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Madison Web Design and Development Meetup - HOW Conference Roundup: Selling Creativity, Design Currency and More
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Madison Web Design and Development Meetup - HOW Conference Roundup: Selling Creativity, Design Currency and More



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  • Mary Zalla is global chief executive officer of Landor Associates. She brings over 20 years of practice and study on creativity, brand strategy, innovation, design, and organizational leadership. Mary has held a number of important positions at Landor, including president of Landor, and managing director of the Cincinnati and Chicago offices.Landor associates (from S.F. – 750 employees in 23 offices, in 17 countries She talked about how to get clients on board with your designs. You need to pay as much attention to how to sell you ideas as you put into making then,
  • Lack of rapport – you have to be able to understand your client and have empathy for them. Think about their central issue. Suspend your agenda and think about their central issue. You cant influence people without rapport. Rapport and likability – goes a long way in the process…Bias and predetermination- People are biased toward confirming their existing beliefs. People want to believe what they believe so they will easily throw out ideas that are contradictory to that. (confirmation bias). If you bring contrary ideas to the table people will think there is something wrong with your source. Typical presentations – usually start meetings by defining the problem – analyzing the problem and make recommendations – if the client has the same opinion as you this is an effective way to work. If they don’t – it isn’t.Familiarity quiets fear - the more people see your work the more they like it. Have people look at the work ahead of time don’t do the TA DA effect – the more they are familiar with the new ideas before you actually talk about it. Once they are familiar with it it becomes more comfortable to them. And they are more likely to accept it.Story versus facts. Story can help you overcome the confirmation bias in a way that facts alone seldom can
  • Most often great creative doesn’t sell itself. We don’t spend time thinking about how it’s going to get sold to the client.Not just about selling - its about influence and inspiring your clients to see what you see. – Imagine the future… There is arrogance in thinking that clients will see the brilliance in your work. It needs to be explained. Design is about application. Here is the story that Landor and Associates told to a client about their idea for Nine Suns. Two ways to share knowledge. Push and pull. Pull with stories they are powerful. It’s not about stories replacing facts…it about using facts in of the 2012 Brand New Awards designed by Landor’s San Francisco office: Nine Suns is a new luxury winery in Napa Valley with three-digit dollar bottles available only to registered members. In introducing the wines, the product of a Chinese family, Landor created a name and identity that references and honors their Chinese heritage in a subtle and unexpected manner.
  • The world needs beautiful design. But aesthetics are inherently subjective. In Design Currency, authors Jenn and Ken Visocky O'Grady show you how to frame the value of your design work in terms that your business partners will both understand and respect. An actionable resource, Design Currency empowers you to do your job with less pushback on aesthetic decisions, encourages earlier involvement in the creation process, and makes it easier for you to justify your fees.For a designer, understanding how your work creates value is essential to growing your business and building better, more profitable relationships. Those relationships are easier to initiate, establish, and retain when you can clearly explain how your capabilities meet your client's needs. This book shows you how to do exactly that.
  • This was before any supporting marketing campaign was launched.
  • This was before any supporting marketing campaign was launched.
  • To date, more than 650 organizations worldwide have trusted the Garcia Media team with helping communicate their message more effectively.The firm’s successes with The Wall Street Journal, The Miami Herald, Die Zeit and small community papers, have given it an unparalleled reputation in newspaper design, and the same successful philosophy of thinking like the audience has crossed over to magazines, websites, tablet apps, mobile experiences and corporate communications.Led by Dr. Mario R. Garcia, the Garcia Media team includes top consultants in the fields of newspaper and magazine design, tablet apps, web strategy and design, branding and corporate communications.
  • News now is anything you know now that you didn’t know 15 minutes ago or 15 seconds ago… Not 1 platform anymore – there are 4News travels today from iphone/twitter facebook – the masses to the newsSmaller ones are lean forward platforms. Iphone and computerLean back (print and tablet) spend more time with lean back in your chair to spend time.Every media house has to promote all platforms at the same time.Snowden in China – they dropped two questions at a time spaced by two hours each time. Still sold news paper in the morning.
  • You design for the tablet you design for the eye, the brain and the finger.The importance of the pop up moements in the tablets. Its like having a pop-up book, to keep the reader interested. Use videos, use sound, use movement…. 
  • Proposal- what we will do and how much it will cost. Use clients names in the proposal, ask questions! Not too much detail Clients don’t read. Don’t put terms and conditions in the proposal. Clients will focus on that and the relationship won’t move forward.Contracts are legal documents. But can be written in easy to read language. To protect the relationship while you are working on the project with them. It’s to prevent anyone going to court. Put in payment schedule, usage rights etc.Ask questions about everything. It establishes your relationship ahead of time. Help them help you define the project.
  • Vendors are called day and night. Will nit-pick cost.It’s o.k. to ask for a budget.Don’t talk to anyone named Evelyn!!
  • If you client trusts you and loves you they won’t bulk at the price. That’s your job to make the clients love you. And trust you. They will tell you that you aren’t charging enough.
  • The Creative Company - If the deadline is passed and we have not received the content we need to complete the site, there will be a surcharge of 10% of the total cost of the site per week until content is received. ORIf you are unable to provide the information, our skilled copywriters, photographers and designers can create all the content for your site using the content on your current site and resources we glean from our meeting. These services will be billed at a rate of $125/hour.


  • 1. HOW Design Live 2013 Kt Arnesen The Creative Company
  • 2. Best of the Best • How Story Quiets Fear – Mary Zalla –Landor & Associates • Design Currency – The Value of Design – Visocky O’Grady • Design in the Age of the Tablet – Dr. Mario Garcia – Garcia Media • Advanced Business Practices – Emily Cohen- Business Consultant for Creatives
  • 3. Mary Zalla Landor & Associates
  • 4. Obstacles against Change • Lack of Rapport • Bias and predetermination • Fear- Familiarity quiets Fear • Story Vs. Facts
  • 5. Selling Design • Nine Suns Winery Case Study:
  • 6. Questions, Comments?
  • 7. Visocky O’Grady Design Currency
  • 8. Design driven companies outperform the London stock exchange by
  • 9. Companies that increase investments in design outperform companies that don’t by an average of
  • 10. Morrisson’s Study
  • 11. As a result of new packaging design ALONE, sales increased an impressive
  • 12. The new design was so well received that Morrison’s experienced growth of for that year.
  • 13. Questions, Comments?
  • 14. Dr. Mario Garcia President, Garcia Media
  • 15. Storytelling in the Age of the tablet • Media Quartet – phone – tablet – screen – print • Lean forward Platforms – Phone, screen • Lean Back – Tablet, print
  • 16. • Mario Garcia on Tablet Use and News/Storytelling :
  • 17. Storytelling across Platforms • Mobile phone – alerts updated news, weather and traffic The editions, where do I get tickets, author signings • Online – updated news, coverage of what’s happening. interviews • Print - second day story on the first day, photos are getting bigger. Analysis and interpretation of a story, the fire is over so the story is about the after effects. Reviews of the show • Tablet - the lean back experience in the evenings. But could also be a lean forward morning edition. Videos of people who remember the cheese factory… four different treatments. Videos of the show and interviews.
  • 18. Design for Tablet- Summary • Design for the brain, the eye and the finger • Current Content • Template is fine, but keep the surprise in the stories and interactivity • Navigation on the bottom • Photo boxes: more visual and easier to click • Popups – Fun surprises about story the people can discover. • Videos sound, use movement
  • 19. Questions, Comments?
  • 20. Emily Cohen Consultant to Creative Professionals
  • 21. Guiding Principles for Proposals • Proposals and contracts are different. • Proposals are not a qualification or marketing tool. • Each client and project is different; customize everything. • Don’t make assumptions, ask good questions. • Clients lack attention span and don’t read.
  • 22. 8 Common Mistakes 1. Not customized to client or project. 2. Too much “about us” content (qualifications). 3. Redundant information. 4. Conflicting information. 5. Too simple. Not enough detail about process & deliverables to put fee in context and guide relationship. 6. Too lengthy and narrative. 7. Lacks personal voice. 8. Too legal.
  • 23. Guiding Principles for Pricing • Hourly-based fees position you as a vendor not as a trusted expert. • Always put yourself in your client’s shoes. • There will always be someone that charges less than you. • Clients feed off insecurities, be confident in your fees. • Establish a price minimum for projects/relationships. • Talk about price first with client (in person or virtually).
  • 24. Guiding Principles for Pricing • Fee Structure: – Logo - $12,000 – Stationary | Program - $3,000 – Website- - $20,000 • Project Total - $33,000 vs. • Creative Investment - $35,000 $5,225 vs. $5,000
  • 25. Negotiating Toolbox Payment • Carrot & stick requests = ask for payment of full price now but you will give credit which will apply to future work • Don’t give your product until it’s paid • Ask for guarantees to provide protection against anticipated “red flags” – Work w/ main decision maker
  • 26. Questions, Comments?