(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
12-C54244 (204) #175 P DTP:216 Page:108
094-192_15877.indd 108 12/16/09 3:05:45 PM
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P L A N N I N G C R E AT I N G I M P L E M E N T I N G
Keep Them Coming Back for More
YOu GOT ’EM RIGHT WHERE YOu WANT ’EM
In the creative industry, it’s all about
getting people to remember your
business, your products and services,
and your brand. For many creative
firms and individuals, portfolio design
is the arena that puts the “big picture”
perspective into focus and determines
where a company takes and makes
its future. It’s the philosophy and core
behind all business development
for many creatives. With that said,
more and more business owners are
realizing the important role portfolios
and self-promotions play in making
immediate and lasting impressions on
their bottom line.
While creating a solid portfolio and
self-promotion program does not
happen overnight, you can implement
some simple techniques that will
make immediate improvements to
your clients’ experience.
More and more creative professionals
recognize that they need to make the
portfolio experience as memorable
as possible—to help them stand out
from the crowd and compete with the
big players. While many companies
design great experiences, companies
often lack the discipline to consis-
tently execute them. To be successful,
a company needs to define the
experience, create the appropriate
tools, train the staff to execute it, and
measure its impact on the customer.
• Create a memorable experience.
Creative professionals can make
the experience memorable each
time they visit your office or you
present your portfolios by finding
unique ways to roll out the red
carpet, such as addressing each
potential client by name, offering
personalized parking if possible,
and having a lovely room with
coffee, water, and healthy snacks
available for those waiting.
• Commit to wow! Creative
firms can really stand out from
the pack by coming up with
strategies that will truly wow their
potential clients and get them
talking. Some ideas? Reserved
parking, personalized gifts,
overnight service, last-minute
emergency service, personalized
welcome signs for expected
clients, and stress-release kits.
(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
#175 P DTP:216 Page:108
094-192_15877.indd 108 11/30/09 7:59:29 PM