This talk was prepared for the Marblehead Arts Association as a special program to help artists raise their comfort level with marketing. Whereas the temptation is to jump into all the tools that are readily available for marketing, Jacqueline believes that today’s “tools” are underserved without the greater marketing framework, context, and discipline. The workshop and today’s “reader’s digest version” is distilled to what she believes is specifically relevant for this audience.

1. Arts Marketing:
The Time is Now!
March 26, 2015
PREPARED BY: JACQUELINE GANIM-DEFALCO
JACKIE@MARKETINGRECON.COM 978-283-8333
@CAPEANNART @JMGANIM

2. What should I take away
today?
Think a bit about why you are here
Begin to use research
Understanding the over-arching marketing
framework – key elements like positioning
statements
The importance of the story
How to add Vitamin M to your daily routine
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3. Why are we here?
This is what I have heard from other groups:
Everyone uses art to express themselves creatively
Everyone wants to sell (or do they?)
Few understand who their customers are beyond “gender”
Everyone struggles with what really works in marketing – which tools
are the most successful
A few have success with social media – but wonder, what is the ROI
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4. Artists are Entrepreneurs: All small biz
has the same challenges, especially in marketing
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5. What should I take away
today?
Think a bit about why you are here
Begin to use research
Understanding the over-arching marketing
framework – key elements like positioning
statements
The importance of the story
How to add Vitamin M to your daily routine
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6. Research helps
frame your thinking
around your
business:
LEADING TO YOUR POSITIONING & BRAND
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7. The goals of research are 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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8. 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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9. What should I take away
today?
Think a bit about why you are here
Begin to use research
Understanding the over-arching marketing
framework – key elements like positioning
statements
The importance of the story
How to add Vitamin M to your daily routine
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10. Building the Personal Marketing
Framework
Positioning
statement
Documentation of
artwork - your
personal content
Research (audiences, market,
artistic genre)
Customers & customer
information
Promotion = Content +
Channels
=SALES
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11. Sample Positioning
Statement= 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

12. Positioning : MarketingRecon.com
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13. Promotion
"NO ART SELLS ITSELF."

14. What should I take away
today?
Think a bit about why you are here
Begin to use research
Understanding the over-arching marketing
framework – key elements like positioning
statements
The importance of the story
How to add Vitamin M to your daily routine
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15. Content is King
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16. MARKETINGRECON.COM 16

17. Content Strategy = “Authority Rules”
a/k/a“ThoughtLeadership”
It pulls patrons/clients/collectors* into your orbit,
instead of forcing you to go hunt them down,
It engages patrons/clients/collectors, rather than
hitting them with hyped-up pitch after pitch
And it makes you the go-to resource when patrons
need your type of expertise/style, etc..
*substituted from the word“prospect”
Source http://my.copyblogger.com/free-membership/
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18. Why Social Media is important
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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19. Sample Websites & BlogsYouhavetobuildthemandthentellpeopleaboutthem
Jackie’s site in Drupal
Gardens CMS
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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20. Example of how to Share a Post from seARTS.org
Content Management Systems
make sharing easier.
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21. In today’s busy world – we depend
on Soundbytes to get attention.
So here’s how social media really works:
Email, Photo, QR
Code or Tweet
teases out an idea
OR postcards, radio,
TV, poster, billboard
in traditional media
Leades to Blog Post,
Facebook Page,
Website/CMS or
Brochure gives more
context, depth,
draws more interest
Catalogue, ebook,
presentation,
exhibit, class, book
etc.. Creates the call
to action
Constant Contact
Mail Chimp
Sendblaster
Twitter
Facebook, Google+
Pinterest, Tumblr,
Instagram, LinkedIn, etc.
Slideshare,
YouTube,
GooglePlay, etc.
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22. How to REALLY use Twitter &
have some fun!
Design your brand = thought
leadership
Meet cool people
Connect cool people to each other
If you post regularly, decide on your
cadence
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23. How it’s worked for me!
Example 1: Helped Cape Ann Artisans identify
& ultimately win a contest for best Tour in New
England
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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24. What should I take away
today?
Think a bit about why you are here
Begin to use research
Understanding the over-arching marketing
framework – key elements like positioning
statements
The importance of the story
How to add Vitamin M to your daily routine
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25. Vitamin M
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26. 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
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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27. 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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28. Tying it all together….
Research can also help drive new ideas!
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29. Top 5 Takeaways
1. Use research to learn about customers, markets, and ways to sell
2. Own your marketing – stake a position and a claim and own it -
focus on niche products and niche markets
3. Create content for yourself and groups with which you are
affiliated
4. Find new ways to get your message out there, website, blog,
micro-blog - get social
5. Tools require learning, trial, and error – no pain, no gain
And finally……don’t forget about….
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30. Selling &
Networking
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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31. 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

32. Tweetables: If you like this,
please share!
Don’t get lost in tactics & transactions – start with a framework.
#art#marketing @jmganim @capeannart
We are all competing for patrons’ attention – focus on understanding
your audience & why they buy #art. @jmganim @capeannart
Stories lead to engagement. Engagement leads to relationships.
Relationships set you apart. #art#marketing @jmganim @capeannart
Artists have benefits of all #smallbiz, but also challenges. Focus on #4P’s
product, place, promotion, price - is a good start! @jmganim
@capeannart
Research is key to building your marketing framework. Why people are
buying your #art? #marketing @jmganim @capeannart
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