How to Market Design Consultancy Services: Finding, Winning, Keeping and Developing Clients

by Preddy,Shan

• ISBN13: 9780566085949
• ISBN10: 0566085941
• Edition: 2nd
• Format: Nonspecific Binding
• Copyright: 2004-04-28
• Publisher: Routledge

Summary

The fast-paced nature of the design business means that you probably spend most of your time, energy and resources looking after your clients' needs, not your own. In our current, increasingly competitive marketplace where supply far outstrips demand, no design business will survive for long - let alone grow and develop - without a really effective marketing programme. It is no longer enough for you to provide a good product and simply hope for the best. Potential clients need to know exactly what you can do for them and what makes you different from your competitors. Existing clients need to know exactly why they should develop and continue their business with you. Quite simply, you need to convince design buyers that you are unequivocally the right consultancy for them, time and time again.This second, fully revised and updated, edition of Shan Preddy's popular book will help you to improve your marketing skills, no matter how large or small your design company, or which of the many disciplines you specialise in. Packed full of accessible, practical advice and information, this book is indispensable for all design consultancies.

Author Biography

Shan Preddy is a management, marketing and training consultant

Table of Contents

Foreword	xi
Preface	xiii
PART I THE PRINCIPLES: HOW TO DO IT	1	(120)
Introduction: getting started	3	(2)
Marketing and mousetraps	5	(3)
Looking backwards to look forwards	8	(5)
Where are you going? The vision thing	13	(6)
The marketplace: clients' selection criteria	19	(12)
What are you and what do you do? How to establish your market positioning	31	(10)
Who wants you? How to define your target markets	41	(8)
Why should they bother? Developing sales propositions	49	(5)
How will they find out about you? Approach media	54	(16)
I think, therefore I plan: putting it all together	70	(6)
Words and pictures: it's what you say and the way you say it	76	(11)
Life's a pitch: getting the business	87	(10)
Resources: man and machine	97	(10)
Just hang on to what you've got: client care and retention	107	(9)
Deeper and wider: client development	116	(5)
PART II THE PRACTICE: HOW IT IS DONE	121	(54)
Twenty-five leading international practitioners explain the secrets of their success
20/20, UK	123	(1)
Richard Mott
Bravis International, Japan	124	(2)
Fumi Sasada
Citigate Lloyd Northover, UK	126	(3)
Jim Northover
Coley Porter Bell, UK	129	(2)
Cheryl Giovannoni
Conran Design Group, UK	131	(2)
David Worthington
Design Bridge, UK	133	(2)
Jill Marshall
Elmwood, UK	135	(2)
Jonathan Sands
Enterprise IG, UK	137	(2)
Dave Allen
Event Communications, UK	139	(2)
Celestine Phelan
FutureBrand Benelux, The Netherlands	141	(2)
Ype Jorna
IDEO, UK	143	(1)
Ingelise Nielsen
Imagination, UK	144	(2)
Ralph Ardill
Kinneir Dufort, UK	146	(2)
Jim Orkney
Landor Associates, UK	148	(2)
Charles Wrench
Lewis Moberly, UK	150	(2)
Robert Moberly
Lothar Bohm, Germany	152	(2)
Lothar Bohm
Lumsden Design Partnership, UK	154	(2)
Callum Lumsden
Mildberry Brand Building Solutions, Russia	156	(3)
Oleg Beriev
Pavel Parfenov
Minale Tattersfield, UK	159	(3)
Marcello Minale
Alex Maranzano
Pineapple Design, Belgium	162	(2)
Rowland Heming
seymourpowell, UK	164	(1)
Dick Powell
Summa, Spain	165	(2)
Conrad Llorens
syzygy, UK	167	(3)
Stephen Priestnall
Tayburn, UK	170	(2)
Erick Davidson
Team Creatif, France	172	(3)
Sylvia Vitale-Rotta
PART III THE PRIVATE VIEWS: HOW IT COULD BE DONE BETTER	175	(34)
Fifty design sector experts offer their opinions on how design consultancies could market themselves more effectively
Design and marketing bodies and associations	177	(4)
Consultants and advisers	181	(4)
Legal advisers	185	(2)
Financial consultants	187	(1)
Design management, brand and innovation consultants	188	(4)
Journalists and writers	192	(4)
University academics	196	(3)
Digital asset management	199	(1)
Selection agencies and directories	200	(3)
Recruitment companies	203	(1)
Telemarketing companies	204	(2)
PR consultants	206	(3)
PART IV THE PRIORITY: HOW CLIENTS WOULD LIKE IT TO BE DONE	209	(12)
Sixteen design-buying clients working in a variety of business sectors share their views on what works when design companies sell their services and what doesn't
Index	221