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The ART of Marketing.

The ART of Marketing. The MARKETING of art. Jordan LeBel, Ph.D. Associate Professor. Harold Simpkins Senior Lecturer. 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 ?.

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The ART of Marketing.

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  1. TheARTof Marketing. TheMARKETINGof art. Jordan LeBel, Ph.D. Associate Professor Harold Simpkins Senior Lecturer John Molson School of Business Concordia University

  2. What is your dream career like?

  3. What is the first thing you need to do in order to launch your dream career?

  4. 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

  5. How about:A CLIENT ?!

  6. Myth  The marketing of your art starts with the preparation of a professional portfolio and a killer cover letter.

  7. Reality Check The marketing of your art typically ends with the preparation of documents such as portfolios, resumes and cover letters.

  8. Myth  Marketing my art is like “selling out” to the pressures of capitalism and big business.

  9. 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?

  10. Savvy marketing is behind every great brand… …and artist

  11. What is Marketing?

  12. Myth  Marketing is basically advertising and selling. It really doesn’t apply to my search for a job or my career.

  13. 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.

  14. Portfolio, Showings, Mailings, Talk to friends Implementation & Control Marketing Tactics Marketing Strategy Marketing Objectives Situation Analysis The tip of the iceberg

  15. Myth  Following a marketing plan is like painting-by-numbers; it will limit my flexibility and my creativity.

  16. Reality Check In the absence of a plan, what feels like flexibility is often an inability or lack of conviction to make tough decisions.

  17. Myth  It all starts with knowing my customers.

  18. Reality Check Actually, it starts with knowing your product, namely YOURSELFand your chosen field.

  19. Situation Analysis • Self Knowledge • What is your passion? • Field Knowledge

  20. 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?

  21. 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

  22. 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”

  23. Building a clear positiontakes 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

  24. 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 A clear position requires a compelling “value proposition”

  25. 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.

  26. « Les indispensables CA »

  27. 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?

  28. 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.

  29. Short term impact Lesser effort High effort Long term impact A Few Ideas • 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

  30. 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

  31. Myth  At the end of the day, it’s all about finding a career that will provide me with the financial security I need.

  32. Reality Check Find a career you love and you’ll never have to work another day of your life.

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