Marketing Digital Fine Art Reproduction - Artwork and Services

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This is a presentation which describes marketing techniques for print service providers, photographers and artists in fine art reproduction. This presentation was sponsored by HP, and was written by …

This is a presentation which describes marketing techniques for print service providers, photographers and artists in fine art reproduction. This presentation was sponsored by HP, and was written by David Saffir. www.davidsaffir.com

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Transcript

  • 1. HP Artist TM : New Solutions In Digital Fine Art Reproduction Marketing Your Business to Artists HP Artist TM
  • 2. HP Artist: Digital Fine Art Reproduction
    • A new solution - HP Artist software
    • Make attractive, accurate, and sellable reproductions of original artwork - watercolor, oil, acylics, etc.
    • Profitable stand-alone or addition to a printmaking or photography business
    G. Wilsey
  • 3. A Transformation in Fine Art Reproduction
    • In the past, fine art reproduction limited to specialists
    • This is a unique solution from HP in cooperation with its partners Nikon and Ergosoft
    • A special edition of Ergosoft Studio Print includes an embedded version of HP Artist software solution. It is a purpose-built, integrated tool for digital capture, correction, editing, and reproduction of fine art.
    • The integration of system components within StudioPrint, such as Nikon cameras, lighting, and HP printers, greatly reduces time required to produce high-quality, accurate work.
    J.R. Hull
  • 4. Transformation in Fine Art Reproduction - 2
    • HP Artist is a unqiue solution
    • Workflow now consists of ten basic steps
    • All hardware and software components are system integrated
    • Automated in lighting, reflectance, color management, camera profiling, uniform luminance.
    • Cuts time in production by at least 75%
    • Margins (direct cost) on each print v good
    • Return on investment very reasonable
    • Annuity business - numbered editions
    • Can fit in with fine art printmaking for photographers, as well
    J.R. Hull
  • 5. Digital Fine Art Reproduction
    • Under-developed market
    • Many artists want to sell their work
    • Perception among artists of high cost to create an edition
    • Most artists don’t know about print-on-demand
    • Can be profitable add-on or base business for you
    • Strong annuity/return customers
    • Some print-service providers poor quality
    • Internet competition very impersonal
    J.R. Hull
  • 6. Local Market Development
    • Recruit
        • Educate
          • … and Sell!
  • 7. Digital Fine Art Reproduction Customers
    • Recruit:
      • Art Shows & Juried Exhibitions
      • Galleries
      • Museums/curators
      • Artist’s Associations
      • Universities and Colleges
      • Local media and news sources
      • Referrals
  • 8. Market Development
    • Educate
      • Most artists want recognition
      • One-one with local artists
      • Presentation to local art association:
        • “ How to Choose A Fine Art Printmaker”
        • “ Marketing Your Artwork & Fine Art Reproductions”
      • Web presence - you do need a site
      • Can you link up with a local web developer?
      • Success story - nothing equals a good example
  • 9. Market Development
    • Sell: What makes you different?
      • Service and relationship
      • Print quality
      • HP Artist is part of your story
      • New and Unique
      • Image quality and color fidelity
      • Choice of media
      • Print on demand
  • 10. Your Marketing Tools
    • Marketing and Advertising
    • Web content and email marketing
    • Pricing
    • P&L
  • 11. Example of Brochure
  • 12. Success Story Hullart.com
    • Award-winning artist
    • Strong online presence
    • Offers originals and reproductions
    • Strong ties to art communities
    • See video interviews
  • 13. Conclusions
    • Marketing, service and quality are keys to success
    • HP Artist reduces production time significantly
    • Charge for photography and printing
    • Typical print pricing is about $25/sq foot/18 cents/sq inch.
    • Direct cost of materials and labor makes this a profitable business
  • 14. Interview With the Artist (insert video clips)