design symposium north2010

ANN RIMMERFounder & director oF Strategy, clock creative

north WeSt head For the dBa

values bring us together | creative sets us apart

Design symposium north 2010

dBa education lecture

Design Business Associationwww.dba.org.uk

Design symposium north 2010DBA education Lecture

Positioning yourself as a brandImpact, a clear proposition, striking personality and key differentiators.How do you use these principles when selling yourself to a potential employer?



Positioning for effectiveness

Your unique proposition




Your unique proposition–

Know your audience





Know your audience–

Have a strategy






Have a strategy–

Focus – be targeted






Have a strategy–

Focus – be targeted–

Professional – talk the language of your audience



The case for effectiveness

Design Effectiveness Awards – why they exist




Design Effectiveness Awards – why they exist–

What is being measured and why




Design Effectiveness Awards – why they exist–

What is being measured and why–

Why this is important to design



Case Study – DEA Winner



Clipper TeaWilliams Murray HammGrand Prix 2005



Background

Founded 1983 by Mike & Lorraine Brehme Clipper was founded to give UK consumers ‘the tea they deserved’

Case study:Clipper teaWilliams murray hammgrand prix 2005



Background


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For them this meant using organic & Fair Trade products of superior quality




Background


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By the 90’s they started gaining listings in major multiples




Background


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By the 90’s they started gaining listings in major multiples

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However the owners were uncomfortable about the way the brand looked. To maximise retail potential they wanted to invest in the brand image




The Market

UK tea market is in long term decline


source: national drinks survey



The Market


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1980 84% of the UK population drank tea





The Market


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By 2004 only 64% of the UK population drank tea





The Market


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By 2004 only 64% of the UK population drank tea

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The premium end was bucking the trend with Twinings & Café Direct introducing organic offers





Competitor DesignCase study:Clipper teaWilliams murray hammgrand prix 2005




Pre-project pack designsCase study:Clipper teaWilliams murray hammgrand prix 2005



Designing a solution

Brand positioning defined as “the thinking persons cuppa”






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Each pack was to impact wisdom about the tea growing regions






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Each pack was to impact wisdom about the tea growing regions

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Each theme was painstakingly researched eg ‘Specialteas’ features wild animals that are indigenous to the plantation




Effectiveness

114% uplift in sales within 1 year




Effectiveness


–

400% increase in sales within 4 years




Effectiveness


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Facings in Tesco pre-launch were 17, increasing to 34 by year 4




Effectiveness


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–


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Facings in Sainsburys pre-launch were 20, increasing to 27 by year 4




Effectiveness


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–


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Exports increased from 1 country (Australia) to 23




Effectiveness


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Clipper increased distribution in the UK to include food service, hotels, health clubs, chemists




Effectiveness


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–


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Clipper increased distribution in the UK to include food service, hotels, health clubs, chemists

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Growth continues despite a decline in the UK tea market




Conclusion

Design is about problem solving



Conclusion


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Clients are looking for their agencies to deliver measurable returns



Conclusion


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Designers have to first understand the clients issues, the market place and the objectives before a solution can be found



Conclusion


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Design agencies are working hard to demonstrate how they impact on their clients’ business



Conclusion


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Design agencies are working hard to demonstrate how they impact on their clients’ business

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Designers have to contribute to this



Back to you

Understand what an agency wants from its designers – work out how you can deliver this



Back to you


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Think about what you have to offer an agency



Back to you


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Then position yourself as that specialist



Back to you


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–


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Market yourself – demonstrate creativity, organisational skills, communication skills, dedication and commitment



Back to you


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Market yourself – demonstrate creativity, organisational skills, communication skills, dedication and commitment

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Only the best will succeed. Get out there and don’t give up.



Thank you for your attention.

Good luck in your quest to be a designer.

Over to LOVE.

Ann rimmerDBA north West

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