The ART of Marketing. Harold Simpkins Senior Lecturer Jordan LeBel, Ph.D. Associate Professor John Molson School of Business Concordia University The MARKETING of art.

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 Craft an amazing portfolio Show my amazing portfolio to as many people as possible Show my amazing portfolio to as many people as possible Get a part time job to support my art Get a part time job to support my art Talk to friends Talk to friends Ask Mom and Dad 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 It’s also a philosophy that invites you to look for win-win opportunities others may overlook. Marketing is all about satisfying customer needs through a mix of product, place, price, and promotion.

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. 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 Self Knowledge What is your passion? What is your passion? Field Knowledge Field Knowledge

Marketing Objectives Product Product what is your core product? How might you augment it to differentiate it? what is your core product? How might you augment it to differentiate it? Price: Price: what will it take to cover your costs & earn a living? what will it take to cover your costs & earn a living? Place Place where will your art be available? where will your art be available? Promotion Promotion how will potential clients learn about your art? what do you want people to say about you and your art? 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 Know Your Target Market Think and feel as they do Think and feel as they do Spell out your strategies: Spell out your strategies: product product price price place place promotion promotion

Positioning Teaching your clients to think/feel about your product as a solution to a need that is superior to your competitors. 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 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. Schaefer is the one beer to have when you’re having more than one. BMW: The Ultimate Driving Machine BMW: The Ultimate Driving Machine Meow Mix: Cats ask for it by name Meow Mix: Cats ask for it by name Bounty: The Quicker-Picker Upper Bounty: The Quicker-Picker Upper

A clear position requires a compelling “value proposition” The bundle of benefits that you will offer to your clients The bundle of benefits that you will offer to your clients Functional vs Emotional benefits Functional vs Emotional benefits Tailored to the needs and expectations of each targeted segment Tailored to the needs and expectations of each targeted segment Depends on competition and your market Depends on competition and your market

Defining your “value proposition” Which market segment(s) are you targeting? Which market segment(s) are you targeting? What is their profile? Level of art knowledge? Interest? What is their profile? Level of art knowledge? Interest? What are their needs and expectations? What are their needs and expectations? What benefit(s) is your product bringing them? What benefit(s) is your product bringing them? What is the “core” of your product? What is the “core” of your product? What benefit(s) could augment your value proposition to differentiate you from other solutions to customers’ needs? 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. Condense that value proposition in a short 2-min “elevator pitch” and a 5-word slogan.

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Marketing Tactics What specific actions will you take What specific actions will you take to ensure that: to ensure that: your product satisfies your target market’s needs better than your competition? your product satisfies your target market’s needs better than your competition? you get the price you want? you get the price you want? the word gets out that you’ve got the goods? the word gets out that you’ve got the goods?

Implementation and Control Set clear timetable for taking these actions Set clear timetable for taking these actions Set clear and measurable criteria to evaluate Set clear and measurable criteria to evaluate your progress and success. your progress and success. Develop contingencies to handle bumps in the Develop contingencies to handle bumps in the road. road.

A Few Ideas High effort Lesser effort Net-tiquette and 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 Long term impact Short 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.

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