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1 Finding Your Mission and Marketing Message A Word about Business: Purpose, Mission, Vision, and Values Write Your Marketing Message Don't Be Too Specialized 2 Finding Clients 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 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 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 Primary Promotional Material Secondary Promotional Material Case Studies from Creative Professionals 6 Portfolio Presentations What Clients Look For Portfolio Formats What You Show How You Show It Traditional Portfolios Electronic Portfolios 7 Pricing and Negotiating 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 Finding More Time Dealing With Stress on Projects Case Studies and Success Stories 9 Keeping Clients Coming Back for More The Deadline The Specific Need The Approvals Handling Conflict 10 Why Networking Works Networking Domains Client Associations Community Associations Peer Associations David Veal's Experience with Professional Associations 11 When is Advertising the Right Tool? 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. 13 Direct Marketing: Marketing with a Personal Touch 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 Simple with Big Impact The Importance of Getting Found Getting Your Site to Act Fast Clients Love Choices Content Is King [Maria: A head OK? You had "Content is the Hero" on page 182] 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 Reflections from a Client Use All the Tools Sample Marketing Plan for Design Sample Marketing Plan for Illustration. |
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