose, Mission, Vision, and Values
Write Your Marketing Message
Don't Be Too Specialized
2 Finding Clients	p. 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?
3 Setting up Client Databases	p. 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
4 Sales Strategy	p. 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
5 Effective Promotion Materials	p. 49
Primary Promotional Material
Secondary Promotional Material
Case Studies from Creative Professionals
6 Portfolio Presentations	p. 71
What Clients Look For
Portfolio Formats
What You Show
How You Show It
Traditional Portfolios
Electronic Portfolios
7 Pricing and Negotiating	p. 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
8 Time and Stress Management	p. 99
Finding More Time
Dealing With Stress on Projects
Case Studies and Success Stories
9 Keeping Clients Coming Back for More	p. 113
The Deadline
The Specific Need
The Approvals
Handling Conflict
10 Why Networking Works	p. 121
Networking Domains
Client Associations
Community Associations
Peer Associations
Experience with Professional Associations
11 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
12 Public Relations Strategy	p. 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
13 Direct Marketing: Marketing with a Personal Touch	p. 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
14 Marketing with Your Web Site	p. 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
15 Writing Your Marketing Plan	p. 191
Reflections from a Client
Use All the Tools
Sample Marketing Plan for Design
Sample Marketing Plan for Illustration
Index	p. 203

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Summary

Summary

Author Notes

Table of Contents