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How Do You Guys Value Marketing Design

Hi,

In the last year I've created innovative branding and design methods that improve the success of marketing materials and corporate identity, but I'm having trouble getting my foot in the door with medium-large companies. I'm wondering if you guys value what I do as a designer (at a corporate level), and if so why, or if not why not? Thanks!

Best regards,

Oz

Answers

Topic Expert
Keith Perry
Title: Consulting CFO and Business Operations A..
Company: Growth Accelerator
(Consulting CFO and Business Operations Advisor, Growth Accelerator) |

Oz,

Generally speaking...word of mouth. It is often hard to grasp the ROI of branding prior to actually launching it (and even then it is not particularly easy).

However, case studies can help break the ice. With anything that is driving an ROI benefit, you need to have some model of how that works (25% improvement on clickthroughs, driving a similar increase in sales, etc), and an example of that happening in real life. Pretty straightforward stuff...except for the data gathering part.

Sales is also about relationships, so even with that data in hand, go back to paragraph 1. You can sell into a mid-cap if you've got a champion there.

Cheers,

KP

Topic Expert
Regis Quirin
Title: Director of Finance
Company: Gibney Anthony & Flaherty LLP
LinkedIn Profile
(Director of Finance, Gibney Anthony & Flaherty LLP) |

Keith is spot on with case studies. I am a very large proponent of using academic studies to support your points/thoughts. If the University of Chicago says that an organization can expect a Return on Marketing Investment (modified ROI) for ___________ marketing activity, then you have a starting point, that people will notice. The next piece is to show how you exceed that standard.

Marketing is tough as it really is just the word "expense" spelled differently. As such, value must quanitifed continually.

Good luck.

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