In the last post, I have discussed tips for a successful investment (entrepreneurial approach) in a creative venture (the digital media). The last part of the tip focuses on the ‘Mix’. This I will address copiously in this post. Enjoy reading...
In digital media production, making use of the marketing and promotional strategy is very important which is basically what the ‘mix’ portrays. Employing the mix as reflected in the theme emphasizes a strategy to foster intimacy between the creative designer and the client; in return both parties are ensured of mutual relationship and non-parasitic gain. Of all the principles for a successful investment in creative/ digital design business (for mass production), employing the ‘mix’ over time as proven more rewarding. In this regard, the marketing and promotional mix is to be used judiciously; not only will it have positive impact on the client, it would as well bring self-accomplishment to the visual communicator.
The marketing mix as explained by Nate Rowell on Quizlet is a controllable joint factor used by a company to influence consumers to patronise its products and services (Quizlet Inc. 2018). It entails the four (4) Ps: product, pricing, place and promotion. A product could be tangible (e.g. multimedia graphics deployed on a disc) or intangible (offering consultation services on communication design, a TV programme etc.). A good location would not be bad (in fact it is highly essential) for displaying finished projects and serve as a meeting point to receive clients as well. The product, be it tangible or intangible must be available at the right time in a convenient place with a befitting price affixed; such that there is a balance (uniformity in value) - both for the product/ service rendered and the amount paid in exchange. Price is what is paid as part of the exchange process, passed from the client to the visual designer/ communicator.
Meanwhile, it should be noted that media is a key element needed as part of the selling process; and the best approach is to use multiple medium. An approached tagged “Media Mix”. A combination of online digital platforms (Direct mail, blog, social media etc.) with static media (prints, outdoor signage) would not be any bad. The electronic media (Movie, TV and Radio) are equally a perfect blend to boost the reach, influence and communicate to the targeted loyal customers.
Several promotional methods can be adopted to advertise and communicate with customers (the target audience); when specific elements are combined to promote a particular product and services, such combinations comprise the promotional mix. Four (4) possible elements of a promotion mix includes: advertising, personal selling, public relation (PR) and sales promotion. Employing marketing and promotional mix certainly guarantees a huge profit, when the power of the media (multiple medium though) is not under-estimated while potential clients are retained for more patronage.
Note: Professional job title: Graphic designer/ Communicator, Visual communicator, Multimedia designer, Creative/ Visual/ Communication designer are all used interchangeably (in this write-up) to refer to the same person.
