PromoteWorks Marketing Tips for Artists

Working with Galleries: Best Practices

2008-04-24T19:10:16Z

Last month I was asked to give a talk to the Camano Arts Association on the “artist-gallery” relationship. Since I’ve been in the gallery business for 10 years, I often get questions from artists about how to “get in” to galleries. And I sometimes hear complaints or comments about an artist’s gallery owner or the gallery policies.

I’m always interested (and sometimes shocked) to hear an artist’s perspective about what it is that we gallery owners do. But the best relationships demand that you listen and try to understand the other person’s point of view. The beautiful part of the artist/gallery relationship is that you are both striving for the same thing–more clients and more sales! When you bring your strengths and energy together to work towards this goal, you’ll be amazed at what you can do.

This week’s marketing tip:
Treat your gallery owner like a business partner. That’s what the relationship is!

When it comes to your artist/gallery relationship, remember this:

Gallery owners are as individual and unique as artists. There are many types of galleries and many types of gallery owners…do your research to find a good match.
It’s a business relationship. Artists and Gallery Owners NEED each other to succeed. Respect the relationship.
The price of your work equals “value” to your clients, no matter where the work is seen. Don’t undercut your business partners (galleries).
Promote your gallery. On your web site, in your emails, through your conversations, etc.
Make it easy for your gallery to promote you. Provide professional artist statements & bios, photos of your work for the web and print, as well as information about your processes and creative focus.
Stay in touch. Plan for a monthly meeting or phone call to check in.
Discuss issues that come up … for example, other shows in the area, joint marketing opportunities, or questions you may have. You may be surprised to learn your gallery owner’s perspective.
Gallery owners are busy. Have patience and be persistent.

The MOST IMPORTANT thing you can do as an artist to help your gallery and your art career is to keep making new and interesting art. Make the best art you can. Then make it better

Here’s to great artist/gallery relationships!

-Gayle Picken

Summer Distractions - Stepping Off the Path

2007-07-30T18:46:44Z

This summer I’m taking an online class called “Get Organized to Run a Successful Art Business” by Aliyson B. Stanfield. The goal is to put systems in place that help me stay focused and accomplish what I need to do instead of constantly getting distracted while trying to find something.

Speaking of distractions … did you notice that it’s been almost a year since I’ve posted anything on this site? No wonder I need a class on getting organized!!

But, back to the point …

Sometimes distractions are just what you need to get you to the next level. And summer is the perfect time to let yourself relax and take it as it comes. You may be surprised at the outcome.

For example, last night I convinced my boys to join me for an evening walk to the beach. I had worked all day and I felt tired and lazy, but I knew the fresh air and exercise would do me good. They said OK, but they were going to ride their bikes. Sigh.

Alright, I thought…we won’t walk together but at least we’ll be outside and I can meet them at the beach. Then, a couple of blocks from the house I heard the laughs and chatter of a group of kids … sure enough, my kids circled back on their bikes and asked if they could go visit their friends instead of going to the beach. Sigh. OK, I said. So much for the beach and excercise!

But who could blame them? A group of 10 kids hanging out with bikes and skateboards and a football or two … my kids were happy outside with their friends so I decided to knock on the door of the house and say hello to my friend.

Two Hours later ….

I felt great! My friend had a wonderful visit … we chatted about life and work and kids. She owns a real estate business so we always share marketing ideas and stories. And both of us feel energized by our conversations. We had actually been trying to schedule a visit for weeks, but both of us had been too busy even to meet for lunch.

By letting myself stray from the path of the original goal last night, I ended up reaching new heights. Which leads me to this week’s marketing tip:

This week’s marketing tip:
Allow some time for distractions this summer.

Here are two really good online distractions you can check out right now that will help you year-round. Subscribe to their e-newsletters. I did!

Alyson B. Stanfield has a wonderful art marketing site at http://www.artbizcoach.com/. You’ll find her art marketing newsletter, lots of articles and ideas, and a link to her blog. Check it out!
Christine Kane’s blog has a diverse collection of inspirational ideas and practical tips for creative-types. Two of her recent posts have been particularly timely: the concept of “Attention Splatter” where distractions get in your way and “Moodling” where distractions help you grow. Here’s the link: http://christinekane.com/blog/attention-splatter/ Read this and see where it takes you!

Thank you and enjoy your summer!
Gayle Picken

Shop Locally: Join the Chamber of Commerce

2006-10-19T23:15:31Z

Yesterday I attended my first meeting of the Stanwood Chamber of Commerce … a lunch meeting held at a local senior residential center. About twenty local business owners participated and the topic for the day was a roundtable discussion/brainstorming session about the future of the chamber.

We were asked to think about what we’d like the chamber to do and where we’d like it to go in the future.

Since it was my first meeting, I had more questions than answers. But one comment the president made really struck a chord with me: he said that the biggest benefit he’d experienced since joining the chamber is that his business had grown due to that membership.

Through networking and increased awareness, his customer base had grown. People like to do business with people they know, and this brings me to:

This week’s Marketing TIP:

Join your Chamber of Commerce and increase your art sales through networking!

Yes, as an artist you are running your own small business and networking with other business owners in your community can help improve your sales. The chamber of commerce offers many opportunities for artists … here are a few ideas:

Announce your next show in the chamber newsletter
Bring brochures or postcards to the chamber office
Find out if local business owners would like to purchase your artwork for their offices
Host an “after hours” networking event for chamber members at your studio

By joining the chamber of commerce, you become a member of a group that exists to help businesses succeed. And that’s a goal all artists share.

Thanks and happy networking!
-Gayle Picken

ps - At the end of the meeting, our chamber president reminded us to shop locally. He added that even if we changed our buying patterns by just 10%, bringing home some of the business that normally occurs outside of our community, we could make a huge difference to the businesses in our local town. Try it this holiday season.

Create a dialog with your customers: Become a “blogger”

2006-10-02T18:46:32Z

Just over a year ago, while reading an article about promoting businesses online, I learned about the Blog Business Summit. A mouthful, eh? But the conference was being held in San Francisco and, frankly, that was motivation enough for me … an opportunity to travel to one of my favorite places and learn about the latest trends in web technology … sign me up!

Those three days changed my entire way of thinking about web sites and marketing. Sure I knew I’d benefit from learning what all the buzz was about (I really had no idea what a blog was before I attended the conference). But what surprised me was how much the conference would change the fundamental way I look at marketing a business online.

After years of designing beautiful web sites, I was faced with the humbling reality that design doesn’t matter … that the future of business is FINDABILITY. In other words, the most important question to focus on is ‘If someone is looking for my artwork (or product or service), will they find me?’

This is where blogs come in … in short, a “blog” is a web site that makes it easy for you to update content easily and quickly and allows your customers to respond and join in your discussion. A blog separates content from design. And through the power of the internet, a blog can increase your market share, visibility, and sales much faster than a static web site.

Most of the artists I’ve worked with have wanted a web site that acts as an online portfolio or brochure. They spend a lot of time on the look and feel of the initial site, but not much time or effort goes into updates or promotion. How many sites have you visited that have old, outdated content? Doesn’t do much for credibility, does it?

Search engines give preference to sites that have current, useful, and relevant content that lots of people want. Blogs allow you join a community and let others help you promote your artwork or business. Now is the time to learn about blogs and to take the first step in becoming a blogger.

This weeks TIP:

Tap into the blogoshpere!

Find out who is writing about you and your artwork. Find out who is writing about other artists. Learn about how you can use a BLOG to engage your customers and communicate with them.

The upcoming Blog Business Summit is being held October 25, 26, & 27 in Seattle. I encourage you to attend this wonderful conference to learn how blogging can help build your art career. For more information, see http://www.blogbusinesssummit.com/conferences/.

Happy blogging … and see you in Seattle!

-Gayle Picken

ps The PromoteWorks Marketing Tips site is a blog created in WordPress.

Staying Connected: Sharing NEWS in a LETTER

2006-08-21T15:49:16Z

Printing, folding, sealing, labeling, stamping, and mailing …. I spent more hours than I’d care to count getting my gallery newsletter out last week. And I’m not even including the time it took write and design the piece.

So, why do it?

A newsletter has certain advantages over other types of communications. Just look at the word “newsletter” … it’s NEWS that you are sharing in a LETTER to someone you know. I receive newsletters from several groups I belong to and I always look forward to spending some time with a nice cup of coffee reading over the newsletters which are delivered to me every month or quarter.

Newsletters keep people connected. And isn’t that what the art business is all about?

THIS WEEK’S TIP:

Stay connected with your clients by sending out a newsletter.

Oh there are lots of excuses … “I’m not a writer”, “I have nothing newsworthy to say”, “The cost of printing is too high”, and so on. Well here are some ideas for keeping your newsletter USEFUL and INTERESTING … which is the key to ensuring your clients will read it and remember it!

It’s a “letter” so share a story. This could be anything … the story behind a new piece of art, the story of why you became an artist, the story of someone who inspired you, the story of how you spent your summer, anything that helps give you a personal connection to your readers.
It’s full of “news” so let them know what’s happening. Include notices of your upcoming shows, any awards you’ve won, any great sales you’ve made, any new projects you are working on.
Make it relevant … are there other events happening in your town that your clients would be interested in? Is there a question you get asked over and over again at festivals that you can answer in the newsletter to help educate your clients? Is there something you can share that will help your clients appreciate your artwork in a new way?
Include a bonus … one way to keep people involved is to give them something special in the newsletter. For example, you could have a drawing for a free print or include a coupon for 10% off your next studio show.
Have fun … newsletters give you a chance to share a personal connection. So be creative and have some fun. Include a crossword puzzle, your favorite joke, your favorite recipe, a photo from your recent vacation, or latest trick your pet has learned. You get the idea.

Newsletters should go out on a consistent time schedule. Whether it’s quarterly, annually, monthly, or bi-monthly, decide on a schedule and stick to it. Your clients will look for it in their mailboxes. You can save cost by sending an electronic newsletter instead of a printed piece. They both have their advantages … but we’ll save that discussion for another week.

Now it’s your turn … do you have experience sending a newsletter to your clients? Do you enjoy receiving a newsletter that you’d like to talk about? Please share your stories in the Comments section of this post.

Thanks and happy writing!
-Gayle Picken

Join the Parade - Discover Creative Marketing Opportunities in your Community

2006-08-19T03:02:48Z

On Saturday, I attended the annual community parade in downtown Stanwood, Washington. The festivities lasted about an hour… an enthusiastic lineup of proud antique car owners, business owners in pickup trucks towing home-made floats, candy-throwing kids, and even the local sheriff and fire department delighted spectators young and old. In short, it was good, old-fashioned, small-town fun. And, the parade route happened to pass right in front of my gallery.

As the high school cheerleading squad went by, I turned to my kids and said “Next year we’ll be in the parade … we’ll make float for the gallery.” My mind then started to spin with the possibilities: we’ll get the artists involved … and the kids … maybe we’ll make a school project of creating the float. Then we’ll get the clients involved with a post-parade party at the gallery …

Participating in community events is one of my favorite ways to promote my gallery and this leads me to …

THIS WEEK’s MARKETING TIP:

Find creative marketing opportunities in your community and GET INVOLVED!

Perhaps you won’t see them right away, but they are there. Small towns make it easy with organized pancake feeds, dances, annual fairs, and festivals. In big cities you can look to your local neighborhood, office building, sports club, or hobby group. In short, your community is simply a group to which you belong and this group offers you a chance to market your artwork. The whole idea is to let your community members get to know you and your artwork so they can help you spread the word.

Of course, the possibilities are endless, but here are a few ideas to get you thinking:

During your annual neighborhood clean up day - provide all participants with free bottled with your custom art label.
Host an “art and tea” afternoon for your yoga class.
For your company picnic, offer to organize a kids art project.
Enter the Chili Cook-Off at your local community center and hand out invitations to your next art show with every taste of chili.

Some artists have told me that their target market is not in their own community. Well, even if this is true, you have a HUGE advantage marketing your artwork to members of your own community because they know you. When people know you, they are more likely to pass the word on to their friends. Or when they have out-of-town guests, they’re more likely to visit your studio than an another artist that they don’t know. Marketing is a continuous and long-term effort. Starting with your own community can be a productive and fun way to build your name and client base.

Now it’s your turn …. do you have a creative marketing story to share with us? Have you tried something with your local community that has led to a big sale or fantastic exhibition opportunity? Please share your story with us in the Comments section of this post.

Thanks and happy marketing!

Gayle Picken

Marketing Tips: What’s the Point?

2006-08-19T03:03:22Z

My list of marketing ideas to share is a mile long… so this morning, as I was beginning to write this column, I wondered where to start. Which tip would be the first on this new website? Should I start with a welcome letter? Do I need an introduction page? How can I launch the weekly tips for artists in a way that is informative and useful from the get-go? Then it hit me. It was time to go back to basics!

See, before I became a gallery owner, I was trained as a technical writer. Over and over we were taught that the first step of any project was to determine the PURPOSE of the project and the AUDIENCE we were trying to serve. These simple principals have served me well during all my years of helping promote artists … from designing web sites and business cards to running publicity campaigns and special events. Every time an artist asks me to create a marketing piece, I always start by asking two questions: “What is the purpose of the piece?” and “Who is the audience you are trying to serve?” Now for a dose of my own medicine.

What is the purpose of the PromoteWorks Marketing Tips web site? To help artists promote and market their artwork by sharing tips I’ve learned during the past 8 years of running a website design firm and an art gallery.

Who is the audience for the site? The site is specifically designed for visual artists. And I define visual artists in a broad sense .. from artists who are just beginning to take an interest in marketing their art to experienced professionals who are looking for new ideas or enjoy sharing marketing ideas. Of course, the marketing ideas and tips will be useful to anyone wanting to promote their event, talent, or small business…so I welcome all who are interested!
And now, to welcome all of you artists out there, here’s my first Marketing TIP:

Before you create any marketing piece (web site, business card, catalog, postcard, news release, and so on) ask yourself two questions: What is the purpose of the marketing piece I’m about to create and who is the audience I’m trying to reach. Be specific in your answers. Do you want to reach existing clients to tell them about new work? Are you trying to provide easy access to your portfolio for gallery owners? Are you wanting to sell a specific piece or build your name? Are you trying to introduce your work to a new market?

Write down your answers so you can refer to them during the design process. Once you’ve defined the purpose and audience, it will be easier to make decisions about the direction, design, wording, and format of your marketing piece. By providing a new marketing tip each week and encouraging readers to share their personal experiences, my goal is that we all help each other make a living in the business of art.

Now it’s your turn …. if you have comments on this post or you’ve experienced the rewards of considering PURPOSE and AUDIENCE in your marketing efforts, please share them with us in the COMMENT section of this post. Welcome to the new PromoteWorks Marketing Tips for Artists site!

- Gayle Picken