Post on 29-Sep-2020
Marketing Basics
for Artists Workbook
INTRODUCTION 1
WHERE ARE YOU NOW? 1
ART & MARKETING 2
GOALS & MISSION 3
THE ARTISTS’ CHOICE 4
THE NATURE OF ART 4
PRODUCTS/SERVICES 5
BUSINESS IDENTITY 6
MARKET RESEARCH 6
CUSTOMER RESEARCH 7
THE FOUR Ps OF MARKETING 9
TARGET AUDIENCES 10
PRICING 11
PLACE (DISTRIBUTION) 12
PROMOTION 13
RESOURCES 15
MARKETING PLAN 17
ACTION ITEMS 18
© 2019 Carol Booton
Marketing Basics for Artists | 1
INTRODUCTION
Welcome to Marketing Basics for Artists. The purpose of this course is to drill down into
the marketing aspects of art so you can make decisions and take actions that will
help you bring your art into the world. This workbook will help you develop the
elements of your marketing plan.
ABOUT CAROL BOOTON
Like most artists, I contain multitudes. I have been a painter, a clothing and costume
designer, a fashion illustrator, a landscape designer, a T-shirt artist, and a painter of
furniture and objects. I’ve also been a chauffeur, waitress, salesperson, college
instructor, and school bus driver. Currently, I am a writer, editor, researcher, publisher,
artist, book designer, illustrator, and blogger. I have a B.S. degree in art and a Ph.D. in
marketing. I’m glad we can share a small part of our creative journey. I hope you
gain insight into how you can help make your art into a business.
WHERE ARE YOU NOW?
1. Briefly, what do you make and why do you make it?
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2. How have you marketed your art before? What happened?
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3. What do you need and want from this class?
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2 | Marketing Basics for Artists
ART AND MARKETING
4. How do art and marketing mix in your mind?
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5. If you could have your heart’s desire from your art, what would it be?
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6. When you think of art and marketing, what does success look like for you?
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This is your vision statement.
7. What resistance or skepticism to marketing do you anticipate, if any?
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Marketing Basics for Artists | 3
GOALS & MISSION
8. What are your goals for your art?
Long-range (5+ years) ________________________________________________________
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Intermediate-range (1 to 5 years) ______________________________________________
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Short-range (< 1 year) _________________________________________________________
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INTERNAL MISSION EXTERNAL MISSION
What I want from my art (income,
lifestyle, etc.) What my art can do for others
4 | Marketing Basics for Artists
THE ARTIST’S CHOICE
Which statement resonates more for you?
I prefer to make what I want and then find a market for it.
I prefer to find a market and make art to suit that market.
THE NATURE OF ART
9. What is art? What is art for?
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10. Who consumes art?
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11. Why do you make art?
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12. Do you buy art? Often ____ Sometimes ____ Never ____ I’d like to ____
13. Do you know why people buy YOUR art? Yes, I think so ____ Not sure ____
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Marketing Basics for Artists | 5
PRODUCT/SERVICES
14. Describe the features and benefits of your art (features are the qualities of the art,
e.g., color, size, shape, material, process, etc. Benefits are the reasons people buy
your art, e.g., beauty, investment, décor, prestige, self-esteem, happiness, etc.)
FEATURES BENEFITS
6 | Marketing Basics for Artists
BUSINESS IDENTITY
15. What is your business identity?
What is the name of your company? __________________________________________
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Will you use your own name or another name? ________________________________
Do you need a logo? ________________________________________________________
What is your domain name? __________________________________________________
Who will host your website? ___________________________________________________
What is your social media presence? (Note: you don’t have to use all of them)
Snapchat
Other _______________________
Other _______________________
KEYWORDS & PHRASES
For your search engine optimization (SEO) and marketing ______________________
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MARKET RESEARCH
Number of potential end-user clients __________________________________________
Number of potential intermediaries (brokers, agents, etc.) ______________________
Number of potential venues (galleries, etc.) ___________________________________
Number of potential art shows ________________________________________________
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Marketing Basics for Artists | 7
CUSTOMER RESEARCH
Adapt as desired.
Hi, thanks for helping me understand your thoughts about art. Please answer the following questions. Do you ever buy art?
Often Sometimes Never Where do you buy art, or where would you consider buying art?
Art sites like Etsy Artists’ websites Art galleries Other _________________________________________
What qualities about an art piece would make you consider buying it?
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Before today, had you ever seen my art?
Yes No Not sure What do you like about my art?
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Would you like to add your name to my mailing list?
Name ______________________________________________________
Email ______________________________________________________
8 | Marketing Basics for Artists
Other questions to ask potential clients
End-users of art
How many pieces of art do you buy per year?
How often do you commission a piece of art made to your specifications?
Where do you find art to buy?
Do you prefer to buy art directly from the artist or through an intermediary?
How much do you spend on average a year on art?
What are the main reasons you buy art?
What is your favorite type of art?
How often do you visit artists’ studios?
Do you follow artists on social media?
What was your total household income last year?
What is your preferred communication method for learning about new
artists/shows/new work, etc.?
Do you support artists as a patron?
Intermediaries of art
How many pieces of art do you buy per year?
Where do you find art to buy?
Who are your corporate clients?
How much do you spend on average a year on art?
What are the main reasons you buy art for your corporate clients?
Do you ever visit artists’ studios?
What is your preferred communication method for learning about new
artists/shows/new work, etc.?
Your clients
What do you like about my art?
Did you install the art in your home?
How difficult was it to install the art?
Do you follow me on Instagram/Pinterest/Facebook, etc.?
How often do you visit my website?
How often do you go to art galleries/art shows?
Marketing Basics for Artists | 9
THE FOUR Ps OF MARKETING
Marketing is all about persuasion. How do you feel about persuading
people to buy your art?
Product includes the art, how you make the art, where you make the art,
what you call the art.
Price is what people are willing to pay you for your art.
Place means how you distribute the art, where people buy it, how they
buy it
Promotion includes publicity, advertising, identifying target audiences,
marketing messages, marketing collateral
Empty space to reflect
10 | Marketing Basics for Artists
TARGET AUDIENCES
16. Who are your audiences? (Review the list of intermediaries; fill out this form for
each of your products; use extra sheets as necessary.)
Product 1 ____________________________________________________________________
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End user (art user) Intermediary 1 (e.g., a
corporate venue) Intermediary 2 (e.g.,
agent for the venue)
A
B
C
D
E
F
A. Why do they buy from you?
B. Can they afford your art?
C. Are there enough of them?
D. Can you reach them?
E. How do they buy art?
F. What websites do they visit?
Possible intermediaries include art galleries, art festivals and shows (if they are juried), art retailers, art auctions, art consignment spaces, corporate venues (banks, hospitals, office buildings, law offices, etc.), magazines, art websites. Any entity that comes between you and the end user is an intermediary.
Marketing Basics for Artists | 11
PRICING
17. How do you calculate the price of your art?
Calculate the costs and add a profit margin
Charge based on what other similar art costs
Use intuition to set prices
Let a broker, agent, or gallery set the prices
Let customers set the prices
Choose your desired annual income and then divide by the number of
pieces you sell in one year
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A. Direct cost of materials (in a piece) $ ___________
B. Indirect costs (spread across pieces) $ ___________
C. Cost of hiring help (not your salary) $ ___________
D. Overhead costs (utilities, rent, etc.) $ ___________
Number of hours in project ____________
Your preferred rate per hour $ _____
E. Total cost of your labor $ ___________
Add lines A - E $ ___________
+Profit (markup _______%) +$ __________
Wholesale price =$ __________
Retail price (add 50% or more) $ ___________
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Desired annual income $ ___________
Number of pieces sold in one year ÷ ___________
Average price per piece $ ___________
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What are your pricing policies and terms?
50% deposit, balance on delivery
Send invoice, net 15 or net 30 days
Cash only
Other _____________________________________
12 | Marketing Basics for Artists
PLACE (DISTRIBUTION)
18. Where do your end users find you to buy your art?
DIRECT
They visit your studio
They find your art on your website
You bring art to their homes/businesses
THROUGH INTERMEDIARIES
Art galleries
Art auctions
Art fairs and festivals/Art Walk
Retail outlets (e.g., brick & mortar/online retail stores)
Online-only marketplaces (e.g., Etsy, Zatista, Artfinder, Amazon Handmade)
Through distributors/ brokers/agents/dealers (e.g., Portland Art Dealers
Association)
Consignment spaces (e.g., Sotheby’s consignment)
Corporate venues (e.g., bank, hospital, office building)
Other _______________________
Who chooses the art? ________________________________________________________
Who writes the check? _______________________________________________________
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19. For each of your audiences, how do your buyers buy from you? Describe your
shipping/fulfillment/ payment procedures.
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Marketing Basics for Artists | 13
PROMOTION
20. How do you promote your art? (free and paid, social media); note that
promotion can happen through distribution channels.
Art shows and art festivals Email campaign
Through art galleries Instagram
Your website Pinterest
Someone else’s website Facebook
Etsy store Twitter
Social media plan (you don’t have to use all of them) __________________________
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Free publicity (you have no control over content) ______________________________
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Paid advertising (e.g., Google Ads, Facebook Ads; you control content)
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What marketing collateral do you need? (print and web)
Business cards
Brochures/postcards/flyers
Letterhead
Samples
Portfolio
Leave behinds
14 | Marketing Basics for Artists
Unique selling proposition (USP)
For [discerning clients]
Who [need a painting to hang over their couch]
[Name of your company]
Is [the source for the best couch paintings]
Providing [colors to match your couch, ready to install].
Unlike [other off-the-shelf home décor products],
[Name of your company]
is [the only artist in the Pacific Northwest offering completely customized couch
paintings].
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Elevator pitch
I create paintings customized to complement clients’ couches. My passion is
matching colors and styles to the client’s décor to give them a unique visual
artifact they can enjoy daily.
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Marketing content
Collect client testimonials
Collect relevant keyword and images (and use them consistently)
Marketing Basics for Artists | 15
RESOURCES
21. Do you know where to find help? Find links at carolbooton.com
IRS (free)
https://www.irs.gov/newsroom/hobby-or-business-irs-offers-tips-to-decide
SCORE (free)
https://www.score.org/find-mentor
SBA (free)
https://www.sba.gov/
https://www.sba.gov/business-guide/plan-your-business/calculate-your-
startup-costs
https://www.sba.gov/business-guide/plan-your-business/write-your-business-
plan
SBDC
https://bizcenter.org/centers/portland-sbdc/
PSU
https://www.pdx.edu/entrepreneurship/
https://www.pdx.edu/the-arts/
Coaches (a random Google search sample)
https://www.christystrauch.com/
http://www.artmatch-coach.com/coaching.html
http://www.artmatch-coach.com/resources.html
http://www.michelegreco.com/life-coaching-for-artists-and-creatives
https://renee-phillips.com/
https://www.artbusiness.com/osoqcreatran.html
Books (old favorites)
Authentic Marketing for Introverts, Christy Strauch, 2013
Big Magic, Elizabeth Gilbert, 2015
The Artist’s Way, Julia Cameron, 1992
Wishcraft, Barbara Sher, 1979
Websites
Art Bistro, http://artbistro.monster.com/benefits/articles/12069-5-reasons-why-
some-artists-are-successful
Artsy, https://www.artsy.net/
Artwork Archive, https://www.artworkarchive.com/blog/the-first-steps-to-
starting-an-art-business; https://www.artworkarchive.com/blog/9-ways-to-
sell-art-without-gallery-representation
Craftmaster News (art fairs), https://www.craftmasternews.com/oregon.aspx
Getting Your Sh*t Together, https://www.gyst-ink.com/
Microsoft Office templates, https://templates.office.com/en-US/Financial-
Management
Regional Arts and Culture Council, https://racc.org/
Renee Phillips, https://renee-phillips.com/selling-your-art-to-interior-designers-
and-art-consultants/
Riley Associates, http://www.artstaxinfo.com/artists.shtml
Snapchat, https://medium.com/swlh/why-snapchat-is-quickly-becoming-the-
best-social-media-platform-for-recording-artists-31515a6f3b18
16 | Marketing Basics for Artists
REFLECTION
22. Are you ready to take action? Explore any resistance you might feel.
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23. Are you willing to adjust your art or art-making process to make money? Explore.
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24. What are your next steps?
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Marketing Basics for Artists | 17
MARKETING PLAN
Product/Services
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Target Audience(s) Description
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Price
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Place (Distribution)
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Promotion
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18 | Marketing Basics for Artists
ACTION ITEMS
Action items Deadline
Keep in touch: carol@carolbooton.com
© 2019 Carol M. Booton, Ph.D.
Marketing Basics for Artists
CarolBooton.com