Metropolitan Regional Arts Council & Intermedia Arts presentTop 10 Tips for Packaging Yourself Anne Hunter, President Marketing Source USA www.MarketingSourceUSA.com ahunter@mn.rr.com or 952-929-0019
Top 10 (+1) Tips • Avoid the tyranny of “or” -- you can be both an artist and an entrepreneur • Start with the 5 P’s -- product, price, place, position, promotion • Narrow your targets -- decide who wants/needs your art. • Plan like a pro -- make a plan, work the plan, monitor the plan • Position for impact -- develop a unique place in the minds of your prospect • Create a unique brand -- uncover your distinctive, meaningful, memorable and consistent look/feel/message that connects emotionally to your prospects • Spend less, get more -- you don’t need “4-color glossies” to succeed • Invest in e-marketing -- ”new media” are about relationship-building • Work your target relationships -- cultivate your personal/professional networks • Learn to sell -- never assume someone is not interested. Be of service. • Pitch the media—
1. Avoid the Tyranny of OR Embrace the Genius of AND • Don’t choose between being artist OR entrepreneur – be both. • Can run profitable business and be true to your art • To be a successful artist, get a business mentor
2. Start with the Five P’s • Product – what you are/do • Price – low, middle or premium price • Place – where customers find you/your work • Physical location • Virtual location • Positioning – what you are in minds of consumers • Promotion – marketing strategies
3. Narrow Your Target No “Shotgun” Approaches • Decide who wants/needs your art • Create ideal buyer profiles • Generation, income, education, buying habits, tastes, perceptions, expectations, etc. • Prioritize prospects • Primary • Secondary • Tertiary
4. Plan Like a Pro Set Clear Goals • Measurable, meaningful, specific • Goal-setting Formula: • Action verb • What to change (visibility, sales, attendance) • Among/for whom • By what amount • By when
Create an Action Plan • Identify strategies/tactics that meet goals • Biggest impact, least cost, smallest effort • No universal right approach • Set timelines/deadlines • Estimate costs • Assign responsibilities • Track progress against goals
Track Your Progress
Keep It Simple • Plot activities on one-page calendar • Include major community events, holidays, competitor events • Adjust plan as needed • Update quarterly or annually
5. Position for Impact What Is Positioning? • The unique place you occupy in the mind of the prospect. • Like image or identity, but positions you against the competition • Key component of successful branding • Captures essence of your artist statement
Element of Positioning Statement • Your name • Is the leading (or most, first, only…) • Arts activity (doer/maker/provider/performer) • Of what • For whom • In what geographic area/industry
Positioning Tips • Strive for different, not just better. (Apple) • Don’t imitate the leader. Be a contrarian. • Become the category leader (generic). • If you can’t be first, create a new category. • Identify yourself with one word. • Reposition the leader’s strengths. (Listerine)
Key Messages • Be singular • Solidly stand for one thing, and people associate you with other positive things • Convert features into benefits • Identify competitive advantages, not just strengths
6. Develop Your Unique Brand Elements of a Brand • Name • Logo • Tagline – 7 words or less (billboard rule) • Graphic identity – colors, icon, packaging • Story • Building (or virtual location) • Artists, performers, staff
Hallmarks of a Strong Brand • Singular/distinctive • Meaningful/relevant to your audience • Memorable • Consistent • Easy to spell/pronounce • Emotional connection
7. Spend Less, Get More Printing • Print stationery in-house • Invest in design template or shell – adapt as needed • Print notecards, bookmarks, wraps, stuffers in margins of other print jobs • Gang print business cards with other businesses • Business card that double as brochure • Use stock or overrun paper • Create interesting “wraps” instead of printed folders
Advertising • Use selectively • Match the medium to the target market • Everything is negotiable • Trade, don’t beg • Ask for extras • Free color, better placement, bonus size, inclusion on web site or sister publication • Ask for cheap “remnant space”
Direct Mail • Clean up the list first • Replace letters with postcards • Keep it short • Subheads, bullets, PS, short paragraphs • Sell benefits, don’t overcome objections • Tell them what you want them to do
Cool Tools • News column, talk show, cable access art show • Community tie-ins • Art crawls, Mosaic, public art dedications, • Letter of authenticity • Charity donations • Private gallery tour and wine tasting (not free art) • Host opportunities to meet artists • Receptions, events w/ other artists, post-event talks • Thank you notes
8. Invest in e-marketing Create a Web Site • Decide the purpose first • Online portfolio/brochure, direct sales, media source, education, lead generation • Start small and expand • Invest in good design and clear navigation • Register key words and metatags w/ search engines • Pay attention to links • Shorten print messages for quick-read Web format
Use the Power of the Web • Investigate “permission-based e-mails” • Send e-newsletters or alerts • Drive prospects to Web instead of phone • Consider blogs (web logs or diaries) • Consider paying to appear at the top of searches
9. Cultivate Relationships Work your Network • Build a contact database of prospects & customers • Expand your network • Reward referrals • Partner with like-minded artists, companies, media or organizations • Give back • Serve on boards • Speak, teach or get published
10. Learn to Sell Tips for Selling Art • Don’t sell. Be of service to collector. • Never assume someone isn’t a buyer • Ask questions and listen to responses. • Uncover primary motivations/ concerns • Don’t quibble over interpretation. • Try closing the sale to elicit true objections. • Overcome objections using “feel, felt, found.” • Role play.
11. Pitch the Media Understand the Rules of the Game • No guarantees • Reporter controls what’s covered • Media does not owe you “publicity” • Topic needs to interest viewers/readers
How to Pitch a Story • Get to know the media – listen, watch, read • Think like a reporter -- sell yourself on story first • Be selective • Offer compelling visuals • Photo with cutline get noticed more than article • TV coverage requires good visuals
Leverage Your Coverage • Keep a clipping scrapbook • Send reprints to key customers/audience • Link to story on Web site • Include excerpt in newsletter • Post enlargement in lobby • Use media/photo alerts instead of news releases • Reuse everything you write at least five ways
