Daring to beat the recession

Article Abstract:

Recessions offer many possibilities for business advancement, provided designers adopt the correct marketing attitude. Strategic marketing involves adjusting services and financial set-ups to meet the demands of customers with a view to gaining a loyal client base. Tactical marketing, on the other hand, makes full use of opportunities to pursue company gains and customer satisfaction. Both methods work best when complemented by market information that gives updates on current client needs.

Management, Design services

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Strategics: finding market needs (integrated sales and marketing tool)(includes related article) (Practice)

Article Abstract:

Strategics is a nontraditional planning approach to sales and marketing. It is a tool that can help design firms address changes by surveying clients to identify their needs before any marketing decision is made. It relies on information from people in the market for design services rather than statistical data. This can help designers address the rapidly changing market where base markets can disappear as easily as the emergence of new design opportunities.

Analysis, Advertising, Marketing research, Market research, Advertising research

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Going for the jugular

Article Abstract:

Designers need to 'jugularize' their marketing and focus on issues that are most important to the client. Clients are beginning to mistrust designing firms because they feel designers do not know what clients require, and want a guarantee to minimize their risks. Design firms have to gain their clients' trust by assuring them of a superior quality of daring and innovative design.

Design

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