CHARLOTTE ELLIS MALDARI SECOND TALK
A new business message to design grads
Who am I? In short; I help people keep busy
- Did a design marketing course at Leeds University
- Went to a lot of Graphic Design lectures
- Took a job at rainmaker (still existing companies) who, work will a lot of large companies
- Then she joined brandopus which was a small company and she was the 32nd person to be employed there. They grew by 3 x since she had worked there. Her role was as a marketer for new business. But, there wasn't much of a role there and ended up doing a lot of different roles which became her role
- Started working for Kaffeen where she builds business/ marketing plans to help improve an agency to gain more new business and improving brand design and sales
Why should you care?
- Most design agencies are founded by creative and many creatives tend to dislike sales and marketing
- Many agencies are created when the founders break away from a larger agency
- Often they take a big client or two with them
- But when that work starts to dry up, they're ill-prepared
- Suggests building sales and marketing strategies before setting up alone
So what do you need to do?
Online presence looking sharp
- Use Google Tools
- Have a simple but, unapologetic website
- Model it on a successful one at the start
- List yourself on directories
- Have a blog!
- Don't search for peer approval, focus on where your prospective clients hang out.
- Hint: it's not design week
- Don't let the conversation go off the boil, use Hubspot (free) or another method of tracking follow-ups.
- Consider an Evergreen sequence of email content to replace a standard newsletter.
- If you don't have results, should it be on-site?
- Use tools to get results when your clients do not cooperate.
- Often results are available asap.
- From your existing clients to their peers and network.
When you need to up it a notch
Become a thought leader
This is time-consuming but powerful.
Research to find the topics that most affect your target audience
Listen to common client questions and the trade media to decipher these.
Write 700-900 words on how you would resolve that with design
Pitch for it to be published in a trade publication
If doesn't work out, self-publish
Promote and recycle
Speak Up
At the trade shows/ podcasts/ nline events your prospects dwell at
The barrier to entry is surprisingly low
Recycle thought leadership content
Consider awards carefully
listen to what is important to clients
Generally, that is proof of return on investment
The dba's design effectiveness awards are the ones I rate most highly
Don't be distracted by peer awards when budgets are low
If you need motivation
You'll see results
The bit I love most about working with smaller/ scaling businesses is the impact of the results of a new business drive on their company
Growth is fun
Profit margin increase, team satisfaction, team growth, more exciting projects, easier new business wins, to name a few benefits
You'll shift from freelancer to agency immediately
Seeking new business as a proud, confident design outfit is the fastest and easiest way to go from employee/freelancer for hire mindset to successful business
3 Things to do before you're ready
Get this free 5 module course to agency marketing. It covers off press, awards, keeping in touch, speaking and more. Followed by weekly emails packed with what's working for my clients.
Listen to the kaffeen expresso podcast. Created to inspire
2 Things I love that you might too
Read company of one. Proof that small is powerful and guidance on how to wield that power.
Listen to clients from hell. For the laughs and company.
Podcasts and audiobooks are really good for all of this.
Most of all do not worry! Starting an agency is one of the easiest ways to get into being a company owner
What advice and tips do you have to make your CV stand out to design agencies if you're wanting to get experience before starting your own studio?
I would recommend following the process they have on their site. Follow as many agencies as you can, look for design internships etc. There is a lot out there, especially across social media and LinkedIn. Take advantage of working remotely because you are not bound by location, look further into a field.
What are your professional thoughts on self-initiated briefs? (responding to an issue or interest etc)
I know a lot of people who are further on in their career who still do this when self-promotion and moving from one area of design to another. Sharing them on their websites and to future clients to demonstrate your skills and knowledge. Look at who you want to send it to and tailor your brief to that.
Did you feel like uni grades were the be-all and end-all from a marketing perspective? or is the portfolio more important?
My year in the industry taught me that her lecturers experience in industry sway very different to what the industry is really like. Gave me more drive to do well and learn as much as I could to do better in the industry.
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