News — art marketing strategies

Get Clear About the Purpose Behind Marketing Your Art

Get Clear About the Purpose Behind Marketing Your Art

Chances are good you’re already using the right tools to promote yourself and market your work. But are you using them as effectively as you could be? Do you have some doubts? Let’s explore three guiding principles that will clarify the purpose behind various marketing activities and help you maximize the effort you put into them. To understand these principles, let’s begin by looking at the flip side of marketing, which is buying. These days most people go through a three-stage process whenever they’re buying something that costs more than $100 or $200. If you’ve bought a big-ticket item in...


Getting People to Contact You

Getting People to Contact You

This may come as a surprise, but when it comes to marketing, you have to tell people what to do. What?! Yes, it’s true. Think about all of the TV commercials you’ve seen over the years that say “Come in and try our fresh-off-the-grill hamburgers!” or the radio spots that end with “Call 1-800-800-8000!” or the big newspaper ads that proclaim “Don’t miss our huge sale!” When marketers tell us about their products and services, they always finish with some kind of command encouraging us to take action—get more info, make contact, try, buy, etc. Marketers tell us what to...


How Do They Do It? Artists with Massive Social Media Followings

How Do They Do It? Artists with Massive Social Media Followings

Have you ever seen someone who is amazingly successful at something and wondered if they know some secret formula you don’t? There are definitely a few artists on social media who make me stop and wonder. For example, when I see that Ashley Longshore can sell out 100 reproductions in a single day—each for about $2800 a pop—on a social media flash sale, I have to wonder, what does she know that I don’t? Or when I’m on Instagram and see that Casey Baugh and Soey Milk and Hollis Dunlap all have more than 100,000 followers, I stop and think,...


Meeting Potential Collectors Through Networking

Meeting Potential Collectors Through Networking

If marketing is all about building awareness of you and your artwork, then it seems clear you’ve got to take advantage of every opportunity to connect with more and more people. Social media is a great way to do that, but what about good old-fashioned networking? You know, going out and meeting real people face to face. Chances are good that there are numerous opportunities to meet people in your daily life, but if not you can actively seek out more options. For example, you’re probably a member of at least one organization, such as a place of worship, parent...


Where Are Your Collectors Hiding?

Where Are Your Collectors Hiding?

Ever feel like you’re playing hide-and-seek with people who might like to buy your artwork? You’re putting your work out there, you’re promoting yourself, but no one is biting? Perhaps it’s time to take a step back and figure out who it is exactly that you’re trying to reach with your art marketing efforts. Fairly often, when I ask artists who they’re trying to reach, their answer is something like “everyone who likes art.” Friends, that’s too broad of a definition, which makes it too hard to do. Think about this: If you were selling mini-vans, you wouldn’t try to...