Enterprise - lecture 4 - How to successfully promote yourself in 6 easy steps.

People take in between 5 & 6 thousand visual messages a day
which makes it hard to get noticed amongst all of them!

Marketing communication mix
(Murray and O'Driscoll 1996)

Communication mix
>exhibitions
>trade fairs
>public relations
>merchandising
>advertising
>sponsorship
>direct mail
>sales promotions
>publicity
>personal selling

Works like a check list of ways to publicise your business

-the internet is not on here because it is merely a conduit for publicity.
Many of these forms of promoting your business can be done online

DO NOTHING & GET NOTHING

1. Get their attention
-memorable business cards - always have some available
-advertising - low key
-events
-interviews
-run a blog - keep it busy
-social media - publicity

2. Build their interest
-website
-portfolio
-information packs
-catalogue
-curation - credited for an event
-exhibition

3. Convince them (you're right to do business with)
-artist statement / value / mission statement
-recommendations - testimonials
-awards
-community engagement - convinces people quickly
-professional bodies - accreditation . acheivement
-Charity events - similar to community , shows commitment

4. Make your offer irresistible 
-value proposition
-pricing strategies - stages/discount etc
-packaging - services - extra stuff on top...
-try before you buy - offer initial work for free, may tip the deal
-recommendations
-differentiation - who you are - how you do business

5. Close the sale (making it as easy as possible for the customer)
-convenience
-but it now
-right place, right time
-delivery - offer to bring it to their door
-personal selling - face to face
-interactive website

6. Reinforce (let them know they made the right choice)
-after sales service - make a point of calling them
-advertising
-public relations
-longevity
-merchandising
-maintaining contact
-building relationships

JOHNNY CUPCAKES
www.johnnycupcakes.com

AIDA // attention - interest - desire - action

ignorance > attention > interest > conviction > desire >    action    > reinforce 
nothing     >    aware  > interest  >     belief    >  need  > aquisition > extension

Who? 
tailor your product for a particular market
people need specialists

Target your market.
really detailed information about the target market... necessary to lock down a market

SELVEDGE - advertising
FACEBOOK - advertising


hyper targeting - using peoples information to narrow down on the market you're trying to tap into.

Market segmentation
media usage
-knowing where a customer goes for information, tells you how to reach them

-newspaper 
-magazines
-radio/tv
-internet 

Business to business - make it something they want to read.
Avoid making it look like spam!

Consumer segmentation 
-demographics 
-geographical factors 
-lifestyle 
-media usage 


Summary 
- The marketing communication mix 
- 6 stages of effective communications 
- AIDA
- Target market segmentation 
- Business to business