The Marketing Mix | official blog of the Marketing Mentor community

Oh Emma, you did what?

In my latest Quick Tip I share some options for creatives who don’t think they can write a newsletter. Just because they don’t think they’re good enough writers—doesn’t mean they shouldn’t send out an "un-newsletter" -- the best possible way of staying top of mind to your best prospects. Read my tip here.

Because of my adoration for email newsletters, I’m so excited about this Emma announcement. Our partnership just got better—and they’ve offered, in addition to the current 20% discount they give to Marketing Mentor’s friends—free setup including html coding of your own custom designed header.

Just mention “Marketing Mentor” or use this link and Emma will provide:

• Free set up including free html coding of a predesigned header. This would help your awesome designers showcase their brand at no cost. With these accounts,
• A 20% discount off of all Emma products and services

Find out more about Emma here, and don’t forget to mention “Marketing Mentor” for the special partner benefits.

The fruits of the Marketing Group – Part 1: Target Market

We talk about the Marketing Group a lot on the blog.

But last week, somebody asked me, “Exactly what do you get? What do you come out with?”

Well, this week, I’m going to look at exactly what marketing materials one creative created in the Beginner Marketing Group, from her online marketing (website, social media, e-newsletter), to her one-sheet, branding, business cards and more…

Here is the story of recent Marketing Group graduate, Ana Carini. 

Graphic designer, Ana Carini, joined the Marketing Group after deciding to pursue self-employment as a designer -- shortly after leaving her career in branding for a Fortune 500 company.

As you might know, the first step in the Marketing Group is to choose your target market. This is so everything else we create in the group can be specifically geared to that market, making it more effective – and more useful in getting the kind of work you want.

Ana had experience in technology and new media, but when it came to choosing her market, she felt it was important to feel excited about it.

With the help of worksheets, lessons, and group input, Ana chose to specialize in fashion, beauty and lifestyle brands, working directly with boutiques, fashion designers, agents, sales representatives, P.R. & Marketing agencies, and event companies.

Ana had always felt a magnetic pull to the fashion and beauty industry – and this market excited her, for sure.

This week, see which marketing tools Ana created and implemented, for this market, in the Beginner Marketing Plan Group.

Tomorrow, you’ll see the tools Ana created for networking: both online and off.

If you’re ready to create some marketing materials of your own, for the target market that will give you the jobs you want, a new Beginner Marketing Group starts the week of September 27th. Details here or fill out this form.

Time tested business essentials – and free advice

One of the things we love about the Creative Business Newsletter, edited by Cameron Foote, is that it provides time-tested essentials that help creative business owners run their business more efficiently, no matter what the latest trend.

Plus, all subscribers get unlimited access to telephone and e-mail advice. You are actually encouraged to call or e-mail anytime you need a business reality check, face a new situation, or desire a second opinion. This added benefit, unique among publications of all types, saves subscribers thousands each year in wasted time and avoidable mistakes.

The July/August issue of the Creative Business Newsletter just came out. Here is a look at what’s inside:

Business Conditions Update
For some readers the last two years have written a new definition of hard times. For some fortunate others it has been a period of concern about whether their good fortune can continue to outlast the economic downturn. Whatever has been happening to your business, it helps to know where things now appear headed. And how quickly…

It’s Time to Review How You’ve Been Keeping the Books
Last year’s financial results should be fresh in your mind. You’ve recently settled up with the taxman. And half the year is yet to come. There’s no better time to make sure your financial house is in order…

How to Respond to Unsolicited Inquiries
Sometimes it’s a telephone call, but as often in today’s world it’s an e-mail. An unknown prospect contacts you about meeting and discussing some work. You don’t want to offend a potentially good one by asking if they are serious. Yet, you also don’t want to be wasting your efforts on the under-budgeted, the clueless, and the tire-kickers...

And, the Business Advice section answers questions like:

   * Should you credit unhappy clients?
   * Who should be responsible for collecting invoices?
   * How many vacation days is the norm?

Want to see a sample issue? Click here.

Find out more about the Creative Business Newsletter here (and if you sign up, you receive a $20 Marketing Mentor partner discount!).

A business card that stands out

If you network (which I hope you do), and if you’re coming to the Creative Freelancer Conference (which I hope you are), then you need a business card.

While I think a business card is very effective, even when it only includes the basics, sometimes something more unique, edgy, or different can stand out and make you memorable to your prospects and connections.

Do you have a business card?

If not, and you’d like some creative ideas, check out this blog post on Freelance Switch, 37 Unusual Examples of Business Card Design.

P.S. These business cards are highlighted in the Creattica gallery. Creattica is a gallery of great design and inspirational imagery. Anyone can submit their work for consideration and voting on items is open to one and all. The best work is accepted and featured in the gallery which receives thousands of visitors every day.

Are you making money by using freelancers and temps?

In the latest edition of the Creative Business Newsletter, Cameron Foote talks about Profiting from Freelance & Temp Creatives. Here is an excerpt:

Workload and the means to handle it can occasionally get way out of balance, necessitating extra help. But assigning work to outsiders raises possible problems, not the least of which are ensuring quality and profitability.

It could be because you’ve downsized, and business is beginning to pick up again. Or maybe you’re overloaded but unsure how long it will last. Or maybe you want to avoid, or at least delay, going the employee route altogether.

Whatever the reason, work flow is under water, and you’re not ready to hire permanent staff. So you need to hire an outsider to help get things done. But you also can’t afford to lose money or control of quality…

This article covers:

•    Being prepared
•    Where they’ll work
•    Taxing Issues
•    Making Money
•    Controlling Quality
•    Protecting Vital Interests

Also in this edition, The Coming of Age for Electronic Marketing amd What Do You Own? And When Does It Matter? In addition, you will get advice on special rates, retainer overtime, employee pay, valid sign off, forced collaboration, downturn causes, spec response and photo use.

Find out more about the Creative Business Newsletter or sign up here: http://www.creativebusiness.com/

P.S. In addition to way cool networking, know-how, and inspiration – all Creative Freelancer Conference attendees get a free 6-month trial subscription to Creative Business – which includes the incredible newsletter devoted to creatives as well as unlimited phone and email support.

Have you ever gone above and beyond to get a client?

You know how, sometimes, you think you're a perfect fit for a project but you're not sure if your prospect knows it?

What can you do to make sure they know?

Here's one option that, when done in the right situations, can get your client to say "YES." Kevin Flores, Chief Creative Fella at The Flores Shop submitted an RFP for a total re-branding of a law firm. To set his firm apart, they also created a microsite called, "The Good, The Bad and The Ugly," to demonstrate their expertise and show how much they wanted the job. View the microsite here: http://www.thefloresshop.com/harman/

This is a prime example of going the extra mile when you’ve got a really good prospect. For more examples like this, join me today (or listen later) for a webcast, Beyond the Brochure, and learn how to create effective marketing materials that will make your prospects say “yes.”

Tuesday, April 20, 2010, 4:00 PM EST. (Duration: 1 hour)
Register here: http://www.mydesignshop.com/product/beyond-the-brochure/DesignCasts

Do your promo materials get attention?

Do you have cool marketing materials that get your prospects’ attention? If so, will you send me pictures of them? I need images of printed promotional tools – brochures, interesting business cards, direct mail pieces, packages -- anything tangible that you send to people to get their attention.

Why?

Because I’m gearing up for the second installment in the Creative Freelancer Marketing Bootcamp Live DesignCast Series.

It’s called Beyond the Brochure: How to Create Effective Sales Materials—and it’s designed to teach you how to create smart, cost-effective marketing materials and demonstrate how to use these tools to hook a prospect once they've said, "Show me more."

Join me for this webcast on Tuesday, April 20, 2010, 4:00 PM EST. (Duration: 1 hour)

Register here: http://www.mydesignshop.com/product/beyond-the-brochure/DesignCasts

Where does your address belong?

Many solopreneurs I deal with work from home, which can make the sharing your address topic more sensitive than if you have an office address. Here’s a question I received from a client about whether you should share your address or not:

I have always had my address on my business cards thinking that my card is something I hand out personally (and where I usually go to if I need to know someone's address). I do not put my address on my web site as I have no control over who goes there and sees it. A few people I asked felt it was best to keep it off both places. Is the answer a P.O. Box?

Here’s my answer:

I think an address belongs on your business card since, like my client said, you choose who you give your business card to. It doesn’t necessarily belong on your website – especially if you’re concerned about privacy. On your website, it is however important to make your geographic location obvious so people can place you. I’d suggest including at the very least, your state, on your website. City and state is even better.

For years, I had my address on the Marketing Mentor website -- and I never had a problem. Or at least I never had any stalkers (that I know about). But I do have a very mean-sounding dog.

As for a P.O. Box – I had one for many years. In my experience, it doesn’t serve any use except collecting junk mail.

Do you agree? Disagree? Have another strategy that works for you?

Got a hammer? Need some nails?

Growing a business is all about the tools. Sometimes these tools come in the form of support, accountability, or guidance.

Sometimes, they come in a form that you can actually see or touch. That’s why we have the Marketing Mentor Toolbox where we offer the tangible tools that can help you grow your creative business. Here’s a Toolbox update:

* It’s your last chance to get the Ridiculous Deal of the Month for March, 31 Tips & Tricks: Starting Out For New Entrepreneurs. This downloadable PDF is only $4.99 until Monday, and will give you insight into networking, word of mouth, keeping your prospect pipeline full, keeping in touch with your prospects, and more. Details here.

* If you think you should be picking up the phone but just aren't sure what to say, Cold Calling: Overcoming Your Reluctance (from Creative Business) will help. (It’s the most popular report in the Creative Business Corner at Marketing Mentor Toolbox.)

* 2nd Quarter isn’t too late to start. With the Start Anytime Marketing Plan + Calendar, you can start your marketing “anytime,” and that means now! If you need a guide to keep you on track, this is it.

Anatomy of a [eco-friendly, budget-wise] Self-Promotion Piece

Has 2009 been somewhat of a bummer, business-wise? Are you watching your pennies more carefully this year? Yeah - me, too! Which is why I’ve decided to forego the annual giving of the client gifts, in lieu of a simple, budget-minded postcard. 

My message is two-fold: to wish my clients and prospects a happy new year, while simultaneously announcing my new office, which is located in the rural, historic village of Aurora, NY - home to 850 residents and a college of 600 students. We’re right on one of the Finger Lakes, and in this promo piece, I wanted to convey the feeling of the place while capturing some of the visual essence of what it’s like to be here in winter, with the sun on the lake (‘Aurora’ means ‘dawn’) and formations of snow geese passing overhead.

It takes the form of an oversize (6 x 9) double-sided, full-color postcard, digitally printed on the most environmental paper possible, then sealed in a clear sleeve (which prevents the card from getting dinged up in the mail, and - I think - increases its “openability” factor).
…………
 
Here’s how it works out, cost-wise:

Printing
$125 for 250 6 x9 digitally-printed postcards, using non toxic toner, from Greg Barber Company

The paper stock is 100% post-consumer waste and certified 100% processed chlorine free. If you are interested in eco-friendly printing and packaging, note that this stock, Cascades Enviro, is also Forest Stewardship Council certified AND made with biogas energy.
 
(On an intriguing side note: this printer carries several unusual tree-free paper lines, including one made from rocks and minerals; seed paper – ‘print it and then plant it’ – and best of all, ‘Elephant Poo Poo’ paper - www.poopoopaper.com)

Envelopes
After much online sleuthing, I located a clear envelope, with an adhesive strip on the flap that is made from plants and is compostable, unlike traditional cello sleeves which are poly, and take a much longer time to biodegrade.
www.clearbags.com
$13 per 100 > $32.50 for 250
 
Postage
250 x .44 = $110
……………..
Total: $267.50

Here is the postcard. Click on the image to see the full PDF file.

 

What are you doing to wrap up the year? Are you putting together a promotion piece or sending holiday client gifts? If so (or if not, why?), we’d love to see and hear all about it.

- Julia is the Principal of Julia Reich Design, a small creative brand strategy and graphic design firm