Question

Topic: Customer Behavior

Marketing Creative Services To Professionals?

Posted by Anonymous on 7/16/2004 at 7:56 PM ET 250 Points
A recent layoff left me with the time to start a creative serivces business (freelance writing/graphic design); however, my 15-year work experience is primarily in the healthcare field.

I'd like to use my healthcare background and creative skills to market my services to healthcare professionals.

What's the best strategy for marketing creative services to non-creative professionals offline (I use Guru, Elance and Sologig already)? Should I use a direct mail marketing strategy?

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RESPONSES

  • Posted by SteveByrneMarketing on 7/16/2004 at 8:10 PM Accepted
    Hi DAONYXONE,

    Sorry about the layoff, let it bring a wonderful surprise.

    Yes, use direct mail. Here's a link from the search box on this site:

    https://search.atomz.com/search/?sp-q=direct+mail&sp-a=sp1002af2d&sp-p=all&...

    best of luck

    - Steve
  • Posted by Deremiah *CPE on 7/16/2004 at 8:12 PM Accepted
    DANONYXONE,

    I'm thinking that if you're trying to market off line you are going to have to use a direct mail marketing campaign of some type.

    Couple this with trying to get a press release out there so that you can build great PR.

    Also you could buy full page ads and get a copywriter to write you copy for a seminar, workshop or trainings you can do.

    You can also go to the hospitals who also offer newsletters outlining educational events where they have people present solutions to the public. This will help you get a good idea of what the hospital focuses on and thinks is important to their audience of readers. Using this information you can create an opportunity to work with people in the healthcare industry. Thanks. Is there anything else I can do for you?

    Your Servant, Deremiah, *CPE
  • Posted by telemoxie on 7/16/2004 at 10:21 PM Member
    While you are getting started, you might also get the word out to some advertising agencies - my sense is that some of them like to have sources who have specific areas of industry expertise. Your local business library may have a copy of Redbooks (online at www.redbooks.com - but the printed version seems to have more contact detail.)

    You might also consider targeting companies who sell to the Healthcare industry - if you have access to CorpTech thru a local library, you can identify companies and contacts fairly easily.

    I don't know how the others on this forum feel about it, but I've always felt that having experience in a variety of areas is helpful. And so, in addition to the industry focus you describe, I believe you should consider networking, and trying to find whatever work you can. You may find that, as you start your business, you won't be able to be quite so choosy about clients as you can be a few years from now.

    Good luck -
  • Posted by Jobie DeVinney-Walsh on 7/24/2004 at 12:44 PM Member
    Been there - done that.

    I'm a graphic artist turned Marketing Prof (as in professor).

    Recently, I've been researching marketing of services. The intangibility of what we do means we can't take out our brain and put it on the table to see our abilities, and showing past work leads to the "But we don't do that" comment. I agree that you need to go face to face, but think that establishing your credibility through speaking engagements and articles is a great way to get face to face with lots and build your brand.
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