Marketing Plans for Creatives
I help creatives develop marketing plans that match their true personal style and preferences. Most graphic designers love the design that engages, not marketing. Most writers love the magic of the written word, not marketing. Most of my clients come to me with a list of marketing "shoulds." They think that they should go to lots of networking events, or pay for expensive ads. But, then, a new job or client rolls in and they, thankfully, forget about the marketing tasks on the dreaded list.
My success begins with slashing the marketing "should" list. Instead, I guide clients to identify their genuine core strengths and articulate what they distinctively bring to their clients. Each promotional strategy must match each person’s style and budget. For example, introverts aren’t urged to attend countless networking events they find onerous. Instead, they develop long term, fruitful relationships with one or two organizations that they enjoy.
At the close of each session, clear action steps are identified, and their follow-through becomes more consistent. As a result, many clients have earned a real livable income doing what they love.
Marketing Plan in Four Steps
In individual sessions or in the marketing group sessions, I guide practitioners through the following flexible four steps:
- Begin by committing to a purpose/goal (measurable outcome) of your marketing plan. Identify when you intend to reach this goal (up to six months).
- Specify the services you provide, articulating core strengths and the benefits that they provide your clients.
- Describe the services that you offer clearly without worrying about the wording.
- Describe three core strengths/features of your service. What are the benefits of each to your clients?
- Finalize and use your basic message in both formal and informal settings.
- Identify your target market or market segments for the purpose of this plan (examples: restaurants, ad agencies, individuals generally earning over $50K, mid-size non-profits and leaders of progressive businesses, people already committed to natural healing, people who live in SE Portland, etc).
- Delve into promotional/marketing strategies (usually about four). Each strategy leads to specific promotional activities.