How are you going to reach your target group?
How are you going to reach the parties that are important to you and match your drive?
The goal of step 4
In this step, you establish how you are going to reach your audience or target group.Which channels to use, and how, is dealt with in the book. This page gives you some examples from other creative entrepreneurs.
In step 3, you determined which audience or target group you want to reach. It is important that you take your time with this – you should put yourself in your client’s shoes and really think about how to come into contact with them. Where are they found? Which media do they use? What inspires them? Which shops do they visit? Knowing exactly where they are makes it easier for you to reach them.
The most effective way of reaching people is for them to see your work in a magazine, a blog or a social media platform, and then to meet you face-to-face.
Some examples of how other creative professionals approach their clients are given below. What they often have in common is that they focus on a limited number of media but put a lot of effort into the ones they select. You will need to discover what the best medium is for you.
Rogier Vlaming from Glamcult tells us how he approaches his customers. Usually, he calls them. ‘And of course, we don’t just call. First of all, we take a good look at who our audience is, and how our target group can be of added value to the advertiser and his brand or business. What you sell is that added value. So, you don’t sell what you actually do in terms of events, activities and so on, but what you can do for the brand.’
According to Rogier, you have two ways of getting into a magazine: through stylists and through the editorial team. Read what the best way is in this interview.
Iwan Smit was very careful to choose two channels that suit him: Instagram and Facebook. He has built up a huge number of followers over the years. He makes regular posts, and thinks very carefully about what he writes. He may also remove content if he finds it no longer appropriate. He also makes sure that content is always credible; in other words, no paid content that does not reflect who he is. Iwan also regards commercial work as a way of obtaining exposure, to increase the audience for his autonomous work.
Illustrators LouLou & Tummie have a huge number of followers on Behance (almost 50,000 in January 2017). If they post a project that makes it onto Behance’s featured page, they can reach a huge international audience. A featured item usually results in several inquiries from clients. They also have over 12,000 followers on Instagram.
Venour initially built up a reputation by ‘selling T-shirts that display the Venour logo. The T-shirts were worn at festivals, and other people saw them and said, “Hey, I want a T-shirt like that too.” This gave us exposure through the web shop and the website.’ Venour continued to grow, mainly because of word-of-mouth advertising, the social media, and the enthusiasm with which it carries out each job.
Viewbook – the platform used mainly by photographers to manage and publish their photographs – attracted attention by organising a photo competition. This gave them a huge amount of exposure on the relevant blogs and amongst their relevant target group – photographers. They also keep in touch with blogs, but ‘the most important thing is to have a good product and to look after your people. They will then tell other people how great Viewbook is. That is what our business is founded on.’
Illustrator Christian Borstlap submitted his work for advertising awards for many years, building up a huge reputation.
Artist Florentijn Hofman – amongst other things known for his enormous rubber duck – realised as a student that being able to sell your work is essential. He gained experience in this by working as a telesales operator. As a freelancer, he has continued to get better and better ‘at this game’, so that he now has a good feeling for the role that he needs to take in a conversation and how to meet the needs of potential clients.
Through her work, artist Tinkebell has managed to be invited by popular Dutch television programmes such as Jinek and De Wereld Draait Door. ‘Artwork is only successful if it travels the world.’ http://www.tinkebell.com/page/about
Selling your work
A number of principles and tips are given on this page to help you find out more about how to sell your work.
You can now start step 4 in the workbook where you will define the opportunities to reach your target audience.
Now that you have more insight into who you want to target, it is time to identify which revenue model or models best fit your product and audience.