May 2007 Archives
“Hello. Is there anyone in particular I might show my portfolio? I’m freelance.” This was my opener when calling a large agency where chances of showing my work were slim to none. Inevitably, the person answering the phone was taken aback that I did not seek to hide my purpose or intent; plus I was asking for their help in reaching the right person. Ad agencies will frequently assign portfolio reviews to one art director who will either let you pass go or dismiss you with a handshake, so it’s not always possible to research the facts. Getting your work out in front of the hiring public is a task you will face for most of your professional life, and the cold call is a key point to master. For some folks, making a cold call is possibly the worst feeling in the world. They are, afterall, risking immediate rejection and that hurts. It shouldn’t hurt, though, because the basis for rejection is nothing personal—they don’t know enough about you to make it personal. Keep that in mind and fear will fly out the window.
Marketing Maniac TERMS
Sometimes marketing people seem more interested in doing my job than their own. They yearn for the fun stuff; what they don’t realize is it’s only fun when an expert is doing it. Like watching a professional ice skater, it looks easy until you don the skates and land flat and hard on the ice. Marketing lands flat and hard in art direction–so I’ll share a few things I’ve learned about the 4Ps to keep marketing focused on their marketing jobs. Use these examples to lead them by the nose back to what they should be doing. You can also apply what you learn about the 4Ps to marketing your skills as a professional designer.
Marketing students are educated in the four Ps: Product, Price, Positioning and Promotion. I don’t have to tell you they sometimes get confused, especially about the last one, thinking they have all the skills necessary to concept and create promotional stuff because they took a couple of graphic courses in school. Knowing the Ps will help keep your marketing co-workers focused on work within their skill set and stop trying to mess around with yours. Let’s start with POSITIONING. A clear understanding of the strategy behind Positioning is all you need to make it work for you; even if it's just to see through the mist some marketers use to fog up discerning shoppers.
One of the best things about working on a Mac has always been the ability to read PC files in spite of some pretty nasty piggy-backing malicious macros. There are all kinds of file types that can’t be read unless you have the program they were created in; or know someone who does. Unfortunately, not all equipment can read all platforms. There are so many file types being exchanged, downloaded and replayed, it would be handy if everybody could convert them quickly and easily, especially with video and music files. Well, now you can and free of charge. Convert those music files and save some money.
