Archive | Marketing

Why awards don’t matter

Tobias is one of the directors of a large graphic design company in Sweden that has won a number of industry awards. He and his colleagues were proud of these awards and rightly so. At one of my workshops he told me that they always featured these awards in their marketing communications. However, one day […]

Continue Reading

Customers don’t care about you and your business

Jane contacted me on behalf of her community arts company to ask my advice about selling arts activities to schools. An ex-teacher, and passionate about the arts, Jane was running her own business, taking artistic projects into schools. But her sales technique wasn’t working. She would bounce into the offices of head teachers, enthusing about the arts, talking passionately about music […]

Continue Reading

Who the hell is Info@ ?

As a management consultant I advised an advertising company in Scotland. Before my first visit I looked at their website and saw that they had a wonderful portfolio of work and an interesting list of clients. However, I didn’t get a sense of how big the company was, how many employees they had, or whether they were younger or older […]

Continue Reading

Superfans can boost your creative business

Nicolas Lovell calls them “Superfans”. Kevin Kelly has written about “True Fans”. These are the people who love what you do so much that they will buy everything you produce. Too often, creative businesses are obsessed with getting more customers instead of selling more to their best customers. Marketing is too often focused on winning […]

Continue Reading

Creative Marketing online resources

Here are some creative marketing online resources for creative entrepreneurs worldwide, including a free online course, a video about ‘Authentic Marketing’, free extracts from the creative marketing book ‘Chase One Rabbit’, online articles and ‘The Magic of Marketing’. Free online course on marketing for creatives – with certificate Video explaining ‘Authentic Marketing’ with a case […]

Continue Reading

Reassuringly Expensive

Reassuringly Expensive can be an effective pricing policy, resulting from looking at pricing and value from the customers’ point of view. Pricing policy has both an immediate and long-term impact on a creative business and has an impact not only on the economics of the enterprise but also on the perception of its products and/or […]

Continue Reading

Customer Retention for Creative Enterprises

Customer retention is achieved by listening to customers and building closer relationships with your best customers. It’s easier – and cheaper – to keep an existing customer than find a new one. This marketing maxim is common sense, yet most marketing effort seems to go into the more glamorous pursuit of winning new customers. So […]

Continue Reading

Choosing Customers

Choosing Customers is all about finding the right customers to fit with your creativity, ambitions and values. Remember: Not all customers are good customers. Oscar Wilde wrote: “The play was a great success but the audience was a total failure”. There was obviously a mis-match between the play and the audience! So what should you […]

Continue Reading