Art marketing seminar with maria brophy april 2011

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The slide show used for Maria Brophy's ART MARKETING SEMINAR in April 2011 at Catalyst Art Center.

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Art marketing seminar with maria brophy april 2011

  1. 1. ART MARKETING<br />“Making money is art and working is art and good business is the best art.”<br />Andy Warhol, Art Marketing King<br />
  2. 2. <ul><li> Art Marketing Expert
  3. 3. Producer of THE PAINT SHOP TV SHOW
  4. 4. Published Author
  5. 5. Consultant to Artists</li></ul>MY VISION:<br />That all creative people get to live the life of their dreams,<br />and make good money doing what they love.<br />
  6. 6. MANY OPTIONS FOR MARKETING<br />Don’t feel overwhelmed about the work involved<br />Choose one or two to begin with, then later add more<br />Once you get a little practice, it becomes easier and easier<br />Take it one thing at a time<br />
  7. 7. WHY DO SOME ARTISTS GETALL THE ATTENTION?!<br />
  8. 8. BECAUSE THEY ASK FOR IT!<br />THE MEDIA PAYS ATTENTION TO THE BEST MARKETED<br />THERE’S NO LUCK INVOLVED<br />MOSTLY EFFORT ON YOUR PART<br />YEARS OF PLANTING SEEDS<br />WHY IS THIS GOOD NEWS?<br />
  9. 9. WHAT IS MARKETING?<br />An announcement to the world that you’re an artist<br />An Announcement that you have something that they might want<br />It Entices people to buy what you’re selling<br />
  10. 10. Today you’ll learn to market yourself like the best of them.BUT FIRST:<br />WHY IS SELF-PROMOTION HARD FOR MOST ARTISTS?<br />How Do We Make It Easy?<br />CHANGE YOUR MIND-SET!<br />
  11. 11. “If I don’t Market Myself, Who Will?”<br />
  12. 12. YOUR ART IS A CONTRIBUTION<br />Your creations are a contribution to the world!<br />How can you provide it to the world if the world doesn’t know about it?<br />It’s your duty to make it available to the world!<br />
  13. 13. REPEAT AFTER ME:<br />My art is a contribution to the world<br />My art is a contribution to the world<br />My art is a contribution to the world<br />My art is a contribution to the world<br />My art is a contribution to the world<br />My art is a contribution to the world<br />My art is a contribution to the world<br />
  14. 14. THE FIRST MOST IMPORTANT THING<br />BRAND THYSELF<br />
  15. 15. HOW TO BRAND YOURSELF<br />Find your niche<br />Have your own style<br />Have a unique signature <br />You want your art and persona to be DISTINCT & easily recognized as your own<br />
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  19. 19. Artist Aileen Holmes<br />
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  30. 30. TELL YOUR STORY<br />
  31. 31. FIRST THINGS FIRST<br />SHOOT YOURSELF<br />
  32. 32. SHOOT YOURSELF<br />DOCUMENT YOUR ART &<br />PROJECTS FOR<br />* Media Articles<br />* Blogs<br />* Books<br />* History!<br />
  33. 33. GET A GOOD HEADSHOT<br />
  34. 34. BUSINESS CARDS<br />Never leave home without ‘em<br />Hand them out often<br />Make them look interesting enough that they will be never end up in the trash<br />
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  36. 36. LEAVE ‘EM WITH A BUSINESS CARD THEY WON’T TRASH<br />
  37. 37. WEBSITE<br />Use your own name as domain so it’s easily found<br /> (Exception: John Smith vs. Sparky Firepants!)<br />Update it Regularly<br />Blogging helps keep things current<br />Your website vibe should be consistent with your “brand” or persona<br />
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  42. 42. LABEL YOUR DIGITAL IMAGES: <br />For better Search engine Pick up (and a google search will find your images should someone copy and paste on their site)<br />Digital label should contain:<br />Artist Name<br />Title of Work and Year<br />Medium and Size <br />File Name Ex:<br />SUNRISE by Drew Brophy 2006 Mixed Media 30x40<br />(Size is always listed as:<br />Height x Width X Depth in inches)<br />
  43. 43. ADVANCED PROMOTION<br />Mailing Lists <br />Send your own Newsletters by E-Mail<br />Snail Mailings<br />Social Media<br />
  44. 44. DEVELOP A CONTACT DATABASE<br />Start collecting names NOW<br />Develop a database of fans/collectors<br />Develop a database of potential clients<br />Send out occasional newsletters / e-mail blasts and postcard mailers<br />
  45. 45. WHAT DO YOU DO W/ A DATABASE?<br />Send Newsletters<br />Send Snail Mail<br />Send Press Releases<br />A Data Base is an ongoing project – collecting names, keeping them updated.<br />IT’S A HUGE ASSET to you, your galleries, your partners<br />
  46. 46. DATABASE PROGRAMS<br />Old fashioned: Excel Spreadsheet<br />ONLINE:<br />Batchbook.com / Constant Contact / MailChimp<br />
  47. 47. NEWSLETTERS<br />
  48. 48. POSTCARD MAILERS<br />Use postcard mailers to send to potential clients and existing clients<br />Send out quarterly or monthly<br />Keep your art in their face, handy and put your website on FRONT of card<br />
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  52. 52. SOCIAL MEDIA & RULES<br />
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  54. 54. TWITTER<br />It’s about giving, not receiving<br />Only 140 characters to tweet<br />Great for connecting<br />Juries not yet out on selling<br />Builds up fan base / works great with FB<br />“The fact that humans are tweeting more than birds now…is this evolution?” <br />Amber Nicole Limbaugh, Artist<br />
  55. 55. YOUTUBE VIDEOS - MEDIA<br />
  56. 56. WHY DO SOME ARTISTS GET ALL THE PRESS?<br />They say “YES” to most every opportunity!<br />They make it easy by providing photos, information, etc.<br />They JUMP on it (timing is everything)<br />They ask for it<br />
  57. 57. BLOGGERS ARE THE NEW MEDIA!<br />Be available for online radio shows<br />Online interviews<br />Allow use of your images in blog posts<br />
  58. 58. WHAT IS A PRESS RELEASE?<br />A one page document that tells a specific piece of news about you and/or your business.<br />Its’ an announcement to the press (and the world)<br />It’s a tried and true method of getting press and attention <br />
  59. 59. SEND OUT A PRESS RELEASE WHEN:<br />You have a new deal, show or project<br />You received an award<br />You are making an appearance<br />You helped a charity<br />You are having a contest or give-away<br />You have a new book, product, promotion, etc.<br />
  60. 60. THREE THINGS TO KNOW ABOUT PRESS RELEASES<br />HOW to write them (There’s a format)<br />Attach photos of your art/product/etc.<br />Make it sound like NEWS, not an Ad<br />WHO to target (make your list)<br />Keep a list of relevant trade magazines, newspapers & blog contacts to send releases to<br />WHERE to post it / send it<br />
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  62. 62. WHO TO TARGET YOUR P.R. TO:<br /> Relevant Media (Newspapers / magazines)<br />i.e. Horse Painter – target riding magazines<br />Create a “group” in your email program (i.e. “crafters” or “local newspapers” etc.)<br />LOCAL MEDIA IF YOU ARE DOING A LOCAL SHOW<br />ONLINE P.R. SITES – SO YOUR RELEASE IS PICKED UP BY SEARCH ENGINES<br />
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  65. 65. Encourage Clients to advertisewith your Artwork, Name, Face<br />
  66. 66. DON’T PAY FOR ADVERTISING!<br />(Let your clients pay)<br /><ul><li>Ask your Gallery to feature your art in their ads
  67. 67. Suggest to your partners/clients to use your art AND you in their ads (you make them look good)
  68. 68. Offer to your illustration clients that you’ll be available for a photo shoot for ads</li></li></ul><li>
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  71. 71. TARGET MAGAZINES & NEWSPAPERS<br />Make a list of magazines that have a readership that will be interested in you<br />Send e-mails and/or letters telling WHY their READERS will be interested in you (NEVER say why it’s good for you – they don’t care)<br />Follow up every 3-6 months and be patient<br />RESPOND QUICKLY when they call – they are on deadline (make it easy for them)<br />
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  74. 74. TV / RADIO SPOTS<br />Go for it! Don’t be shy<br />Practice public speaking always – get ready for your TED Talk!<br />Allow your art to be shown when producers ask<br />
  75. 75. “<br />“YOU HAVE TO LEARN THE RULES OF THE GAME.”<br />Albert Einstein<br />“BEING GOOD IN BUSINESS IS THE MOST FASCINATING KIND OF ART.”<br />Andy Warhol<br />
  76. 76. Always a Student<br />There’s an answer for every problem and question you have – find it online<br />Read books, blogs and take classes. Learn news ways to promote yourself.<br />Just do it! You’ll learn from your mistakes.<br />
  77. 77. VISION<br />I SEE A WORLD IN WHICH THE TERM “Starving Artist” <br />IS A THING OF THE PAST &<br />WHERE ALL ARTISTS ARE WELL PAID FOR THEIR TALENT AND HARD WORK<br />TOGETHER, WE CAN MAKE IT HAPPEN<br />

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