David Parrish made the following marketing videos in partnership with the Culture & Creativity EU-Eastern Partnership Programme. This programme is designed to help the cultural industries and creative enterprises in Ukraine, Armenia, Azerbaijan, Belarus, Georgia and Moldova. These and other videos were used in free online courses for cultural and creative entrepreneurs. The marketing videos …
Category: Marketing
From Mount Errigal to the Blue Ocean
The views from Mount Errigal to the blue ocean were spectacular when I reached the summit. It was a perfect day to climb the highest peak in Ireland’s County Donegal in the Derryveagh mountains. I had stayed overnight in the nearby Errigal Hostel and woke early under a blue sky. Later, some clouds appeared but …
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 …
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 …
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 …
How to Calculate Prices in the Creative Industries
Creative entrepreneurs often need help to calculate prices for their products and services. This is especially the case for early stage businesses and for self-employed sole traders. In arts, crafts, photography, graphic design, illustration and many other creative endeavours, pricing is a crucial matter. Here’s an example I use in one of my creative business …
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 …
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 …
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 …
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 …