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The following is an outline of what was presented at the Artists Marketing
Workshop held in Eads on February 12, 2005. Fancy coffee was served and a
sandwich lunch was served.
Artist Marketing Workshop
Artists of the Plains Art Gallery, Eads
February 12, 2005
Conducted by:
Deborah Thornton, Resource Development and Outreach Coordinator, Kennedy Center
Imagination Celebration Don Thornton, Business of Art Center Manitou Springs
Funded by:
Colorado Council of the Arts
Economic Development Administration
SE CO Regional Tourism Group
Interests of the group included: how to get material in other galleries,
advertising, successful gallery selling, time to create, presentation, reaching
local markets, and market Value
Preparing for the Market
Pricing
1. Do Research:
What can the market pay?
Compare @ different galleries, internet
Who’s the artist? What are they charging versus what are they
really receiving
There is a tendency amongst newer artists to price too high
2. Methods & Strategies:
Pricing can be done by sq. inch – after a little public awareness,
i.e. murals, public art
By Project
By Time & materials & profit
Examples
Use pricing as a way to connect to the public – to introduce
yourself – start too low then periodically raise prices – build a client list –
let clients know about changes & that you appreciate their purchase. There is a
price tipping point
For art guild membership - have patron membership for $50 and they
get a piece of art.
For art gallery fundraiser - Chili supper and silent auction. 1st
100 people got a personal bowl, or other piece of art. Having a live
auctioneer helps push things more.
Hire a personal marketing assistant when you are doing well.
Could
go further, faster.
Give tickets to encourage someone to visit the gallery
Have activity outside to get people to stop off the highway, i.e.
train hold-up fundraiser
Presentation
Materials you definitely need: business cards,
display, and brochure
Remember that everything you do affects people
Have note cards to keep in touch with clientele
including info. on back (modern postcard) about artist & gallery
Don’t undercut the gallery. If you sell at a gallery,
give them credit and sell your work at the same price as is posted at the
gallery. Have a consistent message. This focus attention on the presence of
art in the area.
Don’t raise prices for gallery commissions – decide
whether or not you will use a gallery as a marketing piece
Regional art guild meeting 3rd Tuesday in March in
Eads
– brainstorm gallery ideas
Include pictures from various workshops for EDA report
Compile a CD about artist’s work. They cost about $1
each. These are useful when visiting other galleries
Don’t put a price tag directly on a piece - use a
business card with artist's name and medium
Framing needs to bring out the artwork and be ready to
hang – 1/3 way down then 1” from top for wire
When delivering work to gallery bring in work
carefully
to demonstrate value of work
Build your own display for 2 dimensionals as most
galleries do not have the equipment to appropriately display these pieces
Use plain packaging for sales – butcher paper,
newspaper, plain plastic bags, and/or personal stickers
Shipping: wrap before putting in box – don’t put
plastic next to paint
Look for used frames that are in good shape and fit
the
artwork
Create a mystique around your talent
Connecting to the Market
Not necessarily where you live
You define who your market is
Increasing the local market
Maybe 2 parts to an artist: using skill to earn and
doing art because of passion
How do you share your passion? An artist statement
about the pieces
People bring their own perception to the work they see
Internet Research and Books
Art Calendar magazine
Ebay.com (groups)
Art Marketing 101
A Visual Artist, Guide to Estate Planning
Colorado Artist Tours - $10 to get the forms to enter
the different festivals.
Nolo Press
(HYPERLINK
"http://www.nolo.com - good resource for artist marketing publications
Artmarketing.com
Communications Arts magazine
Artistsregister.com
(Denver-based) – National
organization
Include artist bio info @ your local gallery in a
binder or with their pieces
Be intentional
Work as a region to promote local talent
Market research for galleries & independent artists,
just like business
People want assurance that they’re doing the right
thing when buying your art
Contact clientele 4x/yr by mail (personal touch)
To attract potential donors – presentation about
organization that is eye-catching and include a portfolio
Artists – carry a little photo album for anytime
discussion
Seattle Filmworks is good with developing photography
CBS Sunday morning 7-8:30am – About an Artist
Art is lifelong learning
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