Copyright 2018 Art Marketing Project. All rights reserved.

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2 Copyright 2018 Art Marketing Project. All rights reserved. You are only permitted to use the content as expressly authorized by Art Marketing Project or the specific content provider. Except for a single copy made for personal use only, you may not copy, reproduce, modify, republish, upload, post, transmit, or distribute any content or information from this workbook in any form or by any means without prior written permission from Art Marketing Project, and you are solely responsible for obtaining permission before reusing any copyrighted material that is available within. Any unauthorized use of the materials referred to may violate copyright, trademark, and other applicable laws and could result in criminal or civil penalties.

3 Brand Personality Your Artist s Brand Visit the link within the lesson, read through the definitions of the 12 brand archetypes, and choose the one that best fits you and your work. Brand Traits Step 1 Take 5 minutes at the most to read through the list on the next page and circle the words that seem to best reflect you and your work. If there are words that matter to you that aren t included in this list, please add them. Step 2 Take 3-5 ninutes to review the words that you circled and reduce your list to around 10. Step 3 Reduce your list of ten to between 3 and 5 words and list them to the right. These are your brand traits

4 Your Artist s Brand Brand Traits Abundance Achievement Adventure Affection Affluence Ambition Approachable Aspiring Audacity Authenticity Balance Belonging Boldness Bravery Breaking the Rules Calmness Candid Caring Challenge Change Charismatic Clarity Color Comfort Community Compassion Competence Competition Commitment Conformity Control Cooperation Courage Courtesy Creativity Curiosity Daring Decisive Desire Devotion Different Directness Discovery Diversity Down to Earth Dreaming Empathy Encouragement Endurance Enjoyment Enthusiastic Environmentalism Equality Escape Ethics Excellence Excitement Experience Exploration Fairness Faith Fame Family Fascination Fitness Freedom Friendship Fulfillment Fun/Fun-Loving Generosity Growth Happiness Hardworking Harmony Healing Health Helpfulness Honesty Hospitality Humility Humor Imagination Independence Individuality Influence Innocence Inspiring Integrity Intimacy Intelligence Intentionality Interdependence Intuition Involvement Joy Kindness Knowledge Leadership Learning Love Loyalty Magic Making a Difference Maturity Nature Nonconformity Openness Optimism Order Originality Outdoors Outrageousness Paridise Patience Passion Peacefulness Perfection Perseverance Playfulness Pleasure Powerful Pride Privacy Purity Recreation Reflection Relaxation Reliability Religion Reputation Respect Responsibility Resourcefulness Revolutionary Romantic Security Selflessness Self-reliance Self-respect Sensitive Serenity Service Sexuality Sharing Significance Simplicity Skillfull Solitude Sophistication Soulfulness Spirit Spirituality Spontaneity Stability Status Strength Success Sympathy Teaching Thankfulness Thoughtfulness Travel Trust Truth Understanding Unselfish Variety Virtuous Visionary Volunteering Warmhearted Wealth Winning Wisdom Wonder Youthfulness

5 Your Artist s Brand Brand Audit Are your brand pillars reflected in the following? Circle the items for which the answer is no. business name (your name should be front and center) website address (same as above) your bio artist s statement website design website copy logo your work content you share on social media business cards descriptions of your work Of the items you circled above, what 3-5 things will you make a priority for integrating your brand this year? Be yourself. Everyone else is already taken. Oscar Wilde

6 Ideal Buyer Profile Step 1: Fill in the following details/answer the following questions about your ideal buyer Age Range / Generation Gender First Name Location: Are they local, regional, national, or international? What are they passionate about? Where do they work/what is their occupation? Are they art collectors, enthusiasts, or looking for something attractive to hang on the wall? What do they do in their leisure time? Are they buying your artwork for their home, second home, office, for a gift?

7 Ideal Buyer Profile What are they favorite websites, blogs, magazines, clubs, TV shows, radio stations, etc? Look below the video for links to research on different generations. What benefit does your artwork bring to their life? What is it about your work that is appealing to them? Where are their favorite places to shop? Why would they buy a piece of your work? How did they find out about you? Online, in a gallery, at a festival, in a coffee shop, through an art dealer, their realtor, etc? Who could connect you to your ideal buyer? Step 2: Create your ideal buyer profile Use the next page to create your ideal buyer profile by filling in the suggested information as well as adding your own information. If you want to get creative and draw, paint, collage or use some other creative means to create an image of your ideal buyer, please do!

8 My Ideal Buyer, first name who is years old and lives in, is a occupation who is interested in, general interests, and. In their leisure time, they enjoy,, and. They are passionate about and. The benefit my work brings to their life is. They are an art collector, enthusiast, looking for something to hang on the wall and purchase my work for their home, business, vacation home, a gift, etc.. Other artists and styles they re interested in are. s first name favorite websites, blogs, magazines, television shows, podcasts, YouTube channels, etc. are:,,,, and. They belong to/attend these clubs, organizations, groups, events:,,, and. first name found out about me and my work. at a gallery, on Instagram, etc. People who could introduce me to first name are:. their friends who are collectors, interior designers, architects, art dealers, etc.

9 My Ideal Buyer, who is years old and lives in, is a who is interested in,, and. In their leisure time, they enjoy,, and. They are passionate about and. The benefit my work brings to their life is. They are and purchase my work for their. Other artists and styles they re interested in are. s favorite websites, blogs, magazines, television shows, podcasts, YouTube channels, etc. are:,,,, and. They belong to/attend these clubs, organizations, groups, events:,,, and. found out about me and my work. People who could introduce me to are:.

10 My Ideal Week Hours per week for marketing: Sunday Monday Tuesday Wednesday Thursday Friday Saturday EVENING AFTERNOON MORNING

11 Choosing Social Outlets Instructions: Plot social media outlets on the grid below: whether they fit you and your brand or not and whether they fit your ideal buyer or not. Only one or two should go into your marketing system if you re not experienced with social media. DOESN T FIT ME/MY BRAND DEFINITELY FITS ME/MY BRAND DOESN T FIT MY IDEAL BUYER DEFINITELY FITS MY IDEAL BUYER What knowledge or skills do I need to develop to utilize my chosen social media platforms completely?

12 Social Posting Plan Social media outlet: Instructions: Create a list of content categories on the left hand side. These could include Motivational Mondays, Funny Fridays, Work-in-Process Wednesdays, Thoughtful Thursdays, etc. Then map these content categories onto the calendar on the right. CONTENT CATEGORIES CREATED Su M T W Th F Sa CURATED PERSONAL (BRAND TRAITS) PROMOTIONAL EVENING AFTERNOON LUNCH MORNING