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Boost your art career 2012 smARTist Telesummit
- 1. Put Your Career on the Road to Success 2012 smARTist Telesummit http://x.co/smartist Boost Your Art Career Using Publicity, Promotion & Power of Self-Belief
- 2. Who Is Barney Davey • Advising visual artists since 1988 • Art Print Issues has nearly 500 posts to date • How to Profit from the Art Print Market, 2nd Edition
- 3. Mapping Our Plans • If you don’t know where you are going, any road will get you there • Traditional art marketing • Changes affecting the art business • What artists should do now • What artists NEED to do now • Networking & Word-of-mouth marketing • Coordinate your marketing •Q&A
- 4. Why Art Business Changed 1. Changing consumer buying habits 2. Rise of e-commerce acceptance and use 3. Growth of Big Box retailing 4. Economic bubble caused by mortgage/housing crash 5. Flood of cheap oil paintings from China 6. Tradeshow and trade magazines no longer as effective in launching artists’ careers 7. The ratio of galleries & publishers to artists is skewed higher 8. Affordable website, blogging, email marketing and e- commerce 9. Growth and use of social media
- 5. Art Marketing Then • The traditional way for visual artists to get their work sold was through a network of dealers and galleries. • Artists represented through a network would find selling direct was frowned upon, if not contractually forbidden. • It was much more of a closed system where galleries, dealers, and art publishers controlled distribution channels. • Tradeshows and trade magazines were powerful drivers
- 6. Art Marketing Now • The gallery system is not broke, but not the same either • Artists should build their own direct sales distribution systems, whether repped through a network or not • Collectors have new awareness of new ways to buy art by dealing direct with artists • Tradeshow and trade magazines are shells of their former selves, or OOB. Advertising in consumer art mags has always been risky • Affordable options for developing direct dist
- 7. What Artists Should Do Now • Work on Direct Distribution • Website • Blog • Enable e-commerce on site/blog • Online galleries, eBay, etc. • Start your own art marketing group/salon/coop • Seek alternative outlets
- 8. What Artists NEED Do Now • Formalize Word-of-mouth marketing • Network, network, network • Plan & execute PR and publicity campaigns • Ask for referrals – the Norm of Reciprocity • Develop effective email marketing plan
- 10. What Else Artists NEED Do Now • Setup scheduled PR & publicity • Employ email marketing plan • Focus primarily on one, possibly two, Social Media platforms • Get on YouTube
- 11. Coordinate Your Marketing Create a Master Tools to Coordinate Schedule / Calendar • Select four – six • Website & blog important events • Online galleries • Openings • Physical galleries • Shows • Guest blogging • Seasonal Sales • Publicity • Milestones • Press Releases • Add holidays or other • Email marketing important dates • Postcard marketing • PPC advertising • Media • Affiliate
- 12. The Power of Self Belief • Don’t let anyone deter you • You can’t fly with eagles if you roost with turkeys • Turn disappointments into determination
- 13. The Power of Self Belief • Negativity from others is based on their fears • If a person says you can’t do something, ask them how they know the information • Turn negatives into positives
- 14. smARTist Presentation Resources Art Print Issues Business blog for visual artists http://www.artprintissues.com Barney Davey Order books, e-books and consulting http://barneydavey.com Barney Davey Affiliate Programs http://barneydavey.com/affiliates Art Biz Coach 16 Non-Gallery Sales Avenues from 1 Artist http://www.artbizblog.com/2012/01/16-sales-venues.html Art Biz Coach Art Salon http://artbizconnection.com/about.html WordPress SEO Yoast SEO http://yoast.com/wordpress/seo/ Word Press e-commerce WP e-Store Affiliate http://www.tipsandtricks-hq.com/ WordPress Affliliate WP e-Store http://www.tipsandtricks-hq.com/ WOMMA Word-of-mouth-marketing WOM 101 http://womma.org/wom101/wom101.pdf PR Press Releases http://www.prlog.com PR Press Releases http://pronlinenews.com/ PR Press Releases http://prweb.com Magcloud Online/Print Magazine http://www.magcloud.com
- 15. Final Words Road To Success Getting art to market in the digital age
Editor's Notes
- WEBSITEOwn your domain name – free blogs use domain mappingMake site SEO enabledGet backlinks, especially one-way backlinksSetup Google or other analyticsStart an affiliate programQBLOG – post a week, be personalOffer e-commerce direct sales on site – SSL – wp plugins e-commerceGROW WHERE YOU ARE PLANTEDALTERNATIVE OUTLETSGet into the print market, my book, QTAM May?Salons/coopsRent empty retail space, put on art happening, invite musicians, poets to participate Investigate healthcare fine art and art licensing
- Q Who has seen The Artist? The DescendantsTalk to your friends, ask them to recommend youReturn the favor. Talk everywhere possible - Q who has other suggestionsGo after "opinion leaders." They are credible sources of information. Gladwell - Connectors, mavens. >The Norm of Reciprocity – formal studies & intuition show people are more likely to do thing for you in return for a favor. Art cards, mini-prints, Offer to demo/speak at an eventQ What else can artists use? Q MAGCLOUD>Six Degrees of You – Network radiallyQ What is the difference between PR & Publicity>Email marketing- broadcast email plan – optin on every pageEmail is affordable, effective & besides WOM the best tool you have
- 20-page mag delivered purchased at 20-copy bulk price $67
- Q Who has seen The Artist? What’s the last bad movie you saw?Talk to your friends, ask them to recommend youReturn the favor. >Six Degrees of You – Network radiallyTalk everywhere possibleGo after "opinion leaders." They are credible sources of information. Gladwell - Connectors, mavens. >The Norm of Reciprocity – formal studies & intuition show people are more likely to do thing for you in return for a favor. Art cards, mini-prints, offer to demo/speak at an event Q MAGCLOUDQ What is the difference between PR & Publicity>Email marketing- broadcast email plan – optin on every pageEmail is affordable, effective & besides WOM the best tool you haveYouTube – Chiropractor – nano green screen
- Q – What are some other ideas for events to schedule?Q – Who has heard of the seven touches theory?
- Q Who has seen The Artist? The DescendantsTalk to your friends, ask them to recommend youReturn the favor. Talk everywhere possible - Q who has other suggestionsGo after "opinion leaders." They are credible sources of information. Gladwell - Connectors, mavens. >The Norm of Reciprocity – formal studies & intuition show people are more likely to do thing for you in return for a favor. Art cards, mini-prints, Offer to demo/speak at an eventQ What else can artists use? Q MAGCLOUD>Six Degrees of You – Network radiallyQ What is the difference between PR & Publicity>Email marketing- broadcast email plan – optin on every pageEmail is affordable, effective & besides WOM the best tool you have
- Q Who has seen The Artist? The DescendantsTalk to your friends, ask them to recommend youReturn the favor. Talk everywhere possible - Q who has other suggestionsGo after "opinion leaders." They are credible sources of information. Gladwell - Connectors, mavens. >The Norm of Reciprocity – formal studies & intuition show people are more likely to do thing for you in return for a favor. Art cards, mini-prints, Offer to demo/speak at an eventQ What else can artists use? Q MAGCLOUD>Six Degrees of You – Network radiallyQ What is the difference between PR & Publicity>Email marketing- broadcast email plan – optin on every pageEmail is affordable, effective & besides WOM the best tool you have
- Q Who has seen The Artist? What’s the last bad movie you saw?Talk to your friends, ask them to recommend youReturn the favor. >Six Degrees of You – Network radiallyTalk everywhere possibleGo after "opinion leaders." They are credible sources of information. Gladwell - Connectors, mavens. >The Norm of Reciprocity – formal studies & intuition show people are more likely to do thing for you in return for a favor. Art cards, mini-prints, offer to demo/speak at an event Q MAGCLOUDQ What is the difference between PR & Publicity>Email marketing- broadcast email plan – optin on every pageEmail is affordable, effective & besides WOM the best tool you haveYouTube – Chiropractor – nano green screen
- THAT’S ALL I HAVE FOR YOU TODAY. I WANT TO THANK YOU FOR YOUR ATTENTION AND PARTICIPATION. AND, ONCE AGAIN, TO LORI, AUDREY AND THE SAS STAFF.IT’S BEEN A GREAT EXPERIENCE FOR ME. I TRUST YOU HAVE GAINED SOME INSIGHT AND INSPIRATION TO HELP YOU UPLEVEL YOUR ART MARKETING IN 2012.I DIDN’T COME PREPARED WITH SLIDES TO TALK ABOUT THE ART PRINT MARKET, BUT MY GOOD FRIEND, JASON HOREJS, TOLD ME SOME OF YOU HAVE QUESTIONS REGARDING THE MARKET. I WILL TAKE QUESTIONS ON MY PRESENATION AND THE PRINT MARKET NOW.BEFORE WE START, LET ME TELL YOU IF YOU WANT TO PURCHASE MY BOOK HERE, IT IS ONLY $25 AND SAS WILL GET A GENEROUS COMMISSION. IF WANT TO ORDER LATER, YOU CAN GIVE ME YOUR EMAIL OR SEND ONE LATER TO GET YOUR COPY SENT TO YOU.WHEN YOU BUY IT HERE TODAY, SAS WILL GET 50% OF THE $25 SALE. PLEASE TELL YOUR ARTISTS FRIENDS ABOUT ITTHE BOOK & E-BOOK COMBO, HAVE THEM USE HTTP://X.CO/SAS