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:

  1. identify promotion methods and opportunities that are appropriate for creative outputs and the sector you are in
  2. work out realistic costs and timescales to promote creative outputs
  3. set targets for promotion activity that take account of relevant key factors
  4. balance the costs of promotion against likely sales or take up of creative outputs
  5. clearly define creative outputs in a way that potential users can relate to
  6. present information about creative outputs in ways that generate interest from potential customers/users
  7. present information in ways that give potential customers/users the opportunity to fully assess the features and value of creative outputs
  8. make sure expressions of interest in creative outputs are followed up on without delay
  9. make sure that all necessary documentation is completed to secure take up of creative outputs
  10. work in line with organisation and legal requirements at all times
  11. collect feedback and reaction of potential users to creative outputs and promotion methods on an ongoing basis
  12. monitor take up against targets to ensure the effectiveness of promotion methods
  13. 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:

  1. your customers/users and the needs of different groups or types of customer/user
  2. 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
  3. different ways to promote creative outputs including online, local press, radio and TV, personal recommendation, endorsement
  4. how to link different methods of promotion and sales so that customers/users know how to reach you
  5. how to communicate information about creative outputs and provide customer service to all potential customers/users
  6. key information about competitors including product or service differences, strengths, weaknesses and charging structure
  7. 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
  8. 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
  9. documentation requirements to secure sales/take up
  10. information requirements and how to collect and store it including customer feedback, sales/user take up, costs of promotion
  11. legal requirements relating to promotion and trading within the UK, EU and worldwide
  12. how security of client data will be maintained
  13. where to access information about market trends, emerging practice, competitor activity, new technology