The zero2illo 12 Week Challenge: Week #10

Blimey, it’s week 10 already!

For the non-techy amongst you, the last few weeks of setting up your websites and social media profiles have probably been quite labour intensive - but have no fear, this week is a fun one. An extremely important one, but a fun and creative one too.

This Weeks Task

This week your task is to set up your first piece of promotional collateral (or a new one for those of you that have already sent out postcards/mailers).

This Weeks Advice

Before running off and getting all creative with your promos, it’s important that you take some time out and look back at the work you’ve done already during the 12 Week Challenge to make sure that you’re sending out the strongest, most targeted and well thought out mailer possible:

• Look back at the OGSM you created in Week 2 and make sure it’s accurate - over the course of the Challenge you may have re-focused, re-prioritised or even changed direction totally. If so, before you go any further, update your OGSM.
• Update or add to the list of clients that you put together in Week 3 of the challenge and check these are still appropriate prospective clients based on the type of illustration work you’d like to be hired to create. This initial list was created 6+ weeks ago so make sure it is still in line with your revised OGSM.
• Examine the new work you created during Weeks 4-6 of the challenge and ensure that whatever illustration you plan to create for your promo mailer isn’t completely at odds with your new work.
• Note the main elements of the new brand that you created in Week 7 of the Challenge and ensure that your mailer is ‘on brand’. This mailer will be the first time a prospective client will see your new brand, make it memorable. If you need to tweak your branding, now is the time to do it rather than after you have paid to have your promo collateral printed!
• Have fun - get creative, show a little personality and make your mailer stand out!

Tips & Case Studies From The Professionals On Creating Promo Materials

I asked professional illustrator Jannie Ho if she would mind sharing a few of her promo pieces with us, explaining a little about the thought process behind them and for any advice she could give us about this important marketing tool.

Here’s what she had to say…

Alphabet Animals Promo

This promo was originally done for my participation at Surtex, an art and licensing show. I’ve always wanted to do a piece with animal alphabets. After finishing it, I thought it deserved to be on a bigger size, rather than the standard postcard size. So this card is 5.5″ x 8.5″, which really makes it stand out. The shipping costs are more, but it was worth it. Some art directors mentioned they liked the layout which prompted them to use it in their design (and therefore, hired me to illustrate their project). This piece also showed I can draw a variety of animals characters.

Coupon Business Card

I’ve always enjoyed a little humor in art, like doing funny fake ads. This coupon business card always held attention and got a conversation going. It allows a few more seconds for people to look at the card and my information. The sizing is not standard since I wanted it to be wider to look like most coupons. Although it is not recommended since it will not fit with most people’s card holders.

My advice on creating promos:

Just like a portfolio piece, the subject matter needs to be relevant to the recipient, so do your research. Or else it is a waste of money and the quickest way to get thrown in the trash. Doing mailings consistently is always key, which is something I struggle with myself. Text, logo, etc., needs to be well designed as well; these are art directors and good design matters to them. And of course, don’t forget to your information! It should be easy to find, with a website address directing to more samples. It is somewhat obvious, but I’ve seen promos with no website mentioned. Most art directors will need to see more than one piece of your art to hire you. And last but not least, think outside the box! I personally like bright colored envelopes, unusual sizes, and a bit of humor. You only get a few seconds to grab attention, so make it count.

Jannie also recommends the following printers:

• Overnight Prints
• U Printing

Here are a few more of Jannie’s wonderful promo creations…

You can see more of Jannie’s inspiring work on her website and blog. Jannie is also on twitter too.

Thanks Jannie for taking the time to share your experience and knowledge with us

Additional Resources

Illustration Promo - Created by Darren Di Lieto (a Senior Editor over at the Little Chimp Society), Illustration Promo showcases promo mailers created by other illustrators and is a great source for inspiration.

Escape From Illustration Island Podcast Episode 23 With Leif Peng - In this interview, Leif gives some great advice about printed promo mailers and how they can be more effective than sending out promo emails. I strongly recommend listening to the other EFII podcast interviews that Thomas conducted with Leif too - he’s so eloquent and full of knowledge that you will definitely be inspired.

On a side note and unrelated to this weeks task, Leif also runs a fantastic blog all about golden age illustration called Todays Inspiration - one of the best Illustration websites out there and well worth checking out.

Related posts:

1. The zero2illo 12 Week Challenge: Week #8.5
2. The zero2illo 12 Week Challenge: Week #3
3. The zero2illo 12 Week Challenge: Week #4
4. The zero2illo 12 Week Challenge: Week #2
5. The zero2illo 12 Week Challenge: Week #9 (Part 2)