Do you think that all the most popular artists out there are necessarily the best? Maybe not. You may know better artists who are largely unrecognized. Art is a matter of personal taste, but if you have talent, there is no reason you can’t claim a chunk of the art world’s Monopoly board.
Indeed there are organizations that exist specifically to ensure that artists who come from disadvantaged backgrounds can reach their full potential, even if they haven't had networking opportunities. However, getting and keeping fans is key. You just have to learn the right tips to create a loyal fan base that keeps coming back for more. Through social media, customer loyalty programs, and strategic partnerships, you can grow your fan base and retain it.
Be More Social
You know social media is an imperative tool in marketing. Whilst Instagram, Twitter, Facebook, Pinterest and more are all sites you may want to reach out to, being focused in your public outreach will be more beneficial in the end. Rather choose one or two social media platforms and work with them intensely, rather than trying to keep up with everyone. Most artists find that offering a glimpse into their life as an artist, and being on sites where they can connect with collectors are the most profitable ways of using social media. Make sure that you are creating enough buzz to get people to share your work. In terms of advertising, 92% of customers of the arts worldwide trust word-of-mouth advertising more than any other, so find ways to get your work shared. A good way of doing this is by promoting other artists you like. This will encourage them to share your work on their networks, effectively widening your network with no additional work needed by you. However, you use social media, ensure you keep posting about your art, your life, and your inspirations to keep people coming back for more.
Customer Loyalty Programs
Statistics show that existing customers spend up to two-thirds more than new customers. Hence, it goes without saying that you want to hold on to your customers. Businesses also spend far more time and money trying to attract new customers than they do selling to existing ones. One way of holding on to those valued customers is by way of customer loyalty programs. For example, you can create customer games where if they share your work, they get discounts or gifts, you can encourage them by offering special prices on early releases of new artworks, and run competitions. You can also award free artwork to the most loyal customers, or offer to do a personal commission for them. These are proven ways to build customer loyalty.
Strategize When Partnering Up
Try approaching companies likely to promote art to partner up and offer a dual promotion. Coalition definitely has its rewards, especially when two brands get more attention. As a relatively unknown artist, it is not suggested that you approach Staedtler to run a promotion with them. They won’t benefit. However, think of other struggling artists and venues. Offer to host an exhibition in a new coffee shop, or small museum. Mix your arts with rising music bands by offering to design a new look for their t-shirts, or their logo, with a link to your site on theirs. Or ask your local art teacher if you could host a mini exhibition and art class for one night for their pupils. This will all contribute to word of mouth marketing which will grow your name exponentially.
Ultimately, you want to be in the big leagues of the art world. However, being a strategic and intelligent business owner and publicist is what you need to be to be a great artist. Spend time developing these skills, or even take short, free courses on the web about marketing and networking, and with time and patience, your network will grow as will your name.
Author: Jenny Holt
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