Everything you do to market your art starts with understanding your audience.
If you understand how art fits into the context of their lives, you can discover ways to meet the people who will buy your work and who will champion you to their circles of influence.
Fail to understand your 'tribe" and your marketing is a hit or miss proposition. That means you have a 50% chance at best of reaching the right people in the right way, at the right time, in the right place.
Once you clarify to whom your work appeals and where, when, why and how they like to see and buy art, your marketing becomes much easier.
Don't limit yourself to the two obvious groups of buyers and galleries. Everyone you know is a potential connection to someone who may want your art. Use this handy graphic to expand your view:
© Aletta de Wal, Artist Career Training.
The more you know, the more effectively and efficiently you can market.
Start by gathering and writing down what you know about the people on your mailing list.
- What kind of person likes your work?
- Where do they like to see your work?
- How do they decide when, where and how often to see art?
- How much money do they spend on art and how often do they buy?
- What else is competing with their art interest and money for purchases?
- Are they computer-literate and web-friendly?
- How and when will they display your art?
- What kinds of art are most appealing to them?
- Who and what media do they turn to for information?
If you don't know the answers to these questions, start conversations every chance you get. Of course you can't interrogate people, so getting to know them will take time and good communication skills.
There are three categories of information to collect:
Demographics are the facts and figures, such as:
- Male or Female
- Married, Separated, Divorced, Single
- Family Status (Children, Other Dependents)
- Age Range Residence Location (Home Owner or Renter)
- Urban or Rural
- Car Type
- Education level
- Work Location
- Ethnic background
- Art Preferences (Subject matter, medium, size, price)
- Art Budget (Annual)
Psychographics are personal characteristics related to preferences and choices that you experience through observation and conversation, for example:
- Why they buy art (investment, pleasure, memory)
- What other artists they like
- Why they like your work
- What price range they find comfortable
- What are the benefits of buying your art (match couch, raise status, wanna-be artist)
Technographics are the ownership, use patterns and attitudes toward information, communication and entertainment technologies, including:
- Computer Capabilities
- Mobile Phones & Devices
- Internet Use
- Photo and video sites
- On-Line social networks
Want to have some fun with these? Draw pictures of the people in your audience.
P.S. In "Develop Your Art Business," my monthly iChat mastermind group, we are delving deep into all aspects of connecting and reconnecting with your audience and finding your art markets. There are 2 spots available in this semi-private hands-on group. Find out if you qualify with a complimentary 15-minute conversation. Sign up here: http://www.artistcareertraining.com/request-a-conversation/.
P.P.S. Please link to this article in your Blog and post on social media sites for artists. We appreciate it when you tell your friends about Artist Career Training. We encourage forwarding this publication in whole. Copying without acknowledgement of the publisher is against the law (and highly unprofessional!)