- In the art world, it is the name that sells.
- Get a rough idea of who is going to be prospective customers.
- You should make it a practice to keep communications live via emails, surprise perks, and discount offers.
Young artists find it challenging even to make a single deal. At times, one may have the right beginning, but may not carry the same momentum. The path to success is not an easy one for most of the artists. When it comes to business, artists need to promote it first, before looking into sales or profit. Even well-established artists market their work.
First of all, one should not be disappointed with the low sales or poor recognition. It is essential to realize that they need to put in more effort to get near success. One has to be aware of possible mistakes and have an action plan to rectify them. Below are the common hurdles that people face while carving a career in art.
1. Not learning different art forms:
One might like a specific way of painting or sculpting. But it is difficult to get recognition with the same kind of work. People like to see more variety and consider the artist as a scholarly person. It is particularly applicable to young artists who are new to the field. By experimenting with different art forms, one gains more exposure in society and can analyze what works best in the market. Slowly you can find a niche and improvise. A good artist has a penchant for learning throughout his/her life.
2. Not making a presence:
As a student, one might take part in various art competitions. One can start seeking opportunities for exhibiting in art galleries, local fairs, charity work, volunteering, etc. It is also essential that you have a record of past work. Artists need to put them on their website, social media pages, etc. So, in this digital age, one must have accounts in platforms like FaceBook, Twitter, Pinterest, Instagram etc. The latest update of your artwork should be available for the visitors. It is also advisable to have blogs where you could express your opinions and ideas. You should start adding testimonials from customers too. If the artist does not take up these activities diligently, then there are chances that people are unaware of his work.
3. Not resonating with the buyers:
Unless you are a well-known name in the field, it is better to choose current trends for your artwork. One is likely to have more leads, as people are more interested in checking out the contemporary things. Thus chasing the market works and ensures minimum sales. It allows you to practice regularly, and you can produce more art in less time. One can increase the inventory and quickly deliver when there is more demand. It depends on the skills of the artist so that he could make his work stand out among the crowd.
4. Getting wrong with pricing:
You cannot price your products too low such that you end up making a loss. The cost of the artwork should cover overheads such as materials, transportation, etc. In the beginning, one should not price their products too high. You may not find buyers at all. When considering how to sell paintings, it becomes essential to decide the rates too. As you gain popularity, you can increase the rate. In the art world, it is the name that sells. If you have enough practice and are confident in producing quality work, then pricing on an hourly basis will be suitable.
5. Not finding the target audience:
First, you should know the type of work that you like, and the style that you prefer. These will help to build an inventory. Then one should check for competitors’ products. Get a rough idea of who is going to be prospective customers. One should know their age group, location, etc. One needs to channelize their marketing efforts accordingly. For example, if the target group are college-goers, then connecting and selling online would be best. Similarly, for higher-end products, one should opt for plush galleries and forums. Local markets and retail shops would be the wrong places for this category.
6. Not building a customer relationship:
We live in a competitive world, and our competitors are just a click away. So, bonding with each customer goes a long way in generating a sales funnel. If you do not keep in touch, then chances are there that they get lured by another artist. So, at every point of contact, an artist has to impress. Your interactions in social media channels, customer service, etc should make the collector come again to you. It is a must to include client testimonials on your websites and social media pages. You should make it a practice to keep communications live via emails, surprise perks, and discount offers.
7. Not measuring your marketing efforts:
Let us say that as an artist, you are making all efforts to sell your work. There is an admirable website, presence in social media, and you are regularly participating in art forums and galleries. But the sales numbers are low, and you are unable to determine the underlying causes. But the solution is to find out what works and what does not. One can come up with crucial decisions like giving more incentives to online buyers, shifting of shop location, etc.
Running a business in general, and marketing in specific can be a draining activity for artists. Art is a self-indulgent work and gives satisfaction. It lets the artist move to another world. But businesses deal with reality and need focused strategies. One needs to know their prospects, give them options, and ensure that the artwork is a bundle of joy for the client.