Archive | Marketing

Superfans can boost your creative business

Nicholas 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

Free Marketing Course Online

The EU-Eastern Partnership Culture and Creativity Programme has published a free marketing course online for cultural and creative entrepreneurs. Written and presented by David Parrish, the free marketing course has been designed especially for entrepreneurs in the cultural industries and creative industries, including cultural institutions, freelance practitioners, cultural enterprises, creative entrepreneurs and cultural businesses. By […]

Continue Reading

Marketing Cultural Projects – three rules

The EU-Eastern Partnership Culture and Creativity Programme has published three main rules for marketing cultural projects. Here are three recommendations for marketing cultural projects from the online marketing course written and presented by David Parrish and published by the EU-Eastern Partnership Culture and Creativity Programme 1. Listen to your client From David Parrish’s experience, the […]

Continue Reading

Do you know what you’re selling?

You make your living from your creativity, selling creative products and services to customers. Sounds straightforward, but it’s not. The reason it’s not so simple is that there is intellectual property (IP) involved in all creative businesses and the things they sell to their clients. There’s a lot of confusion about intellectual property. Customers often […]

Continue Reading

The Cost of Time

In order to set the price of creative goods and services, you’ll need to know the costs involved. Obviously you cannot afford to sell things for less than they cost! It’s useful to know the break-even point, if only to set an absolute minimum price. As the price goes up from there, so does the […]

Continue Reading