OK, so now you stand out, what then? Visibility and marketing.

by | Jul 16, 2018 | 0 comments

Visibility and marketing

OK, so you’ve made your product or service stand out, what then? Standing out is one thing but without any clients then you’re not really standing out, only standing in an empty office.  One thing about standing out is that you need to have completed some market research first to see if there is a market for your product or service now you have to exploit that market and the only way to do that is to tell people your story.

Some of the biggest problems that people have are around telling their story, and telling that story to the right people.  One thing that is critical however is that the story we tell is not meant to be relevant to anyone except your clients.  The story has of course to be honest and truthful, people will see right through you if it is not, but no your story has to resonate with your clients. They have to be able to feel it, feel the pain themselves, know that you are the one who can really help them because you feel the same or your story resonates with them.

Telling your story is a bit like fishing, the only reason I’ve thought of this is that I’m on the train between Wicklow and Greystones and there are a couple of guys fishing off the Morrow.  (As an aside this is one of the most beautiful train journeys in the world, everyday I’m so lucky to get to travel along it as everyday it changes.  Today it’s a little cloudy but the harsh reflections off the sea make for striking lines between the horizon and the clouds, truly magical. The coast changes from the flat beech where the train seems to become almost part of the seashore, you can almost imagine at times the sea lashing against the side of the train to the cliffs and the tunnels between Greystones and Bray where only the birds have access to the coast and so it is one of the most unspoilt parts of cliff face I’ve seen and you the viewer, get a birds-eye view.  You can see the waves stroking the coast, the gulls displaying their aerobatics and the seals with their heads bobbing in the water, their bodies still submerged waiting for their prey. If you have never taken the train from Wicklow to Dublin then one day you have to.)  So hence the reference to fishing, could also be a reference to any of the animals and birds, those that hunt, those that are scavengers, those that are herbivores, none of them go after everything. The fisherman, if he really wants to catch a fish goes after a certain type or types of fish.  He baits his hook with food or lures that he thinks those fish will be interested in.  If he were to try and catch every fish, or even any fish, then probably he wouldn’t catch any.  The same with the animals, they target on only food that is relevant to them, food that they can eat, they don’t try to target everything that could be eaten – no only us humans try that one.

So what am I saying, well if we don’t want to be sat there in an empty office we need to tell our story, but tell our story only to the people who want to hear. We need to be able to identify whose those people are, we know some of them and so from the ones that we know we need to develop personas so that we can reach more likeminded people to the ones we know. We need to engage them and we need to make sure that our story is really relevant to them. This is where the visibility and marketing comes in.

Over the next few days we’ll run through a simple marketing plan, there are only 5 points on it but these 5 points will give you the basis to start telling your story.

What are your marketing objective?
Define the outcome of your plan. Define the strategy you need to reach your objective

Who are you trying to reach?
Define your customer / user segments

What’s your message to them?
Explain what you want them to do and why they should do it, why they should care?

What’s the best way to deliver that message?
Pick the right channel to deliver your message to your customer / user segments

How will you measure and re-evaluate success and failure?
What metrics are you going to use and what criteria will you base your decisions on?

References

HIV is a serious problem in the DR Congo, and aid agencies have flooded the country with free and cheap condoms. But few people are using them. Why? “Reformed marketer” Amy Lockwood offers a surprising answer that upends a traditional model of philanthropy.

Upcoming Courses

Creative Entrepreneurs Summit

30 Nov- 2 Dec 2018
Ashford, Co. Wicklow

Developing Your Creative Career (Online)

Coming Soon!
Online

Creative Thinking & Ideation Workshop

Early 2019
Ashford, Co/ Wicklow

Developing a Creative Business Model

Early 2019
Ashford, Co/ Wicklow

Developing a Creative Business Model

Early 2019
Ashford, Co/ Wicklow

Ian Oliver

Ian Oliver

Head of Artistic & Creative Entrepreneurship

Plan.Act.Review

Building change for Sustainable Creative Careers

Ian has over 15 years’ senior management and entrepreneurial experience in the Arts, creative and technology Sectors and 4 years’ experience working with Local Government, Local Enterprise Offices, Local Arts Offices, Arts Organisations and Venues, Universities, Businesses and Community Groups throughout Ireland, auditing and engaging the artistic and creative community within specific geographic regions.

Currently Ian is working on advising and designing sustainable projects that utilise art and creativity as the main driver to effect sustainable economic and social change.  He also teaches and mentors artistic and creative entrepreneurship training to adult learners and undergraduate students.

Ian’s experience includes developing and implementing business / career / marketing strategies, marketing, business development, digital media, digital content creation, communications, project management, developing business, marketing and digital media strategies and implementation, project development, management and budgeting, resource management, team development and cohesion, training and training distribution methods for clients, staff and stakeholders.

Ian regularly gives papers on Artistic & Creative Entrepreneurship including:

  • What is Creative Entrepreneurship, Trans National Creative Exchange, Solent University Southampton, October 2015;
  • The Role of Entrepreneurship in the Arts, Developing Talent and Opportunities, Slovak Government as part of their EU Presidency, Bratislava, September 2016;
  • Entrepreneurship Training in the Arts, 20th Anniversary Conference, University of Pécs, Hungary, November 2016;
  • Developing a Creative Model Canvas, 3E Conference, Cork, May 2017.

We team creativity and entrepreneurship for impact and profitability!

We specialise in entrepreneurial training and provide business support for Cultural and Creative Professionals, Businesses and Organisations.

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It's been a little while since I was on the 6.30am train out of Wicklow for Connelly but now officially summer is over as its back to college for real.  Last weeks little expedition was only a precursor to the rest of the autumn but also a nice gentle break-in as it...

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Goals and Posts

It's been a little while since I was on the 6.30am train out of Wicklow for Connelly but now officially summer is over as its back to college for real.  Last weeks little expedition was only a precursor to the rest of the autumn but also a nice gentle break-in as it...

Setting your goals – visioning your future

Visioning, especially by drawing it rather than writing it, is critical. Our brain finds that it can resonate with a picture, so if you want to have real value then draw it.

Creative Entrepreneurs Summit 2018

The Creative Entrepreneurs Summit 2018 takes place 30 Nov to 2 Dec. A mixture of workshops, talks, activities all around developing your creative career

Setting your goals – An introduction

Setting your goals is vital to your career and business development. It involves planning, setting tasks, deadlines and evaluation metrics – making your goals SMART.

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Our mission is to give support and make sustainable the working lives of artists in all their diverse forms. To help them to define their purpose to enable them to make great art.

Reboot yourself!

Why would you do something so stupid as not giving yourself time to reboot and to check things over, install new updates and make sure that we have deleted all of the old files we don’t need anymore? I mean that’s just plain stupid, of course we do that, NOT!!

Upcoming Events:

 

Creative Entrepreneurs Summit 2018 

Ashford, Co Wicklow: 30 November - 2 December 2018

Early Bird: €200 - till the 1 November 2018 Standard: €300

The Creative Entrepreneurs Summit 2018 takes place 30 Nov to 2 Dec. A mixture of workshops, talks, activities all around developing your creative career

This practical 2.5-day Entrepreneurship Programme for Creatives has been especially designed for all those who want to set up, run or further develop their own creative business, organisation or project in a professional and sustainable way.

During the programme participants will develop a practical and comprehensive strategy that will provide a blueprint for their future success.

Developing a sustainable business model, understanding and articulating competitive advantage and unique selling points, defining value proposition, identifying go to market strategy and long term business goals will be the focus for the programme.

Participants can expect:

  • dynamic, effective and highly individualised training
  • experience-based learning
  • lots of feedback from tutors and peers

The training will be delivered by experienced tutors combining their own creative backgrounds with years of running creative businesses and teaching entrepreneurship to creatives.

The programme, initiated by the Centre for Creative Practices in Dublin in 2013, has been attended by over 800 creative entrepreneurs in Ireland and Europe, earning enthusiastic reviews and helping creative practitioners to successfully grow their business, organisation or project.

These 2.5 days will be the best investment you have made in your creative career!

 

Creative Thinking and Co-Creation Techniques

1 day workshop
Ashford, Co. Wicklow
13 August 2018

Early Bird: €150
Standard: €250

By using a number of creative thinking techniques we will give practical examples of how you can take ideas from conception to reality. Based around the frameworks of  PO statements to "Yes, and..." we will look to develop out of the box creative solutions for real World problems.  We will look at a three stage work-flow taking us from idea generation, through validating the idea and testing.  We will look at a three stage work-flow taking us from idea generation, through validating the idea and testing.

Creative Business Model Development

1 day workshop
Ashford, Co. Wicklow
10 September 2018

Early Bird: €85
Standard: €125

The workshop will help you to answer all your strategic questions and to define the backbone of your creative business. It helps you to prepare a smart plan for the short, medium and also the long term perspective of your creative business.

Value Proposition Design

1 day workshop
Dublin
15 October 2018

Early Bird: €85
Standard: €125

To run any successful business you need a clearly defined VALUE PROPOSITION that explains how your product/service solves your customers’ problem, need or improves their situation. A Value Proposition allows you to define who your customers are and to offer them what they really want. It also helps to secure grant aid or private investment.

Developing Your Creative Career

Online
June 2018
Course Cost: €150

Whether you are a graduate, or looking to develop your creative career this course will give you clarity, focus and a roadmap to work from. During the course we ​will look at your purpose,​ ​your niche,​ ​your dream job or career position​ ​and identify​ the steps you need to take to reach your goal.

Find Us

Address
The Old Milking Parlour
Ballymurrin Lower, Kilbride
Wicklow, Ireland, A67TK64

Hours
Monday–Friday: 10:00AM–6:00PM

Contact
tel: +353(0)858895499
email: jo@creativeentrepreneurs.ie

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