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List of contents
Contents: Foreword. Preface; Part I The Principles - How To Do It: Introduction: getting started; Marketing and mousetraps; Looking backwards to look forwards; Where are you going? The vision thing; The marketplace: clients' selection criteria; What are you and what do you do? How to establish your market positioning; Who wants you? How to define your target markets; Why should they bother? Developing sales propositions; How will they find out about you? Approach media; I think, therefore I plan: putting it all together; Words and pictures: it's what you say and the way you say it; Life's a pitch: getting the business; Resources: man and machine; Just hang on to what you've got: client care and retention; Deeper and wider: client development. Part II The Practice - How It Is Done. Part III The Private Views - How It Could Be Done Better. Part IV The Priority - How Clients Would Like It To Be Done. Index.
About the author
Shan Preddy is a Partner at Preddy&Co which specialises in business development consultancy for design firms and training for their staff. Her professional affiliations include the Chartered Institute of Marketing and the Marketing Society, where she is a Business Leader. She is a member of the Institute of Directors, an Elected Associate of D&AD, a Fellow of the RSA and an accredited consultant on the DBA Experts Register. In addition, she is a regular speaker at, and chair of, design conferences and a skilled awayday facilitator. Throughout Europe, many leading design firms have benefited from Shan's expert business advice, and thousands of design professionals have read her books and participated in her popular masterclasses.
Summary
This second, revised edition aims to help readers improve marketing skills, no matter how large or small your design company, nor which of the many disciplines you specialise in. Featuring cartoons by Louis Hellman, the book has accessible advice and information, and is useful for all design consultancies.
