Advanced International Marketing
Samuel Abergel – Aurelie Buisson – Selim El
Feghaly – Baptiste Lebocq – Xavier Monpoix
EMC, Paris March 2010
On february 26th 2010, the European Management Center's Advanced International Marketing
Executive MBA students conducted a client interview with Prune Mateo. The following is a short
summary of what the students learned about Prune Mateo, her arts and her goals for expansion.
Client background & personal philosophy:
Prune Mateo is a 30 years old active artist who has been doing for over 12 years now several and
authentic paintings and collages.
When we asked her where she got her inspiration from, her answer was :
"It is a mystery, and I want to keep it like that"
She has in her asset:
more than 2500 Paintings
Hundreds of collages
New science fiction writings
Prune is a Parisian girl holding a theater bacalaureat eventhough it was not her aim objective neither
her passion. She is a self taught person, she discovered by chance a passion for painting and started
Besides her unemployed status, Prune never lacked for money and courage, she always managed to
get her materials from junk at some construction sites where she was able to manage amount of
She has already exposed hers paintings, especially during collective exhibitions. Her art was not
emphasized enough which discouraged her for other exhibitions.
Owner of more than 2500 paintings, with not enough resources to maintain them, frame them, store
them... Painting are stacking up and deteriorating.
So she offered to give ALL her collection for free to anyone who has the time and resources to
handle this huge amount of work and to commercialize her paintings, and eventually earn some
money. In other words, find an art agent. Besides the fact of looking for a professional agent, Prune
is not really as interested in the financial aspect of this approach as to expose her work getting people
to know about her and evaluate her authentic art.
She was contacted by a company which assists artists to rent - by exposing - their paintings in any
kind of companies. For Prune it was a good start that someone can manage her stock of paintings,
unfortunately the project was let down when the company anounced not being able to handle the
huge amount of her work.
Client's current target market:
Her main target is to sell her paintings to her friends, family, and people who visit her workshop.
She has no contact to expose her work outside.
Her 2 blogs don't give her new clients, or opportunity to expand her business.
She doesn't live from it
She has no business management skills
She has no time neither motivation to commercialize her work
More than 2500 paintings to manage (frame, store..)
Her work is not exposed and not sold
She tried to approach different organism and foundations with no success
She is open minded person and willing to develop her online skills (blog, facebook, twitter...)
Real motivated person but needs to be guided
Have a portfolio of usual customers and fans
Friends and familly support her and encourage her
Is not looking to create a fake image of herself just to become famous and sell her paintings.
For her, what makes her image is her work : "Parlez de moi c'est peindre"
she is proud of her uniqueness and doesn't want to compromize her work to please anyone
She wants to be true to herself.
Not aware about actual artistic events :
She is afraid of "perverting" her art process : "Art for her is not theory"
Afraid of success
She doesn't like the use of online tehcnology and is not ready to be following it up
She doesn't know how to promote her work : "Her work speaks for herself"
Prefers individual work
her proud of her work can stop her of being successfull
Not into artistic networking
Find an art agent to take care of her paintings and manage the process of commercializing
o Find a space and a safe storage for her paintings
Build a reputation
Recommendations : Marketing Plan
Theme Observation Recommendations Who? Cost Time
Make an inventory using a software (google PICASA):
Huge amount of paintings
- Sort and select the 2500 paintings
and collage deteriorating Prune Mateo + 4-6 months (half
Products - reference all the paintings by category, by size, by 0€
and stacking up without Friends day/day)
theme/collections, by techniques, by years of creation
any space nor frame
- Take pictures of the paintings and make pitch out of them
- See equivalent artists and see how much they sells their
paintings in order to get a price by m²
No price defined for any
4-6 months (half
paintings => risk of Prune Mateo 0€
- ARTS UP COTATION day/day)
devaluation of her work
To define a cotation, she can ask for an expert (commissaire Prune Mateo/
In order to get a cotation,
priseur) who will evaluate her work. Commissaire
it is essential to define a
priseur (Vincent 1 month
price on the art public
http://www.objectifexpo.com/news/2009/04/comment- Wapler) / IEMI-
Prune Mateo 150€
More than 2500 paintings Auction sale on theme:
/Commissaire 5% of the
Distribution stacking up and losing - Public auction
Priseur /IEMI- estimated
value - Internet auction : Arts-encheres.com
Internet provide you the possibilty of selling your paintings
online. You can create your own gallery on your website. If
you have enough traffic on your website, having an online
shop could be very profitable.
Prune 0€- 150€
The other way is to put your paintings on existing high trafic
No Commercial website Mateo/IEMI- (without cost 1 day/week
website such as Ebay, Priceminister or leboncoin. Dedicate
painting website also allow you to put your work online.
(For example: http://www.boutiquedesenvies.com,
http://www.carredartistes.com. Thoses sites are without
There is actually a great wave of a new trend in hospitality
called boutique and design hotels.
Move closer to her target
customers : exhibition in
trendy hotels : Exhibitions Most of these hotels are adopting a new policy in openning IEMI-CMH 0€ 1 day/week
in boutique and design their doors to exhibitions, varnishings and the art of Prune
hotels Mateo must be seen in these places. Few examples of
parisian hotels: Hotel Bel Ami , Hotel Artus, Hotel de
Participe in as much event as possible. Be curious of what is From 0€ to
happening out there, of other artists could give you! more: cost of
Communication: Visit this website: http://www.acryom.com/ Prune Mateo the train ticket
nobody know who You will find the agenda of events, festival and contests and/or (there are a lot
Expositions, events, Check the website at
Prune Mateo is or (there is a lot to do for your paintings and your experiences), representative of event
contests… least once every week.
what she can do. This job listings… (could be IEMI- outside of
has to change! The application forms are different from one event to CMH) Paris) and the
another but the website is well made and everything is stay during the
Events : One time (1 evening or
Prune Mateo Cost of the
- “Visit of a professional workshop”: Get a look at where a and/or cocktail + cost
professional artist work. Get a feel of a creative athmosphere and buy representative of the Or monthly event
painting directly where they have been created! (could be IEMI- representative (everyfirst Sunday of
CMH) if need be. the month for
Exposition of the best paintings, coktail, music.
Private network: make
- “The first painting concert”: You like music? You like art? Prune Mateo
yourself known by the Location of
Are you ready to enjoy really good music while admiring some fine and/or
specialists, other artists or the place
paintings ? Discover some artists that wish to show their work through representative
the amateurs where the One time event: one
the first painting concert ever! (could be IEMI-
concert will be evening
+ fliers and
Cooperation between Prune Mateo and some of her musicians
musician friends. Possibility to sell the paintings. friends
Mailing: Possibility to suscribe to a mailing list via the blog:
Get informed of the latest news (last paintings created, future
Prune Mateo 0€ Weekly or bi-monthly
events…). Send regular email about news on the blog and the
Call the press every time an event is organized: local press, Every time an event is
specialized press, regional press. organized.
(could be IEMI-
Press: make yourself CMH)
known by the general
public and the critics Prune Mateo
Send advertizing to the press for the event: use of articles, Cost of the Every time an event is
flyers or flashcodes. advertizing organized.
(could be IEMI-
Internet is one of the best display case for painters. It's an
easy way to promote your work, and find new customers.
First of all, your brand is you, so you have to promote
yourself on the web.
First thing to do is to buy a domain name with first name
and last name. Many websites provide the purchase.
Domains name prune-mateo.com and prune-mateo.fr are
available. Your current blog can be redirect to your new site
As your painter profiter, your website has to be more
professional and more friendly.
To do not disturb vision with many advertising, free host
providers are available such as Google Site
Suffers who go on your website want to learn about you,
about your background, about your hobbies. Don't hesitate
to write pages on yourself.
Yours products are yours paintings. People want to see the
Improvement of her 3 - 6 months
more images available IEMI-CMH 10€- 4000€
Internet visibility. (outsourced)
An online Painting galery on your website is compulsory.
Put the maximum online.
To increase your popularity on your site, you have to
register it on artistics directories.
At the same time, it's a good way to do an exhange linking
with artistic websites.
One person out of two use social network each day. It's a
performance way to find or improve the relationship with
You have to create your facebook page, your twitter account
and as your website, put the maximum on it : your
background and Paintings. Try to find on both social
network, similare profile to exchange link between theirs
pages and yours. People on thoses websites are currious on
Even if everybody do not have smartphone, figures increase
When you do an exhibition, put flashcode at the bottom of
each paint to affort direct link on an on line painting.
"Prune Mateo" is already an excellent brand name. The issue http://www.
is to register the name at the INPI and to create domain inpi.fr/fr/ma
name on the internet in order to preserve its online business rques/boite-
Creation/protection of development. All arts work. paintings, novels and collages a-outils-
must all be signed or stamped "Prune Mateo". IEMI-CMH 1 day
brand name marque/tarif
Prune Mateo as an artist could start than working on paiement.ht
developping her artsitic identity. ml
Sstart by getting personal artisic business cards. Though
people tend to be more virtual nowadays, business cards still
are a very important tool of communication. Business cards
Commercial support can be distributed easily and can reach too many people. A Prune Mateo ~30€ 1/2 hour
good example of ineteresting packages can be found on
www.vistaprint.fr :250 business cards for free or BC+head
Go to this website
?pg=appel Prune Mateo
To see the different offer related to the 1% artistic. representative
Subscribe to the 1%
Long term (could be IEMI-
artistic organism with 0€ Every ten days or so.
development For example, for this offer: CMH) that could
http://www.culture.gouv.fr/culture/dap/dap/unpourcent/ write somme of
uFiles/appel/200_doc1.pdf the file
The artist needs to send an artistic file, a CV and a letter of
The IEMI-CMH is entirely at disposal to help Prune Mateo in all the administrative steps she will
have to go through.