Uneak White's Personal Brand Exploration Presentation
LMar Brand strategy
1. Creative Brand Strategy Project
Story-telling and Brand Development course
12/18/2010
Crystal Angeles
2. S.M.A.R.T Goals
1. Will attain respect and trust of local (cross promoting) galleries to maintain a consistent flow.
2. Will successfully join the Chicago Artists Coalition (http://chicagoartistscoalition.org/) and
become a viable member of their community with regular attendance and substantial input.
3. Effectively gain a mail/email list of at least 100 new clients in 60 days, through both electronic
and live marketing techniques.
4. 1. 3rd Friday arts - Where a collection of galleries
all have opening receptions on the same date. This inspires a
bigger gathering and more networking opportunities. http://
zhoubartcenter.blogspot.com/
5. 2. NEXT, Art Chicago, Art Basel - The upscale
art fairs are designed to enhance the exposure of your gallery.
They draw in galleries from all over the world and have mini-
exhibits of artists you represent/exhibit. http://
www.nextartfair.com/ - http://artchicago.com/ - http://
artbasel.com/go/id/ss/lang/eng/
6. 3. Facebook, Twitter, Artslant - Using social
networking sites can greatly improve your visibility to a
wider audience. Not just local, but national and international
as well. They are also good for drawing in a younger crowd
that relies heavily on web based searches. http://
www.finearttips.com/2010/04/thinking-outside-the-frame-
whats-your-art-marketing-tip/
7. 4.Continue to build mailing and email
lists - By keeping your lists up to date and consistant, you
stand a better chance of building your client base. By
showing your consistancy, you build your word of mouth
and also your loyal clientele base. http://artbusiness.com/
art_business_plan.ht
8. 5.Join local museums, arts organizations,
dealer associations, and show up at
significant arts events and fundraisers - This
puts the gallery into contact with specific people. This is how a
stable reputation is built and also puts you on the map for serious
collectors and buyers. http://artbusiness.com/
art_business_plan.html
9. 6. Advertise - An age old way of marketing is to advertise
your gallery in arts related magazines. Much like social
networking, this can reach a larger audience. This shows that
you are not only trying to reach a local market, but also
bringing your brand to serious collectors and art appreciators.
http://chicagoartmagazine.com/ - http://artnews.com/home/
10. 7. Lectures - In gallery lectures are a great way to gain
community involvement. They give an interested audience, who
may want to know more about art, a chance to learn and meet with
other appreciators. Also, if these lectures are taped, they can be
added to the gallery website onto an archive for review later. This
also gives your website an increased return rate.
11. 8. Keeping an updated website - One of the most
important aspects of a gallery (as well as any business) is having a
regularly updated website. These is going to build your retention rate,
as well as to keep your gallery higher on the search engines. If your
clientele sees the same information over and over again they will lose
interest and eventually stop visiting your website.
12. 9. Press Releases - It is important to have an effect press
release as this is the major point of contact between the gallery and
the news reporter. Press releases should be sent to all the major
newspapers and arts papers in the region at least one month in
advance. This way, they will be sure to have a print and any
interviews that may arise can be conducted in a timely manner.
13. Extended Marketing Choice
10.Cross Promotion - To build a lasting reputation in the art
world, it is important to meet your “neighbors”. One way to make this work,
is to cross promote the gallery with neighboring galleries that aren’t direct
competitors. For example, since LMar Gallery deals only with
contemporary artworks, it would be a wise choice to cross promote with a
gallery that only exhibits sculpture. This will quickly build a positive
reputation and improve the clientele base.
