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The Artist’s Business & Marketing ToolBox – Planning & Marketing Forms

Foreword | Planning and Marketing Forms 2

Planning and Marketing Forms Credits

The Artist’ Business and Marketing Toolbox: How to Start, Run and Market a Successful Arts or Creative Business – Planning & Marketing Forms

© 2011 by Neil McKenzie

Published by Creatives and Business LLC

All rights reserved. No Part of this publication may be reproduced, transmitted, stored in an information retrieval system, or used in any form or by any means, graphic, electronic, mechanical, photocopying, recording or otherwise with the prior written permission of the publisher.

ISBN: 978-0-9849770-1-7 (Planning and Marketing Forms Only PDF Version) 978-0-9849770-0-0 (Book and Forms PDF Version) 978-0-9849770-2-4 (epub Apple iPad Version) 978-0-9849770-3-1 (epub Amazon Kindle Version) 978-0-9849770-4-8 (epub Barnes & Noble Nook Version)

Contact Us

Email: [email protected]

Disclaimer

“This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold and distributed with the understanding that the publisher and author are not engaged in rendering legal, accounting, or other professional services. If legal or other expert assistance is required, the services of a competent professional person should be sought” – from a Declaration of Principles jointly adopted by a committee of the American Bar Association and a committee of publishers.

Trademarks

Creatives and Business LLC, Creativesandbusiness.com and “The Artist’s Business and Marketing Toolbox” are trademarks of Creatives and Business LLC. All other products, trademarks, service marks referenced in this book are the property of their respective owners.

Cover by Brandon Roth – www.rothworks.com



About Neil McKenzie

Neil McKenzie has over thirty years experience as a management consultant and marketing executive working with small companies to large international brands. He has earned a bachelor’s degree in Economics and a Master of Science in Business Administration in Economics

As a management consultant Neil worked with dozens of companies from startup to very large. He began his consulting career working in the area of production and operations management. In the early 1980’s Neil was asked to be a founding faculty member of the Regis College MBA program in Denver, Colorado. Later in his consulting career he specialized in corporate strategic planning and marketing where he developed business and marketing plans for his consulting clients.

In addition to his consulting career Neil spent a dozen years as a corporate marketing executive in the area of marketing research. He developed the first ever Marketing Research Department for one of the top financial brands in the world where he tested advertising concepts and advertising effectiveness. His research programs were conducted worldwide in a multitude of languages and cultures.

In 2005 Neil left corporate life to pursue a lifelong goal to become a commercial photographer. His firm Neil McKenzie Photography specializes in “People Photography with Impact” for client’s advertising, editorial, public relations and social media needs.

Neil is a visiting professor at the Center for Innovation (Metropolitan State College Denver) where he developed and teaches the course “Artrepreneurship” – business for artists and other creatives. He is also a columnist for ColoradoBiz Magazine where he writes the popular column on Colorado’s creative economy. Neil organized and leads the South Metro Denver Chamber of Commerce’s creative group.

His book The Artist’s Business and Marketing ToolBox is an evolution of his work with his Artrepreneurship students and writing his blog www.creativesandbusiness.com. Neil is an advocate for the arts and creative economy in Colorado and is a frequent speaker and seminar presenter to the arts community.



Foreword

We live in a very competitive business environment and having a great plan of action and marketing strategies to match are more important than ever. Gone are the days when all it took to get in business and succeed was to make a great product (art) and hang up a sign to tell the world about it.

The business world has become more complex and this trend seems to be moving faster. To succeed in today’s business environment an artist or creative professional must understand the basics of starting and running a business, be able to surround themselves with trusted advisors and have a plan for success.

The internet and our connected society has made it possible to for small businesses to “level the playing field” with much larger business enterprises. While dramatically increasing the number of competitors in any given market, the internet has also opened up a whole new world of customers.

You need to set a good course for your business and have a market presence that makes you stand out and be noticed. To succeed in the art world today you need to know business!


Table of contents | Planning and Marketing Forms 5

Table of contents Credits .....................................................................................................................................2

About Neil McKenzie ...............................................................................................................3

Foreword .................................................................................................................................4

Table of contents .....................................................................................................................5

How to use ..............................................................................................................................8

Company Summary..................................................................................................................9

My Art Business Goals ...........................................................................................................11

Mission Statement – Your Brand Experience .........................................................................15

Your Mission Statement ........................................................................................................16

Product / Service Listing ........................................................................................................18

Product Features & Benefits ..................................................................................................19

Strengths & Weaknesses .......................................................................................................20

Opportuntunities & Threats ...................................................................................................27

Competitor Listing By Product Line ........................................................................................29

Competitor Attributes ...........................................................................................................30

My Competitive Attributes ....................................................................................................31

Currrent & Potential Customer Groups ..................................................................................32

Customer Group Attributes ...................................................................................................33

Customer Group Research Questions ....................................................................................34

Customer / Product Matrix ....................................................................................................36

Creative Products & Services Audit ........................................................................................37

Creative Products & Services – Your Brand Experience ..........................................................38

Creative Direction / Products - Goals & Objectives ................................................................39

Creative Direction / Products - Strategy List ...........................................................................41

Creative Direction / Products - Action Plan ............................................................................42

Studio & Facilities Audit .........................................................................................................43

Studio & Facilities - Your Brand Experience ............................................................................44

Studio & Facilities - Goals & Objectives ..................................................................................45

Studio & Facilities - Strategy List ............................................................................................47



Studio & Facilities - Action Plan..............................................................................................48

Accounting & Finance Audit ...................................................................................................49

Accounting & Finance - Your Brand Experience ......................................................................50

Accounting & Finance - Goals & Objectives ............................................................................51

Accounting & Finance Strategy Ideas .....................................................................................53

Accounting & Finance - Strategy List ......................................................................................54

Accounting & Finance - Action Plan .......................................................................................55

Production & Operations Audit ..............................................................................................56

Production & Operations - Your Brand Experience .................................................................57

Production & Operations - Goals & Objectives .......................................................................58

Production & Operations - Strategy List .................................................................................60

Production & Operations - Action Plan ..................................................................................61

Management & Organization Audit .......................................................................................62

Management & Organization - Organization Chart ................................................................63

Management & Organization - Your Brand Experience ..........................................................64

Management & Organization - Goals & Objectives ................................................................65

Management & Organization - Strategy List...........................................................................67

Management & Organization - Action Plan ............................................................................68

Marketing & Sales - Marketing Audit .....................................................................................69

Marketing & Sales - The Four P’s of Marketing ......................................................................80

Marketing & Sales - Ad Planning Worksheet ..........................................................................84

Marketing & Sales - Pricing Strategy Grid ...............................................................................87

Marketing & Sales - Breakeven Worksheet ............................................................................88

Marketing & Sales - Your Brand Experience ...........................................................................89

Marketing & Sales - Goals & Objectives .................................................................................90

Marketing & Sales - Strategy List............................................................................................92

Marketing & Sales - Action Plan .............................................................................................93

Visual Business Plan ...............................................................................................................94

Section 1 – Situation, Markets, Competition ..........................................................................96



Section 2 – Goals, Objective and Strategies ......................................................................... 100

Section 3 – Organization Chart & Bios .................................................................................. 105

Section 4 – Cash Flow Budget .............................................................................................. 106

Section 5 – Plan Timeline ..................................................................................................... 107


How To Use The Forms | Planning and Marketing Forms 8

How To Use The Forms

This publication is provided to readers of the eBook version of The Artist’s Business and Marketing ToolBox: How to Start, Run and Market a Successful Arts or Creative Business with a way to print the forms presented in the book. You may reproduce the forms for your personal use only.

These forms are an integral part of the Artist’s Business and Marketing ToolBox. The idea is to think about the topics presented in the book and complete each form as it applies to your business. When you have completed the forms you should have a good idea of your overall direction and the strategies you will pursue. Information in the completed forms will help you prepare a business and marketing plan such as the Visual Business and Marketing Plan presented in the book.


Company Summary | Planning and Marketing Forms 9

Company Summary The Artist’s Business & Marketing ToolBox

Company:_______________________________________ Date:________________

Company Summary

Business Name

Address

Phone Email

Webpage

Blogs / Social Networking

Associations / Groups Belonging To

Years In Business Number Of Locations Number Of Employees

Form of Organization Proprietorship � Partnership � Corporation � Company Officers / Key Personnel

Name Position Years With Co.

1.

2.

3.

4.

5.

Business Type Wholesaler � Manufacturer � Retailer � Service � Products/ Services Offered

Form 1-1 ©2011 Neil McKenzie – Reproduction for Personal Use Only Permitted


Company Summary | Planning and Marketing Forms 10

The Artist’s Business & Marketing ToolBox

Company:_______________________________________ Date:________________

Company Summary

Customers or Customer Groups Served

1.

2.

3.

4.

5.

Market Coverage Local � Regional � National � International � Online � List of 5 Best Customers

1.

2.

3.

4.

5.

Selling Methods Direct Sales � Sales Reps � Wholesalers � Retailers � Direct Mail � Telemarketing � Internet � Own Establishment � Other (List)

Company or Market Strengths

Why Do Customers Buy From You



My Art Business Goals | Planning and Marketing Forms 11

My Art Business Goals The Artist’s Business & Marketing ToolBox

Company:_________________________________ Date:________________

My Art Business Goals

C

urrently

Next 1-2 Years

In 3+ Years

Don’t Know

Career Goals

Full Time

Part Time with other sources of income

Hobby

Describe your career goals:

Financial Goals

Provide income for self and family

Provide income to fund retirement

Provide extra income

Provide subsistence income

Income is not important

Describe your financial goals:





Company:_________________________________ Date:________________


C

urrently

Next 1-2 Years

In 3+ Years

Don’t Know

Financial Risk Goals

Willing to accept high financial risk

Willing to accept moderate financial risk

Not willing to accept financial risk

Describe your tolerance for risk:

Sales Goals

Have you quantified your sales goals

I will do all of the selling myself

I will split the selling between myself and others

I will rely totally on others for sales

I don’t care about making sales

What are your sales goals in dollars?

Marketing Goals

I will do all of the marketing myself

I will split the marketing between myself and others

I will totally rely on others to do my marketing

Describe your marketing goals: Form 3-2 ©2011 Neil McKenzie – Reproduction for Personal Use Only Permitted




Company:_______________________________ Date:________________


C

urrently

Next 1-2 Years

In 3+ Years

Don’t Know

Brand / Reputation Goals

To have a local brand / reputation

To have a regional brand / reputation

To have a national brand / reputation

To have a worldwide brand / reputation

Don’t care about my brand / reputation

Describe your brand / reputation goals:

Organization Goals

A solo entrepreneur or “one man show”

A solo entrepreneur or “one man show” collaborating with others

An organization with 1 – 10 employees



An organization with 100+ employees

Describe your organization goals:





Company:_______________________________ Date:________________


C

urrently

Next 1-2 Years

In 3+ Years

Don’t Know

Facilities Goals

To work out of my home

To have an out of home studio / workspace

To share out of home studio space / workspace with others

To have a retail location

To have multiple retail locations

Describe your facility goals:

Effort / Success Goals

To expend little effort

To expend moderate effort

To go all out

Describe what success in your art business means to you:



Mission Statement – Your Brand Experience | Planning and Marketing Forms 15

Mission Statement – Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Mission Statement Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.

1. How can you differentiate your products / services?

2. How can you provide the unexpected?

3. How can go that “extra mile”?

4. How can you educate and increase awareness?

5. How can you entertain, surprise and delight?

6. How can you engage and encourage participation?

7. How can you tell a story?

8. How can you improve your products and provide impeccable service?

9. How can you touch and invigorate the senses?

10. Write a brief statement of how you will create a great “experience”



Your Mission Statement | Planning and Marketing Forms 16

Your Mission Statement The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Mission Statement What products or services do you provide?

What markets or customer groups do you serve?

What is the geographic coverage of your business?

Why do customers buy from you?

What advantages do you have over your competition?



Your Mission Statement | Planning and Marketing Forms 17


Company:_______________________________ Date:________________

Your Mission Statement What makes your business the “only” solution to your customer needs?

What is unique about your product or service?

How do you want your brand to be perceived?

What are the top goals or objectives you have for your business?

What benefits do you provide to your customers?

Write your mission statement in one or two sentences:



Product / Service Listing | Planning and Marketing Forms 18

Product / Service Listing The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Product / Service Listing

List each Product or Service that you currently provide or are planning to provide. Try to be specific about each product type or service and not general. Score each Product / Service by accessing its market potential.

Market Potential

(N) - New (G) - Growing (S) - Stable (D) - Declining (?) – Don’t Know

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15. Form 4-1 ©2011 Neil McKenzie – Reproduction for Personal Use Only Permitted


Product Features & Benefits | Planning and Marketing Forms 19

Product Features & Benefits The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Product / Service Features & Benefits For each Product or Service you listed in Product / Service Listing form complete this form. Write a brief description for each attribute listed. If your Product or Service has other attributes not listed on this form enter and describe them under Other.

Product / Service:

1. Quality

2. Packaging

3. Brand Awareness

4. Customer Service

5. Options

6. Return Policies

7. Image

8. Uniqueness

9. Sizes / Selection

10. Selection

11. Availability

12. Pricing

13. Materials Used / Technology

14. Design/Style/Genre

15. Function

16. Customer Benefits

17. Other



Strengths & Weaknesses | Planning and Marketing Forms 20

Strengths & Weaknesses The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Analysis of Strengths and Weaknesses Score each item in the list according to how much of a strength it is to your business. If the item is Not Applicable or you don’t know check the appropriate box. If an item requires your attention check the Action Item box.

Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

List items which you think are a source of strength or weakness in your business.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

16.

17.





Company:_______________________________ Date:________________

Analysis of Strengths and Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don’t know check the appropriate box. If an item requires your attention check the Action Item box.

Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Organization and Management

• Organizational Structure

• Organizational Exposure To Liability

• Organizational Ability To Grow

• Management Structure

• Management Team

• Management Talent

• Management Style

• Board Of Directors

• Advisors

• Ability To Attract Employees

• Ability To Retain Employees

• Employee Knowledge / Skill

• Employee Policies

• Employee Compensation

• Employee Benefits

• Employees As Brand Champions

• Employee Training/Manual





Company:_______________________________ Date:________________


Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Accounting & Finance

• Accounting Systems

• Accounting Personnel / Team

• Accounting Advisors

• Accounts Receivables

• Accounts Payables

• Billing & Collections

• Job Costing

• Payroll Reporting

• Financial Reporting

• Financial Position

• Budgeting / Forecasting

• Exit Strategy

• Financial Personnel

• Financial Advisors

• Access To Equity/Capital

• Access To Debt Financing

• Working Capital / Growth Capital





Company:_______________________________ Date:________________


Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Marketing

• Marketing Personnel / Team

• Marketing Message

• Competitive Intelligence / Analysis

• Target Market / Customer Analysis

• Advertising

• Public Relations

• Direct Marketing

• Email Marketing

• Pricing / Terms

• Web Page

• Blogs

• Social / Personal Networking

• Trade Shows / Fairs

• Distribution Channels

• Market Research

• Brand Reputation

• Geographic Coverage





Company:_______________________________ Date:________________


Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Sales

• Sales Management

• Sales Organization / Team

• Sales Force Talent

• Sales Compensation

• Sales Force Coverage

• Sales Force Size

• Sales Training

• Unique Selling Proposition





Company:_______________________________ Date:________________

Analysis of Strengths & Weaknesses Score each item in the list according to how much of strength it is to your business. If the item is Not Applicable or you don’t know check the appropriate box. If an item requires your attention check the Action Item box.

Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Product / Services

• Product Offerings

• Product Quality

• Product Uniqueness

• Service and Support

• Product Pricing

• Research and Development

• Product Delivery

• Product Cost

• Intellectual property protection – patents, trademarks, copyrights

• Innovation, Technologies used

• Access To Materials / Supplies





Company:_______________________________ Date:________________


Very Strong

Strong

Neutral

Weak

Very Weak

Don’t Know

Not

Applicable

Action Item

Operations / Facilities

• Office / Administrative Facilities

• Location for Customers

• Location to Suppliers

• Production Facilities

• Warehouse / Storage Facilities

• Production Methods / Systems

• Inventory Control

• Research and Development

• Facilities Cost / Overhead

• Ability to Facilitate Growth

• Production equipment

• Office equipment



Opportunities & Threats | Planning and Marketing Forms 27

Opportunities & Threats The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Analysis of Opportunities and Threats Score each item in the list according to how much of an opportunity or threat it is to your business. If the item is Not Applicable or you don’t know check the appropriate box. If an item requires your attention check the Action Item box.

Strong O

pportunity

Weak

Opportunity

Neutral

Weak

Threat

Strong Threat

Don’t Know

Not

Applicable

Action Item

Change in Consumer Tastes /Fashion

Regulations

Trade Barriers

New Technologies

Consumer Trends

Market Trends

Social Patterns

Demographics

Economy Intl, National, Local

Competition

Distribution Channels ( internet, retail)

Consumer Lifestyles

Brand Loyalty

Skilled Workforce/ Talent

Politics

Mergers, Acquisitions, Joint Ventures

New Markets

Environmental Factors



Opportunities & Threats | Planning and Marketing Forms 28


Company:_______________________________ Date:________________

Analysis of Opportunities and Threats Score each item in the list according to how much of an opportunity or threat it is to your business. If the item is Not Applicable or you don’t know check the appropriate box. If an item requires your attention check the Action Item box.

Strong O

pportunity

Weak

Opportunity

Neutral

Weak

Threat

Strong Threat

Don’t Know

Not

Applicable

Action Item

List items which you think are Opportunities or Threats to your business.



Competitor Listing By Product Line | Planning and Marketing Forms 29

Competitor Listing By Product Line The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Competitor Listing By Product Line

For each of your product lines or services list your competitors or competitor groups.

Product Line / Service:

1.

2.

3.

4.

5.

Product Line / Service

1.

2.

3.

4.

5.

Product Line / Service

1.

2.

3.

4.

5. Form 5-10 ©2011 Neil McKenzie – Reproduction for Personal Use Only Permitted


Competitor Attributes | Planning and Marketing Forms 30

Competitor Attributes The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Competitor Attributes Analysis For each of your competitors or competitor groups rank them by the following competitive factors.

Competitor: (A) - Advantage (D) - Disadvantage (N) - Neutral

Management / Key Personnel

Company Image / Brand

Facilities

Locations / Geographic Coverage

Quality of Personnel

Financial Strength

Quality of Products / Services

Selection of Products / Services

Features & Uniqueness of Products / Services

Availability of Products / Services

Manufacturing Ability / Cost Structure

Technology Utilized

Proprietary Products

Service

Pricing / Terms

Delivery

Marketing

Other (List)



My Competitive Attributes | Planning and Marketing Forms 31

My Competitive Attributes The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

My Competitive Attributes

Rank your own company by the following competitive factors.

(A) - Advantage (D) - Disadvantage (N) - Neutral

Management / Key Personnel

Company Image / Brand

Facilities

Locations / Geographic Coverage

Quality of Personnel

Financial Strength

Quality of Products / Services

Selection of Products / Services

Features & Uniqueness of Products / Services

Availability of Products / Services

Manufacturing Ability / Cost Structure

Technology Utilized

Proprietary Products

Service

Pricing / Terms

Delivery

Marketing

Other (List)



Current & Potential Customer Groups | Planning and Marketing Forms 32

Current & Potential Customer Groups The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Current and Potential Customer Groups List and briefly describe your Current and Potential Customer Groups. Describe where applicable, their industry, demographics, type of business, why they buy.

Customer Group (C) - Current (P) - Potential

1.

2.

3.

4.

5.

6.



Customer Group Attributes | Planning and Marketing Forms 33

Customer Group Attributes The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Customer Group Attributes

Customer Group:

Customer Group Attributes

Demographics – age, ethnicity, income, home ownership, marital status, family size

Stage in Life – children, young, teenager, twenty something, 30’s, middle age, old, retiring

Type of neighborhood – city, suburbia, rural …

Outside / social activities

Media consumed - television, radio, newspapers, magazines

Internet usage / sites visited

Other products / services they buy

Trends for this group

Other:



Customer Group Research Questions | Planning and Marketing Forms 34

Customer Group Research Questions The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Customer Group Research Questions

Customer Group:

What do you buy from us?

What do you think we do well?

What areas do you think we need to improve?

How would you describe our company?

How would you rate our service?

How would you rate our pricing?

How would you rate our value?

How do you go about choosing a supplier for the products/services we provide?

What other suppliers do you use?

How would you rate us with our competition?



Customer Group Research Questions | Planning and Marketing Forms 35


Company:_______________________________ Date:________________

Customer Group Research Questions

Customer Group:

What do you like about our competition?

What do you dislike about our competition?

What are some ways we can improve?

Are there any products or services which we don’t presently offer that we should offer?

Are there any products or services which we should discontinue?

How can we improve our advertising and marketing?

What publications do you read?

What trade websites do you visit?

What things should we do to grow our company?



Customer / Product Matrix | Planning and Marketing Forms 36

Customer / Product Matrix The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Customer / Product Matrix

List Customers or Customer Groups

List Products or Product Lines

For each Product/Customer combination score for each of the following two attributes: Target Status: C = Current Market P = Potential Market N = No Market Priority: Rank your priority on a scale of 0 - 10 where 0 is no effort to where 10 is high priority



Creative Products & Services Audit | Planning and Marketing Forms 37

Creative Products & Services Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Creative Products & Services Audit

Score each question as it applies to your business. If an item requires your attention check the Action Item box.

Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Are there new projects that you are planning?

Are there new projects that you are ready to start?

Are there old projects that you need to finish?

Are you planning on exploring new subjects, styles or genres?

Are you considering offering new products or services?

Are you planning on using new materials or techniques?

Have you considered mass producing products

Have you considered offering new product selections / sizes?

Have you considered offering differing levels of quality?

Are there new uses for your existing products or services?

Are there new products that you can create for new uses?

Do you have a plan on how to keep the “creative juices” flowing?

Do you keep abreast of changes on what is being produced in the art world?

Are your products unique in the marketplace?



Creative Products & Services – Your Brand Experience | Planning and Marketing Forms

38

Creative Products & Services – Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Creative Products & Services Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.

1. How can you differentiate your business?












Creative Direction / Products - Goals & Objectives | Planning and Marketing Forms 39

Creative Direction / Products - Goals & Objectives The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Goals & Objective List – Creative Direction / Products List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal.

1.

2.

3.

4.

.

5.

6.



Creative Direction / Products - Goals & Objectives | Planning and Marketing Forms 40


Company:_______________________________ Date:________________

Goals & Objectives Worksheet – Creative Direction, Products, Services Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement.

Specific

Measurable

Attainable

Relevant

Time Based

Goal Description

Objective Description

Objective Measurements

Completion Date

Quantity Target

Quality Target

$ Cost

Other Resources (List)

Other Measures of Objective Completion

Final Objective Statement



Creative Direction / Products - Strategy List | Planning and Marketing Forms 41

Creative Direction / Products - Strategy List The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Creative / Products Strategy Worksheet

Goal & Objective:

List Your Strategies For This Goal:



Creative Direction / Products - Action Plan | Planning and Marketing Forms 42

Creative Direction / Products - Action Plan The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Action Plan – Creative / Products

Goal & Objective

Strategy Name

Action / Task Responsibility Due Date Cost Done



Studio & Facilities Audit | Planning and Marketing Forms 43

Studio & Facilities Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Studio & Facilities Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Is your current studio adequate?

Will your current studio allow for future growth?

Is your current studio’s location adequate?

Does a coop arrangement fit your business model?

Do you have adequate space to store your inventory and materials?

Do you have adequate space to produce your art?

Do you need to make improvements to your studio?

Does your business model include a retail space?

Do you need a space to meet clients?

Is your rent in line with your other business expenses and sales levels?

Are you planning on moving your studio?

Are you using your studio to its full potential?

Does your business model include renting a portion of your studio to others?

Are there any zoning regulations that will inhibit your ability to maintain and grow your company?

Is your location adequate with regard to proximity to customers?

Is your location adequate with regard to proximity to suppliers?

Is your studio accessible to your customers (Location / Hours)?

Does your studio support your brand image?



Studio & Facilities - Your Brand Experience | Planning and Marketing Forms 44

Studio & Facilities - Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Studio & Facilities Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.













Studio & Facilities - Goals & Objectives | Planning and Marketing Forms 45

Studio & Facilities - Goals & Objectives The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Goals & Objective List – Studio & Facilities List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal.

1.

2.

3.

4.

.

5.

6.

7.



Studio & Facilities - Goals & Objectives | Planning and Marketing Forms 46


Company:________________________________ Date:________________

Goals & Objectives Worksheet – Studio & Facilities Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement.

Specific

Measurable

Attainable

Relevant

Time Based

Goal Description



Completion Date

Quantity Target

Quality Target

$ Cost






Studio & Facilities - Strategy List | Planning and Marketing Forms 47

Studio & Facilities - Strategy List The Artist’s Business & Marketing ToolBox

Company:_________________________________ Date:________________

Studio / Facilities Strategy Worksheet

Goal & Objective:




Studio & Facilities - Action Plan | Planning and Marketing Forms 48

Studio & Facilities - Action Plan The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Action Plan – Studio / Facilities

Goal & Objective

Strategy Name




Accounting & Finance Audit | Planning and Marketing Forms 49

Accounting & Finance Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Accounting & Finance Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Is your business sufficiently capitalized (financed)?

Do you have access to financing?

Do you prepare budgets for your business?

Do you monitor your budget and make changes as needed?

Is your accounting system adequate?

Does your accounting system provide the reports needed to better help you manage your business?

Do you understand your financial statements?

Do you receive financial statements on a regular basis?

Do you have an accountant?

Do you have a network of trusted financial advisors?

Do you have adequate banking relationships?

Are you spending the proper amount of time on accounting and finance functions for your business?

Do you have a need to reduce paperwork and streamline your “back office” activities?

Do you have the necessary business licenses to keep in compliance with government entities?

Are you collecting sales taxes as required?

Are you in compliance with regard to payroll for employees, assistants or contractors?

Do you have an adequate system to help you cost and price your products?

Do you have a proper record keeping system in place?



Accounting & Finance - Your Brand Experience | Planning and Marketing Forms 50

Accounting & Finance - Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Accounting & Finance Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.













Accounting & Finance - Goals & Objectives | Planning and Marketing Forms 51

Accounting & Finance - Goals & Objectives The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Goals & Objective List – Accounting & Finance List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal.

1.

2.

3.

4.

.

5.

6.

7.



Accounting & Finance - Goals & Objectives | Planning and Marketing Forms 52


Company:_______________________________ Date:________________

Goals & Objectives Worksheet – Accounting & Finance Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement.

Specific

Measurable

Attainable

Relevant

Time Based

Goal Description



Completion Date

Quantity Target

Quality Target

$ Cost






Accounting & Finance Strategy Ideas | Planning and Marketing Forms 53

Accounting & Finance Strategy Ideas The Artist’s Business & Marketing ToolBox

Company:_________________________________ Date:________________

Accounting & Finance Strategy Ideas Improve Accounting Systems

Secure Professional Financial Assistance

Secure Necessary Licenses

Business Registration with Necessary Authorities

Tax Registration with Necessary Authorities

Secure Equity Financing

Secure Debt Financing

Improve Financial Statements

Prepare a Cash Flow Projection

Investigate other Business Organization Forms

Develop a Capital Budget

Develop a Operating Budget

Engage a Payroll Service

Provide Health Insurance

Begin Retirement Planning

Develop Bank Relationships

Lease equipment

Develop Job Costing System

Improve Account Receivables

Offer Credit Cards as a Way For Customers to Purchase



Accounting & Finance - Strategy List | Planning and Marketing Forms 54

Accounting & Finance - Strategy List The Artist’s Business & Marketing ToolBox

Company:_________________________________ Date:________________

Accounting & Finance Strategy Worksheet

Goal & Objective These Strategies Support




Accounting & Finance - Action Plan | Planning and Marketing Forms 55

Accounting & Finance - Action Plan The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Action Plan – Accounting & Finance

Goal & Objective

Strategy Name




Production & Operations Audit | Planning and Marketing Forms 56

Production & Operations Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Production & Operations Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Are you efficient in producing your art?

Are there ways to reduce the costs of producing your art?

Do you have a system to plan and keep track of your production costs?

Do you utilize scheduling techniques in producing your art?

Is your business constrained by the amount of art you can produce?

Is your production space well organized?

Is your storage space for materials, supplies and art well organized?

Are your quality control measures adequate?

Should you be utilizing different materials in producing your art?

Should you be utilizing different technologies in producing your art?

Are you considering utilizing new processes in producing your art?

Do you have needs for additional equipment?

Do you monitor and track your inventory?

Are there any environmental concerns with the materials or processes you use in producing your art?

Are your purchasing procedures adequate?

Is your supplier network adequate and cost effective?

Are you backroom and office activities efficient?

Have you developed “standard procedures” to run your business?



Production & Operations - Your Brand Experience | Planning and Marketing Forms 57

Production & Operations - Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Production & Operations Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.













Production & Operations - Goals & Objectives | Planning and Marketing Forms 58

Production & Operations - Goals & Objectives The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Goals & Objective List – Production & Operations List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal.

1.

2.

3.

4.

.

5.

6.

7.



Production & Operations - Goals & Objectives | Planning and Marketing Forms 59


Company:_______________________________ Date:________________

Goals & Objectives Worksheet – Production & Operations Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement.

Specific

Measurable

Attainable

Relevant

Time Based

Goal Description



Completion Date

Quantity Target

Quality Target

$ Cost






Production & Operations - Strategy List | Planning and Marketing Forms 60

Production & Operations - Strategy List The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Production & Operations Strategy Worksheet

Goal & Objective:




Production & Operations - Action Plan | Planning and Marketing Forms 61

Production & Operations - Action Plan The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Action Plan – Production & Operations

Goal & Objective

Strategy Name


Form 11-6


Management & Organization Audit | Planning and Marketing Forms 62

Management & Organization Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Management & Organization Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Are you starting a new business?

Is your form of organization suitable for your business?

Do you have an appropriate name for your business?

Do you currently have employees, assistants or utilize contractors?

Do you have plans to utilize employees, assistants or contractors?

Is your business a “one man show”?

Does your current organizational structure enable you to reach your overall company goals?

Do you have all of the basic functions of management covered?

Do you utilize outside help or professionals to perform some of your management functions?

Do you need to improve your management and organizational skills?

Does employee motivation need to be improved?

Does employee satisfaction need to be improved?

Is employee compensation adequate?

Do you need to institute training programs for your organization?

Are you considering adding employee benefit programs such as health insurance or retirement programs?

Are you interested in building an organization so you can take more time off?

Are you interested in building a company that you can sell?

Do you help employees set goals and objectives?



Management & Organization - Organization Chart | Planning and Marketing Forms 63

Management & Organization - Organization Chart The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Organization Chart



Management & Organization - Your Brand Experience | Planning and Marketing Forms

64

Management & Organization - Your Brand Experience The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Your Brand Experience – Management & Organization Take a look at the following questions and use them to help your create a great brand experience. When you are finished write a few sentences to describe your brand experience.













Management & Organization - Goals & Objectives | Planning and Marketing Forms 65

Management & Organization - Goals & Objectives The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Goals & Objective List – Management / Organization List your goals and objectives for this area. When you are done complete the Goals & Objective Worksheet for each goal.

1.

2.

3.

4.

.

5.

6.

7.



Management & Organization - Goals & Objectives | Planning and Marketing Forms 66


Company:_________________________________ Date:________________

Goals & Objectives Worksheet – Management / Organization Use this worksheet to define and develop your goals and objectives. Goals are general in nature and when you quantify them they become objectives Make sure that your objectives are Specific, Measurable, Attainable, Relevant and Time Based. When you have developed your objective write your Final Objective Statement.

Specific

Measurable

Attainable

Relevant

Time Based

Goal Description



Completion Date

Quantity Target

Quality Target

$ Cost






Management & Organization - Strategy List | Planning and Marketing Forms 67

Management & Organization - Strategy List The Artist’s Business & Marketing ToolBox

Company:_______________________________ Date:________________

Management Strategy Worksheet

Goal & Objective:




Management & Organization - Action Plan | Planning and Marketing Forms 68

Management & Organization - Action Plan The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Action Plan – Management

Goal & Objective

Strategy Name




Marketing & Sales - Marketing Audit | Planning and Marketing Forms 69

Marketing & Sales - Marketing Audit The Artist’s Business & Marketing ToolBox

Company:________________________________ Date:________________

Marketing Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Marketing Objectives

Have marketing objectives been formalized?

Are your marketing objectives reviewed periodically?

Are your marketing objectives known by others in your organization?

Are your marketing objectives translated into daily actions?

Are your marketing objectives reasonable and attainable?

Have you developed measures for your marketing objectives?

Marketing Policies

Have you formalized policies for your marketing efforts?

Are your marketing policies reviewed periodically?

Are your marketing policies known by others in your organization?

Are your marketing policies translated into daily actions?

Are your marketing policies reasonable and attainable?

Competitive Awareness

Do you know your competition?

Do you analyze what your competition does well?





Company:________________________________ Date:________________

Marketing Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Competitive Awareness

Do you analyze what your competition does poorly?

How do you compare to your competition with regard to pricing?

How do you compare to your competition with regard to quality?

How do you compare to your competition with regard to service?

How do you compare to your competition with regard to product offerings?

How do you compare to your competition with regard to awareness in the marketplace

How do you compare to your competition with regard to image in the marketplace?

How do you compare to your competition with regard to your brand?

Customer Awareness

Do you know your customers well?

Do you know what your customers think you do well?

Do you know what your customers think you do poorly?

Do you ask your customers how you can better serve them?

How is your ability to deliver products on time?

How do your customers perceive your overall product reputation?

How do your customers perceive your overall service reputation?

How do your customers perceive your overall quality reputation?

How do your customers perceive your overall brand reputation? Form 13-2 ©2011 Neil McKenzie – Reproduction for Personal Use Only Permitted




Company:________________________________ Date:________________

Marketing Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Products or Services Offered

Do you know which of your products or services that are growing?

Do you know which of your products or services that are declining?

Do you know which of your products or services are the most profitable?

Do you know which of your products or services are the least profitable?

Do you know which of your products account for the largest percentage of your overall sales?

Target Markets

Have you defined your target markets?

Do you have a formal way to identify your target markets?

Do you review your target markets periodically?

Can you describe your target markets?

Do you know where to find more prospects that fit your target market description?

Have you matched your products with your various customer groups or target markets?

Have you ranked your various product / customer group combinations by priority?

Have you ranked your various product / customer group combinations by profitability?

Have you ranked your various product / customer group combinations by potential?





Company:________________________________ Date:________________

Marketing Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Advertising

Are your advertising programs carefully planned?

Do you follow your advertising plans?

Do you monitor customer or prospect response from you advertising efforts?

Do you budget for advertising expenditures?

Do you monitor your advertising for cost versus return?

Are your media selections for your advertising carefully chosen?

Does your advertising help build your brand?

Is your advertising effective?

Are there other advertising opportunities you should consider?

Do you use other methods besides advertising to reach your customers?

What do your customers think of your advertising?

How does your advertising compare to your competitors?

Public Relations

Do you use public relations in your marketing efforts?

Have you developed a public relations plan and budget?

Do you use press releases as a method to increase awareness?

Have you developed a press kit?

Do you use feature articles about your company in your public relations efforts?





Company:________________________________ Date:________________

Marketing Audit


Yes / Good

Sometim

es / Average

No / Poor

Don’t Know

Not

Applicable

Action Item

Public Relations

Do you use public relations to announce upcoming shows or events?

Have you determined what is newsworthy about your art?

Are your public relations efforts targeted to your customers?

Do you participate in community activities as way to make the public aware of your art or company?

Have you positioned yourself as an “expert” in your field?

Have you developed relationships with members of the media?

Promotions Do you use promotions such as sales or specials in your marketing efforts?

Do you have a method to measure the effectiveness of your promotional efforts?

Do you have a method to measure the cost/benefit of your promotional efforts?

Do you reward your frequent customers?

Pricing

Is your pricing determined in a formal manner?

Are your prices reviewed periodically?

Is pricing an important factor in your marketing efforts?

D

Documents

The Artist’s Business & Marketing ToolBox - Planning & Marketing …creativesandbusiness.com/wp-content/uploads/2017/09/The... · 2017. 9. 10. · Marketing ToolBox: How to Start,