How often have you heard someone say that certain types of marginal artwork sell well because of marketing – or was it actually advertising?
It seems many artists are confusing the two terminologies – Marketing and Advertising. One depends on the other, like part A and part B, but their roles are very different. Success invariably depends on them working together.
Marketing is determining your audience and how you are going to reach them. This is the thinking and planning stage in which you determine who you want to reach. This may require research, surveys or hiring an expert to help accomplish your goals.
Advertising on the other hand is the actual elements you produce or activate to deliver your message. This can be an invitation, a media release, video, even a Tweet, Facebook, email notification or Blog posting etc. So advertising is the actual deliver of the message. The elements produced are determined by your marketing plan and budget.
If you want to be represented by a certain Art Gallery you need to do your marketing research on that Art Gallery. Determine the type of gallery they are and does your work fit into the mix. If they only handle contemporary work and you do wildlife imagery, don’t expect them to show your work. Once you find a prospective gallery, develop the appropriate delivery of your portfolio, taking into consideration how they want submissions made, so that your success rate will increase.
If you are looking at increasing your sales without a gallery you still need to define your market. Is it residential, corporate or seasonal etc? Once you determine who would be interested in your work, you then need to implement an advertising plan to reach them. Develop a budget based on quotes and be realistic. As a creative artist, I highly recommend something unique and energetic within their guidelines.
Good luck with your next venture with marketing your art through advertising.
Paul Constable, Director of Artists in Canada.com