Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to...

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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
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Transcript of Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to...

  • 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?

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    2. How have you marketed your art before? What happened?

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    3. What do you need and want from this class?

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

  • 2 | Marketing Basics for Artists

    ART AND MARKETING

    4. How do art and marketing mix in your mind?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    5. If you could have your heart’s desire from your art, what would it be?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    6. When you think of art and marketing, what does success look like for you?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    This is your vision statement.

    7. What resistance or skepticism to marketing do you anticipate, if any?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

  • Marketing Basics for Artists | 3

    GOALS & MISSION

    8. What are your goals for your art?

    Long-range (5+ years) ________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Intermediate-range (1 to 5 years) ______________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Short-range (< 1 year) _________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    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?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    10. Who consumes art?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    11. Why do you make art?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    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 ____

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

  • 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? __________________________________________

    _____________________________________________________________________________

    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)

    Instagram

    Facebook

    Pinterest

    Snapchat

    Twitter

    Other _______________________

    Other _______________________

    KEYWORDS & PHRASES

    For your search engine optimization (SEO) and marketing ______________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    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 ________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

  • 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?

    __________________________________________________________

    __________________________________________________________

    __________________________________________________________

    __________________________________________________________

    Before today, had you ever seen my art?

    Yes No Not sure What do you like about my art?

    __________________________________________________________

    __________________________________________________________

    __________________________________________________________

    __________________________________________________________

    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 ____________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    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

    -----------------------------------------------------------------------------------------------

    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) $ ___________

    -----------------------------------------------------------------------------------------------

    Desired annual income $ ___________

    Number of pieces sold in one year ÷ ___________

    Average price per piece $ ___________

    -----------------------------------------------------------------------------------------------

    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? _______________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    19. For each of your audiences, how do your buyers buy from you? Describe your

    shipping/fulfillment/ payment procedures.

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

  • 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) __________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Free publicity (you have no control over content) ______________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Paid advertising (e.g., Google Ads, Facebook Ads; you control content)

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    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].

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    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.

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    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.

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    23. Are you willing to adjust your art or art-making process to make money? Explore.

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    24. What are your next steps?

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

    _____________________________________________________________________________

  • Marketing Basics for Artists | 17

    MARKETING PLAN

    Product/Services

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Target Audience(s) Description

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Price

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Place (Distribution)

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    Promotion

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

    ______________________________________________________________________________

  • 18 | Marketing Basics for Artists

    ACTION ITEMS

    Action items Deadline

    Keep in touch: [email protected]

  • © 2019 Carol M. Booton, Ph.D.

    Marketing Basics for Artists

    CarolBooton.com