Panel discussion at the Sawyer Free Library 9-25-18

1. Finding Your
Audience
Promoting Your
WorkAn Artist’s Perspective
PREPARED BY: JACQUELINE GANIM-DEFALCO
JACKIE@CAPEANNDESIGNS.COM 978-283-8333
@CAPEANNART @JMGANIM

2. Artists are Entrepreneurs: All small biz
has the same challenges, especially in marketing
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3. What should I take away
today?
Audience:
Identify your audience
Build Your audience
Stay in touch with your audience
Selling Work:
Create and tell your story = content
Make your work accessible – online & offline
Make simple tools part of your daily routine. Add
Vitamin M to your diet;
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4. Identify your audience: Use Research
to find out:
Who are your customers/clients/audience? How would you describe them?
How do they interact with art?
What are their interests?
Competition?
Which other artists are doing similar work & how are they promoting themselves to
these audiences?
How will you be different?
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5. Customers
ART IS A POWERFUL FORM OF EXPRESSION NOT ONLY FOR THE ARTISTS
WHO CREATE IT, BUT ALSO FOR THOSE WHO OWN IT. ART ALLOWS PEOPLE
TO EXPRESS THEIR INDIVIDUALITY AND TO REPRESENT THEIR BELIEFS,
FEELINGS, IMAGINATIONS, CONVICTIONS OR PHILOSOPHIES IN SOCIALLY
(AND VISUALLY) ACCEPTABLE AND REDEEMING WAYS.
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6. Build Your Audience
Build a database – start with friends & family
Special Events – keep a notebook at your booth
Advertise or become a member to take advantage of getting your work on
other emails blasts so that people find you (seARTS, Rocky Neck, etc.)
Set up an Email program (e.g. MailChimp) and use integrated features, app &
other handy devices to collect information
Send Press Releases to generate interest if you have a special announcement
Stay in Touch!
Blog and share your thinking
Send out a quarterly/monthly update about your work
Invite them to special events or promotions
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7. Promotion
"NO ART SELLS ITSELF."

8. What does it take to sell work?
A good story
Consistent & enthusiastic delivery and sharing of that story
Enough work so that people feel they have a choice
Attractive display and venue should be interesting, clean, welcoming
Pricing that reflects the value of the work not the cost to make it (that should be part
of the value, but not all of it…)
Packaging that is appropriate for your brand or genre of work. For jewelers, it’s a nice
box or bag AND a story tag
Having work out there – galleries, trunk shows, unusual venues & special events
All forms of payment accepted! The Square makes that easy.
For non-buyers, something to remember you
Build a relationship with your clients
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9. The story starts with your Artist
Statement
Sea Glass Example:
As an artisan and collector of sea glass, my interest is to create
and sell distinctive, functional, wearable art that celebrates the
natural characteristics of the materials, reflects the beauty and
authenticity of the region and provides a consistent connection
point for those who visit and live here.
Remember a great brand has Authenticity, Consistency & Clarity

10. Social Media is the way to get
the story out there….
It’s free and widespread, reaches many different populations
Followers are people that want to hear what you are saying…!
Allows conversation, feedback, and brand elevation
Clients come back based on your story; share your journey
It helps connect your network to that of friends-growing exponentially
It increases the search-ability of your website and/or blog
Note: You don’t have to use all forms for all parts of your life – e.g. CAD
on Facebook and CapeAnnArt on Twitter. LinkedIn just for marketing
biz.
Rob Diebboll,
Cape Ann Artisans
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11. Example of how to Share a Post from seARTS.org
Content Management Systems
make sharing easier.
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12. Networking helps people get to know you
ART TRANSFORMS AND PERSONALIZES THE PLACES WHERE
WE LIVE AND WORK. ART REVIVES LIFELESS INTERIORS,
HOMES AS WELL AS BUSINESSES, AND TRANSFORMS THEM
INTO UNIQUE, BEAUTIFUL AND ENGAGING ENVIRONMENTS.
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13. Sample Tools &
Tips
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Credit Card
Reader
Email
Signature
Special
Events!
Packaging
Displays!

14. How Twitter worked for me!
Example 1: Helped Cape Ann Artisans identify
& ultimately win a contest for best Tour in New
England and Top Crafts Destination
Example 2: Helped Celebrate Wearable Art
event tie in to the fashion blogging community
Example 3: Connected a famous opera singer
to a couture designer in NYC
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15. Vitamin M
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16. A Daily Routine: Vitamin M for
Marketing
Work on your building blocks: photos, inventory lists, product
descriptions – the “stuff” – the content
Write your story– craft the message– mini-stories about your work
Develop new “channels” –ways to get the message out there
Use events to promote FUTURE events
Start a Research Routine:
See what other artists in your genre are doing; study best practices
Find new venues, shows, shops, unusual ways to show your work or
expertise
Find new audiences – read new magazines, blogs, etc..
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17. Tactical E-ssentials
Even if you are not ready to launch the marketing
program; be diligent about collecting contact information
and recording it in one place.
If you do shows - Sign in Booklet at your table or online collection point
Email Addresses – the key to all social media; your ticket for communication. Follow
up/Feedback – thank you, survey, photos, whatever is appropriate to verify
addresses, remind them of next show, thank for purchase
Excel or Equivalent – do a little at a time, so it’s not overwhelming
Events – Use one event to promote another/always bring brochures, postcard
Email signature with all your key info & key event/awards
Expand your reach. List yourself in as many arts or tourism directories online as you
can – e.g. NEFA Creative Ground, ArtsMap, MassVacations, etc.,
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18. Mark your Calendars!
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Thursday Oct. 4, 6:30 PM Cape Ann Museum

19. Thank you! See you
on the web!
JACQUELINE GANIM -DEFALCO WWW.MARKETINGRECON.COM
FOLLOW ME @CAPEANNART
LIKE ME ON FACEBOOK – CAPEANNDESIGNS
MEMBER OF WWW.SEARTS.ORG

20. Sample Websites & BlogsYouhavetobuildthemandthentellpeopleaboutthem
Jackie’s site in WordPress
Microblogs
Examples: Twitter Tumblr Pinterest
CMS: Provide better translation to mobile devices – “responsive
design”
Intended for frequent (daily+) posts
Note: 8% of people get their news primarily from Twitter!
Pinterest = “vision board”, a virtual pin board
Rob’s site & blog
with Wordpress CMS
Photoshelter
(hosted platform)
Pinterest Board
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