Lazer Incorporated, 2010 I m ag e © 2 009 i S t o ckph o to L P
Jan 13, 2015
Lazer Incorporated, 2010
Image © 2009 iStockphoto LP
Lazer Incorporated, 2010
Reference Materials
Art Marketing 101:A Handbook for the Fine Artistby Constance SmithAmazon: $20
Art Officeby Constance Smith and Sue VidersAmazon: $10!
Lazer Incorporated, 2010
Agenda
• Selling Prints vs. Originals• Developing a Marketing Plan• Pricing Your Prints• Increasing Their Value• Your Website »
Lazer Incorporated, 2010
Lazer’s Process
Lazer Incorporated, 2010
Selling Prints vs. Originals
Lazer Incorporated, 2010
Selling Prints vs. Originals
• Not all prints are produced for resale• Perceived value of prints versus originals• Retail and Internet commoditize prints• Poor quality prints• Poor presentation (poor marketing)• Poor salesmanship• Create the perception of value »
Lazer Incorporated, 2010
Developing a Marketing Plan
Lazer Incorporated, 2010
Developing a Marketing Plan
Business Plan
Marketing Plan
Marketing Objectives
Marketing Strategy
Action Plan
Lazer Incorporated, 2010
Developing a Marketing Plan
“Outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service and persuade them to buy the product and/or services you offer.” – About.com
Lazer Incorporated, 2010
Developing a Marketing Plan
“Marketing is the philosophy of business, which is to sell more stuff, to more people, more often, for more money, more efficiently.” – Sergio Zyman, Coca-Cola
Lazer Incorporated, 2010
Developing a Marketing Plan
Business Plan
Marketing Plan
Marketing Objectives
Marketing Strategy
Action Plan
Lazer Incorporated, 2010
Marketing Objectives
What is my goal?
Lazer Incorporated, 2010
Marketing Objective Examples
• Usually financial in nature, be clear, be measurable, and have a stated time framefor achievement.
• “Within two years, generate enough profit from my ongoing print sales to fully fund my photography pursuits.”
• “Within two years, generate a fulltime income of through ongoing sales of my original paintings and prints.” »
Lazer Incorporated, 2010
Developing a Marketing Plan
Business Plan
Marketing Plan
Marketing Objectives
Marketing Strategy
Action Plan
Lazer Incorporated, 2010
Marketing Strategy
How will I achieve that goal?
Lazer Incorporated, 2010
Marketing Strategy
• ‘Marketing Mix’ or the 4P’s• Product - What you are selling
Prints, originals, framed or unframed, size• Price – Your pricing strategy
What will you charge? What will they pay?• Place – The time and place in which you sell
Right place, right time, and the right quantity• Promotion – Getting your product known
Advertising, direct marketing, PR, selling »
Lazer Incorporated, 2010
Marketing Strategy
• ‘Extended Marketing Mix’• People – Who represents your business
You, your customers, art rep, gallery, etc.• Physical Evidence – Your reputation
What others say about you and you artwork• Process – How people obtain your product
The buying experience you create• Packaging – How is the product presented »
Lazer Incorporated, 2010
Developing a Marketing Plan
Business Plan
Marketing Plan
Marketing Objectives
Marketing Strategy
Action Plan
Lazer Incorporated, 2010
Action Plan
Specifically, what will I do to achieve that goal?
Lazer Incorporated, 2010
Sample Action Plan #1
1. Develop an artist’s resume2. Launch a simple, starter website3. Create business cards5. Create a direct mail postcard campaign6. Use half the postcards as handouts7. Participate in 2-3 networking groups »
Lazer Incorporated, 2010
Sample Action Plan #1
• Artist’s resume (copywriter) $100• Starter website $250• Business cards (1,000) $25• Postcard campaign (500 x 4) $575• Participate in networking groups $100
$1,050
Lazer Incorporated, 2010
Sample Action Plan #2
1. Get your original artwork captured.2. Find a venue(s) to display your original
artwork and/or prints.3. Create a flyer to hand-out and mail.4. Create and send email, similar to flyer.5. Make the buying process easy:
clear pricing, order form, sizes, options.6. Collect leads for your next promotion. »
Lazer Incorporated, 2010
Marketing Collateral Costs
• Business cards (4/0) .02¢• Postcards as handouts (4/1) .16¢• Flyers (4/0) .18¢• Rack Card (4/1) .18¢• Brochure (4/4) .24¢• Postcards with label/postage (4/1) .50¢• Don’t be afraid to distribute »
Lazer Incorporated, 2010
Marketing Budget Tips
• Design promotional materials yourself• Find design students who need printed
samples for their portfolios (RIT)• Find photography students to photograph
your artwork at a lower cost (RIT)• Barter your artwork and/or prints for
design, photo, and copywriting »
Lazer Incorporated, 2010
Marketing Budget Tips
• Use online web-to-print services like gotPrint.com, VistaPrint.com, PsPrint.com
• Design with postage in mind (28¢ vs. 44¢)• Don’t start out by trying to build your site• Find a webhost that specializes in artists• Leverage popularity of social networks »
Lazer Incorporated, 2010
Pricing Your Prints
Lazer Incorporated, 2010
Pricing Your Prints
• Based on the price of the original (%)• Cost plus margin (many online services)• Market value (what will customers pay)• Danger of setting the print price too high• Danger of setting the print price too low• Multiple sizes or a single size? »
Lazer Incorporated, 2010
Increasing the Value of Prints
• Perceived value will increase as your reputation as an artist increases
• Signing your prints (archival pen or pencil)• Title and date• Embossed watermarks• Finishing and Embellishment• Stretching or matting, and framing• Certificate of Authenticity »
Lazer Incorporated, 2010
Certificate of Authenticity
Lazer Incorporated, 2010
Limited Editions
• What is ‘limited’?• Print-on-demand verses print all at once• Ideal quantity?• Hand numbered prints• Keep records and be able to provide proof• Selling in numeric order• Value increases with print number• Multiple editions »
Lazer Incorporated, 2010
Your Website
Lazer Incorporated, 2010
Your Website’s Purpose
• Creates a professional appearance• Promotes awareness of you and your art• Collect leads (new clients)• Keeps current clients interested in your art• Sells (e-commerce) »
Lazer Incorporated, 2010
Your Website’s Features
• How to contact you• Guestbook (lead generator)• Online portfolio of work• Pricing and purchase information• Calendar of upcoming events• Artist’s resume• News, better yet a blog »
Lazer Incorporated, 2010
Lazer
Lazer Incorporated, 2010
Lazer Incorporated, 2010
Etsy
Lazer Incorporated, 2010
FolioLink
Lazer Incorporated, 2010
FolioLink
Lazer Incorporated, 2010
Big Black Bag
Lazer Incorporated, 2010
Big Black Bag
Lazer Incorporated, 2010
FolioSnap
Lazer Incorporated, 2010
FolioSnap
Lazer Incorporated, 2010
Gallery-Worldwide
Lazer Incorporated, 2010
Art Evolved (artevo.com)
Lazer Incorporated, 2010
Thank you