Fine Art Prints Marketing Seminar

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!

Agenda

• Selling Prints vs. Originals• Developing a Marketing Plan• Pricing Your Prints• Increasing Their Value• Your Website »

Lazer’s Process

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 »

Developing a Marketing Plan

Business Plan

Marketing Plan

Marketing Objectives

Marketing Strategy

Action 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

“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

Business Plan

Marketing Plan

Marketing Strategy

Action Plan

What is my goal?

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.” »

Business Plan

Marketing Plan

Marketing Strategy

Action Plan

Marketing Strategy

How will I achieve that goal?

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 »

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 »

Business Plan

Marketing Plan

Marketing Strategy

Action Plan

Specifically, what will I do to achieve that goal?

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 »

• 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

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. »

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 »

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 »

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 »

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? »

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 »

Certificate of Authenticity

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 »

Your Website

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) »

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 »

facebook

FolioLink

Big Black Bag

FolioSnap

Gallery-Worldwide

Art Evolved (artevo.com)

Thank you

Fine Art Prints Marketing Seminar

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