We've been bombarded over the last decade with talk about how social media and online marketing are useful, practical and affordable! However, many of us are spending more time online and less time building personal relationships with key clients, agents and partners. Since buying art is largely an emotional experience, online tactics may not be as effective. Instead, a more sensorial and customized approach usually works best.
If you've felt that something is missing in your sales approach, you may need to add back the traditional marketing techniques that were employed before the Internet became popular. As humans, we like to feel special. Receiving a mass email does not particularly make us feel special. Receiving personalized, one-on-one attention customized to our needs and wants, does make us feel good!
Some elements you can bring back into your marketing plan can include some of these long forgotten direct marketing strategies:
1. Phone Call - We're so buried behind our email, that we've forgotten what it's like to make a sales pitch on the phone. Your phone is still one of your best tools for getting attendance at your events and ultimately sales.
2. Studio Visit - Although online sales have been increasing over the years, buyers are still largely accustomed to experiencing art with all senses. What better way than through a personal invitation to your studio? While there, you can tell your "story", answer questions and show them your fabulous repertoire.
3. Snail Mail Post Card - Don't worry about your post card getting portrayed as "junk" and thrown away. If you create a professional invitation or post card with a high quality image of one of your best works, it will likely end up on the refrigerator or even framed! Always include your contact information on the card!
4. Newsletter - A real, live newsletter can definitely make you stand out these days! However, a personalized, professional e-newsletter can be effective as well. The goal is to keep your buyers up to date on your events and newest art work so you remain top-of-mind. Remember to add any awards, public commissions and media coverage you've received.
Ultimately, persistence is key! Sales don't usually happen overnight, so maintaining consistent follow-up with your buyers is crucial. Dust off your old tried-and-true methods and get cracking!
What has and hasn't worked for you? I'd love to hear your comments!
*If you'd like to learn more about traditional marketing, you may be interested in
one of the Training courses or future Workshops Scheduled. Or if you need additional help on your road to success, check out my new book Sculpt Your Life From Sketch to Masterpiece(TM).
one of the Training courses or future Workshops Scheduled. Or if you need additional help on your road to success, check out my new book Sculpt Your Life From Sketch to Masterpiece(TM).
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I've been a fan of postcards for a long time--and have seen mine on refrigerators, sometimes even three years after I've sent them. No one can say that about an email in an inbox! But I'll think about adding back some of the other traditional approaches as well. Email has been a godsend for those of us who are a bit shy about picking up the phone, especially to "make a pitch", but I'll think about it. Thanks for this post.
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