Please check your email for the virtual event link from no-reply@events.ringcentral.com
Join SPD on Tuesday, September 24th at 7:00PM ET for our next installment of Takin’ Care of Business!
Roy Torres, Nikolle and José Reyes, and Carla Frank will participate in a virtual panel discussion,
moderated by Trevett McCandliss, about understanding your client.
Socrates once said, “Know thyself.” If he were alive today, he might say, “Know thy client.” Selling a service is harder than selling a product. A service is intangible, which makes it harder for clients to buy. Therefore, understanding your client (the internal CD) is crucial when starting your business. The better you understand your clients, the better you can serve them. During our virtual event the panelists will discuss:
Peter Drucker talks about the five essential questions every business must answer (what’s your mission, vision, etc.). Of those 5, one is this: who is your primary customer? We want to think we’re here to serve everybody, but we’re not. For our freelance audience, how have you thought about who you are here to serve? How have you focused on that over time?
How do large agencies and internal teams select external vendors, such as freelance designers or small agencies?
What gets lost in translation between external and internal teams, and how can the freelancer best position themselves for success?
As a freelancer, have you considered your offerings to those clients? A “design agency” can sometimes be a catch-all for everything. How have you considered filtering out what you won’t do and clarifying what you are here to do to make yourself more attractive to the internal CD?
How does knowing your customer help you find and meet them at their pain point?
Best practices, advice and tips
Roy Torres is an award-winning creative director based in Atlanta. Previously VP of Brand Creative at La Colombe Coffee Roasters, spearheading marketing alongside the CMO and CEO. La Colombe's in-house creative team services 32 national cafes, LaColombe.com, wholesale & hospitality brand partners. Most recently, the brand was acquired by Chobani for $900m. Prior to that and also starting Stella & Chewy's (Natural Pet Food) first in-house creative agency Offleash, Roy spent over 15 years working at ad agencies across the US, Europe, and Australia, producing national and global award-winning work for Toyota, Land Rover, Amazon Alexa, Airheads Candy, Brooks Running, Hasbro, and Converse. His work has been awarded and featured at Cannes, D&AD, The One Show, Andy's, London International and Fast Company.
From Metaleap Creative, a design agency, Nikolle Reyes is Principal & Managing Director. José Reyes is the Founder and Executive Creative Director. Metaleap works with Fortune 500 companies, nonprofits, startups and national magazines to captivate customers, shape culture, and expand audiences.
Carla Frank is the Founder and Creative Director of Carla Frank Creative and Co., a boutique design studio specializing in editorial design and content development.
Trevett McCandliss is a Partner and Creative Director at McCandliss and Campbell who specialize in innovative typography and creative fashion photography.
Takin’ Care of Business 2
Tuesday, September 24th at 7:00PM ET
SPD Members: FREE with RSVP | General Admission: $10
Not a member? Join now and RSVP to attend this event for FREE!
Attendees will receive a virtual event link the day of the event.
Space is extremely limited. Event Registration will close when the event reaches capacity or on Friday, September 20th at 5:00PM ET—whichever comes first. No refunds.
