This Standard is about promoting creative products, services or other outputs of work in the creative industries. This could apply to promotion to partners or intermediary organisations, sales to customers or take up by users. Promotion is likely to be carried out over the internet but could also use other more traditional methods.
It includes identifying promotion methods, working out costs and timescales and setting targets, presenting information about creative outputs to potential users and securing their commitment. It also includes working within legal parameters, monitoring effectiveness of promotion activity and adapting the approach when required.
Performance criteria
You must be able to:
identify promotion methods and opportunities that are appropriate for creative outputs and the sector you are in
work out realistic costs and timescales to promote creative outputs
set targets for promotion activity that take account of relevant key factors
balance the costs of promotion against likely sales or take up of creative outputs
clearly define creative outputs in a way that potential users can relate to
present information about creative outputs in ways that generate interest from potential customers/users
present information in ways that give potential customers/users the opportunity to fully assess the features and value of creative outputs
make sure expressions of interest in creative outputs are followed up on without delay
make sure that all necessary documentation is completed to secure take up of creative outputs
work in line with organisation and legal requirements at all times
collect feedback and reaction of potential users to creative outputs and promotion methods on an ongoing basis
monitor take up against targets to ensure the effectiveness of promotion methods
make changes to promotion activities as a result of monitoring activity, user feedback or new opportunities that emerge
Knowledge and understanding
You need to know and understand:
your customers/users and the needs of different groups or types of customer/user
the benefits and disadvantages of different types of marketing and promotion including advertising, direct mail, face to face selling and public relations and their applicability for your sector
different ways to promote creative outputs including online, local press, radio and TV, personal recommendation, endorsement
how to link different methods of promotion and sales so that customers/users know how to reach you
how to communicate information about creative outputs and provide customer service to all potential customers/users
key information about competitors including product or service differences, strengths, weaknesses and charging structure
the pricing structure for creative outputs and how this relates to competitor activity for similar creative outputs including the use of discounts, credit terms, special offers
key factors affecting targets for promotion including market position and image, sales and gross margins, profits and profit margins, cash-flow, features and benefits of creative outputs, competitor activity, fashion and customer trends, resource availability and changes in technology
documentation requirements to secure sales/take up
information requirements and how to collect and store it including customer feedback, sales/user take up, costs of promotion
legal requirements relating to promotion and trading within the UK, EU and worldwide
how security of client data will be maintained
where to access information about market trends, emerging practice, competitor activity, new technology
Overview
This Standard is about promoting creative products, services or other outputs of work in the creative industries. This could apply to promotion to partners or intermediary organisations, sales to customers or take up by users. Promotion is likely to be carried out over the internet but could also use other more traditional methods.
It includes identifying promotion methods, working out costs and timescales and setting targets, presenting information about creative outputs to potential users and securing their commitment. It also includes working within legal parameters, monitoring effectiveness of promotion activity and adapting the approach when required.
Performance criteria
You must be able to:
Knowledge and understanding
You need to know and understand: