Marketing yourself?

Patt Legg · 03-18-2002, 10:27 PM

I have a rather lengthy question-not the question so much as setting it up.

I am in the rural part of a quaint small town. For many years it has been completely with nearly zero art related businesses. Dress shops, the usual shoe stores, etc. Finally, art is here and we actually have an art gallery. I painted in a local group for over 18 years beginning as all 6 of the others, a housewife raising a family and painting when we could. This group grew with the housewife image intact but others moving on and getting more serious about their art. I am one such person.

Next phase: this week I attended a luncheon/meeting in which it is presented that a handful of us (about 10) start Professionl Artist Group. Marketing is a full time difficult part of being an artist as we all know. I am known here locally as an artist in oils. The reading I have done and various people I have spoken to both show opposite opinions of this. One is that of not being taken seriously if you are always pushing the art group and saying you are a member of this. Second opinion is that of "sell yourself" market yourself. What do you think? Around here, it seems when you say to townspeople that you are a member of ---------- it is as if you have just told them that you gather for a quilting party. Not that it is a bad thing but how do you finally get taken seriously as an artist and professionally. I feel that I approach prospective clients professionally and they do indeed take me seriously. Could some of you tell me where you began your career and how you dealt with all of this? Is this Professionl Group a beginning; is it a good move?

Thanks and sorry for this lengthy thread.

Patt

Stanka Kordic · 03-19-2002, 10:31 AM

Hello Patt!

You may want to search the forum here for additional info on this subject. Look for the Brochure thread, contract, and possibly others.

Anyway, I can share a bit of what's worked for me. I'm sure there will be other stories, and perhaps differing opinions.

First to start, being a part of a "professional" group is fine, I don't think it can hurt. I for one, don't even mention I'm a member of ASOPA. It hasn't hurt my business any. (I just forgot to include it actually).

Your first concern is to make your work as strong and cohesive as possible. For me, my target market is Families, and I focus my 'stare' (advertising efforts) on venues where I can reach them. However, prior to this, I worked hard on presenting an advertising package.

My process went like this...I decided I wanted my brochures to be of a permanent nature, that is, not changed for several years. I have a website, and use this for updated work, and reaching clients outside of my area. My brochures include a logo, (my identity) which carries over to stationary (letterhead, envelopes, business cards, notecards). It is also included in my website. All the elements relate and are designed as a whole. I wanted all these pieces to looked as polished as possible. I know my limitations, and sought professionals in graphic, and web design to do the work. I paid for their services with cash, as well as bartering. The graphic designer was paid w/ a portrait I did, the printer w/ a landscape for their lobby, the web-guy, cash. Total cost and time is extensive, but I feel worth the price. I look professional (may not act it, but hey, another story..kidding..)

Mind you, Pegg, this took several years of plotting. I was very goal-oriented and focused.

Back to target market. I started donating to high-end fundraisers that draw affluent people. Displayed a portrait, and included my promo material. Worked like a charm. I do these 2x a year. Because of that, and referrals, I'm booked until December.

It sounds like you've made some strides in your community. Focus on what you want to specialize in, and hunt the crowd down. Go to the next town over, and introduce yourself. Be clear on what you do that makes your work special, and don't apologize for your prices.

We artists are here to remind people of beauty again. Be proud of that, not everyone can do it.

Pam Phillips · 03-25-2002, 12:20 PM

Thanks for sharing so much information with us, Stanka.

"Back to target market. I started donating to high-end fundraisers that draw affluent people. Displayed a portrait, and included my promo material. Worked like a charm. I do these 2x a year. Because of that, and referrals, I'm booked until December."

Do you donate paintings for these fundraisers and display a portrait as well?

Patt Legg · 03-25-2002, 02:17 PM

Thank you Stanka for all your input. I certainly will put more effort into doing as you mentioned. I went to a Fundraiser Art Auction just this Saturday locally. Mind you, it is a fundraiser for our local stage Theater (a town about 10,000 residents). I usually donate but didn't this year. It was a great function but the bids range from $75 - $800. Are you suggesting that one donates a piece of work and asks to display yet another piece ie. portrait

Or, donate a figure piece of work for auction and that is your advertisement? I have donated to this function for the past 5 years hoping to bring more exposure about my artwork but haven't noticed much at all except I always receive another letter asking me to donate again next year.

I certainly will have to check on other functions outside of this area as I do not feel that art is appreciated here nearly as much as larger areas. After all we are the bargaining Appalachians. It makes me a little sad when the piece goes for less than half of what my commissions sell for. Am I being too picky about all of this?

Thanks again
Patt

Pam Phillips · 03-25-2002, 02:25 PM

Thanks for sharing so much information with us, Stanka.

Quote:

Back to target market. I started donating to high-end fundraisers that draw affluent people. Displayed a portrait, and included my promo material. Worked like a charm. I do these 2x a year. Because of that, and referrals, I'm booked until December.

Do you donate paintings for these fundraisers and display a portrait as well?

Stanka Kordic · 03-25-2002, 06:42 PM

Sorry for my breezy chatter, should have clarified more...

My donation when I started this was the cheapest oil portrait I offered (a single-figure, head & shoulders length). The value at the time was $3,000. I had them set the starting bid at $1,000. and it went up in $100. increments. I did a full 'freebie' this way 3x. All three times, the clients either upgraded (wanted a double portrait) or had another child for an individual portrait. Also, the same fundraisers brought in additional full price work.

One year, they put my piece in the 'live auction' portion, and it went for $4200. That went to charity, and the portrait was a 'freebie' for me. THEN, that same family followed me to my 2nd fundraiser for that year, bid, and WON for their child #2!! (oohhh was I mad).

Now, my rules have changed. I offer a gift certificate for $1,000. off towards a portrait of their choice. That way, it can be any length, and I am guaranteed at least some money out of it. However, some charities think its too complicated and choose not to do it, but that's OK.

Also, I have restrictions: New clients, and 6 months expiration.

At the bidding table, I display my promo materials, as well as a SAMPLE original portrait. I have several that are part of my permanent collection. That way I don't bother my commissioned clients. However, I donate to the Juvenile Diabetes Research Foundation and I usually use the previous year's winner as the sample piece. They usually attend the event and its easy to manage the delivery, etc.

I hope this clarifies things. Good Luck..

Patt Legg · 03-25-2002, 11:09 PM

Thanks again for your patience Stanka. That certainly clarified it much better. Very good suggestions.I have begun to realize that I need to venture away from home more often. I honestly believe that is part of the problem.

Very Appreciative,
Patt

Tarique Beg · 03-26-2002, 10:52 AM

Stanka

Thanks for the information you've shared here. I was just curious about another thing. I see a lot of Portraitists listing all the awards and prizes they've won. In your opinion, how much does that help ? Is it mainly your portfolio of samples that people are influenced by, or by the credentials and accolades etc.? I mean, undoubtedly, the awards must help, since everyone seems to be listing them, but do they make a huge difference?

Tarique

Stanka Kordic · 03-26-2002, 07:47 PM

Tarique,

Well.. what can I say, I have yet to win a national award of any kind!

Local competitions I have won, but I don't mention that, nor my memberships. Quite frankly, I have never been asked about any of that. They ask out of curiosity where I went to college, and then I feel the work speaks for itself. I'm not a perfect fit for everyone. Fortunately, people are astute enough to recognize my strengths (and I've become familiar with them by now as well) and don't ask me to be the type of painter I'm not. There's usually quite a dialogue between us prior to the commission beginning to make everything clear.

As I mentioned earlier, being clear on my vision and presenting that cohesively assures them that I take my vocation seriously. It's been quite a joy for me.

Steven Sweeney · 03-26-2002, 08:01 PM

Quote:

Well.. what can I say, I have yet to win a national award of any kind!

Perhaps those of us in this circumstance could come at it sideways, in the way John Updike did in one of his poems (which I'll have to paraphrase):

"Just yesterday I failed to win the National Critics' Prize."

It's no small thing to be overlooked by the judges at a prestigious competition, but I'd have to think a while to figure out how to put the right PR English on the shot.