Steps in Marketing Art Business, a Guide for Artists

What is marketing?

Marketing an art business, marketing a shoe business, marketing a chiropractic business...all have the words marketing and business in common. All businesses need to let their customers/clients know what they do, who they do it for, and what the expected results are. Marketing is the plan by which you get and maintain your customers.

Why do I as an artist need to know anything about marketing?

Unless you have thousands of dollars earmarked marketing art business, you are going to have to start with a do-it-yourself marketing campaign, or have a friend or relative help you for free.

Where do I start?

It is best to take examples from others who have marketed successfully rather than re-inventing the wheel. Start by defining your goals:

• What are you promoting? Is it your works of art? Is it you, the artist? Is it your gallery?
• Who is your target audience? Where are they most likely to hear or see your message?
• Are there other artists, or businesses that you could affiliate with for purposes of a marketing campaign?
• What are the desired results from marketing an art business? How will you measure the results?
• What will make a successful marketing campaign for you?

Once you have answered the above questions, you can begin to develop a plan for marketing an art business. Think of a successful business that you are familiar with. How did you first hear about them? Have you used their products or services? Is there anything they have done in their marketing that you could use in your business? What do you mean you don't have a business--you are just an artist? If you are trying to sell your works of art, or gain recognition as an artist, you are the business. It is good to think of yourself as a corporation and your art as the company's product. Every contact you have with a potential customer is marketing whether you like it or not. There is good marketing and bad marketing. If you have plain business cards, what does that say about you as an artist?

Marketing is your message. It is not just advertising. If is the way you are perceived by others. You need to control what that message is the best you can. First, decide what you want it to be. Make a statement and write it down. It can be very short to begin with and you can elaborate on it later. Do you want to be known as a fine artist? Do you want to be known for useful, yet artistic crafts? The painter of cheesecakes? Whatever it is, the more clearly you can state it in writing, the easier time you will have communicating your message to others.

Marketing is just a form of communication in which you target a specific audience to receive the message you desire and then carry out a specific action. (make a purchase, view your website, come to your gallery, read a book, make a telephone call)Once you begin to answer some of the questions, you will begin to think of marketing ideas. Marketing art business should be a category in your business plan.

Before you get carried away, we should talk money. You need to decide what your spending limit will be and then stick to it. You can set time limits and then reevaluate when the time is up. Did you get enough of the desired results? Was it worth it to you?

Patience is a key component to marketing. Marketing has sometimes been described as filling up a bucket. You keep putting things in the bucket, but you don't really see any results until the bucket overflows. The bucket must be filled with a variety of marketing tools. Don't expect one thing to get tremendous results. It will take varying amounts of time for the bucket to overflow to the point you see results. You must track each campaign so you have data on what works for you and what doesn't. Don't give up on anything too soon, but if something is an obvious money waster, then it is OK to abandon it and try something else. Your bucket needs to be continually refilled for your results to be sustaining.

Remember, marketing is not just an ad. It is the way your art looks, your customer service, the appearance of you and your studio, anything your potential or existing customer can see, feel or hear about you or your business. Don't be intimidated, just start with defining a clear message, decide who should hear that message and what you want them to do about it.

Market on!

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