TheThe ARTART of Marketing.of Marketing.

Harold SimpkinsSenior Lecturer

Jordan LeBel, Ph.D.Associate Professor

John Molson School of Business

Concordia University

TheThe MARKETINGMARKETING of of art.art.

What is your dream What is your dream career like?career like?

What is the first thing you What is the first thing you need to do in order need to do in order

to launch your to launch your dream careerdream career??

Typical answers…Typical answers…

Craft an amazing portfolioCraft an amazing portfolio

Show my amazing portfolio to as many Show my amazing portfolio to as many people as possiblepeople as possible

Get a part time job to support my artGet a part time job to support my art

Talk to friendsTalk to friends

Ask Mom and DadAsk Mom and Dad

How about:How about:

A CLIENT A CLIENT ?!?!

Myth Myth The marketing of your The marketing of your art art startsstarts with the with the preparation of a preparation of a professional portfolio professional portfolio and a killer cover and a killer cover letter.letter.

Reality CheckReality Check

The marketing of your art typically The marketing of your art typically endsends with the preparation of documents such with the preparation of documents such as portfolios, resumes and cover letters.as portfolios, resumes and cover letters.

Myth Myth Marketing my art is Marketing my art is like “like “selling outselling out” to ” to the pressures of the pressures of capitalism and big capitalism and big business.business.

Reality CheckReality CheckAs soon as you make the decision to make your art available to

others, you've started to practice marketing.

Is this selling out?

Savvy marketing is behind every great brand…

…and artist

What is Marketing?What is Marketing?

Myth Myth Marketing is basically Marketing is basically

advertising and sellingadvertising and selling. . It really doesn’t apply to my It really doesn’t apply to my

search for a job or my career.search for a job or my career.

Reality CheckReality Check

It’s also a philosophy that invites you to It’s also a philosophy that invites you to look for win-win opportunitieslook for win-win opportunities others may others may

overlook.overlook.

Marketing is all about Marketing is all about satisfying customer satisfying customer needsneeds through a mix of product, place, through a mix of product, place,

price, and promotion.price, and promotion.

The tip of the icebergThe tip of the iceberg

Portfolio,Portfolio,Showings,Showings,Mailings,Mailings,

Talk to friendsTalk to friends

Implementation Implementation &&

ControlControl

Marketing Marketing TacticsTactics

Marketing Marketing StrategyStrategy

Marketing Marketing ObjectivesObjectives

Situation Situation AnalysisAnalysis

Myth Myth Following a marketing plan is like Following a marketing plan is like painting-by-numbers; it will painting-by-numbers; it will limitlimit my flexibilitymy flexibility and my creativity. and my creativity.

Reality CheckReality Check In the absence of a plan, what In the absence of a plan, what

feels like flexibility is often an feels like flexibility is often an inability or lack of conviction to inability or lack of conviction to make tough decisionsmake tough decisions..

Myth Myth

It all starts with knowing my It all starts with knowing my customerscustomers..

Reality CheckReality Check

Actually, it starts with Actually, it starts with knowing your productknowing your product, ,

namely namely YOURSELFYOURSELFand your chosen fieldand your chosen field..

Situation AnalysisSituation Analysis

Self KnowledgeSelf Knowledge What is your What is your

passion?passion?

Field KnowledgeField Knowledge

Marketing ObjectivesMarketing Objectives

ProductProduct what is your what is your corecore product? How might you product? How might you augmentaugment it it to differentiate it?to differentiate it?

Price: Price: what will it take to cover your costs & earn a living?what will it take to cover your costs & earn a living?

PlacePlace where will your art be available?where will your art be available?

PromotionPromotion how will potential clients learn about your art? what do how will potential clients learn about your art? what do you want people to say about you and your art?you want people to say about you and your art?

How will you achieve How will you achieve your marketing objectives?your marketing objectives?

Know Your Target Market Know Your Target Market Think and feel as they doThink and feel as they do

Spell out your strategies:Spell out your strategies: productproduct priceprice placeplace promotionpromotion

PositioningPositioning

Teaching your clients to think/feel about Teaching your clients to think/feel about your product as a solution to a need that is your product as a solution to a need that is superior to your competitors. superior to your competitors.

It’s about owning “mindspace”It’s about owning “mindspace”

Building a clear positionBuilding a clear positiontakes time and creativitytakes time and creativity

L’Oreal might cost a little more… but I’m L’Oreal might cost a little more… but I’m worth itworth it

Schaefer is the one beer to have when Schaefer is the one beer to have when you’re having more than one.you’re having more than one.

BMW: The Ultimate Driving MachineBMW: The Ultimate Driving Machine Meow Mix: Cats ask for it by nameMeow Mix: Cats ask for it by name Bounty: The Quicker-Picker UpperBounty: The Quicker-Picker Upper

A clear position requires a A clear position requires a compelling compelling “value “value

proposition”proposition” The bundle of benefits that you will offer to your The bundle of benefits that you will offer to your

clientsclients Functional vs Emotional benefitsFunctional vs Emotional benefits

Tailored to the needs and expectations of each Tailored to the needs and expectations of each targeted segmenttargeted segment

Depends on competition and your marketDepends on competition and your market

Defining your Defining your “value proposition”“value proposition”

Which market segment(s) are you targeting?Which market segment(s) are you targeting? What is their profile? Level of art knowledge? Interest?What is their profile? Level of art knowledge? Interest? What are their needs and expectations?What are their needs and expectations?

What benefit(s) is your product bringing them?What benefit(s) is your product bringing them? What is the “core” of your product? What is the “core” of your product?

What benefit(s) could augment your value proposition to What benefit(s) could augment your value proposition to differentiate you from other solutions to customers’ needs?differentiate you from other solutions to customers’ needs?

Condense that value proposition in a short 2-min “elevator Condense that value proposition in a short 2-min “elevator pitch” and a 5-word slogan.pitch” and a 5-word slogan.

« Les indispensables CA »« Les indispensables CA »

Marketing TacticsMarketing Tactics

What What specific actionsspecific actions will you take will you take

to ensure that:to ensure that: your product satisfies your target market’s your product satisfies your target market’s

needs better than your competition?needs better than your competition? you get the price you want?you get the price you want? the word gets out that you’ve got the goods?the word gets out that you’ve got the goods?

Implementation and ControlImplementation and Control

Set clear timetable for taking these actionsSet clear timetable for taking these actions

Set clear and measurable criteria to evaluateSet clear and measurable criteria to evaluate

your progress and success.your progress and success.

Develop contingencies to handle bumps in theDevelop contingencies to handle bumps in the

road.road.

A Few IdeasA Few Ideas

High effort

Lesser effort Net-tiquette and email signatureNet-tiquette and email signature

Follow-upFollow-upTalk to your clientsTalk to your clientsCreate and distribute samplesCreate and distribute samplesPromotional campaignPromotional campaignViral marketingViral marketingAlign yourself with a partnerAlign yourself with a partnerRetain the services of an agentRetain the services of an agent Long

term impact

Short term impact

Key Take-AwaysKey Take-AwaysKnow your product: yourself and the fieldKnow your product: yourself and the field

Know your customers: learn to think and feel as they doKnow your customers: learn to think and feel as they do

Picture yourself as a need-satisfying productPicture yourself as a need-satisfying product

What barriers exist between your current situation and What barriers exist between your current situation and your desired objectives? What will it take to overcome your desired objectives? What will it take to overcome them?them?

Create your marketing strategy: Create your marketing strategy:

Product, Price, Place, PromotionProduct, Price, Place, Promotion

Execute, measure and control, adaptExecute, measure and control, adapt

Myth Myth At the end of the day, At the end of the day, it’s all about finding a it’s all about finding a

career that will career that will provide provide me with the financial me with the financial

security I needsecurity I need..

Reality CheckReality Check

Find a career you love and you’ll never have to

work another day of your life.

NOW AVAILABLE

on

AMAZON.CA

And

INDIGO.CA