We’re discussing promoting your selecting galleries, getting your work hung, and promoting your showings. If want to catch-up you can read those newsletters in the archives.
We’re receiving so many questions and we have so little space in this newsletter to answer them properly. I have started a discussion board so that everyone can benefit from the give and take. I encourage you to participate. It will be fun. Artist Printshop Discussion Board.
Promoting Your Show – Prepare the Gallery.
In last issue of Marketing Tips for Artists, I suggested that you prepare postcards announcing your new editions. We discussed having them printed before you approached a gallery. You may already be doing a lot of what we are suggesting. We just hope to reinforce what you’ve already planned. What else should you have in hand when you approach a gallery?
You should be carry a press packet. You can start working on that before you get receive your prints. That packet should include a one to two page (double spaced) biographical sheet; a description of your work and your accomplishments, and a CD of containing images of your prints and also a few images of yourself.
This is one of the most important things you can prepare in advance. This is everything anyone will needs to begin to immediately promote your work. By having it in hand you are telling the gallery that you’re a prepared and willing partner who they can work with and you are prepared to set a date for the show.
If they like your work, you can
be sure that they will like your preparedness. Your actions will be telling them that you won’t be wasting their time! That is important to any business person. When you leave the gallery, you will want to follow -up with a letter reviewing what you agreed to. Remember, a 30 day show is not a commitment to loan your artwork forever.
Have a good week, and I look forward to your comments. Don’t forget to share them on the discussion board.
Ron, Kensey, Owner
Marketing Tips For Artists is written by Ron Kensey, Artist Printshop.
Your comments, suggestions, experiences, and questions are welcomed and should be e-mailed to Ron copyright Artist Printshop 2003
Marketing Tips For Aritsts – Artist Printshop – March 13, 2003
We have been talking about selecting galleries, getting your work hung, and promoting your show. If want to catch-up you can read those newsletters in the archives.
In this newsletter I will back up a little and address business issues of pricing your artwork. I was recently contacted by a gallery who was interested in having prints produced for one of their artists. I was told that the artist’s originals were being sold before they were produced. There was a waiting list for the artist’s originals. The originals were being offered at a low price.
It is so very important to price your originals properly! There is only one original. I see artists every day sell their originals for what would amount to a minimum wage. You have to value your own work if you want others to do the same. If the originals are priced low, what motivation does a print buyer have? She might as well hold out for the chance at a original.
It is important to price your prints properly also. You owe it to your customers to do all you can to increase the value of their investment. You do that by selling out your editions and increasing the price of the prints. Or by selling your originals and increasing your asking price on the next. You and your hard sales work effects the value of your art.
I’m not an original buyer, I am a print buyer. When I buy a print, I expect it to hurt a little. Art is one of those few products like that. If I buy a computer, I shop and shop for the lowest price. Buying art is like falling in love. The best is not often the easiest to get.
Most artists focus on selling their originals first. That’s backwards in my opinion. You only get one shot at selling that original. Create a demand for it by selling
your prints first. Hold back that original until you create such a demand for it that you just have to sell it. A successful print increases the value of the original.
Only one buyer can purchase your original. It will take a few hundred buyers to purchase your print edition. So why not hold onto your original until last? Or, at least until you get top price? You can say that the original is not currently available because you are enjoying it. Take names of those who are interested in buying it when you make it available.
The money is in the prints, my friends. Let’s say you would sell your original right now for $8,000. An edition of 200 prints selling at $350 will gross $70,000. Sure there are expenses, but even if you took home 30% of the gross, after sales expenses, your net would be $21,000. So which is worth more, your prints or your original?
If there is a demand for your originals, sell them last! Increase the value of your originals by selling out a print edition first.
We’ll get back to “Promoting Your Showing Soon.” We are preparing a very important announcement so don’t miss a single issue of Marketing Tips For Artists and visit our discussion board and join in.
Have a good weekend, and I look forward to your comments. Don’t forget to share them on the discussion board.
Ron Kensey, Owner