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Page 1: Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to Marketing Basics for Artists.The purpose of this course is to drill down into the marketing

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

Page 2: Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to Marketing Basics for Artists.The purpose of this course is to drill down into the marketing
Page 3: Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to Marketing Basics for Artists.The purpose of this course is to drill down into the marketing

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

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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

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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)

Instagram

Facebook

Pinterest

Snapchat

Twitter

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 ______________________________________________________

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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?

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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

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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.

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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 _____________________________________

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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

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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)

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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

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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: [email protected]

Page 21: Marketing Basics for Artists … · Marketing Basics for Artists | 1 INTRODUCTION Welcome to Marketing Basics for Artists.The purpose of this course is to drill down into the marketing

© 2019 Carol M. Booton, Ph.D.

Marketing Basics for Artists

CarolBooton.com