fine art prints marketing seminar

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Lazer Incorporated, 2010 I m ag e © 2 009 i S t o ckph o to L P

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Fine Art Prints Marketing Seminar held on March 20, 2010 at Lazer Incorporated. Presented by Gary A. Stafford.

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Page 1: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Image © 2009 iStockphoto LP

Page 2: 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!

Page 3: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Agenda

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

Page 4: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Lazer’s Process

Page 5: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Selling Prints vs. Originals

Page 6: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 7: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

Page 8: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

Business Plan

Marketing Plan

Marketing Objectives

Marketing Strategy

Action Plan

Page 9: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing 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

Page 10: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

“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

Page 11: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

Business Plan

Marketing Plan

Marketing Objectives

Marketing Strategy

Action Plan

Page 12: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Marketing Objectives

What is my goal?

Page 13: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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.” »

Page 14: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

Business Plan

Marketing Plan

Marketing Objectives

Marketing Strategy

Action Plan

Page 15: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Marketing Strategy

How will I achieve that goal?

Page 16: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 17: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 18: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Developing a Marketing Plan

Business Plan

Marketing Plan

Marketing Objectives

Marketing Strategy

Action Plan

Page 19: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Action Plan

Specifically, what will I do to achieve that goal?

Page 20: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 21: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Sample Action Plan #1

• 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

Page 22: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Sample Action Plan #2

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. »

Page 23: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 24: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 25: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 26: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Pricing Your Prints

Page 27: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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? »

Page 28: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 29: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Certificate of Authenticity

Page 30: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 31: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Your Website

Page 32: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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) »

Page 33: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

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 »

Page 34: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Lazer

Page 35: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

facebook

Page 36: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Etsy

Page 37: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

FolioLink

Page 38: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

FolioLink

Page 39: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Big Black Bag

Page 40: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Big Black Bag

Page 41: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

FolioSnap

Page 42: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

FolioSnap

Page 43: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Gallery-Worldwide

Page 44: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Art Evolved (artevo.com)

Page 45: Fine Art Prints Marketing Seminar

Lazer Incorporated, 2010

Thank you