The Graphic Designer's Guide to Creative Marketing: Finding & Keeping Your Best Clients

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9780471293149: The Graphic Designer's Guide to Creative Marketing: Finding & Keeping Your Best Clients
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You know you've got the talent, now let them know it-your completeguide to finding, winning, and keeping good clients Written by agraphic designer and successful marketing consultant, this book isthe most complete guide available to marketing your services, withclear, practical, step-by-step instructions on every aspect ofgraphic design marketing, including:
* Developing and implementing a marketing plan
* Researching prospective clients
* Creating effective marketing materials
* Cold calling and follow-ups
* Effective communication
* Dressing for success
* Resumes, cover letters, and portfolios
* Proposals, bids, and contracts
* Keeping good clients-account management
Also included are sample business forms, contracts, proposals,letters, and checklists, along with stunning full-color examples ofsuccessful self-promotion campaigns for every budget. Throughoutthe book, there are fascinating and instructive interviews withclients as well as graphic designers from across the country whoshare what they've learned about marketing and managing graphicdesign services.

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From the Inside Flap:

Don't be afraid of the M word. Marketing is not an option, it's a necessity. Finding and keeping good clients is the key to a thriving graphic design career, and your success is dependent not on talent alone but on effective marketing and management skills. Today's increasingly competitive environment demand that designers have a practical grasp of marketing principles in order to create new business. You will discover what makes your practice unique and how to develop a special niche in the marketplace. In this comprehensive guide to creative marketing, you will learn real-world strategies and systems that not only work, but are rewarding and fun.

The purpose of this book id twofold: to help you develop a solid understanding of all aspects of marketing graphic design services, and to equip you with the necessary tools you can immediately out to work in your own business. Written by Linda Cooper Bowen, a former graphic designer and successful design marketing consultant with nearly two decades in the business, The Graphic Designers Guide to Creative Marketing is based on her own experiences as well as those of many outstanding design professionals and their clients who share candid comments, tips, and insights.

Writing in an informal, motivational style, Bowen covers everything you need to know, from how to develop and execute effective marketing plans to knowing what to wear to meetings with prospective clients. In addition to clear, step-by-step instructions, she also provides a gold mine of useful forms, documents, and checklists, including sample proposals, contracts, correspondence, telephone scripts, client survey questionnaires, plus a full-color section showing a wide range of successful marketing and self-promotion campaigns-from modest, low budget mailings to lavish, high-quality packages.

No matter what your level of experience - student to working professional, in-house, freelance, or small studio - the Graphic Designer's Guide to Creative marketing is a valuable professional resource you won't want to be without.

About the Author:

LINDA COOPER BOWEN, marketing consultant, offers a unique perspective on the marketing problems of the design professional. A graduate of Carnegie Mellon University and a former graphic designer, she understands the attitudes and priorities of the artistic personality. Following a productive career as a designer in Manhattan, she moved to the account management side of the business and worked for over fifteen years with a number of prominent firms in New York and Los Angeles. In addition to her numerous articles on designers and professional practice for Graphis, I.D., Communication Arts, and The AlGA (American Institute of Graphic Arts) Journal, she has taught marketing workshops at the University of California at Santa Barbara, Parsons School of Design, and Pratt Institute's Design Management Graduate Program, New York.

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