Next week is “Business Networking Week” and there is a nice conference being held in San Diego at the Town & Country Hotel on Monday (February 1, 2010) with breakout sessions on building business through social networking, and networking outside your current networks (“Connect The Dots”). If you know independent business people who rely on personal referrals for their business, they can get info about the special event at this link:

http://www.eventbrite.com/event/527104584

Networking with potential clients or people who could potentially refer you to clients is an art. It is nuanced by various techniques which can work well or ruin your chances of ever getting work in this way.

One way to ruin your chances of getting a business referral is to approach a stranger, and hand him three or four of your business cards, and ask this person to give them to his best clients. This is the surest way  to strike out.

The reason is that you have to go through a three step process in building relationships. It is call the V-C-P process, where step one is becoming “visible,” or known. The second step is building “credibility” with other people by showing them over time that you do what you say you do. And the third step, “profitability,” will follow when the people who you have met and built credibility with feel good enough about you to refer you to their most valuable clients.

When an unknown person hands someone else his card, he hasn’t even gotten to “visibility” (V), yet. He isn’t even a known business person yet. After people have seen him around, seen his advertising, her people talk about him, then he becomes known. But he isn’t trusted yet. That comes with more time, and perhaps several transactions, before he builds “credibility” (C).

A better tact in a networking situation is to introduce yourself, tell people how you help your clients, and ask if there is anything you can do for them. This is a better step in the right direction in the V-C-P process.

Jim Hance Graphic Communications has launched a new Website at graphicdesignersandiego.com.

I will continue to maintain this site at wowpromotions.com, but decided to purchase other domain names which have the term “graphic design” in them for search engine purposes. “Wow Promotions” was not intended to be the name of my company, but rather a way of differentiating my services as being “promotional” and “exciting.”  I chose to ignore another association: cheap promotional items. In my own mind, and I suspect in other people’s minds, promotional items is what “wow promotions” more closely represents.

My new site is only four pages long at this time, but embraces the types of projects I am looking for: copywriting, print design, Web and email design, and presentations. The text is intended to be fun and whimsical, yet very much about my work and perspective as a graphic designer.

I hope you will give me a visit, and share your opinion.

Our business networking group’s business-to-business marketing “power group” seeks to add three new members: a sign company, a promotional items specialist, and a meeting planner. If you know of any of these companies in the San Diego area who would be interested in increasing their business through word-of-mouth marketing, have them contact me at 619-203-0522.

Retail businesses can get a whole lot more from a computer system than a spreadsheet. San Diego-based Rapid POS provides computer systems which provide control and cost savings to most aspects of the retail business including: cash register functions, inventory control, purchasing and receiving, price labeling, accounting, and e-commerce Web sites, all which can be dynamically updated with the flow of sales, inventory and price changes.

Retail businesses lose a lot of profitable sales due to mis-labeling, lack of inventory, improper staffing throughout the day, not keeping available product listed or promoted on their e-commerce Web site, or insufficient data on what is selling different days of the week. Rapid POS helps business owners manage all of those factors, and the difference can make the business far more profitable, especially for businesses with thin profit margins.

Rapid POS can provide innovative technology to business functions you may not have thought about. I recently designed graphics for a touch-screen customer sign-in system for a hair and skin salon in Las Vegas for Rapid POS. The touch-screen monitor stationed near the front door allows patrons to sign in, select a hair or skin “artist,” and register as a “member” with phone and email information. This technology is pretty “cool.”

Give me a call at 619-203-0522 if you would like to be introduced to Bart, Kyle and Matt
at Rapid POS.

I have belonged to a business networking group which meets in La Mesa for about three years. The benefit to small companies of belonging to a business network is the opportunity to get business referrals from other companies as though they are your sales force. This works best when you are not in competition with a similar company in the network, and your network includes companies which naturally receive a volume of business which they can refer to you. I belong to a team which includes a printer and an IT specialist. There are other companies in the network, but most of our business network referrals come from one another. The three of us constitute a “marketing power team.”

We would very much like to add the following companies to our marketing power team: a sign company, an advertising specialties company, an SEO specialist, a Web developer, a product photographer, and an event planner. Other categories of professions we would welcome include chiropractor, florist, handyman, painter, plumber and trust attorney. Anyone interested in more information on our Wealth Builders business network can call me at 619-203-0522, or visit our Website at www.bniwealthbuilders.com

Let’s face it. It’s trendy to “be green.” Companies across the US are trying to sell customers with their green-washing; “we’re eco-friendly,” “good for the earth,” “we’ve gone green,” etc. With all of the slogans, it’s hard to know which services and products are actually dedicated to helping the environment. Consumers are listening to these messages and people are making more of an effort, as a whole, to be environmentally conscious. So you’ve decided to join in. Whether you’re looking to give your company a green-overhaul, or whether you’re just doing your part here and there, here are a few things I am doing which may appeal to these environmentally-conscious consumers.

Jim Hance produces email campaigns. Email campaigns are paperless, and some studies show they can create better results than postal mailers. The email is delivered directly to the recipient’s email in box, it is easy to view, and there’s a level of convenience. If the viewer wants more info, all they need to do is click and they’re at your Website. That’s instant gratification, and consumers love that.

Jim Hance produces “green” postcards and mailers. Some studies show great results from systematically scheduled Direct Mail with highly targeted mailing lists offering products or services used by the recipients. Did you know that if you mail 2,500 postcards, printing those cards on recycled cardstock with soy ink, aqueous-coated on one side can cost you less than $200? Postage and mailing to your mailing list will be about $870 (depending on mailing services used). The stipulation here is that the card be designed by someone like myself—precisely to USPS specifications, and of course designed to appeal to your recipients —or you will spend more than $500 more in postage for not being to code. So the cost of using a graphic designer can actually be less than the increased postage doing it even just “a little bit” wrong.

Jim Hance can put your catalog or coupons online. An e-commerce site can be expensive up-front, but once it is up it can be easy to maintain, and you don’t have to reprint and mail! I am working on an e-commerce site right now using WordPress templates, which means most of the programming is already done by somebody else, saving the client a lot of money. And if you are selling online, why not do email promotions which feature promotional codes for specials — the equivalent of a discount coupon, but without the printing! How green!

Tradeshow Banners Can Also Be Eco-Friendly. If you’ve decided to do a tradeshow, the most typical signage pieces are banners. There are actually printers out there that specialize in printing not only with environmentally-friendly inks, but on special, eco-friendly banner materials as well.

Enjoy the environment at Lakeside’s River Park. I designed a 6’ map exhibit at Lakeside River Park which tells the story of where the San Diego River water comes from, and it is right across the trail from their brand new lookout deck. Learn why the Kumeyaay Indians called the San Diego River “the upside-down river,” where the redtail hawks are nesting near the river’s edge, and what kind of plants and wildlife were native to the area 200 years ago. Lakeside’s River Park trail is a great place to walk, birdwatch, bicycle or ride horseback. The entrance to the trail is off Channel Way and is marked by a James Hubbell sculpture of one of the River Park inhabitants, the Great White Egret. Learn more at their Website, 
http://www.lakesideriverpark.org.

Presenting your strengths and capabilities which differentiate you from the competition is important in any presentation. Here are some ideas for presenting a great portfolio of your work.

1. Tailor the presentation to address the specific needs of the client. You can do this by having several portfolios for several types of projects you are pursuing, or a portfolio which can be edited and re-ordered (such as a loose leaf binder, presentation boards, or a PowerPoint presentation). Presentation boards 12” x 18” can be displayed on an easel or passed around in a conference room environment. The type of presentation should be selected for the size of the group to which you are presenting, the availability of electronic presentation tools, and the nature of the work being presented. Interactive creative work cannot be shown well in photos, so the work will sometimes dictate the media of the presentation.
2. Create and distribute “mini” portfolios in PDF format which can be emailed to clients. It is best to stick to a letter-size format so they can be easily printed out by the recipient. These portfolios can be posted on your Website, and you can have several for different types of projects you want to undertake.
3. Showcase a single project on each board or page, show the “before” and “after,” or present your work as a “solution” to a problem, and include a testimonial from the client. This shows that you are results-oriented, and helps the viewer understand why your work is appropriate for the problem it was intended to solve.
4. Categorize you work. If you are a photographer or illustrator, group your work in categories such as: people, product photography or illustrations, architecture, etc.  If you are a graphic designer, create separate sections for industry (real estate, tourism, financial services), clients, or types of work (Websites, publications, advertising, marketing collateral, corporate identity, etc.)
5. Tell a story. Your portfolio might show the progression of your career, or be a creative work of its own showcasing your creativity, various talents and skills.
6. Present your 3 LCDs, or lowest common denominators. These are three “specialties” you have, or unique selling points, with examples of your work, and a success story page or board for each specialty. Introduce your 3 LCDs on one board, then use most of the portfolio to showcase each of your LCDs in three separate sections which include your work, your success story, and types of similar projects which you want to pursue. At the end of your portfolio, summarize the work with references to your expertise in each of the LCDs. One presentation I did focused on Web design, Publications and Branding. Your three LCDs might instead focus on three “case studies” of your work. Three seems to be a good number, as most people can remember three themes when they are repeated throughout a presentation. You can use your portfolio pages to further discuss your unique approach to each of your specialties, or your philosophy or guiding principles which set you apart, and how these apply to the project or client you are pursuing.
7. Show original thinking. Clients are interested in what you add to the creative process. Note your role in the work on each project represented, and be prepared to explain what the project is, how it started, and why it was a success. This information could also be included in the format of the portfolio.
8. Focus on your expertise. By focusing on 3 LCDs or dedicating your entire portfolio to a certain kind of work, you prove you are a successful expert in a specific field with substantial knowledge, skills and experience.
9. Address the specific requirements of the particular client you are meeting with. If you know beforehand that your audience is interested in a highly specialized skillset, tailor your presentation to the exact requirements they seek, and use headlines and captions which use the EXACT language used. This is important in pursuing contract work where contractors are invited to answer an RFP (request for proposal, or presentation). Mimic the exact style and vocabulary of the client you are pursuing. As a successful presenter, you need to know the client, speak his language, and be a “good fit” for the client and the work being pursued.
10. Thank your audience, make eye contact, and give your audience a sample of your work. A leave-behind can be a page which summarizes your presentation, showing several examples of the work which was presented, with appropriate contact information.
11. Rehearse and practice your presentation several times. Show up over-prepared. Make sure you can show your portfolio of work within a specific timeframe, and that you are prepared to improvise in the event that your audience does not want to see a “canned” presentation. Boards and presentation books are a good format for a variety of situations where you might have to quickly move to examples which directly answer questions and concerns from your audience. A printed or static portfolio version can also be a handy alternative in case your canned computer portfolio presentation fails for any reason. Be prepared for the unexpected, which can include power outages, an impatient audience member, forgotten power cord, or an impromptu presentation in the elevator. The better prepared you are for the unexpected, the better you look in any situation. Smile, and enjoy sharing your work and your passion.

Get double value from your catalog, mailer or advertising by posting downloadable PDFs on your Website. Customers going to your Website may not be on your mailing list.

Jim Hance Graphic Communications provides graphic design and copywriting services which differentiate your business from the competition, and help you realize greater profitability.

As a graphic designer who is always looking out for my client’s best interests, I have discovered 5 secrets of business marketing which I live by. 

1. Quit while you’re ahead. Well, maybe just one more bite. Using an intro like this grabs people’s attention.

2. Do copy other people’s work. But only the good stuff. Then change it.

3. Do take risks. Pushing envelopes is what I do. And letterhead. Maybe a Website or two. Okay, okay, I would like to design another product catalog this year.

4. Do remember that technology is boring. Primitive promotions still sell products. Anybody for a cool drink coaster that says “I love Scotch?”    

5. Don’t tidy up. A good mess, strategically organized, is inspirational.