ART MARKETING

“Making money is art and working is art and good business is the best art.”

Andy Warhol, Art Marketing King

• Art Marketing Expert

•Producer of THE PAINT SHOP TV SHOW

•Published Author

•Consultant to Artists

MY VISION:

That all creative people get to live the life of their dreams,and make good money doing what they love.

MANY OPTIONS FOR MARKETING

• Don’t feel overwhelmed about the work involved

• Choose one or two to begin with, then later add more

• Once you get a little practice, it becomes easier and easier

• Take it one thing at a time

WHY DO SOME ARTISTS GETALL THE ATTENTION?!

BECAUSE THEY ASK FOR IT!

• THE MEDIA PAYS ATTENTION TO THE BEST MARKETED

• THERE’S NO LUCK INVOLVED• MOSTLY EFFORT ON YOUR PART• YEARS OF PLANTING SEEDS

• WHY IS THIS GOOD NEWS?

WHAT IS MARKETING?

• An announcement to the world that you’re an artist

• An Announcement that you have something that they might want

• It Entices people to buy what you’re selling

Today you’ll learn to market yourself like the best of them.

BUT FIRST:

• WHY IS SELF-PROMOTION HARD FOR MOST ARTISTS?

• How Do We Make It Easy?

CHANGE YOUR MIND-SET!

“If I don’t Market Myself, Who Will?”

YOUR ART IS A CONTRIBUTION

• Your creations are a contribution to the world!

• How can you provide it to the world if the world doesn’t know about it?

• It’s your duty to make it available to the world!

REPEAT AFTER ME:

• My art is a contribution to the world• My art is a contribution to the world• My art is a contribution to the world• My art is a contribution to the world• My art is a contribution to the world• My art is a contribution to the world• My art is a contribution to the world

THE FIRST MOST IMPORTANT THING

BRAND THYSELF

HOW TO BRAND YOURSELF

• Find your niche

• Have your own style

• Have a unique signature

• You want your art and persona to be DISTINCT & easily recognized as your own

Artist Aileen Holmes

TELL YOUR STORY

FIRST THINGS FIRST

SHOOT YOURSELF

SHOOT YOURSELF

DOCUMENT YOUR ART &PROJECTS FOR

* Media Articles* Blogs* Books* History!

GET A GOOD HEADSHOT

BUSINESS CARDS• Never leave home without ‘em

• Hand them out often

• Make them look interesting enough that they will be never end up in the trash

LEAVE ‘EM WITH A BUSINESS CARD THEY WON’T TRASH

WEBSITE

• Use your own name as domain so it’s easily found(Exception: John Smith vs. Sparky Firepants!)

• Update it Regularly

• Blogging helps keep things current

• Your website vibe should be consistent with your “brand” or persona

LABEL YOUR DIGITAL IMAGES:For better Search engine Pick up (and a google search will find your images should someone copy and paste on their site)

Digital label should contain:

Artist NameTitle of Work and YearMedium and Size

File Name Ex:SUNRISE by Drew Brophy 2006 Mixed Media 30x40

(Size is always listed as:Height x Width X Depth in inches)

ADVANCED PROMOTION

• Mailing Lists

• Send your own Newsletters by E-Mail

• Snail Mailings

• Social Media

DEVELOP A CONTACT DATABASE

• Start collecting names NOW

• Develop a database of fans/collectors

• Develop a database of potential clients

• Send out occasional newsletters / e-mail blasts and postcard mailers

WHAT DO YOU DO W/ A DATABASE?

• Send Newsletters• Send Snail Mail• Send Press Releases

• A Data Base is an ongoing project – collecting names, keeping them updated.

• IT’S A HUGE ASSET to you, your galleries, your partners

DATABASE PROGRAMS

• Old fashioned: Excel Spreadsheet

• ONLINE:– Batchbook.com / Constant Contact / MailChimp

NEWSLETTERS

POSTCARD MAILERS

• Use postcard mailers to send to potential clients and existing clients

• Send out quarterly or monthly

• Keep your art in their face, handy and put your website on FRONT of card

SOCIAL MEDIA & RULES

TWITTER

• It’s about giving, not receiving• Only 140 characters to tweet• Great for connecting• Juries not yet out on selling• Builds up fan base / works great with FB

“The fact that humans are tweeting more than birds now…is this evolution?”

Amber Nicole Limbaugh, Artist

YOUTUBE VIDEOS - MEDIA

WHY DO SOME ARTISTS GET ALL THE PRESS?

• They say “YES” to most every opportunity!

• They make it easy by providing photos, information, etc.

• They JUMP on it (timing is everything)

• They ask for it

BLOGGERS ARE THE NEW MEDIA!

• Be available for online radio shows• Online interviews• Allow use of your images in blog posts

WHAT IS A PRESS RELEASE?

• A one page document that tells a specific piece of news about you and/or your business.

• Its’ an announcement to the press (and the world)

• It’s a tried and true method of getting press and attention

SEND OUT A PRESS RELEASE WHEN:

• You have a new deal, show or project• You received an award• You are making an appearance• You helped a charity• You are having a contest or give-away• You have a new book, product, promotion,

etc.

THREE THINGS TO KNOW ABOUT PRESS RELEASES

• HOW to write them (There’s a format)– Attach photos of your art/product/etc.– Make it sound like NEWS, not an Ad

• WHO to target (make your list)– Keep a list of relevant trade magazines, newspapers

& blog contacts to send releases to

• WHERE to post it / send it

WHO TO TARGET YOUR P.R. TO:

Relevant Media (Newspapers / magazines)– i.e. Horse Painter – target riding magazines– Create a “group” in your email program (i.e.

“crafters” or “local newspapers” etc.)

LOCAL MEDIA IF YOU ARE DOING A LOCAL SHOW

ONLINE P.R. SITES – SO YOUR RELEASE IS PICKED UP BY SEARCH ENGINES

Encourage Clients to advertisewith your Artwork,

Name, Face

DON’T PAY FOR ADVERTISING!(Let your clients pay)•Ask your Gallery to feature your art in their ads

•Suggest to your partners/clients to use your art AND you in their ads (you make them look good)

•Offer to your illustration clients that you’ll be available for a photo shoot for ads

TARGET MAGAZINES & NEWSPAPERS• Make a list of magazines that have a readership that

will be interested in you

• Send e-mails and/or letters telling WHY their READERS will be interested in you (NEVER say why it’s good for you – they don’t care)

• Follow up every 3-6 months and be patient

• RESPOND QUICKLY when they call – they are on deadline (make it easy for them)

TV / RADIO SPOTS

• Go for it! Don’t be shy

• Practice public speaking always – get ready for your TED Talk!

• Allow your art to be shown when producers ask

“

“YOU HAVE TO LEARN THE RULES OF THE GAME.”

Albert Einstein

“BEING GOOD IN BUSINESS IS THE MOST FASCINATING KIND OF ART.”

Andy Warhol

Always a Student

• There’s an answer for every problem and question you have – find it online

• Read books, blogs and take classes. Learn news ways to promote yourself.

• Just do it! You’ll learn from your mistakes.

VISIONI SEE A WORLD IN WHICH THE TERM “Starving Artist”

IS A THING OF THE PAST &

WHERE ALL ARTISTS ARE WELL PAID FOR THEIR TALENT AND

HARD WORK

TOGETHER, WE CAN MAKE IT HAPPEN