Professional Development for Artists Workshop: Exploring Promotional Tools & Techniques

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1 Professional Development for Artists Workshop: Exploring Promotional Tools & Techniques

2 Professional Development for Artists Workshop: Exploring Promotional Tools & Techniques Promotion of an artist is challenging and important. Whether you are a hobbyist or professional, you are likely thinking what should and can I do to promote myself? This session will help you evaluate your needs, clarify your goals and also help guide possible future learning opportunities for Georgetown creatives. AGENDA The Artist Brand What is a brand? Defining your brand Utilizing your brand Digital Marketing Social Networking Website Marketing Getting Out There Are You Interested in Learning More?

3 Exploring Promotional Tools & Techniques THE ARTIST BRAND

4 The Artist Brand What is a brand? Basic definition: the essence of what your customers/clients can expect from you; your reputation; what differentiates you from your fellow creatives Must have your brand defined before you can develop logo & brand strategy (how you will sell or communicate your work) Information provided by: Lisa O Neill Principal

5 The Artist Brand Why have a well-defined brand? Differentiate yourself from competitors Consistent brand marketing creates trust and relevance Consistent branding builds reputation & credibility which builds value in your work. Build your audience and create demand Provide value to audience, clients and partners Information provided by: Lisa O Neill Principal

6 Defining Your Brand 1. What are your values? 2. What sets you apart? What do you do differently? 3. Who is your audience? 4. What you don t do 5. What is your voice? (funny, bold, irreverent, sweet, sarcastic, authoritative, somber, etc.) 6. What qualities do you want customers, peers, media, etc to perceive about you? Information provided by: Lisa O Neill Principal

7 The Artist Brand You ve defined your brand. Now what? Create logo, identity package & use it everywhere Write down brand messaging 3 to 5 words 3 key messages you want to communicate Stay true to yourself & brand Be consistent if not, why bother? Information provided by: Lisa O Neill Principal

8 Exploring Promotional Tools & Techniques DIGITAL MARKETING

9 Know Your Audience How? How did they find you? Where? Where do they live, play, look & shop? Why? Why are they interested in you/your art? What? What else can you find out about them?

10 Social Media Effective tools to spread the word about you Facebook Invite friends: like page Goal: Comments, Likes and Shares of posts Instagram Invite followers Goal: Likes of photos & videos click heart icon Use hashtags: create a list that you use regularly Twitter Invite followers Goal: Re-tweets of your tweets Use hashtags: create a list that you use regularly

11 Facebook How often do I post? When do I post? Personal vs. Business Finding what works for you be strategic Industry Stats Peak Usage mid week between 1-3 PM Thursday & Friday 18% higher engagement Average time per user visit = 20 minutes Every 60 seconds 136,000 images are loaded General Rule - twice a day posting with 10,000+ followers Less than 10K followers what is your goal? Engagement: 1 to 5 times a month can yield 50% more clicks per post

12 Website Do you need your own website? Are you going to sell online? Do you need a blog? How much does it cost? How much time is needed? Is your site responsive?

13 Other Options Etsy Fine Art America Shopify Faso Amazon Fine Art Artnet.com Artfire Artsy YouTube LoudUp

14 Marketing Collect addresses build list Use marketing service to send s Do not use your personal account to send Forces best practices size of , images, etc. Once a month is the recommended frequency Keep s brief reinforce your brand Use a template consistency in look

15 Exploring Promotional Tools & Techniques GETTING OUT THERE

16 Making Connections Get out of the studio Attend creative events mingle Volunteer within a professional org that relates to your creative area Join a group

17 Exploring Promotional Tools & Techniques INTERESTED IN LEARNING MORE?

18 Please Complete Our Survey