ID 34013 Lecture Notes - Lecture 6: Wok, Direct Marketing, Jargon
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2/19/18: Marketing and Branding and the Informational Interview
• Marketing: the research and pursuit of work available in the marketplace
Types of Marketing
• Create awareness marketing
o Website, blog, social media
o Project signage
o Charities
o Professional organizations
o Referral network
o Public relations
o Client maintenance
• Direct marketing
o Mailers, postcards, newsletter, email blast
o Regular email updates
o Holiday mailer
o Social media updates
o Business cards
• Promotion marketing
o Photography, scouting, completed work
o Submissions
o Email project - completion assessment
o Internal office display
o Media outreach
• Target Marketing
o Portfolio packages
o RFQ - Request for Qualification
o RFP - Request for Proposal
o Speculative Work
• Interview Process Marketing
o Project portfolios
o Final photography
o Firm profile
o Relevant project history
When is the best time to market?
• When you are the busiest!
• how?....How do we handle more work when we are already swamped?
Who should market?
• Everyone!
• Why?
o Company pride resonates with prospective clients
o You never know who your next client will be or where you will meet them
o You want to keep your company business busy...you need wok too!
How do you connect?
• Public speaking (lecture, panel, teaching)
• Getting involved
• Charities
• Other community activities
• Networking
Branding
• The promotion of a particular product or company by means of advertising and
distinctive design
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