Unleashing the Power of Market Research –the first step in creating your Marketing PlanJune 9, 2015

PREPARED BY: JACQUELINE GANIM-DEFALCO

JACKIE@MARKETINGRECON.COM 978 -283-8333

@CAPEANNART @JMGANIM

What should I take away today?

Where Market Research fits into the overall marketing Framework

Primary vs. Secondary

Areas where I use research

How to apply what I learn from research

What are good resources for art research

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Building the Personal Marketing Framework

Positioning statement

Documentation of artwork - your

personal content

Research (audiences, market, artistic genre)

Customers & customer information

Promotion = Content + Channels

=SALES

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Artists are Entrepreneurs: All small biz has the same challenges, especially in marketing

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Research helps frame your thinking around your business:LEADING TO YOUR POSITIONING & BRAND

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The goals of research are to find out:

Who are your customers/clients/audience? How would you describe them?

How do they interact with art?

What are their interests?

Competition? Which other artists are doing similar work & how are they promoting themselves to these audiences?

How will you be different?

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Primary Research: Customer Information: Collecting /Using

Collect:

Customer list with emails, phone, address, date of sale if possible

Testimonials (focus on a few key data points)

Customer preferences/special dates/occasions

Target audience/persona/typical customer

Feedback after events/surveys

Use: Communications program & touchpoints/product development & testing

Referral program/special promotions/offers (between & among artists)

Newsletters

New “products” or designs

Collaborations with other artists or businesses

Improvements on overall customer experience

Hint: Learn to use

online data collection

tools!

How it’s worked for me!

Example 1: Helped Cape Ann Artisans win a contest for best Tour in New EnglandExample 2: Helped CWA3 tie in to the fashion blogging communityExampe 3: Connected a famous opera singer in Philly to a couture designer in NYC

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A Daily Routine for Research

See what other artists in your genre are doing; study best practices

Find new venues, shows, shops, unusual ways to show your work or expertise – ask local Chambers & other businesses who shops where

Find new audiences – read new magazines, blogs, etc..

Make a habit out of collecting feedback on anything you do

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Top 5 Takeaways

1. Use research to learn about customers, markets, and ways to sell

2. Conduct your own Face-to-Face research for product devt/planning

3. Use Surveys to gain feedback after events

4. Pick up publications & read media coverage on your genre & see what is being said, what’s being followed, who is collectible

5. Use social media as a research tool, especially Twitter

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Tying it all together….

Research can also help drive new ideas!

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Resources for Artists online

Online Resources including marketplaces & networks*

Artcards.cc (art events in NYC)

artbusiness.com/artists.html

Artfulhome.com*

Artistdata.com

Artlog.com

ArtSearch.com

ArtSlant.com

Conde Nast Fingerprints

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Custommade.com*Etsy.com*http://craftybird.hubpages.com/hub/Great-Alternatives-to-Etsy

http://smallbiztrends.com/2011/10/29-places-sell-handmade-creations.htmlIdealist.org MutualArt.comThe-Profitable-Artist-Handbook- by NYFAWomenarts.org Funding: Kickstarter, Inde gogoOther Magazines: Ocean Home, Architectural Digest – special art issues

Thank you! See you on the web!

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