Marketing and Selling Fine Art Prints

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 »

Introduction
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 »

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 »

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

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 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. »

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. »

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 »

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 »

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 »

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 »

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

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

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 »

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 »

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 »

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? »

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 »

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 »

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

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) »

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 »

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 »

facebook

Big Black Bag

FolioLink

FolioSnap

Gallery-Worldwide

Art Evolved (artevo.com)

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

Thank you

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Marketing and Selling Fine Art Prints

by Gary Stafford on Mar 16, 2009

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Marketing and Selling Fine Art Prints — Presentation Transcript