Marketing for your “ideal” customer

In today’s economy and digital age where you have to do more with less, it’s important to focus your marketing efforts to be most effective. Marketing and sales are all about: People. Since you are marketing and selling to people, you must understand who you are talking to and what they want.

Start by determining your target audience. “Target audience” refers to anyone you want to see your work, including current and potential buyers, collectors, gallerists, curators, arts professionals, journalists and art lovers in general. Depending on your goals, you may have several different targets and for different reasons. By figuring out your audience(s), you can focus on picking marketing and sales strategies that work best for them.

Do you know who your target audience is? Ask yourself these questions to figure out:

1.   Who is buying your work now? Start by determining where you sell and to whom. You may have multiple “types” of customers. For example, perhaps you discover that you sell most of your lower-priced works and prints at local Art Fairs to middle-class married couples, between the ages of 30-45. Then you determine that most of your higher-priced works sold at your openings are to business owners and executives over 50. This gives you an idea of who to market the next time you are showing at an art fair or holding an exhibit. (Note: the demographic figures can be estimates) 

2.   Who has purchased your work in the past? Go back through your old records and accounts and try to come up with a list of your old customers and any similarities among them. Your work style and sales approaches change over the years, so you may have attracted a different clientele in the past. Dust off that old mailing list! Maybe one of your old customers is interested in your newest body of work.

3.   Who asks about your work, but has not purchased? This can be in person, through email, social media or other means. Perhaps you get a lot of interest and compliments from female, businesswomen. Then you know this group may be a target for future sales or referrals of your work. 

4.   Do your customers have any shared interests? If you look at factors such as age, gender, socio-economic level, profession, etc., your current customers may have none of these in common. Perhaps they all just enjoy a certain theme in your work or share a similar philosophy. For example, one artist I know paints Harley Davidson motorcycles; this series appeals to idealistic bike lovers of all ages, socio-economic levels, races and nationalities. This can provide insight into how to reach these customers.

5.   Outside of your current customer, who might buy your work? Think corporations, associations, hotels, office buildings, government/public agencies; these groups have a tendency to purchase larger and more expensive pieces to fill open spaces. Interior designers, decorators and realtors also are constantly looking for pieces to stage properties and decorate homes and businesses.

6.   Who is your “ideal” customer? If you’ve looked through your customer database and figured out that none of them is your ideal customer, who is? Suppose you have a new series of sculptures you’d like to sell for $50,000 and above. You’re probably not going to have much luck selling to the same folks who buy your work at the art festivals. Instead, figure out who you’d want to buy your work. Is it affluent professionals and young collectors for their private collections? Or office buildings and cities for public display?

Once you’ve figured out your target audience, find out what they want, what they care about and their interests. Then you can create strategies that best reach each group. You don’t have to sell to everyone every time. The point of targeted marketing is that you are most successful in marketing your work and finding the right buyers. This also becomes more cost effective!

Updated 8.30.11:*If you’d like to learn more about marketing your art, join us for an online Webinar Training Series "Masterful Marketing for the Arts" starting this Thursday, September 1, 2011 with "Target Marketing for Your Ideal Audience." If you haven't registered yet, Sign Up Now for a discount on purchasing all 4 trainings for a great deal by Wednesday, August 31!!*  

*If you need additional help on your road to success, check out these additional resources: my new book Sculpt Your Life From Sketch to Masterpiece(TM), check out the Masterpiece Guild or one of my DVD Training courses.

**Do you enjoy these articles and would like to be kept up to speed on more tips, strategies and upcoming events? Please subscribe to my blog in the upper right-hand section of the page. I also love reading comments, feel free to leave your thoughts on what has or hasn't worked for you. Please share this article with others who may benefit from it. Cheers!
 

Who's looking at your portfolio online?

Increasingly the art world is heading online, and people are searching for you whether you like it or not. Amidst all the clutter on the Internet, presentation is key! Regardless of whether you have your own website, your art posted on Facebook or an online arts community such as ArtistaMundo.com, your online site is a reflection of you. 

If you are serious about selling or promoting your work for a living, listen up. Here are some tips that will help you and your work stand out when that gallerist happens to stumble upon your art page: 

1. Your site is you. This may be the first impression people have of you. Online portfolios like those on ArtistaMundo.com have high Search Engine Optimization, which means that your site shows up on top of search engine lists when someone types in your name. Tailor the look and feel of your site according to how you wish to be portrayed and the audience you'd like to target.  Make sure it doesn’t look like--dare I say--a 16-year-old's Myspace profile. If you want to be taken seriously, your site should look professional.

2. Your site is your portfolio. You created your site to showcase your work. Let me repeat... your work! Not your killer web design skills (unless of course, you're a graphic designer). No matter what type of art you create, clean and simple design, layout and color scheme are best. At ArtistaMundo.com, we recommend using background templates in White, Black or Grey. This is not only the most pleasing to the eye, but it provides the closest look and feel of a real gallery. Try not to choose backgrounds, colors and fonts on your page that are too “loud” and distract from your work. Interestingly, one of the coolest sites I remember was by a graffiti artist who used a simple black background to display his images, avoiding clutter and designs that competed with his work. Ultimately you want your work to stand out… not the other sparkles and gadgets on your page.

3. Your site is your resume. Your site is the best way to learn more about you, so make sure it has the most complete and current information. Have you uploaded your latest work? Did you include press clippings? Have you updated your biography lately? Revise your bio on a regular and consistent basis. It can be a turn-off to potential buyers to see your Curriculum Vitae end in 2004, when you’d only just completed your first juried student show.

These simple tips make it clear and easy for your targeted audience to appreciate your work, bio and accomplishments.

So remember: 

Your site is you.
Your site is your portfolio.
Your site is your resume. 


*To learn more about creating your online presence, sign up for the Webinar "Creating Your Irresistible Brand Online" I'm hosting this month. 

Or read more about Branding and Promotion in Ch. 10 of my success e-program Sculpt Your Life From Sketch to Masterpiece(TM). This program is sure to get you elevated to steer you in the right direction of success and build your confidence!

For more FREE tips and strategies and to get instant access to my "12 Secrets to Success Strategies" video, sign up now:

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Commercialization – Selling Art vs Selling Out

This week I chatted with several people who scorn certain “artists” making millions from trendy pop art styles. Many love and buy Romero Britto’s colorful and happy paintings and a plethora of everyday items in his trademark style such as mugs, umbrellas and clothing.

"He’s no artist, and that's not art!" I hear.  

[Keep in mind that commercialization exists in many different artistic genres. I've been singing since I was 3 and have accepted that many mediocre singers writing mediocre music make millions of dollars just because they have a popular style or certain “look.”]

The reality is that this type of work is considered “art” by most of the general audience. But many artists still fear being portrayed as too commercial. They see the over-commercialized artist as the big, bad business guy. To them, this is the epitome of selling out in the art world.

But unfortunately, many with this attitude end up subconsciously limiting themselves from succeeding. In the process of purposely trying not to sell out, they inhibit themselves from selling.

In some of my previous articles [Positivity and Action] I've discussed overcoming fears in order to become successful. It’s human nature to be insecure and unsure about ourselves while we’re moving up, and along the way we often sabotage ourselves from reaching success.

Do you fear 'selling out'? Do you purposely avoid publicity and fame? Do you price your pieces too low so as to not appear overly ambitious? Do you avoid other business practices that may seem too commercial or aggressive?

If any of these sound like you, reflect and be honest with yourself. Why are you really doing this?

Instead of wasting your energy thinking or complaining about these commercial artists or business practices, take a workshop on public speaking or pricing techniques, ask others for feedback on your work, or request advice on how to improve yourself.

Whether you like this type of commercial art or not, you must appreciate what their creators have done. They are entrepreneurs who need to survive off of their work, just like any other artist. Perhaps your mission and business model are different. That's perfectly okay. Art is still a business.

Appreciate the tenacity, persistence and other skills which have gotten these so-called “artists” where they are today. Learn from them, extract what’s valuable, and apply that to the business side of your art.

Always remember, if you sell your art: You are an Artist first, and a Business person second. 

*You can read more about elevating your business practices in Ch. 9 of my new book Sculpt Your Life From Sketch to Masterpiece(TM). This book is sure to drive you down the road to success!

If you enjoy these articles on marketing and success, please subscribe to my blog in the upper right-hand section of the page. I also love reading comments, feel free to leave your thoughts or what has or hasn't worked for you. Please feel free to share this article with others who may benefit from it. Cheers to you!

Filming at Gary Nader Gallery along with WPLG Ch. 10

Today I filmed a piece for the Discover Miami: Virtual Art Tours Series, which aims to promote and elevate the awareness of the Miami arts and culture scene. We filmed at the Gary Nader Fine Art  Gallery in the Wynwood Art District in Miami. Gary Nader's Gallery is not only one of the largest galleries in the world in square footage, but it also has one of the most extensive collections of Latin American art. It has possibly the most complete selection of works by Colombian artist Fernando Botero. 


Thank you to local Ch. 10 station WPLG for interviewing us as part of a piece they're going to run on the Miami arts scene and how we're helping to raise the awareness of the local arts to the global market. 


Here are some shots of us filming (with all photo credits thanks to my lovely "fill-in assistant for the day" aka mom Celi Figueredo) 

Doing my intro for the virtual art tour of the gallery

Ready to tour the gallery

Showcasing Fernando Botero's paintings and sculptures

Interviewing the Curator, Conrado de la Torre  

Being interviewed by WPLG Ch. 10 reporter

Passionate about promoting the local arts scene 

*We are currently working to complete the virtual art tours series online, and hope to have it ready in the next month for viewing. We will notify everyone once it's completed. 

Resume Help: 6 Tips to Landing a Job Interview

So you just graduated from college or are looking for a better position? Perhaps you sent out your resume months ago with no bites. How come you haven’t gotten a callback for that dream job you've had your eye on? Don’t blame the economy... look at your resume!

Over the last decade, I've been asked to review countless resumes for my employers and my own business, and to forward to other companies. Without knowing anything else about an applicant, the resume is the first and, in some cases, the only shot in front of an employer. I've seen so many talented applicants passed over simply because they have weak resumes (which end up in the shred bin!).

Ultimately your goal is to highlight your best features and stand out above everyone else. The following easy suggestions will help you polish up your resume so it shines so brightly, your potential employer can't help but ask you in their door!

1. Include an Objective: An Objective tells employers you have a career focus or specialization. Your resume has a purpose, rather than just sending it around town to see whatever sticks. Trust me... employers can tell who wants the job. I customized each resume and stated objective according to the position applied for. For example, instead of a general Objective of seeking a challenging career in Communications, I specified "global marketing communications", "media and broadcasting communications", "new media journalism", etc. according to the particular job applied for.

2. Descriptive Adverbs and Nouns: Use as many expressive adverbs and nouns as possible to describe your varied roles and job functions within each position. Don't be afraid to use the Thesaurus! Explanatory and vivid action verbs such as "Negotiated," "Coordinated," "Implemented," and "Created" are appealing and powerful. What sounds better to explain my role as a Public Relations Specialist?

- Wrote and sent press releases for various events

OR

- Prepared and distributed press releases for important corporate activities, events and strategic partnerships

Also, elaborate on specific sales/profits you earned the company, new programs you created, and other achievements. Go ahead and highlight the bad-a** stuff you've done!

3. Work Experience before Education: If you have worked at least one great job or internship, place Work Experience before Education. A common mistake for young professionals is to list Education first. Once you get into the professional world, everyone wants to see where you've worked and what you've done, and schooling is secondary. Which brings up another point.. if you are applying for your first job or internship and don't have prior work experience, make sure to showcase your extracurricular activities, volunteer work, positions and awards. This indicates that you possess many essential "working" skills such as teamwork, leadership, initiative and ambition.

4. Include a Cover Letter: This is an essential yet often-overlooked part of the job application. My suggestion is a 3-4 paragraph letter (or email) addressed to the contact person. Acknowledge the specific position so employers know you’re serious about it. Play up your best features showing them just how amazingly suitable you are for the job and company. It's also the perfect opportunity to highlight skills which may not seem fitting for the position -- on the surface -- but may be give you more well-rounded credibility. For example, I applied once for a marketing account manager position; although I never worked directly in marketing, I discussed how as a banker I simultaneously managed several multi-million dollar accounts from initial negotiation to closing to continual maintenance. The employer really valued this experience for the new job!

5. Reflect your Personality: Unless you're applying for a boring position at a very serious company (which you probably don't want anyway), feel free to show a little flair. Why not add colorful touches or a unique font to your resume? For example, if your favorite color is red, add a border or category headings in red. Perhaps you can add a professional photo of yourself or your personal logo next to your contact information. Remember the point is to stand out; but of course make sure it is appropriate for the position and company.

6. Spell-check is your friend: So you spend hours polishing your resume and cover letter to perfect eloquence. Then your potential employer takes one look at your resume and notices you mipselled a few wrods in the frist pargraph. This error really irks a lot of employers because it gives the impression that the applicant is sloppy and/or careless. If you're not particularly gifted in spelling or grammar, make sure to at least do spell-check and grammar check prior to sending. And please READ your resume and cover letter entirely -- every single word -- to make sure it says exactly what you want it to way. Oops, I mean "say." 

If nothing else, make sure you ask someone you trust to review and provide an unbiased critique of your resume before sending it to employers. I’ve helped dozens of applicants land a job just by making some of these crucial tweaks. Keep in mind your resume may be the first and only impression a potential employer has of you. So make it count!

Good luck and happy job hunting!

If you found these tips helpful, please send this article to your friends. Whether you agree or disagree, I'd also love to receive comments. Care to share tips that have worked for you?

*The above article is intended for general job positions. Look out for these and other helpful tips and suggestions! For more information on productivity, success and in my new book Sculpt Your Life From Sketch to Masterpiece(TM).

Please send any questions or suggestions for future articles to Alexandra@ArtistaMundo.com.

Art Snobs: Lessons I learned in one interview

It was just supposed to be an interview for my article. It ended up feeling more like the Inquisition.  Strange feeling when the interviewer becomes the interviewee. I learned a valuable lesson about people that day.

The art world is very competitive and arts professionals and collectors have a tendency to act snobbish. “Art snobs” I like to call them. You know who they are… The ones that ask “what did you study?” and “what do you do?” Well imagine how I feel when I studied and worked in business and marketing -- not art history or a gallery -- and try to move into the arts world.

So what do you do if you find yourself discussing Impressionist masters with an art snob? Here are a few takeaways that you may find useful when dealing with one. Or if you are a snob, perhaps you’ll learn a thing or two, dahling.

1.  Know your facts. Before making any statements, make sure you know what you’re talking about. If you’re meeting, be prepared and read as much as you can on their topic of expertise. Double or even triple check your facts if necessary.  Always ask, if you are in doubt. Art snobs will hold you to the fire and have no problem embarrassing you in front of others. I learned this the hard way when I published an article based on outdated information.

2.  Never make assumptions. Okay, okay, this is human nature. But beware if you are talking to an art snob! I assumed that this seemingly successful and sophisticated person, was open to an interview and would freely provide me information… wrong. This person assumed that -- and treated me like -- I was an unworldly, inexperienced kid... wrong. She kept taking calls and made condescending comments toward me the entire meeting. Meanwhile, earlier that day I interviewed one of the wealthiest and most revered collectors in town who gave me undivided attention and answered all my questions respectfully. When in doubt, always assume the highest and best of the person you are dealing with… Art snobs, this one goes for you!

3.  Don’t take it personally. Everyone’s got their baggage and insecurities. I sure do. Although I try to be more empathetic and thoughtful about how I approach people. Many people are not as intuitive. If you are meeting an art snob, keep in mind that they may have had a very expensive, fancy education or grown up in a different lifestyle. Simply put, they may not be comfortable in their own skin or don’t have the same level of emotional intelligence. Give people a break. If they are rude or disrespectful, it could be because they were not hugged as a child. Awww makes you want to take pity on them, huh?

4.  Be aware of your own vibe. Without realizing it, we may come across in a negative or unapproachable way. Perhaps you went in with a preconceived notion about the person that is creating a barrier? Goes back to a previous tip, try not to make assumptions about the other person.

If you've met an arts snob, or are one, I would love to hear your thoughts. Let me know what you've experienced and if you can provide any insight. 

Cheers!

Alejandra Von Hartz at Wynwood Gallery Night

By Alexandra Figueredo

Gallery Night every second Saturday of the month is the perfect opportunity to explore contemporary art in Miami’s Wynwood Art District. Enjoy a glass of wine and hors d’eouvres while strolling through dozens of local galleries and collections, including Alejandra von Hartz Gallery owned by Key Biscayne resident Alejandra von Hartz.

Alejandra von Hartz Gallery represents both US and international artists ranging from established pioneers of modern art in the 1950’s to emerging artists.  The focus is on Latin American contemporary art with an emphasis on Geometric Abstraction, Minimalism and Conceptual Art.

Opened in 2002, the Gallery serves as a platform to promote Latin American art on a global level. It has also participated in art fairs locally and worldwide, including Art Basel Miami Beach held in December 2010.

Upcoming events at the Gallery include exhibit entitled “Working Premises” by Martin Pelenur, a Uruguayan artist known for Geometric Abstraction, through April 2, 2011; and exhibit by Argentinean artist Teresa Pereda with conceptual art works, photography and video, from April 9 – June 4, 2011.

Regular Gallery hours are Tuesday – Friday from 11 am - 6 pm and Saturday from 12 - 5 pm. Gallery Night is every second Saturday from 7 – 10 pm. For more information on the Gallery, visit www.AlejandravonHartz.net.

Alejandra von Hartz Gallery

2630 NW 2nd Ave

Miami, FL 33127

305-438-0220

Info@AlejandravonHartz.net

© 2011, Alexandra Figueredo

The above article appeared in Key Biscayne Magazine March 2011 edition. To contact the writer, please email her at alexandra@artistamundo.com.

Christo creating a buzz for public works

Photo Credit: Wolfgang Volz, 1983, christojeanneclaude.net

February 13, 2011

By Alexandra Figueredo

An excited chatter fills the crowded room as attendees anxiously wait to hear him speak. Internationally renowned, "Christo" has been attracting attention from his colossal public works for decades.

And there he is. Christo Vladimirov Javacheff, a gentle 75-year-old with disheveled white hair and large-brimmed glasses working feverishly to get his old-fashioned slide projector to “make focus” in Florida International University’s packed lecture hall.

Christo, along with his late wife and creative partner Jeanne-Claude, has spent half a century realizing over 20 monumental installations. Famed projects include erecting “The Gates” in New York City’s Central Park, surrounding several islands in Biscayne Bay with floating pink fabric, and wrapping cloth around Berlin’s Reichstag and Paris’ Pont Neuf.

So what is Christo’s agenda behind his massive projects? “My work is free, useless and irrational,” he said. In other words, he creates for the sake of creation, not to make a statement.

He stressed that he does not invent the politics nor the ecology of each project, rather it exists as an inherent part of the subject. For example, he intended to flaunt the underlying flatness of South Florida when wrapping the islands in Biscayne Bay. The “art” was the natural form of the islands, not the fabric.

Christo’s newest work in progress “Over the River” will suspend translucent fabric over a stretch of the Arkansas River in Colorado. The ideal view is from below while rafting along the changing course of the river. If all goes as planned, it will be completed and available for two weeks during 2012.

“Over the River” has been one of their most costly projects to date, with over $2 million spent thus far on pre-building costs. A substantial sum considering Christo and his team do not accept commissions, self-funding their projects based on sales of the drawings, collages and models of their works.

According to Christo, no one project has had the most significance to him and Jeanne-Claude. Rather he said each project has been “a slice of our life.” For instance, returning decades later to the Australian coastline they wrapped in the 1960s, they realized how crazy they were to embark in that installation which defined them and that era.

Christo has spent practically his whole life as an artist. Painting since he was six-years-old, it’s safe to say Christo followed his passion for art. The biggest problem is knowing what you like to do, he says, referring to aspiring artists.

When asked how he and Jeanne-Claude classified themselves and their art, Christo grinned and quoted his late wife, “Jeanne-Claude always used to say ‘Labels are good for wine, not for artists’.”  

*Article published on ArtistaMundo.com: Link 

© 2011, Alexandra Figueredo

To contact the writer, please email her at alexandra@artistamundocom. 

This is a great video

Key Biscayne's Art in Public Places works by Jose Bedia

By Alexandra Figueredo

While driving, biking or strolling down Crandon Boulevard in Key Biscayne, it is difficult to miss the colorful “mini plazas” located along the island’s main thoroughfare. These installations, collectively known as the Bedia Plazas, are named after artist Jose Bedia who designed them as part of the Village’s Art in Public Places initiative.

The Bedia Plazas highlight the fauna of the island and surrounding Biscayne Bay ecology. The artist fluidly blends images and text to feature various local creatures including the manatee, the manta ray, the anhinga bird, the butterfly and the barracuda. The dynamic and stimulating plazas create an interactive cultural experience by welcoming pedestrians to walk upon and enjoy the terrazzo floor murals.

Two new plazas are currently under construction with expected completion by early spring. The “Dragonfly Plaza” is situated near the pond north of the Library, and the “Pelican Plaza” graces the northeast corner of the Village Green.

Upon completion of the two newest Bedia Plazas, the Village will hold a formal dedication along with educational talks with the artist. In addition, a video series to be aired on the Village channel will chronicle the creation of the seven plazas with interviews of Bedia at the site of the various plazas and in his studio.

Bedia is an internationally renowned artist known for his works inspired by indigenous people. He has created other local public art works, most notably the centerpiece terrazzo floor murals and glass railings in the Adrienne Arsht Center.

For more information on Key Biscayne’s Art in Public Places, visit www.keybiscayne.fl.gov. 

© 2011, Alexandra Figueredo

The above article appeared in Key Biscayne Magazine February 2011 edition. To contact the writer, please email her at alexandra@artistamundo.com.