1 / 27

Metropolitan Regional Arts Council & Intermedia Arts present Top 10 Tips for Packaging Yourself

Metropolitan Regional Arts Council & Intermedia Arts present Top 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.

noelle
Download Presentation

Metropolitan Regional Arts Council & Intermedia Arts present Top 10 Tips for Packaging Yourself

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 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

  2. 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—

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. Track Your Progress

  9. Keep It Simple • Plot activities on one-page calendar • Include major community events, holidays, competitor events • Adjust plan as needed • Update quarterly or annually

  10. 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

  11. 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

  12. 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)

  13. 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

  14. 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

  15. Hallmarks of a Strong Brand • Singular/distinctive • Meaningful/relevant to your audience • Memorable • Consistent • Easy to spell/pronounce • Emotional connection

  16. 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

  17. 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”

  18. 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

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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.

  24. 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

  25. 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

  26. 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

More Related