Download DIRECT MARKETING and e-COMMERCE

The ART of Marketing.
The MARKETING of art.
Harold Simpkins
Senior Lecturer
Jordan LeBel, Ph.D.
Associate Professor
John Molson School of Business
Concordia University
What is your dream
career like?
What is the first thing you
need to do in order
to launch your dream career?
Typical answers…
Craft an amazing portfolio
Show my amazing portfolio to as many
people as possible
Get a part time job to support my art
Talk to friends
Ask Mom and Dad
How about:
A CLIENT ?!
 Myth 
The marketing of your
art starts with the
preparation of a
professional portfolio
and a killer cover
letter.
 Reality Check
The marketing of your art typically ends
with the preparation of documents such
as portfolios, resumes and cover letters.
 Myth 
Marketing my art is
like “selling out” to
the pressures of
capitalism and big
business.
 Reality Check
As soon as you make
the decision to make
your art available to
others, you've started
to practice marketing.
Is this selling out?
Savvy marketing is behind every
great brand…
…and artist
What is Marketing?
 Myth 
Marketing is basically
advertising and selling.
It really doesn’t apply to my
search for a job or my career.
 Reality Check
Marketing is all about satisfying customer
needs through a mix of product, place,
price, and promotion.
It’s also a philosophy that invites you to
look for win-win opportunities others may
overlook.
The tip of the iceberg
Portfolio,
Showings,
Mailings,
Talk to friends
Implementation
&
Control
Marketing
Tactics
Marketing
Strategy
Marketing
Objectives
Situation
Analysis
 Myth 
Following a marketing plan is like
painting-by-numbers; it will limit
my flexibility and my creativity.
 Reality Check
In the absence of a plan, what
feels like flexibility is often an
inability or lack of conviction to
make tough decisions.
 Myth 
It all starts with knowing my
customers.
 Reality Check
Actually, it starts with
knowing your product,
namely YOURSELF
and your chosen field.
Situation Analysis
Self Knowledge

What is your
passion?
Field Knowledge
Marketing Objectives
Product
what is your core product? How might you augment it
to differentiate it?
Price:
what will it take to cover your costs & earn a living?
Place
where will your art be available?
Promotion
how will potential clients learn about your art? what do
you want people to say about you and your art?
How will you achieve
your marketing objectives?
Know Your Target Market
 Think and feel as they do
Spell out your strategies:
 product
 price
 place
 promotion
Positioning
Teaching your clients to think/feel about
your product as a solution to a need that is
superior to your competitors.
It’s about owning “mindspace”
Building a clear position
takes time and creativity
L’Oreal might cost a little more… but I’m
worth it
Schaefer is the one beer to have when
you’re having more than one.
BMW: The Ultimate Driving Machine
Meow Mix: Cats ask for it by name
Bounty: The Quicker-Picker Upper
A clear position requires a
compelling “value proposition”
 The bundle of benefits that you will offer to your
clients

Functional vs Emotional benefits
 Tailored to the needs and expectations of each
targeted segment
 Depends on competition and your market
Defining your “value proposition”
 Which market segment(s) are you targeting?


What is their profile? Level of art knowledge? Interest?
What are their needs and expectations?
 What benefit(s) is your product bringing them?

What is the “core” of your product?
 What benefit(s) could augment your value proposition to
differentiate you from other solutions to customers’ needs?
 Condense that value proposition in a short 2-min “elevator
pitch” and a 5-word slogan.
« Les indispensables CA »
Marketing Tactics
What specific actions will you take
to ensure that:
 your product satisfies your target market’s
needs better than your competition?
 you get the price you want?
 the word gets out that you’ve got the goods?
Implementation and Control
Set clear timetable for taking these actions
Set clear and measurable criteria to evaluate
your progress and success.
Develop contingencies to handle bumps in the
road.
A Few Ideas
Lesser
effort
High
effort
Net-tiquette and email signature
Follow-up
Talk to your clients
Create and distribute samples
Promotional campaign
Viral marketing
Align yourself with a partner
Retain the services of an agent
Short
term
impact
Long
term
impact
Key Take-Aways
Know your product: yourself and the field
Know your customers: learn to think and feel as they do
Picture yourself as a need-satisfying product
What barriers exist between your current situation and
your desired objectives? What will it take to overcome
them?
Create your marketing strategy:
Product, Price, Place, Promotion
Execute, measure and control, adapt
 Myth 
At the end of the day, it’s
all about finding a career
that will provide me with
the financial security I
need.
 Reality Check
Find a career you love
and you’ll never have to
work another day of
your life.
NOW AVAILABLE
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