How Will I Promote Myself? What Do They Want To Hear?

In order to promote my freelance business I will have to carefully consider the marketing principles that I employ. I need to find the most effective way to reach my customers. For me, direct selling will build the rapport I need to maintain loyal clients. As I have already outlined in previous posts I will rely heavily on trade fairs to attract new customers. Not only can I use the stall itself as a selling tool but the heavy concentration of fashion creatives in one place means I can network. By getting as many contacts as I can in the fashion industry I can then follow them up at a later date, probably over the phone. By insisting that they need to see my work and highlighting how my business can benefit theirs I can make a lasting impression on the potential customer. Personal selling has a high success rate due to the involvement of human interaction - by engaging the potential customer in a conversation, as opposed to a leaflet or advert, I can effectively get my point across. Trade fairs and public events often attract media attention, providing an opportunity to use public relations as a marketing tool. This in turn will help to establish a credible reputation for my business and act as a testimonial for myself and my products.

I want my clients, both existing and potential, to feel that their business is really appreciated and so direct marketing may be something that is beneficial to consider. By sending out personal invitations to trade shows and other events it targets a section of my market effectively and in a very intimate way. Although it has a high cost per head its success can be measured by those who actually turn up and can be altered accordingly. Investing in a mailing list will also be a good idea; by keeping clients updated it ensures that they don't forget me.

Due to the nature of freelance work the place of my business refers not to the physical space in which it exists but more to the virtual space in which it is being promoted. I will rely heavily on my website to reflect my skills and myself in general therefore I need to ensure that it is constantly updated, holds all the relevant contact details and has a stylish and contemporary exterior that is fashion orientated. The aesthetics of the website is what a customer will base their first impressions on and a run-of-the-mill site is instantly off putting. The same principles apply to my personal selling techniques. My phone calls, emails and personalised invitations all need to have a powerful presence while engaging the customer in a welcoming and approachable tone.