Jay Baer, author of Youtility: Why Smart Marketing Is About Help, Not Hype, says “If you sell something, you make a customer today. If you help someone, you may create a customer for life. Artists are often left out in the cold with marketing practices that seem to be suggested for more service- or product-oriented businesses. You can create resources for your buyers and collectors, students, other artists, and/or your local community, which are as helpful to them as your tools are to you.
For years I have tiptoed around using the word “brand” for fear that it made art sound too commercial. No more! I’m ready to embrace the idea of branding after spending three full days at Re Perez’s Branded: The Event last week. I encourage you to embrace it, too. Here is a sampling of what I learned at Branded.
You were told you needed an email list, so you asked people to subscribe, and then they just sat in your system for months. Your list has gone cold. Ice cold. You’ve realized the errors of your ways and are now ready to commit to staying in touch with your list on a regular basis, but you wonder: Will they remember me? What will they think if I just start contacting them after all this time?
In 2006, I went on vacation, accidentally got into a new gallery while there, and wound up quadrupling my art sales. Over the years I have come to the conclusion that having your work in exactly the right location – a very specific type of place – can change your success as an artist dramatically.
Guest blogger Marcia Yudkin shares her marketing expertise regarding “hype.” Most people understand that when talking about “hype,” she is referring to an overexcited style of writing. Marcia offers help in understanding why and how you might want to keep hype at arm’s length.
Crowdfunding is helping artists everywhere get their projects off the ground. It’s increasingly popular to use sites like Kickstarter and Indiegogo to raise money for exhibitions and art production. Guest blogger Elizabeth St. Hilaire Nelson shares how she crowdfunded her participation in ArtPrize – without the use of a crowdfunding site.
Your artist story is an opportunity for you to connect with readers, followers, and potential buyers. Your brand revolves around it. Your artist story is your Why. In his TED talk, Simon Sinek famously says, “People don’t buy what you do; people buy why you do it.” This is powerful stuff. Your Why differentiates you from other artists and entrepreneurs.
Critical to all of your marketing is how you treat people. How do you stay in touch with them? How do you show people you care? Let’s look at three aspects of maintaining good customer relationships: recency, frequency, and attentiveness. How do you make people feel special? How do you stay in touch with them? How do you show people you care?