A Site for Emerging Artists
Posts tagged marketing
How One Artist Reached her Market through Extreme Networking
Sep 11th
By Carolyn Edlund
How many ways can you connect with your audience?
Vicki Boatwright
Vicki Boatright, a Canton, Ohio artist who paints delightful portraits of pets, has mastered the art of communicating and promoting her work through social networking and in person. She presents a wonderful case study of how an artist can get in front of the public, create a buzz and sell to collectors and new friends everywhere.
Her customer base is made up of pet lovers, who purchase prints and originals, or commission portraits of their own pets. In a recent email newsletter, Vicki, who goes under the pseudonym “BZTAT” (Bee-zee-tat), offers readers no less than four opportunities to buy art – custom pet portraits, giclee prints, existing originals of her
contemporary pop pet art, or custom murals – in the sidebar alone!
Her colorful images abound in the newsletter, but the main message to subscribers is a very serious one. Vicki is using her artwork to fund a worthy cause. Okey’s Promise is a public art project 
which brings awareness to the fact that in homes where pets are abused, children are often abused as well. Her Kickstarter campaign is raising funds to paint a mural in several parts which will become a traveling exhibit and produce six highly visible public artworks addressing this issue.
Some other ways Vicki is connecting with new purchasers, collectors, and commissions:
- Her image-laden website contains her story, inspirations, videos, paintings for sale, opportunities to buy customer murals, and products featuring images of her work from Zazzle, complete with “buy” button.
- She offers a “referral incentive program,” sending an ACEO to those who refer new customers
- Gift certificates are available on her site for easy gift-giving
- She is a motivational speaker and makes a point to attend events to get in front of a live audience, such as BlogPaws.
- Vicki started connecting with followers on Twitter by posting “in-progress” images of her work at #BZTATPTG and on Facebook
- She auctions her paintings on her blog and promotes them on Facebook and Twitter – bids are placed as comments.
- Her feline pets Okey and Brewskie Butt have been personified and have their own facebook pages and twitter accounts, which link back to the BZTAT website
- Brewskie Butt is featured on many of her blog posts, with a story of his world travels. Each post is accompanied by a small drawing of the cat character in a different setting, and is auctioned. Brewskie Butt even has his own blog!
- She has publicized her charity work, and garnered articles on pet sites, such as Catster and Bocci’s Beefs.
- BZTAT maintains a very active Google+ page, focusing on animal welfare and charitable causes.
- She has participated in paint-a-thons for charity as well, and created “interactive” murals with participants at events.
- BZTAT has a YouTube channel with an extensive collection of videos.
How are you making the connection with your fans, your collectors, and your prospective customers? Can you think of more ways to make yourself and your art memorable?
Print
Digg
StumbleUpon
del.icio.us
Facebook
Twitter
Google Bookmarks
Reddit
email
FriendFeed
LinkedIn
Tumblr
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
6 Ways Your Artist Statement Can Work for You
Aug 26th
By Carolyn Edlund
Courtesy John Borys
Have you created an artist statement somewhere back in time, and not looked at it lately? Writing a concise, effective statement that encompasses your ideas, methods, practice and intention is not easy, but it is really worthwhile. Perhaps you would rather just ignore it. Or maybe you believe you really don’t need one.
Why is that statement useful, and how can it help you get noticed, gain publicity and make sales?
- Use your artist statement in a press release, press kit, or to grab a reporter’s attention and get an interview. Featured artists on Artsy Shark frequently send their artist statement with their portfolio when submissions are open. Take a look at the Featured Artists category and scroll through. Check out all the different ways your fellow artists express themselves through their statements.
- Want to get funding? An artist statement is frequently required when applying for that all-important grant. Even if you are seeking donations on Kickstarter or other crowdfunding site, use your artist statement as a launching pad to explain your project and pitch your cause.
- Have you been asked to speak to a group? Perhaps as a visiting artist, presenting your work to a class or describing your art to gallery visitors? Draw from your statement to plan your talk, whether it is a full lecture or merely speaking clearly about yourself. Refer to it to stay focused on what makes you and your artwork stand out.
- Your artist statement allows others to talk about your work. This could be a gallery owner, a curator, docent or reviewer. It could also be a gallery visitor who wants to know more about you as an artist, or to describe your work and ideas to others. Or it could be a customer, using it to share your information with others who admire your work.
- Use your artist statement when proposing a project or show. A well-written statement and proposal helps decision makers to understand your vision, and will influence them.
- A brochure with photos and information “about the artist” is a promotional tool you can use at retail and wholesale shows, through direct mail, or as a “leave behind” to gain publicity. A strong, well-composed artist statement helps you create effective marketing by sharing your story and ideas with prospective collectors.
Need help in writing your artist statement? Renee Phillips offers excellent suggestions in her article, “How to Write Your Artist’s Statement with 26 Tips”.
Artwork by John Borys. For more information about this artist, please visit his website.
Superheroes of Promotion
Aug 14th
Guest blogger Harriete Estel Berman on one of the most important things you must do to present your work.
The photographic images of your work can be like superheroes at promoting your work. They can zoom across the Internet at the speed of light, shrink to the size of a first class postal envelope, expand to super viewing size, keep working 24 hours a day, and show up in galleries, shows, homes, and offices around the world.
RECYCLE Fushia & Black Bracelet
© 2011 Harriete Estel Berman
Recycled plastic
Photo Credit: Aryn Shelander
This is a really important concept for artists and craftspeople to embrace. All of us hope that many people will see our work in person, however, it is a near certainty that many more people can or will see the photographs of your work in print or on the Internet.
Your images can be in every library and every home in books, magazines, or the web constantly introducing your work to new audiences.
Champagne Bracelet
Photo Credit: Philip Cohen
The photographic images of your work are the most powerful networking tool that you have in your possession. Yet all too often artists and craftspeople are not properly using or adequately developing this “super ability” available to everyone.
PaddlebBoat Bracelet with Tea © 2007
Recycled tin cans
Artist: Harriete Estel Berman
Photo Credit: Philip Cohen
It is a false economy to think that you are saving money by taking your own photos with modest consumer level cameras lacking professional quality backgrounds, lighting, and other advanced equipment. Is there any wonder that such pedestrian images are not performing as well as hoped for? Don’t miss this fantastic opportunity to promote your work.
If your trying to take your own photos learn from the experts. The 2011 SNAG Professional Development Seminar offered a series of lectures with tons of information that will help you take better quality images. Find them all on the Professional Development Seminar page on my web site.
Oreo Bracelet © 2001
Recycled tin cans, brass,
Artist: Harriete Estel Berman
Photo Credit: Steven Brian Photography
It is time to create your own personal superheroes!
Take a look at your images with a critical eye. This is not in the negative sense, but with the perspective of careful comparison to truly high quality images. Are the photographic images of your work achieving the high standard and visibility that you aspire for your work?
Use the PROFESSIONAL GUIDELINES
Use the two new documents in the Professional Guidelines to guide you in this evaluation.
The Guide to Professional Quality Images offers concrete issues to evaluate your images. Here are a few highlights covered in this document in more detail.
TIPS FOR BETTER PHOTOS:
Start with the focus, exposure and composition of the images. Every single element needs to be exactly 100% correct and interesting. Avoid over exposure, under exposure and harsh highlights. Don’t settle for “good enough.” Just like your work, everything should be perfect.
Your photographic background should be white, grey or graduated light to dark. Avoid distracting backgrounds such as leaves, branches, logs , stones, or grass (as in this photo).
Colored, wrinkly and textured fabric or paper (as in the next photo) are not a good choice either. These stylized attempts fail almost every time because they detract from the primary purpose of the image: to have the viewer focus on your work.
Fill the entire photographic image with your work. A common problem that I see is that the object or artwork is too small within the picture plane (as in this image) or shot at an odd angle. Be bold and confident; fill the picture frame with your work.
Photo Credit: Philip Cohen
The close-up image should be memorable also. The close-up image needs to convey a ton of detail information about materials, texture, and techniques within your work. It should be like an intimate revelation of key elements that make your work special.
Take time to evaluate your photos objectively and constructively. Get in-depth, analytical opinions from friends, colleagues or your Critique Group. Don’t let them give you a polite passing comment. Really dig deep and evaluate the elements of the image. Use the criteria established in the Professional Guidelines Guide to Quality Photographic Images as a foundation or checklist.
ASK Harriete offers many posts on “superhero images.” Learn how your photographic images can work for you more effectively. Check them out!
If you have examples of good and bad photo comparisons that you are willing to share, please send them to me for a new Professional Guidelines document with photographic examples.
Harriete
www.harriete-estel-berman.info
An Artist’s Agent: On Seeking Representation
Aug 6th
By Carolyn Edlund
Q & A on Breaking into the Art Market
A reader named Marcus recently posted a comment on this blog to an article titled “Interview with Artist’s Agent Samantha Levin”. Samantha followed up with a message that I felt was so on-point and instructive, I’m posting it here as an article in itself.
See if you find common ground with Marcus. I give him credit for reaching out, and applaud Samantha for her frank and detailed response – which is good advice for any emerging artist looking for representation today. The comments are published in their original form.
Question:
hi samatha, my name is marcus and I have been drawing for 5 yrs now and have approx 40 drawings completed. my work is linear graphic by design. i am now ready to market my work but need someone to look at it, if u can’,t could u please recommend some artists resources for new artists? thank u very much! all my work is copyrighted if that helps.
Samantha’s Answer:
Samantha Levin
Hi Marcus,
Thanks for asking this! I don’t have time (doesn’t matter that your art is copyrighted), but will try to point you in the right direction.
Don’t approach a gallery or agent yet!
One of the most important things you need to do before approaching anyone for representation is to look at the art world as a whole and determine where you think your work might fit in. If you need guidance on this, it’s best to approach receptive people for help. Galleries and agents aren’t usually receptive.
Who IS receptive? The best places to approach are artist networks online, blogs like this one (there is a ton of good advice tucked away in this blog!!!), meetup groups in your area, art classes (they expand your knowledge of the arts and also introduce you to your local peers) and whatever else you can find. If you can’t find anything in your area, organize it yourself. You should find people who you can bounce ideas off of, discuss the art business with (not complain about it, but explore it) and help guide each other. You should stick to people who like your art because those are the people who will be able to guide you in the right direction. If you’re totally socially inept (like I was a few years ago), then get the internet and social networking working for you. Some good reads: Edward Winkelman, a gallerist and art dealer, occasionally gives advice to artists on his blog. Here’s a good post: http://www.edwardwinkleman.com/2007/04/one-more-time-with-feeling-seriously.html Also, read Collecting Contemporary by Adam Lindemann. It’s written as a guide to collectors, but gives a great picture of the art world as a whole.
By being social online or off you’ll meet people who are connected to galleries, agents, brokers, etc who your art will work with. You’ll find matchmakers, so to speak.
Before you go near a gallery, you should ask yourself “Do I want to work with this gallery/agent/curator? What do they do, how do they do it and what is their reputation?” If you don’t like what they do, then move on. If you find a gallery you like and have visited them if you can, then you should take a look at their submission guidelines and follow them carefully (find out if they even accept submissions). Most galleries absolutely do not have the time to respond to requests from artists and no artist should expect them to do so. A gallery’s job is to sell and track the artwork of the artists they represent, and take care of their most trusted collectors. Neglecting those duties will kill their gallery. Many of them get approached by artists so often that responding to all of them with advice would starve their resources!!! You need to find advisers who are geared to help you.
You did good by starting on ArtsyShark!!
Visit Samantha Levin's blog Anagnorisis for more on her business representing artists in New York City.
Featured Artist Julia Hacker
