{"id":5744,"date":"2014-10-30T06:23:11","date_gmt":"2014-10-30T13:23:11","guid":{"rendered":"https:\/\/flauntmydesign.com\/?p=5744"},"modified":"2021-03-25T06:51:56","modified_gmt":"2021-03-25T10:51:56","slug":"using-speaking-to-market-your-creative-services-molly-mason","status":"publish","type":"post","link":"https:\/\/flauntmydesign.com\/using-speaking-to-market-your-creative-services-molly-mason\/","title":{"rendered":"Using Speaking to Market Your Creative Services"},"content":{"rendered":"

\"Using<\/a><\/p>\n

Case Study: The “Brand Spark”\u00a0Workshop<\/h2>\n

If you know your ideal audience, creating an informative workshop that helps them to\u00a0solve their problems can set you apart by showing you are a specialist in your field.<\/strong><\/p>\n

It's<\/span> a good idea<\/span> to always have<\/span> an event<\/span> to invite<\/span> your potential design clients to<\/span>. Molly Mason<\/a>, is a\u00a0freelance web and graphic designer in Addison, MI, USA.\u00a0In September 2014, Molly organized “Brand Spark”, a branding workshop in\u00a0cooperation with Catrina Ossmann<\/a>, a local marketing consultant.<\/p>\n

Molly and Catrina targeted Brand Spark at small local businesses in Southern Michigan.<\/p>\n

Hi Molly, why did you organize the event?<\/h3>\n

\"Freelance<\/a>Many small businesses struggle with even understanding what \u201cbrand\u201d means, much less how it applies to their business.<\/p>\n

My goal was to provide knowledge to these small businesses that can help them achieve their goals. I wanted attendees to simply understand the definition of brand, and how it is different from branding, marketing and sales.<\/p>\n

It was also a great way to tangibly show my ideal audience that I am knowledgeable in this area. I also stressed the importance of design to a successful brand.<\/p>\n

I really wanted this event to be about education. My personal brand is not pitchy. It is informative and educational and this type of workshop really helps to reinforce that.<\/p>\n

My clients come back to me because I truly keep their best interest at the forefront of any advice I give. If a project is a bad idea or a waste of money, I don\u2019t hesitate to tell my client that and offer them a wiser and more effective solution to the problem.<\/p>\n

(At Brand Spark) I wasn\u2019t trying to sell them something, and I think that helped me get some really good leads after the event that have turned into projects.<\/p>\n

The results<\/h3>\n

Several attendees requested appointments afterwards, and it has led to several new projects.<\/p>\n

It's now a bit more than a month since the event. So far I've been discussing two new projects, and I've sent two proposals.<\/p>\n

The first project was an editable PDF commercial photography newsletter targeted to the food service industry.<\/p>\n

The second project is a start-up business that needs help to establish their brand strategy and marketing plan. Future plans include a website and promotional print materials.<\/p>\n

So far I've landed one new client, and $1,000 in new projects.<\/p>\n

Also, Brand Spark allowed me\u00a0to reinforce my credibility and brand with former clients, and I was able to increase my network and spread the word about what I do.<\/p>\n

Are\u00a0the results from Brand Spark typical for a speaking engagement of this type and size?<\/h3>\n

Yes, getting one or two good leads. I am looking to grow my business slowly and methodically, so it's a great result for me.<\/p>\n

When I first began, this was a very important part of growing my business. I have grown my business by referral and through these speaking engagements.<\/p>\n

In the past year and a half I have spoken on branding 6 times. The events have been conferences, workshops and networking events.<\/p>\n

The speaking engagements have been more valuable and led to more income than any other marketing activities I have done.<\/p><\/blockquote>\n

How did you promote Brand Spark?<\/h3>\n

\"Using<\/a>We started to promote the event about 4 weeks in advance.<\/p>\n

Coordinating with a colleague gives both the opportunity to reach a new audience that you may not have reached on your own.<\/p>\n

We used Catrina\u2019s email marketing list, LinkedIn posts, Facebook posts on our pages and in groups, and Twitter posts. I also sent an email blast to my contacts with a promotion beforehand.<\/p>\n

In between of us we have an email list of about 150 people, 400 LinkedIn connections, 400 Facebook friends, and 500 Twitter followers.<\/p>\n

About 15 registered online for the event. We sent a follow up email the day before the event to registered participants<\/p>\n

A lesson learned is to require the registration fee ($10) up front. I think it improves the attendance if they have an investment in it up front.<\/p>\n

Investment made?<\/h3>\n

We spent less than $100. We were able to use a local conference room for no cost. We coordinated the details over a lunch, and a few emails<\/p>\n

The Event Itself<\/h3>\n

5 people showed up. Some previous clients, some new faces.<\/p>\n

I talked about brand, branding and design, and why it has become so important in today\u2019s business world. I also had a couple of exercises to demonstrate how brands get into our minds.<\/p>\n

Catrina then spoke on implementing a social media strategy for your brand.<\/p>\n

What did the attendees appreciate the most?<\/h3>\n

\"Workshop<\/a>One benefit of a smaller sized workshop was that we were able to answer specific questions related to their unique businesses. In a larger setting that would have been much more difficult.<\/p>\n

The attendees felt that they finally understood what \u201cbrand\u201d meant in plain, simple terms. They also really appreciated the individual attention to their concerns.<\/p>\n

How did you follow up?<\/h3>\n

You can get a good feeling on their interest after the event if it is a smaller event.<\/p>\n

I followed up with any hot leads the following day.<\/p>\n

For other, I connected with them on LinkedIn or followed them on Twitter sometime in the next few days.<\/p>\n

Any advice on speaking?<\/h3>\n

Confused people say no. If you confuse your audience, it will be easy for them to say no.<\/p><\/blockquote>\n

Explain things in the simplest, clearest terms possible.<\/p>\n

Really take a look at the words you choose, and be sure that anyone over the age of 12 understands them. If you use high-faluting jargon, people will stop listening to you.<\/p>\n

I run into colleagues who use language that is very techy and makes them sound really intelligent. The problem is you can\u2019t sell people on something they don\u2019t understand.<\/p>\n

Any other advice?<\/h3>\n

If you don\u2019t consider yourself a specialist, start educating yourself until you feel comfortable teaching on a subject.<\/p>\n

There is always something new to learn in this field, so be prepared to be a student for life! Books I recommend:<\/p>\n