Boost Your Art CareerUsing Publicity, Promotion & Power of Self-Belief

Put Your Careeron the

Road to Success2012 smARTist

Telesummithttp://x.co/smartist

Who Is Barney Davey

• Advising visual artists since 1988• Art Print Issues has nearly 500 posts to date• How to Profit from the Art Print Market, 2nd Edition

Mapping Our Plans• If you don’t know where you are going, any

road will get you there• Traditional art marketing• Changes affecting the art business• What artists should do now• What artists NEED to do now• Networking & Word-of-mouth marketing• Coordinate your marketing• Q & A

Why Art Business Changed

1. Changing consumer buying habits2. Rise of e-commerce acceptance and use3. Growth of Big Box retailing4. Economic bubble caused by mortgage/housing crash5. Flood of cheap oil paintings from China6. Tradeshow and trade magazines no longer as effective

in launching artists’ careers7. The ratio of galleries & publishers to artists is skewed

higher 8. Affordable website, blogging, email marketing and e-

commerce9. Growth and use of social media

Art Marketing Then• The traditional way for visual artists to get their work

sold was through a network of dealers and galleries.

• Artists represented through a network would find selling direct was frowned upon, if not contractually forbidden.

• It was much more of a closed system where galleries, dealers, and art publishers controlled distribution channels.

• Tradeshows and trade magazines were powerful drivers

Art Marketing Now• The gallery system is not broke, but not the same either

• Artists should build their own direct sales distribution systems, whether repped through a network or not

• Collectors have new awareness of new ways to buy art by dealing direct with artists

• Tradeshow and trade magazines are shells of their former selves, or OOB. Advertising in consumer art mags has always been risky

• Affordable options for developing direct dist

What Artists Should Do Now• Work on Direct Distribution• Website• Blog• Enable e-commerce on site/blog• Online galleries, eBay, etc.• Start your own art marketing group/salon/coop• Seek alternative outlets

What Artists NEED Do Now• Formalize Word-of-mouth marketing

• Network, network, network

• Plan & execute PR and publicity campaigns

• Ask for referrals – the Norm of Reciprocity

• Develop effective email marketing plan

Using MagCloud

What Else Artists NEED Do Now • Setup scheduled PR & publicity

• Employ email marketing plan

• Focus primarily on one, possibly two, Social Media platforms

• Get on YouTube

Coordinate Your Marketing

• Select four – six important events• Openings• Shows• Seasonal Sales• Milestones

• Add holidays or other important dates

• Website & blog• Online galleries• Physical galleries• Guest blogging• Publicity • Press Releases• Email marketing• Postcard marketing• PPC advertising• Media • Affiliate

Create a Master Schedule / Calendar

Tools to Coordinate

The Power of Self Belief

• Don’t let anyone deter you• You can’t fly with eagles if you roost with turkeys• Turn disappointments into determination

The Power of Self Belief

• Negativity from others is based on their fears• If a person says you can’t do something, ask them

how they know the information• Turn negatives into positives

How ToGet Lucky?

▬It’s Easy

When You Work Hard…

And Don’t Give Up

smARTist Presentation Resources

Art Print Issues Business blog for visual artists http://www.artprintissues.comBarney Davey Order books, e-books and consulting http://barneydavey.comBarney Davey Affiliate Programs http://barneydavey.com/affiliatesArt Biz Coach 16 Non-Gallery Sales Avenues from 1 Artist http://www.artbizblog.com/2012/01/16-sales-venues.htmlArt Biz Coach Art Salon http://artbizconnection.com/about.htmlWordPress SEO Yoast SEO http://yoast.com/wordpress/seo/Word Press e-commerce WP e-Store Affiliate http://www.tipsandtricks-hq.com/WordPress Affliliate WP e-Store http://www.tipsandtricks-hq.com/WOMMA Word-of-mouth-marketing WOM 101 http://womma.org/wom101/wom101.pdfPR Press Releases http://www.prlog.comPR Press Releases http://pronlinenews.com/PR Press Releases http://prweb.comMagcloud Online/Print Magazine http://www.magcloud.com

Road To SuccessGetting art to market in the digital age

Final Words