I was absolutely thrilled when Patricia van den Akker, Director of The Design Trust, agreed to be involved in the confessions of a design geek bursary again this year. The Design Trust helps people to start, run and grow design and crafts businesses.
Patricia said: “It was great to be able to offer the 2013 bursary winner Jessica Hogarth some extra advice and coaching to make the most of her bursary. I also loved talking to the other shortlisted designers on the confessions of a design geek stand at Home London. I love supporting new designers – with a bit of extra advice and support they can get so much further. And Katie selects some really exciting new talent, so they are great to work with.
“Home is a great show, especially this year with the addition of CRAFT. It’s a great opportunity to be able to exhibit for free, but also to get so much more extra support from a great range of experts and successful designers. This award is great for the exhibition opportunity and the extras, but if you play it well, it can also do wonders for your profile and credibility with potential buyers and the press.
“From my experience in selecting exhibitors for a wide range of shows, my advice is always: images images images! Select your best work, and photograph it from different angles. Show the detail of what you are really good at. Think about what makes your work different and better.
“My advice for the 2014 winner, Fanny Shorter is to make a list of all the questions that she has got for the different mentors and experts. She should do some research into what they do, and then use this once in a lifetime opportunity to actually ask them for advice. The better her questions, the better the advice will be. And if she shows that she has been proactive, these professionals will reward her with their best advice and it might even lead to a relationship that lasts beyond the bursary. It really is up to her – what she puts in, she will get out threefold.
“As an adviser myself I don’t get given that much advice, but a long time ago my art teacher told me that if you want to succeed in the creative industries, you will get hurt sometimes. Because you love what you do so much, and because the work that you create is personal. I have learnt that getting hurt and being disappointed is all part of the process of learning what works for you. I have worked with hundreds of small creative businesses over more than 10 years and it is the ones that keep going, keep fighting, and keep banging on doors that will succeed in the end.
“My number one marketing tip is to focus on a niche, especially when you are starting out. You need to focus on what you are best at, and who your ideal clients are. What are the specific talents, passions, values that you can combine to create products and services that a specific target group wants? Who are your ideal clients – the ones you will do your best work for, with whom you ‘co-create’ work? Try to figure that out, and you will be starting to create a truly creative business.”
Don’t forget to come and see all the shortlisted designers at Home London at Earl’s Court, London, 12th – 14th Jan 2014.
With thanks to confessions of a design geek bursary partners: Home London, the Southbank Centre Shop, wallunica, Yeshen Venema, R&A Collaborations, Seen PR, Mini Moderns, HAM, Decorum, October Communications, The Design Trust and Jessica Hogarth.
