The Graphic Designer's Guide to Creative Marketing
Finding and Keeping Your Best Clients
1. Edition March 1999
224 Pages, Softcover
Wiley & Sons Ltd
Short Description
The intangible and highly subjective nature of design services creates unique marketing challenges for the graphic designer. This user-friendly guide demonstrates how to tackle these challenges successfully, with complete step-by-step instructions for the development and execution of effective marketing plans and materials.
You know you've got the talent, now let them know it-your complete guide to finding, winning, and keeping good clients Written by a graphic designer and successful marketing consultant, this book is the most complete guide available to marketing your services, with clear, practical, step-by-step instructions on every aspect of graphic design marketing, including:
* Developing and implementing a marketing plan
* Researching prospective clients
* Creating effective marketing materials
* Cold calling and follow-ups
* Effective communication
* Dressing for success
* Resumes, cover letters, and portfolios
* Proposals, bids, and contracts
* Keeping good clients-account management
Also included are sample business forms, contracts, proposals, letters, and checklists, along with stunning full-color examples of successful self-promotion campaigns for every budget. Throughout the book, there are fascinating and instructive interviews with clients as well as graphic designers from across the country who share what they've learned about marketing and managing graphic design services.
The Role of the Marketing Account Manager/Rainmaker: or How To Do It Yourself.
The Internal Audit: The Foundation of a Realistic Business Plan.
The External Audit: A Reality Check.
Targeting and Tracking: How to Find the Best Clients.
Positioning and Image.
The Marketing and Self-Promotion Program.
Successful Marketing Programs.
Account Management Skills: Keeping the Client.
Continuing Education: The Thinking Designer.
Index.
