Sunday, January 20, 2008

Opportunities Close to Home

The topic today is meant to draw us back to taking a close look at our own backyard. This is as often true of businesses as it is of artists - who are looking for that next opportunity.
As it is often said in business - the best customer is the one you already have! Or that truism about how to get more business:

There are three ways to get more business(make more sales),

  1. Sell more existing products to existing customers.
  2. Sell new product to existing customers.
  3. Sell new product to new customers.

These three ways are ordered by difficulty. It is always easiest to sell more of what you have to someone who has already bought it, recognizes its value and trusts you. It is hardest to break new ground completely.

So - the same can be said of marketing your work as an artist. Here are a few questions to ask yourself.

  1. Have you kept your current customer list updated with what you are doing - sent them a newsletter, card, invitation to your blog or website?
  2. Have you mined your local contacts - friends in business, your favorite restaurant or coffee shop or retail store to help you promote, display or use your work?
  3. Have you been to see the local galleries -do they know who you are, what you do and what style of work you produce - so that if they have a customer looking for work like yours they can make a recommendation - even if they don't represent you?
  4. Do the local frame shops know about you - are they willing to display some of your brochures, invitation to a show or poster?
  5. Have you sent press releases to local magazines, papers and community newsletters about that new work, new studio, exhibition, show or event?
  6. Have you contacted local conference organizers to let them know you have artwork that may suit decor for their upcoming conferences and or could be used to promote your community in their material?
  7. Do local graphic designers - who are often looking for original material for corporate clients, know about your work?
  8. Do local print shops - who often also refer clients who need special artwork to local artists for illustrations know who you are?
  9. Have you produced a brochure or business card that captures what you do and provided it to your current list of service providers such as your dentist, doctor, lawyer, therapist, salon or veterenarian?
  10. Lastly, although this is not a complete list, does your family and/or immediate circle of friends know what you do - do they have your business card, do you keep them informed and let them see your recent work?
All of the above form a network that when activated by word of mouth is one of the most powerful marketing forms in the world! And all - so close to home!! Have a great week.


Trevor Haug said...

Arndt you my old friend?
It's been at least 20 years.
Trevor Haug

Myron D. Arndt said...

Trevor! Please - you are announcing how old we are!!! Good to hear from you.