The Art Of Promotion by Post…
It’s been a long time since I last posted, well, all I can say I nearly never posted again after my run in with Little Miss Covid last year.
Today I thought I would turn my attention to much brighter topics. I believe that many people’s value systems have changed over the last two years. Health, wellbeing, friends, family, small acts of kindness and thoughtfulness have been the mood board of the early 2020s…well until this terrible and frightening war has broken out in Europe. I am sure some us now secretly yearn for those hedonistic dizzy hazy days at the height of the pandemic…but I digress.
I was going to write a blog about returning to a more personal approach with marketing, back to phone or zoom calls and posting beautiful creative paper art through to post to capture the attention of potential clients, and remain connected to and thanking current ones. People are returning back to studios and offices, though Covid is still very much with us. However, many are still only partially returned to workplaces and now with the new fuel crisis it is likely once again drivers will be asked to reduce journeys due to the spiralling of petrol and diesel, but also the financial squeeze of rocketing gas and electric costs.
Marketing material sent as an introduction or a thank you, must have impact, be memorable, delightful, and impressive. Designed and made by artist/designer Cintia Bertaccini
However, as they say…nothing ventured nothing gained…sending promotional materials by post is slow, its not like social media at all, but you can link it to your social media activity and content. A good example of this is Nikki Groom, known as Miss Magpie Fashion Spy on Twitter and Instagram. She often posts photographs of her beautiful creative promotional materials on Twitter. The thing about being a bit more creative, not simply dispatching postcards or packs of your work, is more importantly it demonstrates your imagination. Whether, creatively designed stationery, (Papergang) beautiful books of your work, (Blurb) or paper art, paper engineering and origami are all options. Equally, once you have checked with the art director, business, or media concerned if they would like to receive some materials, is then the opportunity to follow up. So if you don’t hear anything back after a week, you could send them an email or better still pick the phone up and call them. (Avoid Mondays and Fridays) Have some rapport building positive vibe comments ready and see if they would be willing to consider you for future projects.
Yes I know social media, films, videos, reels, podcasts, gifs are great, but perhaps it is time for that personal touch once again…take great care with your presentation and packaging. Neatly handwrite the name of the person and their role/job title. Commission a gifted calligrapher or someone with friendly handwriting, especially if your handwriting looks like anything like mine. Illustrate or decorate the envelop or box. Printed ink stamps are also popular visit Blade Rubber Stamps or Craft You can have your own images, drawings or designs made into ink stamps. Never send anything precious or expensive through the post if you are not sure if they will be there to pick it up. I have heard that some publishers have simply binned promo packs as most of their staff work form home, and there is no one to look at it on site.
I thought of writing lots of words…but instead…I think it is better for you see for yourself. So I have included links to various creative specialists in this field, people who know how to paper engineer or create original origami. I’ve include some sources of inspiration, and if you are looking for a complete list of printers, photographers, etc. then take a browse through Artquest Equally in my book The Essential Guide to Business for Artists and Designers in chapters 7 and 8 I have included a range of marketing resources and creative printers you can contact for sample packs and quotes.
Paul Jackson, is a bit social media shy, though the genius is on Facebook
Paul Jackson has produced over 40 books inspirational books with Laurence King.
Alison Branagan (A twinkly star) is also on Instagram
Always delighted to be invited to write for this very famous publication.
Please read my contribution – How to Make a Living: Money Matters, pages 488s – 491 Writers’ & Artists’ Yearbook 2022
Available from local libraries if a bit skint. You can also download this as an eBook or subscribe to the material online