Articles

Marketing your Art in Changing Times

No Toto, we’re not in Kansas anymore! Yes, the economy has taken a downturn, Wall Street is in shambles, the workplace is uncertain, galleries are going bust, buyers are hesitant, and artists are befuddled as to how to brave these changing times.

We are in a transition. Could it be that we are leaving behind the defective operating system that values only money, is based on greed, and pits people against each other in competition for dominance? The buying dynamic has changed and perhaps for the better. Conspicuous consumption is unacceptable, ego-based purchasing is no longer cool, and people are making wiser choices in their buying.

We may now have an opportunity to create a liveable planet based on principles of integrity, new attitudes, and new ways of relating to our fellow human beings. We need new thinking to create a new economy based on authentic needs, ones that serve life rather than money. And our walk and talk will align with this thinking. Artists have a vibrant role to play in these changes, as by nature, they are change agents, they bring fresh vision, and they create anew.

What will you do to move forward with renewed confidence in your art exhibiting and selling? Let’s discuss some trends and see how you can regroup, rethink, and reinvent your attitudes to put your art forward in effective ways.

• Give Value: Exceptional is an expectation; no longer can we talk about value-added. Ultimately, it’s always about the art and the all the best marketing skills will be blowing smoke, if your art is not great. You have got to be a class-act with art and marketing materials that are impeccable, excellent and professional.
• Seize the time now to evaluate your art, upgrade and hone your art techniques, and polish your computer skills. Identify an accomplished artist whom you admire, and take a close look at how they package and market themselves.
• Make it Sustainable: Environment and health consciousness is here to stay. As much as possible choose eco-friendly products. Use archival quality materials. Explore recycling and reusing options in your studio. Green products may cost a little more but your buyer will appreciate your integrity. Include a write-up with each piece of art, explaining your green practices.
• Be Organized- Streamline your processes. Maintain and update your filing system and mailing list. Have labelled and only very good quality photographs. These are invaluable to your art marketing.
• Be Prepared- have an up-to-date bio, artist’s statement, business card, website, blog and media kit (both online and hard copy)
• Build Relationships: Tell your story; those who tell stories rule the world! Share what you are art is about. Invite people to your studio, engage them by letting them see works in progress. Think of selling your art as sharing it. People want meaningful buying experiences and a two-way relationship. Art buying is an emotional experience and your buyers will thank you for authentically connecting with them.

Take the time to give to your community. Offer to mentor a student artist, help with an art festival, or donate to a local charity. Your home town is the place to make name for yourself, before you think of selling internationally.

• Assist your buyers to make purchasing your art an easy and pleasurable experience for them. If they need to take it home on approval, pay in instalments, have a layaway plan, or have you hang it for them, make it happen.
• Communicate: be internet savvy and pick up the pace. You must increase response time and frequency to emails and telephone queries or risk losing your buyer. Get the right information to the right people at the right time. We are a global village and there is no going back. Information is immediate, buyers can compare prices and they have a myriad of art options available. Update your channels, leverage every opportunity and be a social networker. Learn to use Facebook and Twitter to share your art with friends, and with friends of friends. Remember that each person knows at least 200 people, so think exponentially when spreading the word about your art.
• Good Manners with Email and Telephone: manners you say? YES! In emails, address your reader professionally and always end with a complete signature block. Refrain from using ‘hey’ and other slang, and type in sentence case. And never, never, never email to your whole mailing list without putting the addresses in ‘Bcc’ . There are so many other tricks of politeness with email. Go to Google.ca and read what is written under email etiquette. This applies to all clients, buyers and media and remember, everyone is a potential buyer. When answering the phone or when changing your voicemail, always smile. The person on the other end can tell the difference. Give the listener your full attention while you are on the phone. And never take a phone call or email while you are in a meeting with someone. It is flat out rude. Always return emails and phone calls within 24 hours, or put an out-of-office message on.

-written for Art Avenue, Federation of Canadian Artists, Sept/Oct 2009

The Secret for Artists

The Secret for artists is first knowing what you want to have happen in your art career.

The film THE SECRET (if you haven’t watched it, DO!) spells it out in simple terms. The Law of Attractions is always at work and you create what you think about.

You must have a clear dream so why not make it big as well as real for you? As Somerset Maugham quipped, “it’s a funny thing about life; if you refuse to accept anything but the best, you very often get it.” Dream from your heart while keeping your feet firmly on the ground. This will give you your heart’s desire and a vision that you can articulate. Before you delve into the specifics necessary to present yourself to a gallery with the intention of having them represent you, it is necessary to do some in-depth self examination. This authentic, reflective and investigative journey is worthwhile for all artists…and it makes the journey simpler. Art-making and art marketing is a heartfelt journey; to keep that connection is essential. I believe it is in the heart-space that one knows what the dream is.

Do you really want to exhibit in New York City in a world-class museum? Or do you want to be a weekend painter, giving your art as gifts to your family and friends and occasionally exhibiting in a local community gallery? Do you prefer the art festival and outdoor market type of venue? Do you want to sell your art as a sideline business which you run as a sole proprietorship? Does the idea of exhibiting in a group show appeal to you more than showing solo? Do you prefer to show people your work in your home or studio and not exhibit in galleries? Are you an Internet buff who would rather spend more time promoting yourself on-line? These are just a few of the questions you want to ask yourself…now you know where to start.

Spend at least a month on this, journaling your thoughts and inspirations on what success is going to look like to you. Draw pictures, use lots of colour, cut out images and sayings in magazines. Make a Personal Success collage of your art business. Set aside a special sketchbook to make notes, jot down ideas, successes, tips, doodles, goals, dreams and entitle it: My Successful Art Career. Visit galleries and look at as many other artists’ work as possible. (advice from painter Gordon Smith). This will give you an idea of where you fit in the art world. Also think about where you fit in art history. What is your style, influences, mentors? Then share your findings with a fellow artist, trusted family member or friend.

The next step is to Begin with the End in Mind by imagining yourself at the end of your life. This is a very useful visualization, one of The Seven Habits of Highly Effective People from the book by Stephen Covey. What did you do with your art that you are so thrilled with? What did you accomplish that was just right for you? Now you can work backwards to present time and make plans, goals and commit to making your dream happen. Next, write it all down. As long as the idea is just in your head it is a slogan. I believe to make it a goal and make it manifest, you have to write it down.

Now you are on the path to successfully exhibiting and marketing your art.