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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 David Saffir.

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Marketing Digital Fine Art Reproduction - Artwork and Services

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