Identifying customers and target markets materials and techniques: week 5

Week 5

Identifying customers and target markets materials and techniques

Identification of your customer and target market

- target market- a specific group of customers which business aims it products at
- high end middle End market
- interior/architects/stylists/age/female etc

Material/technique choice

- digital or handcraft or mixture of both
- cost of using certain materials and techniques which ones are more viable which ones make more profit?
- could have a high end collection selling made to order and middle market  which sell in volume utilising cheaper manufacture costs good for shop and retail margins
- if working in a project to commission need to discuss material choices with clients
- sometimes cheaper to produce abroad
- all depends on your brand image how do you want people to perceive you

Negotiating ideas

- be assertive regarding your ideas together come up with a brief you are happy with
- try to understand the clients vision materials, ideas, colours, themes
- keep it directive to much choice can often mean the client demands more changes
- when negotiating ideas you may discuss
- project aims and objectives, creative direction inspiration

Freelancing
- independently, could be a daily or hourly rate per job if an individual approached you to do work for them
- contact other designers pretend you need a job doing
- freelance for a company
- freelance for a agent

Freelancing independently without agent
- you would have to pay for travel
- less time to do your work
- you have to be happy and confident to present your work
- you make contacts
- you have to chase up payments

Pros
- you get tot talk to the directly and build up a relationship
- you get 100% of money

Freelancing with a agent
pros
-agent does all the travelling selling etc
- no upfront cost for travel or trade shows

- the Agilent liaise with customer so any feedback is second hand
- your agent will have different designers artists on their books therefore your not their only priority
- they take a cut off design free you have to negotiate
- you have to find a agent, look at designers that inspire you and see who they are working for
- a successful relationship depends on communication and trust

Commissions based on your own work
- order for a piece of work you make it
- may have found you through website studio or word of mouth
- winning a commission often means theclient has come to you because they like your attitude and your designs
- direct commission: sat with client face to face and end user
- indirect commission: working through a gallery or agent like a middleman
- every commission will have a brief
- have a budget - vat delivery packaging
- deadline
- presentation

Time management
- makea. Dated action plan tick each job as you go
- if your struggling discusss options with clients
- set realistic timescales
- good time management is really important you are your motivation

Getting paid
- before you start project set realistic payment terms with your client di you need x amount upfront
- decided j terms of payment how long are you going to give them to pay you e.g. 30 days
- Send a polite email as a reminder for payment sometimes clients have forgotten
- if an email doesn't work pick up the phone

Working with difficult clients
- get everything in writing so you can go back to it if needed
- keep track of every stage of project record this down and send to client so they know where your at
- have a regular Skype meeting talk about difficulties
- try to listen to their opinion


In this session we were given a group task to research into a particular designer and fill out this form about them. the designer we were given was Lee Broom, i found this task really interesting and helpful i thoroughly enjoyed it. I have previously never heard of Lee Broom before, after doing this task i understand he is an interior based designer who offers very unique products. I feel his designs are quite futuristic and aimed at the high end market.
therefore as i found this task so useful, for my own research task i am going to use this sheet as a guideline to research into another designer, i will also in future use this to look into new designers as i feel it is a good way to get to know new or well known designers already established.