Today we had multiple people come in to talk with us in regards to marketing and using press to get the word out about your work.
University Dundee - Press
University of Dundee Press can help you get your story/work out there for free. They look for something bright,new and contemporary. V&A Dundee have expanded the companies that are interested.
Jane Gowans - DJCAD Graduate (Works at DJCAD but also runs her own business)
Jane started her business without a plan or tool kit (NESTA). "Don't be put off by the language that is used in the tool kits".
The first thing she does when making a new collection is to look for insteration. Research, draw etc.
Promoting, Marketing and Selling
How do you reach your customer - Jane has never placed an advert (as she saw it to be too expensive for what it is).
Internet and online Marketing - Unlimited access and its completely free. You can also use it for making contacts and see the approach of others.
Sales promotions - Don't cheapen your brand by going too far.
Prepare yourself to feel like you have failed. At some point you will feel like you have failed. Don't get the fright of your life when you feel this. Keep going!!!
Tara - V&A Dundee
There is opportunities for Graduates to have there work on Display at V&A Dundee. V&A Dundee will be the first Design Museum in UK to be build outside London. There are three areas...
1. Scottish Design Heritage
2. Contemporary Design
3. Design-Led Business Innovation
Having a design Academy - Which will give you exclusive access to exhibitions, talks, workshops etc. They work at match making when it comes to business. They will also have something like 'Dragons Den' where you can pitch your ideas.
From Edinburgh Telford College To Duncan of Jordanstone College of Art & Design in Dundee. Here you can look at my portfolio and read about current lectures and work.
IN IT FOR THE LONG HAUL!!! 20/03/13
NESTA (Creative Enterprise Tool) group workshop
What is marketing?
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
What are...
Your 5 Values?
Your 5 Passions?
Your 5 Strengths?
VALUES - Professional attitude, Time keeping, Harmony, Creativity, Happiness
PASSIONS - Variety of projects, Good Design, Helping others, The wow factor, Money
STRENGTHS - Loyalty, Organisation & Time keeping, Graphic Design, Networking, layout
TED Video - simon sinek
Golden Circle - Why? How? What?
Why does your organisation exist? What do you get out of bed in the morning? Why should others care?
People buy into WHY you do what you do more. Do business with people who believe what you believe. Hire people who believe what you believe.
Marketing mix or 7p's of Marketing
1. Product - Is there a market/desire for tour product? Is there a satisfactory demand for the
product? This is when your USP (Unique selling point - Strengths, passion, values etc) is
important.
WHAT IS YOUR USP? Example - We are a brand that likes to keep projects local, what is on offer in Scotland etc etc.
My USP helps art graduates to explore job opportunities in a unique way while allowing their creativity to expand.
2. Place - Where your product or service is sold to customers. How well you distribute your
product or service will have an impact on cost.
"Know your market, know where you are in that market, be realistic and don't undervalue
your product or your time"
3. Price - The price of a product or service must generate a profit.
Cost Price Profit
What it costs to make What you can charge = price + Cost
including time, materials in the market place
and overheads based on value/cost
4. Promotion - To chose the most appropriate method of promoting you need to consider
who your customers is and how to reach them.
* What message do you want to communicate?
* Who is the audience?
* What is the best way to communicate with them?
* What budget do I have?
* What measures will I use to know if I have been successful?
5. Marketing and Promotional Tools -
* Public Relations - PR is about creating and maintaining an image for you and your
business or product that's the essence of its values and integrity. Basically this forms your
reputation. Press release - Make it exciting (Layout, content, style). Make a press realise
as fake evidence
* Advertising - To create awareness amoung your target audience. To persuade customers
to buy your product by promoting its benefits. http://mikepress.wordpress.com
* Internet and Online marketing - Behance, webapge, Linkedin etc
* Direct Markering/Tele/Email Markering - Mail outs - emails etc
* Sales Promotion - 50% off, buy one get one free (remember to put one day online etc)
* Personal Selling - Face to face marketing mean you can listen to customers, discuss their
needs and really convey the ethos and values of your business. Great opportunity to get
first hand feedback.
6. Physical Environment
These means your business premises especially any areas customers have access to. But it also means your image online and on all promotional materials.
* Update your website/blog regularly
SMART - Specific, Measurable Assessments, Attainable/Acheive, Relevant, Time
Marketing Strategies = 7P's
Implementing the Plan - The marketing plan states... Your intentions, how each of the objectives will be achieved.
Measuring and Controlling the Plan - Monitor and review the progress of your marketing. (Keep your blog up to date, webpage etc - Google analytics)
www.thedesigntrust.co.uk/stop-wasting-time-on-twitter-facebook/
Lecture - 15/03/13 (The Design Trust)
The Design Trust
Today we had Patricia van den Akker come into the lecture to discuss starting your own creative business.
Today Design trust aims to discuss in this lecture...
* Introduction.
* Getting started in the market.
* What's your niche? Why it matters & how to find yours.
* Create your own fundamental marketing plan.
* Write your own intro.
* Develop your own brand.
* 14 essential marketing steps for design graduates.
* Your marketing strategy.
* Useful resources .
Patricia runs her own online business school. Teaching people who work in John Lewis etc.
Getting started
* Self-employment? Being your own boss? It's not for everyone!
* You will need to sell yourself, even if you are looking for a job!
Step 1 - What's your Nich'e
Your specialism
+
Your target audience
=
Your Nich'e
An example of this is...
* Anne Kyyro Quinn
* Tatty Devine
Why is it important to have a nich'e?
* You become 'known' for something specific
* You can't be everybody's friend
* Spreading yourself thin
* Very competitive market
* WHAT you do is not unique, you WHY & HOW often is!
* Easier to become well know, raise your profile
* Get to know your client"s needs better, raise credibility
* Easier to get referrals
* All marketing becomes easier
Instead of a small fish in a big pond...Get a smaller pond!
80% of marketing is through word of mouth!
How to find your niche?
Your 5 values -
Your 5 Passions -
Your 5 Strengths -
+ ideal clients + who will pay for what you offer.
Step 2 - Who are your role models?
Practical market research
* Knowing the market you want to work in is essential from a business & creative
perspective.
* Exercise: Identify 6-8 role models and research:
- How do they make their money?
- What products/services do they create? What price levels? What themes or inspirations?
- Who are their clients? Where do they get press?
- Where do they sell?
- What is their brand? How do they present themselves? What are their brand values?
- What can you learn from them?
Step 3 - What do you want? Setting Goals.
Are you prepared to fight for what you want?
Goal setting
* Goal setting is crucial to give direction & motivation to your business
* Set SMART goals: Specific, Measurable, Achievable, Realistic & Time bound
* Start with 'the end in mind'
* What do you want to do, be or have in 2 years time? Set 3 goals
* Break these goals down into smaller goals
* Make them juicy!
Step 4 - Why?
Why...
* do you want (or need!) to be creative?
* do you do what you do?
* do you want to run your won business/label/brand?
* do you exist? What makes you different from all the other creative businesses out there?
Your WHY is bigger that you.
Your unique WHY will set you apart
Step 5 - What do you sell?
* What are your products or services?
* Create a 'collection' or package'?
* What are the features? The facts about you and your products/services e.g. I only use
recycled gold, I have recently graduated from DJCAD, I am interested in fairy tales &
feminist...
* What are the benefits for your client? What solution do you provide? What do you do
better or quicker than others? How will you help them? How will you make them feel?
Being a new graduate, can you turn that into a positive?
What do you sell? - Features, Benefits.
Step 6 - Who are your ideal clients?
* Who will buy from you? You & your mates are unlikely to be your clients?
* Where does this person live? What job have they got? What do they do in their spare
time?
* What do they find important? What do they like? What gets them excited or angry? What
are their values?
* What problems, needs, wants, issues or challenges have they got?
* What magazine, blogs do they read? Where do they shop and how?
* What kind of people do you like working with? What's important to you? Who gives you
energy?
* Not just for consumers but trade buyers too!
* Exercise: crate 3 stories around 3 clients.
Step 7 - Where will you sell?
* Direct: eg Craft fairs, trade shows, open studios, 'Tupperware' parties, art trails, design,
freelance...
* Online: e.g. Your own websites or online shop, portfolio sites, online marketplaces (e.g.
Etsy, Folksy, DaWanda), online retailers, online membership organisations, ...
* Trade: Via (online) retailers, shops, galleries, agebts, interior designers, ...
* Licensing
* Commissions
* In the UK, Europe, International?
* Where does your ideal client shop?
Step 8 - When?
When will they buy? When will you sell?
* Seasonality of sales: Crafts & Gifs
Step 9 - 'People only buy from people they know, like or trust'
How can you build...
* Your credibility
* Your Profile
* Trust
15 first steps into business for graduates
1. Identift your niche
2. What's your business name? Get a logo too.
3. Register with the taxman HMRC
4. Get a professional web & email address.
5, Create your 100 word into or 'about page'
6. Get fabulouse images & tag them properly
7. Create an online presence: website, portfolio site, online shop
8. Get a professional business card or post card
9. Manage your time wisely: 50% of your time on marketing, 40% making and 10% on
admin & learning
10. Identify 20 potential (trade) clients and approach each professionally & personally...
and then do it again... and again!
11. Identify 10 people who can help you e.g. Advice, mentors, support, referrals, suppliers,
peers, tutors...
12. Participate in a (craft) show or (play) project
13. create and grow your database
14. Stay in touch, without making a nuisance of yourself
15. Work with and learn from other creative, suppliers, ...
Today Design trust aims to discuss in this lecture...
* Introduction.
* Getting started in the market.
* What's your niche? Why it matters & how to find yours.
* Create your own fundamental marketing plan.
* Write your own intro.
* Develop your own brand.
* 14 essential marketing steps for design graduates.
* Your marketing strategy.
* Useful resources .
Patricia runs her own online business school. Teaching people who work in John Lewis etc.
Getting started
* Self-employment? Being your own boss? It's not for everyone!
* You will need to sell yourself, even if you are looking for a job!
Step 1 - What's your Nich'e
Your specialism
+
Your target audience
=
Your Nich'e
An example of this is...
* Anne Kyyro Quinn
* Tatty Devine
Why is it important to have a nich'e?
* You become 'known' for something specific
* You can't be everybody's friend
* Spreading yourself thin
* Very competitive market
* WHAT you do is not unique, you WHY & HOW often is!
* Easier to become well know, raise your profile
* Get to know your client"s needs better, raise credibility
* Easier to get referrals
* All marketing becomes easier
Instead of a small fish in a big pond...Get a smaller pond!
80% of marketing is through word of mouth!
How to find your niche?
Your 5 values -
Your 5 Passions -
Your 5 Strengths -
+ ideal clients + who will pay for what you offer.
Step 2 - Who are your role models?
Practical market research
* Knowing the market you want to work in is essential from a business & creative
perspective.
* Exercise: Identify 6-8 role models and research:
- How do they make their money?
- What products/services do they create? What price levels? What themes or inspirations?
- Who are their clients? Where do they get press?
- Where do they sell?
- What is their brand? How do they present themselves? What are their brand values?
- What can you learn from them?
Step 3 - What do you want? Setting Goals.
Are you prepared to fight for what you want?
Goal setting
* Goal setting is crucial to give direction & motivation to your business
* Set SMART goals: Specific, Measurable, Achievable, Realistic & Time bound
* Start with 'the end in mind'
* What do you want to do, be or have in 2 years time? Set 3 goals
* Break these goals down into smaller goals
* Make them juicy!
Step 4 - Why?
Why...
* do you want (or need!) to be creative?
* do you do what you do?
* do you want to run your won business/label/brand?
* do you exist? What makes you different from all the other creative businesses out there?
Your WHY is bigger that you.
Your unique WHY will set you apart
Step 5 - What do you sell?
* What are your products or services?
* Create a 'collection' or package'?
* What are the features? The facts about you and your products/services e.g. I only use
recycled gold, I have recently graduated from DJCAD, I am interested in fairy tales &
feminist...
* What are the benefits for your client? What solution do you provide? What do you do
better or quicker than others? How will you help them? How will you make them feel?
Being a new graduate, can you turn that into a positive?
What do you sell? - Features, Benefits.
Step 6 - Who are your ideal clients?
* Who will buy from you? You & your mates are unlikely to be your clients?
* Where does this person live? What job have they got? What do they do in their spare
time?
* What do they find important? What do they like? What gets them excited or angry? What
are their values?
* What problems, needs, wants, issues or challenges have they got?
* What magazine, blogs do they read? Where do they shop and how?
* What kind of people do you like working with? What's important to you? Who gives you
energy?
* Not just for consumers but trade buyers too!
* Exercise: crate 3 stories around 3 clients.
Step 7 - Where will you sell?
* Direct: eg Craft fairs, trade shows, open studios, 'Tupperware' parties, art trails, design,
freelance...
* Online: e.g. Your own websites or online shop, portfolio sites, online marketplaces (e.g.
Etsy, Folksy, DaWanda), online retailers, online membership organisations, ...
* Trade: Via (online) retailers, shops, galleries, agebts, interior designers, ...
* Licensing
* Commissions
* In the UK, Europe, International?
* Where does your ideal client shop?
Step 8 - When?
When will they buy? When will you sell?
* Seasonality of sales: Crafts & Gifs
Step 9 - 'People only buy from people they know, like or trust'
How can you build...
* Your credibility
* Your Profile
* Trust
15 first steps into business for graduates
1. Identift your niche
2. What's your business name? Get a logo too.
3. Register with the taxman HMRC
4. Get a professional web & email address.
5, Create your 100 word into or 'about page'
6. Get fabulouse images & tag them properly
7. Create an online presence: website, portfolio site, online shop
8. Get a professional business card or post card
9. Manage your time wisely: 50% of your time on marketing, 40% making and 10% on
admin & learning
10. Identify 20 potential (trade) clients and approach each professionally & personally...
and then do it again... and again!
11. Identify 10 people who can help you e.g. Advice, mentors, support, referrals, suppliers,
peers, tutors...
12. Participate in a (craft) show or (play) project
13. create and grow your database
14. Stay in touch, without making a nuisance of yourself
15. Work with and learn from other creative, suppliers, ...
Lecture - 08/03/13
Career Services at the university of Dundee
Today Karen Sleith and Kirsty Miller from Carer services came in today to discuss work experience and placements.
87% of 200 recruiters said that the most viable thing fr students to do is get work experience.
To secure a job you must...
* Stand out from the crowd
* Try out particular job or sector
* Network and make contacts
* Enhance your CV and employability skills - lets employers know you are enthusiastic and
committed
It will help employers
* 'Try before you buy'
The work opportunity wheel
* Work placement
* Work shadowing
* Self-Employment
* Voluntary Work
* Home Working
* Project Based work
* Part time work
* Work abroad
Placement Base
The placement base allows student to view placements provided by agencies, sourced by the university. It is open to all students and most opportunities are summer based. There is opportunities to work during semester time for short time periods (ie 3 hours a week).
Opportunities include...
* DVD Production
* Set Design - Dundee Rep Theatre
* Textile Design projects
* Gallery projects
* Packaging Development - Angelic Gluten Free, Scotherbs etc
* Lorraine Law Jewellers
* Web Design
* Game Design
If you do not see anything that interests you, you can ask for the Placement Base to look into other area's for you.
Placement Sources
Third Sector Internship Scotland (TSIS) - Working with charities with paid and unpaid positions.
Sourcing and Securing Placements
Make your own luck - Spot opportunities, solve problems, be confident, be resilient and never take no.
Build Contacts - Through jobs, networking, friends, family
* Market Yourself - Be sure of who your are, what are your strengths, positive attitude.
* Making Contacts
If I was a biscuit I would be a...
Digestive - Cause Its the most sold biscuit and go with everything. Used it to make cheesecake bases. Goes with chocolate. Great to dip etc etc.
Phone
* Ring the company to source people
* Watch out for the gate keepers!!!!
* Think through the call in-advance - what info do you want to get and/or give?
* Ask 'is it a good time to call you'?
* Have a friendly voice
Structure for email
Dear...
Section 1 - Introduce yourself and why you are writing
Section 2 - Why them? What are the links?
Section 3 - Why you? What have you got to offer? What can you do for them?
Section 4 - Practical details - Availability, location, flexibility, end positively
Sincerely
Sarah Crawford
Follow Up
Ring back in 10 days, confirm they have received the email, ask about other employers who may be recruiting.
Placement Base
1 Airlie Place
Open: Mon to Fri 9am - 5pm
Drop in or make appointment
careers@dundee.ac.uk
k.miller@dundee.ac.uk
Lecture after the break - Social Media
Work out which Social network works best for you. You can use all of them but if you don't feel comfortable doing it then don't do it.
Kirsty discussed how she did not feel comfortable creating a blog during her time at university. She viewed it as an online diary and didn't really want to reveal too much. She realised that she would have to get over this as blogging was good for making contacts.
Pinterest - A social networking site that captures what you are doing but visually. Puts across your personality through imagery.
Instigram is good for selling items and having people see that you are approachable. Use sharp and snappy comments to grab attention.
* Take this lollypop.com - Totally Creepy!!!!
Today Karen Sleith and Kirsty Miller from Carer services came in today to discuss work experience and placements.
87% of 200 recruiters said that the most viable thing fr students to do is get work experience.
To secure a job you must...
* Stand out from the crowd
* Try out particular job or sector
* Network and make contacts
* Enhance your CV and employability skills - lets employers know you are enthusiastic and
committed
It will help employers
* 'Try before you buy'
The work opportunity wheel
* Work placement
* Work shadowing
* Self-Employment
* Voluntary Work
* Home Working
* Project Based work
* Part time work
* Work abroad
Placement Base
The placement base allows student to view placements provided by agencies, sourced by the university. It is open to all students and most opportunities are summer based. There is opportunities to work during semester time for short time periods (ie 3 hours a week).
Opportunities include...
* DVD Production
* Set Design - Dundee Rep Theatre
* Textile Design projects
* Gallery projects
* Packaging Development - Angelic Gluten Free, Scotherbs etc
* Lorraine Law Jewellers
* Web Design
* Game Design
If you do not see anything that interests you, you can ask for the Placement Base to look into other area's for you.
Placement Sources
Third Sector Internship Scotland (TSIS) - Working with charities with paid and unpaid positions.
Sourcing and Securing Placements
Make your own luck - Spot opportunities, solve problems, be confident, be resilient and never take no.
Build Contacts - Through jobs, networking, friends, family
* Market Yourself - Be sure of who your are, what are your strengths, positive attitude.
* Making Contacts
If I was a biscuit I would be a...
Digestive - Cause Its the most sold biscuit and go with everything. Used it to make cheesecake bases. Goes with chocolate. Great to dip etc etc.
Phone
* Ring the company to source people
* Watch out for the gate keepers!!!!
* Think through the call in-advance - what info do you want to get and/or give?
* Ask 'is it a good time to call you'?
* Have a friendly voice
Structure for email
Dear...
Section 1 - Introduce yourself and why you are writing
Section 2 - Why them? What are the links?
Section 3 - Why you? What have you got to offer? What can you do for them?
Section 4 - Practical details - Availability, location, flexibility, end positively
Sincerely
Sarah Crawford
Follow Up
Ring back in 10 days, confirm they have received the email, ask about other employers who may be recruiting.
Placement Base
1 Airlie Place
Open: Mon to Fri 9am - 5pm
Drop in or make appointment
careers@dundee.ac.uk
k.miller@dundee.ac.uk
Lecture after the break - Social Media
Work out which Social network works best for you. You can use all of them but if you don't feel comfortable doing it then don't do it.
Kirsty discussed how she did not feel comfortable creating a blog during her time at university. She viewed it as an online diary and didn't really want to reveal too much. She realised that she would have to get over this as blogging was good for making contacts.
Pinterest - A social networking site that captures what you are doing but visually. Puts across your personality through imagery.
Instigram is good for selling items and having people see that you are approachable. Use sharp and snappy comments to grab attention.
* Take this lollypop.com - Totally Creepy!!!!
NESTA Class meeting - Hub 1 - 06/03/13
NESTA Class meeting - Hub 1 - 06/03/13
Who's buying into your product/business?
* We can base our answer on our gut feeling
* Or we can do market research - Asking members of the public on the street etc
Defining your customers
Customers come in all shape and sizes and you need to be able to respond to all of them. For the next exercise, figure out who your customers are. Include why they will benefit from your business.
Market Research
* Internet
* Nich'e market
* Published market research - Trade publications, Trade organisations.
Field Research
* Focus groups
* Surveys
* Qualitative research - Give out testers and have customers decide.
For the next 10 minutes we worked on work sheet 3A from the NESTA pack. I found this enlightening as i did not realise the potential profit of my magazine could be so much. Obviously material fee's, rent if i work in a office (and if the company expands pay roll) will have to be taken of this total. I did not know what to expect from this module when i first started but Im find the prospect of starting this magazine to be exciting.
You promise your customers that you will deliver either a product or service. Your customer will have an expectation that this promise is going to be kept, and that you will work with others to enable that promise to be delivered.
Blueprint Modelling
Engagement stage - (backstage) Taking time in planing with you customer to persuadethem to buy in.
Development stage - (onstage) Showing customers your prototype
Delivery stage - making reviews, presenting to clients etc
How do I imagine my business operating?
How will I find and engage my customer?
How will I generate what they want?
How will I distribute what I generate?
We took another 10 minutes out to fill in worksheet 3B which required us to create a Blueprint model. This involved looking at the process of setting up your business, networking your idea, market research, creating a prototype and distributing your product.
Relationship modelling
How do you find someone to help you?Why would anybody help you?
What sort of deal can you expect?
What is in it for the person that helps you? can you provide a share in the business, a return in money plus interest, a job etc.
Another 10 minutes on sheet 3C (Relationship modelling). Here we were to look at the main points/people in the process. For example I will be the generator of the magazine but myself and the printer will be the Realiser. If I was to hire staff they would also become the 'realisers'. As for Distributors, this can be done through agency word of mouth, visiting agencies/uni's/college. The customer is who I will be selling to. So Agencies. Uni, colleges, students. tutors and perhaps shops.
Generator = You
Realiser = the person creating the product (like the printer)
Distributor = Might be you
Customer = (the obvious title)
Lecture from SIE employee Dawn - 1/03/13
Lecture from SIE (Scottish Institute for Enterprise) - 1/03/13
Today we have a speaker in (Dawn from SIE) who discussed starting up your own business.
What does SIE do?
SUPPORT
INSPIRE
ENCOURAGE
Make a job rather than take one?
* Earn some extra cash whilst studying
* Become self employed
* Start up business after graduating
* Invent something
Ideas for student businesses
* Promotions
* Freelancing
* ebay business, Etsy
* Odd jobs
* Tutoring
* Online business
Bubble Browse is a website set up by a student in St Andrews to help other students find accommodation.
Aberdeen Student Storage was set up by a student for international students who need somewhere to hold there stuff between uni terms when moving out of halls.
To discover a good/viable idea, STOP, LOOK AND LISTEN to see what is missing.
Dawn asked us to collect one item from the front of the class and come up with a minimum of 10 business idea for this item. The item our group collected was a small circular bar of soup that you see in hotels.
* Festival soap bar
* Sculpture soup.
* Gift Box
* Wonky table
* Could sell to restaurant/bar/hotel chains etc
* Broaches
* Urine Cake
* Army kits
* Hygienic Air hockey for kids in the bath
* Floating candle holder
Springwise.com
A good business idea...
* Solving a problem, making life better
* Using existing technology but different application
* Offering an existing idea with different business model
* Making the most of you!
What else is out there?
* Enterprise gym and Careers
* Youth Business Scotland
* Business Gateway
* Culture Enterprise Office
* Starter for 6
* Shell Livewire
* Ideas Tap
* Creative Scotland
* Unltd
* www.ipo,gov,uk
Keep in touch
* D.Shand@sie.ac.uk
* Dundee.intern@sie.ac.uk
Young Innovators Challenge
13th March - SIE Summit in Edinburgh
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