Thursday, July 19, 2007

Tooting Your Own Horn Series—P3

Crank up some Sondheim and parade your talent in a forum today! Forums are a wonderful...and often underused...venue to showcase your work. And depending on which sites you participate in, it could lead to some very promising prospects before they even clicky the linky to your website.

Many design sites offer plenty of opportunities to showcase one's talent. Both HOW forums for example not only have a dedicated showcase section to put up one's creative accomplishments, their Lounge/Watercooler section (respectively) also contain threads where the locals often display completed professional or recreational work, for exposure or just for kicks. The Graphic Design Forum as another example also has a similar permanent section where it's design denizens often proudly tack up their creativity. In many cases, it resulted in referrals by fellow designers who are looking for a capable hand or a studio/firm/[insert business here] who might be looking for a position to fill.

Show and Critique?

One of the things I enjoy about forums (aside from the camaraderie) are the benefits. A Creative from any niche or level can come for advice (not simply for a crit mind you, but business management, promotions, software help...you name it). Some of the pros quite naturally include the fact that peers from all levels of experience can guide or weigh in on one's direction. There are other more subtle benefits. For those who open-mindedly endure the slings and arrows of harsh criticism from peers who ordinarily hold loftier standards than the average layman, there's the reward of attaining an understanding of how to better carry themselves as a professional. When critiquing projects, one tends to appreciate that one's intangible brainstorm development is often more important than the final execution itself. *Poof!* Before they even realize it, their A-game improves. And for those who give the critique, the bonus lies in not only mentoring or aiding their right-thinking Brethren, they also display their own conceptual skill and experience as well. They spotlight the importance of arriving at effective, creative, promotional solutions.

Forums addicts wisely utilize their dedicated sig space to link to their various websites, blogs or similar endeavors, increasing traffic. This in turn positively affects ye olde Google rating. Using my own as an example, often a link to one of the forums I haunt will often appear on the first page. And if it's in a thread where I'm either imparting my two bits, showcasing my work or expanding my knowledge (potential employers like people who demonstrate the ability to learn and adapt)—I get bonus exposure points. Sah-weet.

A little caveat regarding forums—watch what you write. Employers/potential clients (or acquaintances therein) HAVE been known to monitor these forums, more frequently than you'd think. Try to maintain enough professionalism to avoid slandering or whining about PITA clients/jobs, particularly by name. I have heard tales of folks losing their gig because a client/employer received wind of some callously posted complaints that were directed at them by disgruntled designers.

Wednesday, July 11, 2007

Tooting Your Own Horn Series—P2


Budget-Friendly Promotions For the Whole Design Family

Little Recent Grad can do it, Grannie Design Vet can benefit, too. Heck, even Still-in-the-creative-womb Student Designer can start putting their name out there if they think their stuff is that good. How, you ask? Industry Competitions. I'm not talking about any run of the mill contests (pun intended)...most tend to end up utilizing a spec model and is therefore not good for the designer. There are better alternatives than the choice of giving in to exploitation for another's profit. Yearly industry competitions are held by respected sponsors like:

HOW Magazine
Print
Communication Arts
ICOGRADA
Rockport
and award sites like the Summit Awards

...that have entry levels for students on up. They ordinarily only allow work that has already been commissioned or work that is not for active projects. Moreover the designer retains ownership of their submissions. And like Design Recital and The Three Thumbs Up Awards, there are other online avenues of promotion available within our little community.

There are also sites like Word It and Illustration Friday where you can submit your work to showcase amongst your creative peers. You'd be surprised who scouts these sites from time to time, and who knows—it could possibly lead to future client projects or a worthwhile job opportunity. Never underestimate the power of viral marketing.

Finally you have the wonderful world of blogging. As before, you never know who's reading your blog at any given time and when a passing fancy can turn into a business opportunity, all because you showcased outside the confines of a mere portfolio.

Print Campaigns...Vote for Me!

Not to be forgotten (and because it's my niche, how could I?) there is the tried and true method of print campaigns. It doesn't have to be anything fancy, but clever is often the name of the game. Doing something as simple as a targeted direct mailer with something as simple as an attractive postcard with a catchy tag can do the trick. By "targeted mailer" I mean that you roll up your sleeves and do a bit of research. I like to always walk or drive around with a pad and pencil handy. Every time I see an identity that could possibly benefit a re-branding, a new business that's starting up soon, or even simply jotting down the numbers of businesses you've always wanted to work with and send them your mailer, it serves as sort of a subtle reminder in the event they might be considering hiring a designer as well. It's more personal and because of your research just might yield some business for you later on.

I also recommend reading books along the lines of The Savvy Designer's Guide To Success: Ideas and Tactics for a Killer Career, by Jeff Fisher and relevant marketing and branding books like Punk Marketing: Get Off Your Ass and Join the Revolution, by Richard Laermer and Mark Simmons. Books like these detail much of what I discussed here and offer some examples that others used to promote themselves. It might inspire some ideas of your own to try.

I've mentioned Jeff quite a bit, but hey you've got to admit, he and others of his marketing ilk know how to toot their own horn...and often with favorable results.

You can come up with all types of campaigns and viral ideas that can start to get your name out there without breaking the bank. You can research a common need and use that as the basis of your promotional campaign. You can even do something as simple as cleverly mailing your business card, if it's creative enough to stand on it's own and promote your talent.

French horn photo Illustrations by
Yukio Miyamoto

Next: Part three