I know I haven't posted to Art Smarts in a while but I hope everyone is enjoying their holiday week! First, I'm happy to see that artists have not been left out of this year's big retail push. I wanted to share a few "artsy" Black Friday deals I've come across this week from some of my favorite online art retailers:
Raymar (they carry my favorite linen panels) is offering 20% off any orders over $100 through tomorrow (Saturday, Nov. 27). Use coupon code: blackfriday when checking out.
Cheap Joe's is having a Cyber Monday Free Shipping Day (Promo Code CYBR).
Daniel Smith is offering 20% off as well on any order this weekend: Coupon Code WBLACK20
Happy art supply shopping everyone!
Friday, November 26, 2010
Monday, November 16, 2009
Promises, Promises: The Artist Brand
Overall, consumer buying behavior is the same for fine art as it is for a luxury vehicle. The purchase process can be greatly simplified with the AIDA marketing model: Attention, interest, desire, action. You can also add "Satisfaction" at the end to imply returning customers.
Let's assume we've accomplished "attention" and our buyers are aware of our art. What now? As artists we need to create interest, desire, and action (purchase). How do we do this? One way is to strengthen the value our art brand.
As an artist, you (and your creations) are a brand. Like Cher or Oprah. While you may not have their marketing budgets, you do have the ability to manage, cultivate, promote, and ultimately benefit from your brand just like these savvy marketers do each day.
Keep in mind that your art brand is much more than a logo or your signature (which I'll discuss in more detail in another post). So what is a brand? You'll find hundreds of definitions branding online, but one that rings true to me as an artist is this: Your brand is simply your promise.
Let's consider Oprah's brand. If you choose to watch her show, whether you think about it or not, you likely have some strong expectations about what you'll get in the next hour. For example, we may expect Ms. Winfrey to chat with some interesting guests, give helpful life tips, have a strong opinion, be topical, be an active listener, be entertaining, etc. Why? Because that's Oprah's brand promise her loyal viewers. Notice consistency is a a key component of your brand promise. If we miss the show today, but watch tomorrow, our expectations are the same.
Before you consider your own brand promise, let's say you were given $50,000 to buy art with. What artist "brands" would you select and why? The "why" is the key to a brand promise.
When you define your own brand promise think about what you "give"consistently as an artists to your viewers, your customers, students, friends, collectors, etc. Notice here you have to consider your audience.
If you have time this week, define and write down your current brand promise (this may evolve over time). Does your next painting match your promise? Why? Why not? By keeping true to your promise, you'll be on your way to creating a more desirable, valuable art brand! Good luck and happy painting.
Let's assume we've accomplished "attention" and our buyers are aware of our art. What now? As artists we need to create interest, desire, and action (purchase). How do we do this? One way is to strengthen the value our art brand.
As an artist, you (and your creations) are a brand. Like Cher or Oprah. While you may not have their marketing budgets, you do have the ability to manage, cultivate, promote, and ultimately benefit from your brand just like these savvy marketers do each day.
Keep in mind that your art brand is much more than a logo or your signature (which I'll discuss in more detail in another post). So what is a brand? You'll find hundreds of definitions branding online, but one that rings true to me as an artist is this: Your brand is simply your promise.
Let's consider Oprah's brand. If you choose to watch her show, whether you think about it or not, you likely have some strong expectations about what you'll get in the next hour. For example, we may expect Ms. Winfrey to chat with some interesting guests, give helpful life tips, have a strong opinion, be topical, be an active listener, be entertaining, etc. Why? Because that's Oprah's brand promise her loyal viewers. Notice consistency is a a key component of your brand promise. If we miss the show today, but watch tomorrow, our expectations are the same.
Before you consider your own brand promise, let's say you were given $50,000 to buy art with. What artist "brands" would you select and why? The "why" is the key to a brand promise.
When you define your own brand promise think about what you "give"consistently as an artists to your viewers, your customers, students, friends, collectors, etc. Notice here you have to consider your audience.
If you have time this week, define and write down your current brand promise (this may evolve over time). Does your next painting match your promise? Why? Why not? By keeping true to your promise, you'll be on your way to creating a more desirable, valuable art brand! Good luck and happy painting.
Thursday, November 12, 2009
Looking for more art blog traffic?
One way to generate more traffic for your art blog is by joining group blogs. There are a wide variety of daily painting blogs (just Google daily painting blogs) online.
And what's really helpful for your art marketing is that now there are enough that you can probably find a good fit for the type of art you do. For example, I belong to Daily Painters Abstract Gallery. I get a good percent of traffic to my blog through this channel.
I've seen daily art blogs for landscapes, food, state art groups, animals, and by media type such as watercolor. Be aware that some of these blogs may have a small monthly fee or require that you be juried or submit regularly, so be sure you understand the rules before you join a group or daily art blog gallery.
Also be sure to submit your art blog to blog directory sites like Blogged, Blog Catalog, etc. where your blog listing can be seen by an even larger audience. If you have any other questions about art blogging, feel free to drop me a note at ScarletOwl@hotmail.com.
And what's really helpful for your art marketing is that now there are enough that you can probably find a good fit for the type of art you do. For example, I belong to Daily Painters Abstract Gallery. I get a good percent of traffic to my blog through this channel.
I've seen daily art blogs for landscapes, food, state art groups, animals, and by media type such as watercolor. Be aware that some of these blogs may have a small monthly fee or require that you be juried or submit regularly, so be sure you understand the rules before you join a group or daily art blog gallery.
Also be sure to submit your art blog to blog directory sites like Blogged, Blog Catalog, etc. where your blog listing can be seen by an even larger audience. If you have any other questions about art blogging, feel free to drop me a note at ScarletOwl@hotmail.com.
Monday, November 9, 2009
The Joy of Art Business Forms
Ahh...Art paperwork. And I don't mean enjoyable origami or collage. Over the years, when I've interviewed young job candidates for "glamorous" marketing positions, I remind them that a high percentage of marketing includes keeping impeccable records, negotiating detailed contracts, etc.
Given that, you'd think I'd be better at my own art business admin, but over the years I've probably been a bit lax in my own art contracts, agreements, etc.
Thankfully the Society of North American Goldsmiths (who doesn't like shiny things?) has been thoughtful enough to share a variety of art business documents. I haven't had a chance to look through them all, but it looks SNAG (?) covers quite a few art business bases from model contracts to consignments to auctions. Plus, unlike many art business forms online, they are Free downloads--so thanks SNAG!
Given that, you'd think I'd be better at my own art business admin, but over the years I've probably been a bit lax in my own art contracts, agreements, etc.
Thankfully the Society of North American Goldsmiths (who doesn't like shiny things?) has been thoughtful enough to share a variety of art business documents. I haven't had a chance to look through them all, but it looks SNAG (?) covers quite a few art business bases from model contracts to consignments to auctions. Plus, unlike many art business forms online, they are Free downloads--so thanks SNAG!
Sunday, November 8, 2009
Tweeting Away in the Studio
I've been Tweeting updates (using Twitter) for a while for social marketing via my marketing consulting account, but I've just recently started to Tweet as ScarletArtist in my art studio account. Please feel free to follow me!Since art tweeting is rather new to me as well I thought I'd research and share some artist Twitter tips I found this week. When I've Tweeted some more (I just love that verb), I'll be back with some of my own tips. In the meantime, here's a variety of art twittering links I found that you may find interesting and helpful as well:
How to Play the Star Artist using Twitter
An Artist's Guide to Twitter
10 Twitter Tips for Artists
Twitter Tips for Success from Art Calendar
Art Biz Blog: Promoting Yourself on Twitter
Why Twitter is the Best Place to Do Biz from Empty Easel
Speaking of art and Twitter, I thought it only fair to give some credit to the British artist and illustrator Simon Oxley who created the iconic Twitter bird logo, here's a Washington Post interview with him.
Finally, in honor of Tweeting, I'm posting a recent bird oil painting. For more information about my art, please visit My Daily Painting Blog: Colorful Connections. Happy Art Tweeting!
Saturday, November 7, 2009
Places to Sell Your Art Online
Since my post yesterday was about eBay artists, I wanted to remind everyone that while eBay likely has the most traffic, there are hundreds of online "virtual art gallery" websites where you can sell your work and/or prints of your work other than eBay.Fine Art America
To date, I've personally only tried Fine Art America (a fellow artist was familiar with it) and because they'll produce and ship affordable prints of your work directly to customers. It's also free to post your work and if you want to be part of the print service, I think I paid about a $30 annual fee.
At first, I was happy with FAA. My traffic (views of my art) was very high (it still is actually). Several of my pieces (such a my lucky rabbits above) have been viewed by well over 1,000 visitors, but those have yet to translate into sales.
However, shortly after I joined the site, I started to have trouble with FAA. Often it's slow, or it won't load at all (and yes I do have a very high speed cable connection and have cleared my cache :)). So, I can't help but wonder if other visitors and artists have similar troubles with the site.
Because of that, about a week ago I did a quick search for other potential online galleries. I've not had a chance to look at any of these sites carefully yet, so am not endorsing them here, but here's a list of places to sell artwork online I've found so far:
If you have a positive experience with any of these, please feel free to send your comments. I'd love to hear of a website that's working well for you and your art.
Friday, November 6, 2009
Tips for Selling Your Art on eBay
Whew I probably can't tackle this topic all in one post today. So let me at least start a discussion about it. First, let me answer the question, can you as a self-representing artist really sell art on eBay?Yes, I personally have done so (I sold the abstract show here) and you can find a number of artists online who claim to have been quite successful. Did I make a fortune?
No, not exactly. But I did get commission work from selling smaller affordable (let's say under $50) pieces. And I was not working it at it full-time as you will often hear successful eBay artists do. So I think you do have to be committed to making it a success.
What did I sell? I sold mostly small original signed acrylic or oil paintings (but also representational like figure studies) for typically under $50 category. Here is one of the largest paintings I sold, it's 24 x 24 in the $100 range.
Now you may say, I want more for my paintings and I understand. But as a marketer, I look at eBay first and foremost as a "virtual gallery" with a very large international audience to help you gain exposure and build your brand.
Given that here are some quick tips that I think will help you sell more effectively on eBay:
1) Take a good clear picture of your art unframed and unmatted.
2) Offer Free Shipping and build that into your starting price. Be sure you know how much shipping will cost. Large pieces can quickly get expensive to ship. I kept my pieces to 9 x 12 or smaller.
3) You may have to sell lower than you would like to at first--as you build a buyer base, you can slowly raise your prices
4) Include links to your blog, website, etc. to help you build your personal art brand--you may have collectors contacting you directly as a result
5) Take some time to carefully research what type of original art is actually selling--you may need to tailor your art accordingly (smaller, more abstract, etc.) For example, I often see "Daily Painting" type small landscapes. still lifes, and figures (done skillfully) appear to be good sellers.
6) To help avoid fraud and payment problems, I only take PayPal and while I take do returns, offer only exchanges/credit.
I'll post more on selling art on eBay soon, in the meantime give eBay a try and good luck!
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