Art for the Masses: 6 Niche Marketing Lessons from 20x200


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In this slideshare, we at Wishpond, want to show you how 20x200 took a niche market online to great success, and how you can learn tips for your social marketing too.

Jen Bekman took great risks, looked like a fool, and is now on Forbes’ top ten female entrepreneurs to watch.

With a passion for art, and more specifically, art for everyone, Jen Bekman launched a first in the modern art world: an art gallery that supplies limited edition artwork at low prices, and strategically uses the power of the internet to provide art for everyone.

Founded in 2007, last year, 20x200 had expected revenues of over $7 million.

How could such an obscure concept with limited, niche market potential have such success? View the slideshare to find out...

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Art for the Masses: 6 Niche Marketing Lessons from 20x200

  1. 1. Art for the Masses: 6 Niche Marketing Lessons 20x200
  2. 2. Table of Contents 1 Syndicate coupons to popular websites to drive new traffic2 Use contests to promote new and popular products Create personal interactions on Facebook between your3 customers and CEO4 Create boards to attract users across all of your target markets Make product posts interesting and directly linked to your 5 website sales funnel Categorize your products by price to make your online store user 6 friendly
  3. 3. Syndicate coupons to1 popular websites to drive new traffic
  4. 4. Syndicate coupons to popular websites todrive new traffic ● Coupons are in keeping with the vision of 20x200 to bring art to the masses. ● To reach everyone, 20x200 coupons can be found on about every coupon site out there. ● From Retail Me Not, Ulitmate Coupons, Coupon Follow,, Coupons., Deal Catcher, Discounted Code Stores, and more: you will find 20x200 with coupons galore. ● The coupons are accessible with deals and coupons for a limited number of their limited editions, for a limited time. ● 20x200 markets to consumers looking for a deal. By including every deal and coupon site, 20x200 hits their reach to every prospective consumer in this niche.
  5. 5. What can retailers learn from this? Coupon lovers are on coupon sites. Get your discount 1 products to your market. Get on coupon sites. Post coupons frequently, with a quick call to action, a limited 2 number and limited time frame. 3 Use a coupon syndication site, such as Nextgenshopping. Create your own group offers available through Wishpond. 4 All of our marketing apps run on a brand’s Facebook Page, Twitter feed, website, and on mobile.
  6. 6. Use contests to2 promote new and popular products
  7. 7. Use contests to promote new andpopular products ● 20x200 runs a variety of contests which they promote through many of their social sites. ● The contests are engaging: ○ captioning artwork ○ short essay contests about the artwork ○ sweepstakes for amazing giveaways ● A recent contest, “Why Can’t You Just Be Nice”, garnered over 2,300 notes and shares on Tumblr alone. ● The contest perfectly showcased their artwork, and engaged their customer by asking contestants for their views on why can’ t you be nice, in 10 words or less. ● The prize? The print, framed. ● Entries could be submitted through Tumblr, or Twitter, using the #BNice hashtag.
  8. 8. What can retailers learn from this? Use your products as the prize. When showcased 1 well, contests generate excitement for your product. Promote your contest on multiple social platforms. 2 Use one hashtag, to create a clear community for your contest across all platforms. Keep it engaging. Ask your customer for their opinions. Show 3 you value your customers’ views. Make it easy, use Wishponds simple to set up contest 4 apps, such as photo caption contests, photo contests and sweepstakes.
  9. 9. Create personal interactions on Facebook3 between your customers and CEO
  10. 10. Create personal interactions on Facebook betweenyour customers and CEO ● 20x200 uses their Facebook Page to connect with their consumer on a more personal level. ● Keeping it personal, Jen Bekman does what many old-school CEO’s would never do. ● Jen Bekman herself shows how personal and relatable she is, on a how-to YouTube video embedded on Facebook. ● Jen describes step-by-step how to frame your art, how to do it inexpensively, and relates that this is how she frames for her home too. ● The more a consumer feels uniquely connected to 20x200, and the more a fan sees 20x200 and its products, the more likely that consumer will buy from 20x200.
  11. 11. What can retailers learn from this? 1 Social media sites like Facebook are about connecting with friends. Show your company with a personality, and let your fans feel like they are your friends. Create multiple touchpoints for emotive connections. 2 The more options you have for your customer to choose to connect with you, the better. Even if you are a CEO, your customers want to connect with 3 you and your team. This creates a more emotional bond with your consumer.
  12. 12. Create boards to attract4 users across all of your target markets
  13. 13. Create boards to attract usersacross all of your target markets ● Pinterest is a very visual site - ideal for an art gallery. ● 20x200s 63 Pinterest Board categories include: ○ “Art for Night Owls” ○ “Art for Lovebirds” ○ “Art for Geeks” ○ “Art for Baseball Fans” (how’s that for a niche?). ● Every Pin has the price of the item, a short description of the artwork, and a direct link to the 20x200 online store. ● The interested consumer is well within the sales funnel, with just a few simple clicks to finalize the sale.
  14. 14. What can retailers learn from this? 1 Pinterest is a visual site. Use the best pictures of your product to showcase them in the best light, to obtain the most likes and repins. Create multiple boards. Categorize your products. 2 Make it easy for your niche customer to find the niche product they want. 3 Link your pictures to specific landing pages on your website with clear call to actions.This works particularly well for online shopping stores. Your potential customer is interested in your product when they click on the picture - make it easy for them to get it!
  15. 15. Make product posts interesting and directly5 linked to your online sales funnel
  16. 16. Make product posts interesting anddirectly linked to online sales funnel ● Tumblr is very successful for 20x200, with most posts getting at least 100 notes and shares. ● Each post is of their product. ● The product has the price, and a description written in a friendly, inclusive tone. ● Strategically making their artwork accessible, 20x200 makes purchasing their products easy too. ● Every post on Tumblr links back to the online store, with a few simple clicks for the interested customer to purchase the artwork.
  17. 17. What can retailers learn from this? 1 Make your product visually appealing. 2 Describe your product to give your customers information, and to get them intrigued by what you have to offer. Link your product pictures to specific landing pages on 3 your website with clear call to actions. When a customer is interested enough to click on your product - this is the time to lead them to a quick, and easy purchase.
  18. 18. Categorize your products by6 price to make your online store user friendly
  19. 19. Categorize your products by price tomake your online store user friendly ● Jen Bekman’s store is her website. ● The 20x200 online browsing system is remarkably user friendly. ● True to being the provider of art for the masses, the website store cleanly compartmentalizes art pieces by price. ○ If a customer is looking for a $24 piece, they simply click on “$24”, and they are able to feast their eyes on over 300 works of art. ○ If a customer is looking for high-end art, they could peruse through the over 100 pieces in the “$1200+” category. ● The website store is also very user friendly to search by category of content, and even by color.
  20. 20. What can retailers learn from this? 1 Make the online shopping experience easy. If your focus is on price conscious consumers, show 2 your prices, and organize your online store to make your price conscious items simple to find. Just as would in a bricks and mortar store, make the 3 buying experience a good one, and keep your customers returning for more.
  21. 21. Thank you for viewing! To read the full article: wishpond/blog wishpond.comContact us at for a personal social marketing consultation. Written by: Krista Bunskoek PR & Content Marketing Manager Wishpond @wishpond