Art Marketing Circle VII
Awareness
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OK, the article is after the following special invitation….
SPECIAL INVITATION
Join us for a Free Art Marketing Webinar February 29th with special guest artist Michelle Dunaway and our marketing team!
Free and Open webinar for all visual artists next Thursday, February 29th at 11:00 AM CDT!
Join us for a free, artist-focused webinar as we dive into art, creativity, & marketing with renowned artist Michelle Dunaway, along with industry experts Clint Watson, BoldBrush's Founder & the marketing team.
This webinar is open to all artists!
Thursday, February 29th at 11:00am CDT (12:00pm EDT, 10:00am MDT, 9:00am PDT)
RECORDINGS: Exclusively for BoldBrush/FASO members, recordings will be available in the BoldBrush Circle of Marketing. Access them through your account. Log in then use the link the NEW library: https://marketing.faso.com/c/video/
NON MEMBERS - Curious about member advantages? DISCOVER the benefits of joining BoldBrush: https://artists.boldbrush.com/p/boldbrush-membership-options
We’re finally at the final circle in our members-only Circles of Art Marketing series - the first step in your customer’s journey to purchasing your art - Awareness. Since marketing will not work unless all elements are understood and practiced you need to think about all seven circles as a holistic system. One circle alone won’t accomplish anything for you. Therefore, if you’re a new member, or missed what we covered previously, I recommend you catch up on the series at the following links:
Art Marketing Circle I - The Sovereign Artist
Art Marketing Circle II - Your Art
Art Marketing Circle III - Turn Your Art Into a Product
Art Marketing Circle IV - Sales
Art Marketing Circle V - Your True Fans
Art Marketing Circle VI - Your Audience
Alright, with that out of the way, let’s take a look at Art Marketing Circle VII - Awareness
Overview of Awareness Goals
The goal at the awareness stage is to get people who become aware of you to join your audience.
And by “join your audience” I mean, they agree to be on your list - a mailing list, an email list, or a list of people you contact by text message. Some kind of “house list.” As the old direct mail guys say, “The money is in the list.”
That list is and will become your biggest marketing asset and if there is only one thing you take aware from this entire book it’s this - build a list of customers, fans, prospective customers and anyone else who agrees to support you and gives you permission to contact them.
This is a list of your collectors, prospective collectors, fans and supporters. You're going to be building and refining this list for the rest of your life or, at least, for the rest of your career.
As people on this list purchase from you, they become collectors and join your “Inner Circle.” At that point, they are most likely going to buy from you more than once. As people purchase from you, make sure you have add to the information you already have and collector their name, their address, their email address, what piece they purchased, how much they paid, and maybe even their birthday.
So if it’s not clear, let me make it explicit: You are going to have two (somewhat overlapping) list:
Your audience - which is your big email/mailing list (and anyone can join this list).
Your inner circle - made up of collectors, students and your most loyal supporters.
People on the second list will also be on the first one, but not visa-versa.
Building Awareness
Before people can join your audience, you must make them aware of you. The rise of technology and the network has given artists an unprecedented number of ways to build awareness:
Social Media
Advertising (both online and off)
Contests
Targeted communities
Shows & Festivals
We’ll start by next week by looking closer at building awareness with social media.
See you then!
Creatively,
Clint Watson
BoldBrush/FASO Founder
Art Fanatic
Apostle of Creativity
PS - May your life be filled with peace, love, and joy!
PPS - What do you think? Please let us know in the comments or at least help us out by clicking “Like” on this article. Thanks so much:
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My son is the CEO of Cazcanes Tequila. Cazcanes is a relatively new brand that has grown exponentially over the last couple of years. My son, Jon-Paul, is always talking about the critical importance of awareness in growing a brand. I always ask him about ROI when he does pay for advertising but he continues to say that AWARENESS is the start... then people begin to talk to others and widen the circle of those who are aware.... and those become future consumers.