My personal philosophy for building a long term, successful career as an artist combines three things—a little business planning, a whole lot of marketing, and most importantly, the ability to create work that resonates with people.
And so, in the time honoured tradition of business and marketing consultants, I would like to share 10 simple steps (why is it always 10?) that I try to live by, and would highly recommend:
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1. Create great work
This is where it all starts. Without good work you can’t expect to create a successful career or business. You need to be very clear about what it is you are making, and who you are making it for.
2. Get to know your target market
Once you understand your own work and what you have to offer, it’s time to start finding the right market for it.
As with every other business you need to find out as much as you can about who might want to buy your art—locally, nationally, internationally. You need to stay in touch with new developments in the art industry, how the economy in various places is affecting art buyers, etc.
Here are some questions you should be asking yourself:
How big is your potential market?
Who is buying art?
Who is selling art?
Who is your competition (i.e., producing similar work) and what sort of prices are they getting for their work?
Who do you want your audience to be?
Where does your work fit in the broader art marketplace?
What type of spaces do you want your work to be seen in?
3. Get to know your marketplace
I define the “art marketplace” as anywhere your work can be placed on public view. These can be broken into 3 distinct groups:
Public exhibition spaces – Public art galleries, museums, libraries, open submission competitions, etc.
Commercial gallery spaces – These can range from local framing galleries up to international galleries.
Direct access spaces – Anywhere people can come to you directly to see your work, such as your studio, art fairs, your website, etc.
The more you know about your market and your marketplace, the better off you’ll be when making decisions about creating and showing your work.
4. Develop a simple business plan
“A what? I’m an artist, I’ve never done a business plan!”
Well now is the time to start. . . and it can be as simple as answering a few questions. After all, where do you want to be in 1 , 3 and 5 years? Having a clear vision for your future will help you create goals and stay focused in the long run.
Write down your answers to the following questions:
What do you expect to earn from your work over the next 12 months?
In what months will the money come in?
How will you manage during months when nothing is coming in?
How much work will you need to sell in order to meet your income goals?
How much work will you need to make in order to sell that amount? (If you can sell 50% of what you make you are doing really well. . . but that means you need to make twice as much as you hope to sell!)
I apologise. . . some of these questions aren’t so easy after all. But for any artist hoping to make a living from their work, these questions need to be answered, and answered honestly.
5. Regularly review your business plan
Think of your business plan as a map, and refer to it every now and then to make sure you are still on course.
For example, if you had planned for a certain income coming in the first 3 months of the year and it doesn’t come in then you have to find a way of making that up in the remaining 9 months.
The fact that you had a plan in the first place means that you can react quickly when things don’t look like they are going all well as you had hoped. At the end of every year I do a complete review of my business plan—i.e., my annual cashflow projections—and use this to help create the next year’s plan.
6. Create fans by creating opportunities
At some point, you’ll need customers, but first you’ll need fans. . . and you create fans by generating as many opportunities as possible for people to view your work. Of course, fans come in many shapes and sizes:
Admirers – These are people who simply like your work and may never be in a position to invest in it. But they will champion it!
Art community fans – Here are people in a position to help progress your career, e.g., media, curators, major collectors, or other artists
Future customers – These start off as fans, but at some point will invest in your work. It could be in 6 months time, it could be 2 years, but they have already committed in their own minds to buying your work at some point in the future.
Actual customers – Obviously, customers are just people who make such a connection with your work that they are willing to invest in it. In the art world, they’re known as collectors.
No matter what type of fan a person is, they all have to start at the same place—seeing your work via the opportunities you have created.
If you ever stop creating those opportunities, your business, your career will simply die away. Creating new, ongoing opportunities may be the single most important thing you can do, other than create the work itself.
Here are some opportunities I have created in the past 3 months:
Gave a business card to my Insurance Broker (today!)
Took out exhibition space at an art fair which 8000 people attended over 3 days
Was featured in 6 Christmas group exhibitions in December
Held an open studio day in December
Posted new images to my Facebook account
Ran a marketing seminar for other artists
Updated my website with new images and new content
Set up an account with Linkedin and joined a number of groups
Gave a business card to a journalist friend of a friend that I met in January
Booked solo exhibition for April
Commissioned an online video documentary for my website
Created some slideshows of my work and posted them on YouTube
Gave a business card to the manager of a new arts centre in Dublin
Sold 25 paintings (the best opportunities you can create are through your paying customers)
How many opportunities can you create this month?
7. Make it easy for your fans to “connect” with you.
If someone sees your work for the first time—due to one of the many opportunities you have created—and decides that they really like what they see, then there is a good chance that they will be interested in seeing more.
In 2010, that means having an engaging, professional website that people can visit at their leisure. Ideally, this is your own website or blog—one that offers a rich and rewarding experience to the viewer. Social media sites such as Facebook and MySpace can be useful places to show your work but they do not offer they same professional experience to the viewer.
All of the opportunities you create up to this point have one simple objective – to drive people to your website. I didn’t always think this way. . . until about 12 months ago I judged the success (or failure) of a year by the number of pieces I sold and the amount of new contacts I was able to add to my mailing list.
These two “facts” were easy to quantify and measure. I could also get a good feel for the general reaction to my work by talking to my galleries or meeting potential customers myself at the art fairs. But what I wasn’t measuring was the number of people that visited my website.
That all changed when I set up Google Analytics. All at once I started seeing that I had a steady stream of daily visits coming from Ireland and worldwide, and I was averaging 10 visits a day, with about 2500 visits in the past year.
I was amazed. Here were people going online and either searching for me or else typing my website in directly. It made me realise just how important my website was. It’s my “shop window,” my connection point to 2500 people every year!
This changed my entire way of thinking about my website—and from then on I began to explore ways of making it more personal, more engaging, and more rewarding for the viewer.
8. Wait for “connections” to turn into customers
In my experience if you can get people to really connect with your work—get them “hooked”—then it can be just a question of having patience. At some point they are very likely to invest in you. It could be a €100 print, it could be a €1000 painting, it could be a place in one of your workshops. The challenge is to create something that someone just can’t walk away from!
I sold 2 paintings this week to a collector that saw my work for the first time about 2 years ago at an art fair. She was very taken by some of my work and let me know before she left. She had connected with it, she had seen something in it that made her stop and want to find out more. All I did was take her contact details and give her one of my cards.
Throughout the intervening two years she came to some more of my exhibitions and would regularly visit my website to see what I was working on. Last week she emailed me to say that she wanted to come to the studio to buy something. And so I sold 2 paintings. The sale took two years to happen but the connection was made the very first time I met her at the art fair.
9. Nurture your customers
Your customers, your clients, your collectors—the people who invest in your work and in your career—are the most important people you will deal with in the course of your career.
Put your customers first, not the galleries, not the media, not the art community—and let them know they are your top priority. As with all businesses your existing customers are where most of your new business will come from, whether through new sales, recommendations, the championing of your work, or just introducing your work to new people.
Whenever possible, offer special discounts, private previews of upcoming shows, studio visits, etc. Keep your customers updated on your plans and successes.
10. Go back to step 1 and repeat all 10 steps again.
Being a professional artist is a never ending cycle.
Always create good work, continually review your market and marketplace to see where you want to be in the coming months, write down a business plan that will allow you meet your goals for the year, and never stop making opportunities that will bring people to see your work.
Eventually the opportunities you create will turn into connections, and then into sales, and then into repeat customers. It’s not always simple or easy, but it works!