Marketing talk maa 3 26-15 slideshare

Arts Marketing:The Time is Now!March 26, 2015

PREPARED BY: JACQUELINE GANIM-DEFALCO

[email protected] 978 -283-8333

@CAPEANNART @JMGANIM

What should I take away today?Think a bit about why you are here

Begin to use research

Understanding the over-arching marketing framework – key elements like positioning statements

The importance of the story

How to add Vitamin M to your daily routine

MARKETINGRECON.COM 2

Why are we here?This is what I have heard from other groups:

Everyone uses art to express themselves creatively

Everyone wants to sell (or do they?)

Few understand who their customers are beyond “gender”

Everyone struggles with what really works in marketing – which tools are the most successful

A few have success with social media – but wonder, what is the ROI


Artists are Entrepreneurs: All small biz has the same challenges, especially in marketing


http://www.copyblogger.com/art-marketing/

http://www.copyblogger.com/art-marketing/

Research helps frame your thinking around your business:LEADING TO YOUR POSITIONING & BRAND


The goals of research are to find out:

Who are your customers/clients/audience? How would you describe them?

How do they interact with art?

What are their interests?

Competition? Which other artists are doing similar work & how are they promoting themselves to these audiences?

How will you be different?


CustomersA R T I S A P O W E R F U L F O R M O F E X P R E S S I O N N OT O N LY F O R T H E A R T I S T S W H O C R E AT E I T, B U T A L S O F O R T H O S E W H O O W N I T. A R T A L LO W S P E O P L E TO E X P R E S S T H E I R I N D I V I D UA L I T Y A N D TO R E P R E S E N T T H E I R B E L I E F S , F E E L I N G S , I M A G I N AT I O N S , C O N V I C T I O N S O R P H I LO S O P H I E S I N S O C I A L LY ( A N D V I S U A L LY ) A C C E P TA B L E A N D R E D E E M I N G WAY S .


Building the Personal Marketing Framework

Positioning statement

Documentation of artwork - your

personal content

Research (audiences, market, artistic genre)

Customers & customer information

Promotion = Content + Channels

=SALES


Sample Positioning Statement= Artist Statement

Sea Glass Example:

As an artisan and collector of sea glass, my interest is to create and sell distinctive, functional, wearable art that celebrates the natural characteristics of the materials, reflects the beauty and authenticity of the region and provides a consistent connection point for those who visit and live here.

Remember a great brand has Authenticity, Consistency & Clarity

Positioning : MarketingRecon.com


http://marketingrecon.com/

http://marketingrecon.com/

http://marketingrecon.com/guest-artist/

http://marketingrecon.com/guest-artist/

Promotion"NO ART SELLS ITSELF."

Content is King


Content Strategy = “Authority Rules” a/k/a “Thought Leadership”

It pulls patrons/clients/collectors* into your orbit, instead of forcing you to go hunt them down,

It engages patrons/clients/collectors, rather than hitting them with hyped-up pitch after pitch

And it makes you the go-to resource when patrons need your type of expertise/style, etc..

*substituted from the word“prospect”

Source http://my.copyblogger.com/free-membership/


http://my.copyblogger.com/free-membership/

Why Social Media is importantIt’s free and widespread, reaches many different populations

Followers are people that want to hear what you are saying…!

Allows conversation, feedback, and brand elevation

Clients come back based on your story; share your journey

It helps connect your network to that of friends-growing exponentially

It increases the search-ability of your website and/or blog

Note: You don’t have to use all forms for all parts of your life – e.g. CAD on Facebook and CapeAnnArt on Twitter. LinkedIn just for marketing biz.

Rob Diebboll, Cape Ann Artisans


Sample Websites & BlogsYou have to build them and then tell people about them

Jackie’s site in Drupal Gardens CMS

MicroblogsExamples: Twitter Tumblr Pinterest

CMS: Provide better translation to mobile devices – “responsive design”

Intended for frequent (daily+) postsNote: 8% of people get their news primarily from Twitter!

Pinterest = “vision board”, a virtual pin board

Rob’s site & blogwith Wordpress CMS

Photoshelter(hosted platform)

Pinterest Board


http://robdiebboll.wordpress.com/

http://robdiebboll.wordpress.com/

http://robdiebboll.com/blog.php

http://robdiebboll.com/blog.php

http://www.capeanndesigns.com/about

http://www.capeanndesigns.com/about

http://cegelisartgroup.photoshelter.com/

http://cegelisartgroup.photoshelter.com/

https://www.pinterest.com/jmonteferrante/photography/

https://www.pinterest.com/jmonteferrante/photography/

Example of how to Share a Post from seARTS.org

Content Management Systems make sharing easier.


http://searts.org/wp/searts-holiday-show-wrap-up/

http://searts.org/wp/searts-holiday-show-wrap-up/

http://searts.org/wp/

http://searts.org/wp/

In today’s busy world – we depend on Soundbytes to get attention.So here’s how social media really works:

Email, Photo, QR Code or Tweet

teases out an idea OR postcards, radio, TV, poster, billboard in traditional media

Leades to Blog Post, Facebook Page, Website/CMS or

Brochure gives more context, depth,

draws more interest

Catalogue, ebook, presentation,

exhibit, class, booketc.. Creates the call

to action

Constant ContactMail ChimpSendblasterTwitter

Facebook, Google+ Pinterest, Tumblr, Instagram, LinkedIn, etc.

Slideshare, YouTube, GooglePlay, etc.


How to REALLY use Twitter & have some fun!

Design your brand = thought leadership

Meet cool people

Connect cool people to each other

If you post regularly, decide on your cadence


How it’s worked for me!

Example 1: Helped Cape Ann Artisans identify & ultimately win a contest for best Tour in New EnglandExample 2: Helped Celebrate Wearable Art event tie in to the fashion blogging communityExample 3: Connected a famous opera singer to a couture designer in NYC


Vitamin M


A Daily Routine: Vitamin M for MarketingWork on your building blocks: photos, inventory lists, product descriptions – the “stuff” – the content

Write your story– craft the message– mini-stories about your work

Develop new “channels” –ways to get the message out there

Start a Research Routine:

See what other artists in your genre are doing; study best practices

Find new venues, shows, shops, unusual ways to show your work or expertise

Find new audiences – read new magazines, blogs, etc..


Tactical E-ssentialsEven if you are not ready to launch the marketing program; be diligent about collecting contact information and recording it in one place.

If you do shows - Sign in Booklet at your table or online collection point

Email Addresses – the key to all social media; your ticket for communication. Follow up/Feedback – thank you, survey, photos, whatever is appropriate to verify addresses, remind them of next show, thank for purchase

Excel or Equivalent – do a little at a time, so it’s not overwhelming

Events – Use one event to promote another/always bring brochures, postcard

Email signature with all your key info & key event/awards

Expand your reach. List yourself in as many arts or tourism directories online as you can – e.g. NEFA Creative Ground, ArtsMap, MassVacations, etc.,


Tying it all together….

Research can also help drive new ideas!


Top 5 Takeaways1. Use research to learn about customers, markets, and ways to sell

2. Own your marketing – stake a position and a claim and own it -focus on niche products and niche markets

3. Create content for yourself and groups with which you are affiliated

4. Find new ways to get your message out there, website, blog, micro-blog - get social

5. Tools require learning, trial, and error – no pain, no gain

And finally……don’t forget about….


Selling & NetworkingART TRANSFORMS AND PERSONALIZES THE PLACES WHERE WE L IVE AND WORK. ART REVIVES L IFELESS INTERIORS, HOMES AS WELL AS BUSINESSES , AND TRANSFORMS THEM INTO UNIQUE, BEAUTIFUL AND ENGAGING ENVIRONMENTS.


Thank you! See you on the web!

J A C Q U E L I N E G A N I M - D E FA L C O W W W. M A R K E T I N G R E C O N . C O M

F O L LO W M E @ C A P E A N N A R T

L I K E M E O N FA C E B O O K – C A P E A N N D E S I G N S

M E M B E R O F W W W. S E A R T S . O R G

http://www.marketingrecon.com/

Tweetables: If you like this, please share!Don’t get lost in tactics & transactions – start with a framework. #art#marketing @jmganim @capeannart

We are all competing for patrons’ attention – focus on understanding your audience & why they buy #art. @jmganim @capeannart

Stories lead to engagement. Engagement leads to relationships. Relationships set you apart. #art#marketing @jmganim @capeannart

Artists have benefits of all #smallbiz, but also challenges. Focus on #4P’s product, place, promotion, price - is a good start! @jmganim@capeannart

Research is key to building your marketing framework. Why people are buying your #art? #marketing @jmganim @capeannart


Marketing talk maa 3 26-15 slideshare

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Transcript of Marketing talk maa 3 26-15 slideshare