A Site for Emerging Artists
Networking
Holy Cow! How to Succeed at Selling to a Niche Market
Jan 10th
By Carolyn Edlund
Kathy Swift is a full-time mom, part-time cattle veterinarian and a jewelry artist – with a popular retail website specializing in cow art. She is a busy lady, which is why catching her for an interview means having a phone conversation with her while she is driving around in her truck (to the next farm, I believe.)
How did she get involved in all of these seemingly unrelated activities? She’s lived on farms all her life and loves the lifestyle and the people involved in “Ag” whom she describes as the best people on earth. At a friend’s barbecue, she met an artist and got into a conversation which intrigued her enough to start classes in jewelry making, which she fell in love with.
It seemed natural to make what she loved, which means cow-related jewelry for the most part. Her website Cow Art and More features the work of about 25 artists who also produce art and giftware for the bovine-inclined of the world. About half of those artists live on farms or ranches, so they have a direct connection with the theme.
Cow art is definitely a niche – and we love niche marketing! Kathy has great tips on how artists can grab more market share for their work by using some smart strategies to reach their targeted audience. Her opinion is that all artists have a niche, even though they may not realize it. Is your niche a theme, a medium, or a process? Then you have fans out there who are crazy about what you do. Your job is to find ways to reach out to them and promote your work.
Kathy recommends:
- Start with who you know. If you create work in a niche that you know and love well (like those cow artists who are living on farms and ranches), you are in a community of like-minded people. This is your first network. Let friends, relatives and neighbors know what you are doing, and reach out to them with your art, to help spread the word. And word-of-mouth is about the best recommendation you can get!
- Cross-promote with other artists. Yes, your niche has other people in it who create art and other wonderful things. Get to know them and create a strategic alliance where you can each refer business to the other. That’s one of the ideas behind Cow Art and More. Kathy’s frequent newsletters to her fans celebrate the gallery openings, awards and other news of her artists. They in turn direct traffic to her fun website which has everything a cow lover could ever want.
- Network like you’re trying to infiltrate the mob. Yes, that’s a quote. Kathy’s plan is to approach a group or organization within your niche in an authentic way. Show them that you are truly interested in what they care about. Build rapport and start relationships with those who respond to you. Eventually you can share your art with them, and since you are right up their alley, you will most likely get a very warm response. Which means you’ve successfully infiltrated!
- Give and you shall receive. She shared a story of how she spread the word about partnering with organizations which promote the future of farming. A big industry publication picked up on it and contacted her for an interview. Thousands of dollars in sales later, she is still raving about the tremendous boost in publicity and revenue that came due to her support of good causes.
Cow Art and More is currently seeking more work from artists in the US, Canada and the UK who are interested in joining her in offering a barn full of wonderful cow products to raving cow fans everywhere.
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TumblrCreative Marketing for Artists
Nov 19th
By Carolyn Edlund
A photographer walked through a business expo, carrying an iPad. Seeking commercial clients, he had targeted the expo as a good place to meet prospects. When making contacts at the event, he was able to quickly open his iPad, which was connected to his very polished website, and show his portfolio. Upon receiving a business card from an interested party, he could instantly send an email to them with a link. Nice job! Could you adapt this type of effective marketing to your own business?
A jewelry designer had an idea to approach personal shoppers in his area, offering high-end designs and custom work for their clients. Personal shoppers need to find unusual, creative apparel for their clientele. This designer would be able to offer exceptional value to the personal shopper through a high level of customer service, and the ability to create designs exclusively for interested clientele. After friending his prospects via social media, he planned an initial email contact with gorgeous glamour photos embedded, followed up with a phone call for an in-person appointment. He was gearing up for a fantastic presentation, with solid evidence on how he could offer value. How can you target and plan to reach a specialty market for your work?
A glassblower working on a private commission takes photos on his cell phone of work in progress and instantly sends them to his client to make sure they are “on the same page” – while the glass is still hot! Could this type of amazing customer service work for your business?
Recently, several artist agents discussed a direct mail strategy. It didn’t involve a postcard mailing – their plan was much bigger. They suggested culling your email newsletter mailing list by checking analytics to find those recipients who regularly opened and clicked on links. Use those names to make a “short list,” because your mailing will actually be small. Add in a dream customer or two that you would love to do business with. Now – spend the time and effort to create a spectacular mailing piece. Full color glossies? Accordion-shaped book of your full line? Super creative 3D promo that arrives in a gift box? Even if each one costs $15 to make, you may be mailing to only ten people, for a small $150 cash investment. Wow your prospects with an amazing presentation. Have you tried a similar approach to get the attention of your targeted prospects?
Another artist had a professional video created of herself painting in her studio, which is sent to galleries featuring her work. When the video is shown on a loop, it effective tells her story and allows visitors to get “up close and personal” by virtually entering the studio itself. Do you use creative “sales aids” to promote your work when you can’t be there in person?
Each of these ideas goes above and beyond to sell art and develop strong business relationships. Today, personalized marketing, exemplary service and increased value are expected by customers. What techniques have you used to grow your business by going the extra mile?
How to Generate Buzz for Your Next Studio Event
Oct 5th
By Carolyn Edlund
Are you planning an open studio for the holiday season, and want to draw a crowd? Have you been brainstorming about ways to meet new prospective customers and create interest in your art?
Take a look at some phenomenal ideas that artist Judith HeartSong is successfully using to make her studio a
center of attention and help others at the same time, especially local arts and charities. She recently sent out an email newsletter (see it here) which presents fans and their guests with multiple opportunities to learn, shop and enjoy the arts at her new studio.
Here are a few ways you can use this model to generate buzz around your own event:
- Invite your list to see art demonstrations in your studio space. Judith has a wonderful studio with about 800 square feet of space for groups to meet. Staff from Utrecht Art Supply will be demonstrating oil paint sticks and allowing visitors to try them out and make a project. This brings in professional artists and hobbyists, and a busload of seniors that Judith teaches will make this a special trip from their community.
- Partner with the other arts. A poetry reading is scheduled for an October weekend, offering an opportunity for area poets who contributed to an anthology, which also supports a charitable cause – a gulf coast area food bank and clean up efforts for the gulf oil spill. By providing a venue and inviting the poets to bring in their guests, Judith also introduces them to her art. A drum circle is planned for a future performance, which will attract music fans to come as well.
- Promote your galleries. The Maris Elaine Gallery sells Judith’s work, and she promotes them in her newsletter by way of congratulating them on an article in a regional publication.
- Feature speakers. Are you a guild member, or belong to an arts organization? Invite a speaker, (such as the gallery owner in this case who will talk about the business of art) or other hot topic to bring in a group and make your studio a destination which can’t be missed.
- Give Publicity to Your “Partners”. It’s a smart idea to work with others in a strategic alliance which benefits both of your businesses. Double your audience by cross-promoting each other. Judith does that by partnering with the Washington School of Photography, and inviting her list to their event at another location, while also inviting them on field trips to her studio to photograph interiors.
She also suggests that if you are looking to involve others, call a local college and get an a capella group or musicians to join you at your open studio event. Give them exposure at your venue, while making it more festive and inviting – and bringing in their guests, too. Serve light refreshments and get a party started.
Or, partner with another artist who works in another medium and have more to offer your invitees. Combine your email lists and get out the word.
It’s also a smart move to use testimonials, which you will see on the sidebar of Judith’s newsletter. These are great ways to let others know you are professional and give you more credibility.
Don’t worry if you aren’t making sales right out of the gate – as visitors find out about you, they will return or refer others. Ask them to sign your guestbook and get permission to put them on your email list. With all these great events, who wouldn’t want to hear from you?
Starting Your Career as an Artist/Interview with the Authors
Sep 27th
By Carolyn Edlund
Angie Wojak and Stacy Miller, Courtesy School of Visual Arts
Angie Wojak and Stacy Miller have recently released a new book, Starting Your Career as an Artist, with lots of information for those looking to begin or enhance their art careers.
Wojak is the Career Services Director at Columbia University’s School of the Arts, and formerly was Director of Career Services at Parsons School of Design for over a decade. Miller currently teaches in the photography department at Parsons The New School for Design, and has been the director of research and professional development at the College Art Association.
Artsy Shark interviewed them recently about their expertise and how artists can benefit from their new publication.
AS: One networking strategy you recommend is using your alma mater in your efforts. What suggestions do you have for this?
W&M: Artists often don’t realize it, but universities may offer alumni access to the following:
- Alumni Networks: Many colleges offer graduates access to online databases of fellow alumni. This can be an essential networking tool both for reconnecting with fellow classmates, and also for reaching out to new contacts in a variety of industries.
- Alumni Mixers and free or discounted access to special events: These can be great opportunities for networking and building skills and knowledge about the field.
- Social media connections such as LinkedIn, Facebook, Twitter: Most universities offer these. They are good ways to stay connected with a community -or find a new one related to your art work.
- Volunteer Opportunities: Consider offering to assist with planning, or serve on alumni committees to network while giving back to the community. Offer to be a guest speaker or participate in a panel discussion. It’s an effective way to build your public profile and expand your network.
AS: In your book, you interview over 30 artists and art professionals about their careers. What are some characteristics you notice successful artists have in common?
W&M: While interviewing artists, gallery owners, curators, arts administrators and educators, we noticed patterns emerge for success in the field. All agreed success is ultimately self-determined. The consensus is that to be a successful artist, you must figure out a way to make art, no matter what. Get in the studio everyday, and work on building your own unique community of fellow artists and advocates.
Mentors are critical for success. No one does it on their own. Be fearless about what you want your work to do. Appropriately, there are more different types of communities supporting the artists and more different ways to support your art work than ever before. The trick is to know what you want. The colorful art critic Jerry Saltz reminds all artists to keep it simple. Keep your life simple in order to maximize your output in the studio!
AS: Burnout is an issue that artists sometimes face. What are your ideas for rejuvenating the creative spirit?
W&M: One thing we’d like readers to take from our book is that building community to sustain your work and spirit is the most essential activity, and one that many artists undervalue or totally overlook. This is a sincere, life and art-affirming action that you must do or you run the risk of isolating yourself and burning out.
Surround yourself with a supportive network of mentors, friends, family, and colleagues. Schedule a studio visit, lunch, or coffee meeting at least once a week. Join the community where your goals are and network with that target community in mind. Continuously ask yourself if you are still learning and growing; review whether your life/work is balanced properly.
AS: You suggest that artists looking to sustain their studio practice might consider teaching to supplement their income. Could you address this?
W&M: Teaching can add another important dimension to your work. It can inspire and feed it. Watching students change and grow is a great satisfaction for a professional and it creates community. Here are some good basic questions to ask yourself in order to find out if you should consider a career in teaching:
- Are you someone who likes to work with people?
- Are you comfortable working in an institution that has numerous protocols and often well-defined systems?
- Do you like to lecture, critique and advise? Do you like public speaking?
- Can you take instruction from a superior? Can you take direction easily?
- Can you juggle two hats at once: teaching and your studio work?
- Do you enjoy interacting and exchanging ideas with adults, youth or children?
- Do you enjoy watching people grow and change?
In our book we outline the numerous venues to teach in, the requirements for these positions, and the plusses and minuses that go with them.
AS: What inspired you to write the book?
The impetus for writing the book was our shared experience in serving art and design students’ career development needs. Between us we’ve spent over 20 years teaching and mentoring students and alumni working in the arts. We saw many artists facing the same hurdles: emotional, financial, issues with relationship building, networking, long term planning, getting their mind/body out of the studio, having realistic expectations, and so on.
It is important to understand that making the work is less than half the battle. We found there was little knowledge of the basics of marketing their work themselves and how to build a community to sustain themselves in every way. Artists need to be entrepreneurial and proactive and business-minded rather than turning inward and rejecting the business and social side of their practice. How to balance all these aspects interested us, and we sought to ask professionals in the field what they thought of these issues.
Finding and Targeting Your Market
Sep 3rd
By Carolyn Edlund
Courtesy Helene Kippert
The results are in . . .
Four days ago, I posted a poll on Artsy Shark asking my readers to describe their goals. Of the multiple choices listed, an overwhelming 79% responded that they want to work as full-time artists selling their work. Why did I ask? This information helps me stay on topic in future articles and interviews, gathering and sharing knowledge which matters to artists who are entrepreneurs, which are my audience.
What are your results?
Taking a poll is one method of identifying an audience and understanding their needs and wants. You can do similar “research” by speaking with your customers, observing shoppers who respond to your work, and engaging in conversation with gallery owners, consultants, retailers and other artists, who may have important input to help you determine your target market. This will enable you to hone your product line, focus your marketing, choose trade shows in vertical markets, and use your advertising budget wisely.
Niche markets
Constantly evaluate the marketplace and where you fit into it. This will enable you to take advantage of niches where your work can flourish.
An example of this is metal sculptor Tom Torrens, who has designed bells, fountains, gongs and outdoor sculptures for thirty-five years. Originally selling products to gardeners, birdwatchers and landscapers, he found that members of the clergy were purchasing his birdbaths for garden sanctuaries and use as baptismals. Thus was born a new market for his work, which has evolved into an entire liturgical collection ranging from offering plates to altars.
Go where your customers are
What do buyers in your niche care about? Do they love fine wine, anime, duck hunting, NASCAR racing? What is their lifestyle, their habits and their budget? Do they gather at conventions, retreats, resorts or even camping sites?
Once you have decided to target a market, get involved and educate yourself about the niche and all its nuances. Attend their events, and make it a point to meet people, especially leaders and influencers in the group. Network with other vendors to understand buying habits, and create strategic alliances with those who don’t compete with you but share the same customer base.
Be authentic. If your work is geared toward a niche that you truly care about, you will want to become more involved and educated. As sales follow, you can immerse yourself even further and become the “go-to” person for that niche when they are buying related art or handmade items.
What are the benefits?
When you become well-known in a niche, you will enjoy the reputation of being a desirable source for the needs and wants of your group. Customers seek you out rather than you having to chase them. You will also receive referrals from satisfied customers – the best source of quality business leads. Testimonials will also help you build your reputation.
Many businesspeople in different industries have built extremely successful careers through targeted marketing, and you can too. Do your research, target your market and increase your own business through selling to your niche.
See more of Helene Kippert's work at www.helenekippert.com
Featured Artist Leah Jay
