The Graphic Designer's Guide to Creative Marketing

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.

Autorentext
LINDA COOPER BOWEN, marketing consultant, offers a unique perspective on the marketing problems of the design professional. A graduate of Carnegie Mellon University and a former graphic designer, she understands the attitudes and priorities of the artistic personality. Following a productive career as a designer in Manhattan, she moved to the account management side of the business and worked for over fifteen years with a number of prominent firms in New York and Los Angeles. In addition to her numerous articles on designers and professional practice for Graphis, I.D., Communication Arts, and The AlGA (American Institute of Graphic Arts) Journal, she has taught marketing workshops at the University of California at Santa Barbara, Parsons School of Design, and Pratt Institute's Design Management Graduate Program, New York.

Inhalt

What is Marketing? 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.