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Reference Materials Art Marketing 101: A Handbook for the Fine Artist by Constance Smith Licensing Art 101: Publishing and Licensing Artwork for Profit by Michael Woodward Raffle – please fill out feedback form »

Art Marketing 101: A Handbook for the Fine Artist by Constance Smith

Licensing Art 101: Publishing and Licensing Artwork for Profit by Michael Woodward

Raffle – please fill out feedback form »

Introduction Who is Lazer? Purpose of seminar What is a fine art or giclée print? »

Who is Lazer?

Purpose of seminar

What is a fine art or giclée print? »

Agenda for Seminar Selling Prints vs. Originals Developing a Marketing Plan Break Pricing Your Prints Expanding Your Prints Sales Your Website Questions and Answers Tour »

Selling Prints vs. Originals

Developing a Marketing Plan

Break

Pricing Your Prints

Expanding Your Prints Sales

Your Website

Questions and Answers

Tour »

Selling Prints vs. Originals Your customer must perceive sufficient value in your prints versus the originals Why wouldn’t they? Poor quality prints (printing or capture) Commoditization of prints – high volume and low price (Wal-Mart effect) Poor presentation of prints »

Your customer must perceive sufficient value in your prints versus the originals

Why wouldn’t they?

Poor quality prints (printing or capture)

Commoditization of prints – high volume and low price (Wal-Mart effect)

Poor presentation of prints »

Selling Prints vs. Originals How do we create the perception of value? You have to believe there is value in your prints You have to know enough about the fine art printmaking process to answer your customer’s questions (our other seminar) You have to create a sense of the print’s value to your customer through your marketing and sales activities »

How do we create the perception of value?

You have to believe there is value in your prints

You have to know enough about the fine art printmaking process to answer your customer’s questions (our other seminar)

You have to create a sense of the print’s value to your customer through your marketing and sales activities »

Developing a Marketing Plan Business Plan Marketing Plan Marketing Objectives Marketing Strategy Action Plan

Marketing Plan “A written document that details the necessary actions to achieve one or more marketing objectives . It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years.” – Wikipedia

Marketing Plan “ Outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer.” – About.com

“ Outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer.” – About.com

Marketing Plan “Marketing is the philosophy of business, which is to sell more stuff , to more people, more often, for more money, more efficiently.” – Sergio Zyman, Coca-Cola

“Marketing is the philosophy of business, which is to sell more stuff , to more people, more often, for more money, more efficiently.” – Sergio Zyman, Coca-Cola

Developing a Marketing Plan Business Plan Marketing Plan Marketing Objectives Marketing Strategy Action Plan

Marketing Objective Examples Usually financial in nature, be clear, be measurable, and have a stated time frame for achievement. Over the next year, become known regionally as a fine artist specializing in traditional landscape oil paintings. »

Usually financial in nature, be clear, be measurable, and have a stated time frame for achievement.

Over the next year, become known regionally as a fine artist specializing in traditional landscape oil paintings. »

Marketing Objective Examples Within the next 18 months, generate enough ongoing print sales to fully fund my photography pursuits. Within two years, generate a fulltime income through ongoing sales of my original paintings and prints. »

Within the next 18 months, generate enough ongoing print sales to fully fund my photography pursuits.

Within two years, generate a fulltime income through ongoing sales of my original paintings and prints. »

Developing a Marketing Plan Business Plan Marketing Plan Marketing Objectives Marketing Strategy Action Plan

Marketing Strategy The ‘Marketing Mix’ - the 4P’s Product - The product you are selling Prints, originals, framed or unframed, size Price – Your pricing strategy What will you charge? What will they pay? Place – The time and place in which you sell: Right place, right time, and the right quantity Promotion – Getting your product known Advertising, direct marketing, PR, selling »

The ‘Marketing Mix’ - the 4P’s

Product - The product you are selling Prints, originals, framed or unframed, size

Price – Your pricing strategy What will you charge? What will they pay?

Place – The time and place in which you sell: Right place, right time, and the right quantity

Promotion – Getting your product known Advertising, direct marketing, PR, selling »

Marketing Strategy The ‘Extended Marketing Mix’ People – Who represents your business You, your customers, art rep, gallery, etc. Physical Evidence – Your reputation What others say about you and you artwork Process – How people obtain your product The buying experience you create Packaging – How is the product presented »

The ‘Extended Marketing Mix’

People – Who represents your business You, your customers, art rep, gallery, etc.

Physical Evidence – Your reputation What others say about you and you artwork

Process – How people obtain your product The buying experience you create

Packaging – How is the product presented »

Developing a Marketing Plan Business Plan Marketing Plan Marketing Objectives Marketing Strategy Action Plan

Sample Action Plan Artist’s resume (biography, statement, exhibits) Website with portfolio, resume, and contact info Join and actively participate in networking groups, both in person and online (facebook) Business cards Quarterly direct mail postcard campaign Postcards as handouts in addition to brochure Tri-fold brochure Portfolio of prints of your work »

Artist’s resume (biography, statement, exhibits)

Website with portfolio, resume, and contact info

Join and actively participate in networking groups, both in person and online (facebook)

Business cards

Quarterly direct mail postcard campaign

Postcards as handouts in addition to brochure

Tri-fold brochure

Portfolio of prints of your work »

Supplemental Actions Shows and exhibitions* E-mail updates to clients and prospects Rack cards (alternative to brochure) Advertising in print and online Letterhead and envelopes Donate to a nonprofit fund-raiser Search engine keyword advertising »

Shows and exhibitions*

E-mail updates to clients and prospects

Rack cards (alternative to brochure)

Advertising in print and online

Letterhead and envelopes

Donate to a nonprofit fund-raiser

Search engine keyword advertising »

Sample Marketing Budget Artist’s resume $0 Starter website (foliosnap.com) $250 Participate in networking groups $0 Quarterly postcard campaign (250 x 4) $425 Postcards as handouts (250 x 4) $150 Business cards – (1,000) $25 Brochure – (500) $120 Portfolio presentation case (14 x 17) $75 Photographic prints of your art – (15) $175 $1,220

Artist’s resume $0

Starter website (foliosnap.com) $250

Participate in networking groups $0

Quarterly postcard campaign (250 x 4) $425

Postcards as handouts (250 x 4) $150

Business cards – (1,000) $25

Brochure – (500) $120

Portfolio presentation case (14 x 17) $75

Photographic prints of your art – (15) $175

$1,220

2009 Sample Marketing Budget Artist’s resume $0 Starter website (foliosnap.com) $250 Participate in networking groups $0 Postcard campaign (250 x 3 ) $320 Postcards as handouts (250 x 3 ) $115 Business cards – (1,000) $25 Brochure – (500) $120 Portfolio presentation case (14 x 17) $75 Photographic prints of your art – (15) $175 $710

Artist’s resume $0

Starter website (foliosnap.com) $250

Participate in networking groups $0

Postcard campaign (250 x 3 ) $320

Postcards as handouts (250 x 3 ) $115

Business cards – (1,000) $25

Brochure – (500) $120

Portfolio presentation case (14 x 17) $75

Photographic prints of your art – (15) $175

$710

Marketing Collateral Costs Business cards (4/0) .02¢ Postcards as handouts (4/1) .16¢ Postcards with label/postage (4/1) .45¢ Brochure (4/4) .24¢ Flyers (4/0) .18¢ Rack Card (4/1) .18¢ Much lower cost in larger quantities Don’t be afraid to distribute »

Business cards (4/0) .02¢

Postcards as handouts (4/1) .16¢

Postcards with label/postage (4/1) .45¢

Brochure (4/4) .24¢

Flyers (4/0) .18¢

Rack Card (4/1) .18¢

Much lower cost in larger quantities

Don’t be afraid to distribute »

Marketing Budget Tips Design promotional materials yourself Find design students who need printed samples for their portfolios (RIT) Find photography students to photograph your artwork at a lower cost (RIT) Barter your artwork and/or prints for design, photo, copywriting for your »

Design promotional materials yourself

Find design students who need printed samples for their portfolios (RIT)

Find photography students to photograph your artwork at a lower cost (RIT)

Barter your artwork and/or prints for design, photo, copywriting for your »

Marketing Budget Tips Use online web-to-print services like gotPrint.com, VistaPrint.com, PsPrint.com Design with postage in mind (27 ¢ vs. 42¢) Don’t start out by trying to build your site Find a webhost that specializes in artists »

Use online web-to-print services like gotPrint.com, VistaPrint.com, PsPrint.com

Design with postage in mind (27 ¢ vs. 42¢)

Don’t start out by trying to build your site

Find a webhost that specializes in artists »

Break! 10 Minutes

Pricing Your Prints Based on original (top-down) Cost plus (bottom-up) Market value (what will customers pay) Dangers of setting the print price too high or too low Does size determine price? Multiple sizes or a single size? »

Based on original (top-down)

Cost plus (bottom-up)

Market value (what will customers pay)

Dangers of setting the print price too high or too low

Does size determine price?

Multiple sizes or a single size? »

Increasing the Value of Prints Perceived value will increase as your reputation as an artist increases Signing your prints (archival pen or pencil) Title and date Embossed watermarks Embellishment, matting and framing Certificate of Authenticity »

Perceived value will increase as your reputation as an artist increases

Signing your prints (archival pen or pencil)

Title and date

Embossed watermarks

Embellishment, matting and framing

Certificate of Authenticity »

Certificate of Authenticity

Limited Editions What is ‘limited’? Hand numbered prints Keep records and be able to provide proof Selling in numeric order Value increases with print number Ideal quantity? Print-on-demand verses print all at once Multiple editions »

What is ‘limited’?

Hand numbered prints

Keep records and be able to provide proof

Selling in numeric order

Value increases with print number

Ideal quantity?

Print-on-demand verses print all at once

Multiple editions »

Expanding Your Print Sales Individual print sale Art collectors, casual art buyers, and impulse buyers Licensing artwork for multiple print sales Hotels, restaurants, medical facilities, legal firms, corporations, and product design and manufacturing firms (PGC), franchises

Individual print sale

Art collectors, casual art buyers, and impulse buyers

Licensing artwork for multiple print sales

Hotels, restaurants, medical facilities, legal firms, corporations, and product design and manufacturing firms (PGC), franchises

Your Website’s Purpose Creates a professional appearance Promotes awareness of you and your art Collect leads (new clients) Keeps current clients interested in your art Sells (e-commerce) »

Creates a professional appearance

Promotes awareness of you and your art

Collect leads (new clients)

Keeps current clients interested in your art

Sells (e-commerce) »

Your Website’s Features Online portfolio of work How to contact you Artist’s resume (about/bio/statement) News, better yet a blog Calendar of upcoming events Guestbook (lead generator) Pricing and purchase information »

Online portfolio of work

How to contact you

Artist’s resume (about/bio/statement)

News, better yet a blog

Calendar of upcoming events

Guestbook (lead generator)

Pricing and purchase information »

Your Website is You Site is direct reflection of you as an artist Bad design or ‘bugs’ = poor first impression Major costs: web design, programming, URL registration, website and email hosting, online promotion, e-commerce Impression web address and email make Custom built vs. template-based Importance of updating content »

Site is direct reflection of you as an artist

Bad design or ‘bugs’ = poor first impression

Major costs: web design, programming, URL registration, website and email hosting, online promotion, e-commerce

Impression web address and email make

Custom built vs. template-based

Importance of updating content »

facebook

facebook

Big Black Bag

Big Black Bag

FolioLink

FolioLink

FolioSnap

FolioSnap

Gallery-Worldwide

Gallery-Worldwide

Art Evolved (artevo.com)

Conclusion Plan, Test, Adjust Raffle Questions and Answers Tour »

Plan, Test, Adjust

Raffle

Questions and Answers

Tour »

Thank you