Should you lower prices if you aren’t selling?
For first-time exhibitors, pricing artwork is often a last-minute, difficult decision. It’s daunting to assign value to your own work. Do not make common mistakes and go straight to an hourly wage pricing, by taking your art and charging a price based on hours and materials. The reason this does not work is because an artist is not a factory! Taking time, materials and overhead costs to create price is the fast and loose pricing model but is not perceived well by an audience of buyers.
Cost of materials is always important, when trying to make a profit or breaking even as a new artist. The real consideration should be on the perceived value a piece creates for its audience. You can visit a gallery with artists similar to your style and get a rough idea of what pricing looks like in the area you are selling work. The other aspect is asking potential buyers and art admires how they feel about the price of the pieces currently being displayed. This allows a new artist to gain insight into the market they are selling in but also helps to highlight how artists should market themselves to create more value !
Perceived value is the additional value that the client attributes to your work regardless of its intrinsic value perceived by the creator. Perceived value is subjective and heavily influenced by the artist’s image, word of mouth and portfolio. If given a choice between two similar paintings, clients are frequently willing to pay more for the one with greater perceived value. If you are selling copies of originals online or in galleries a buyer is going to perceive the value and price as lower, hence lower prices are needed. If a piece was particularly difficult to work on, or you are particularly attached to it, there’s a tendency to want to price it higher. Raising prices by 10 to 20 percent is a good starting point for pieces that you are willing to hold in your inventory for a longer time.
Some artists price artwork based on size because of the perceived value, either by the square inch or the perimeter because the idea makes sense to buyers looking at other art in similar markets. Pricing based on the perceived value starts with the artist and their story. To buyers, the artist and the story behind the art certainly drives the motive for buying. Make sense of your story as an artist before pricing and selling art work. Improve your sales with a healthy dose of self-promotion. Telling your story, and your artwork’s story, increases its value, becoming a contributor to a blog like Art Storm can help share your story. Customers will pay extra for the familiarity and confidence that the artists brand has, so do not lower prices just yet!
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Executive Director of Marketing & Communication- Art Storm, LLC
By: Ashley Reid
Recognition is valid for large target consumption and or fame by way of branding. Branding has proven to increase name recognition in and outside art museums. One well known art museum that takes advantage of branding is Tate Britain Museum of Guggenheim UK mentioned in this article. Not all museums take advantage of branding yet as an associate with Art Storm, I personally encourage both artist and museums to practice branding.
Tate museum uses the name Tate as the “stamp” if you will, to brand the museum. Branding museums includes name, slogan, logo, and packaging. Tate is successful in branding by originally shortening ‘The Tate gallery’ to Tate. Tate’s slogan ‘look again, think again’ which has changed many time before, was agreed upon to cogitate deeper thoughts from viewers of the art in the museum.
Artist stamp vary from the signature to the art style. The signature could be both the final touch on an art piece that says ‘made by …’ to the style of that art that viewers instantly recognize such as Jackson Pollock’s Drip paintings. The stamp can be made as a signature such as the scrawled name on the bottom right hand corner to a symbol that is indicative of the artist. In branding of artist the art is usually the stamp that viewers and collectors recognize the artist.
The Tate brand varies from negative and positive space for lettering to a variety of colors that blurs or sharpens from stamp to stamp. The assortment of stamps that the Tate brand introduces gains instant recognition as the Tate logo. Like Starbucks Tate advertises itself by putting the Tate logo on many consumer products, or partnering up with licensing agencies with royalties.
At Art Storm we promote our artists through social media such as Twitter, Facebook, and Pinterest. Art Storm connects an assortment of agencies according to the needs of the artist. Possibilities are endless, today the Vincent Van Gogh’s Starry Night is found on everyday objects like T-shirts, mugs, puzzles, and more. Art storm connects artist with collectors, galleries, and a larger art and non-art community.
Publicity is important also for a museum to be successful. One way Tate is well publicized is by placing positive stories that recognizes happenings in the museum to who and what is featured in the galleries of the museum. All press is good weather good or not for all press gives the subject a spotlight. Tate in this case has the ability to kill hostile press coverage.
The museum in the age of globalization is are the most marketed, this is why Tate is the most recognized museum just as BBC is the most recognized news broadcast. Though Tate is both powerful and public its self-fashioning serves the ‘new spirit of capitalism’. With the qualities of branding Tate is the most famous art museum. Visitors and audiences of the museums are cognitively enticed as they view the featured art but were first draw in by the gained recognition Tate attracted.
Stallabrass, Julian“ Branding of the Museum.” Tate Modern Shop. 23 Oct. 2013. Web. Jan 2014.
From the 4 P's of Marketing-The use of art in businesses (promotion)
The discussion of this article pertains to the role that of artworks and artist are working with advertising and product line marketing to please customers.
Art and marketing come together in the form of advertisement and product design. The collaboration between art and marketing is accepted more now a day than earlier years. Promotion through art in the realm of traditional business, artists run the risk of being “tacky or cheesy” if businesses inappropriately use that art.
Places such as restaurants are being designed to look like art galleries from portrait hanging, furniture placement/ decoration . While products like Lincoln branded vehicles are using the arts to advertise campaigns that say “Hello again”. Art in hotels are being used for pleasure reading through displayed zines, magazines, and books.
In my opinion the collaboration of the marketing and art world is beneficial to both the business and artist by recognition of artist’s and their artwork on or in the product that’s marketed. In some cases art can be used inappropriately and become a commodity which is both tacky for consumers, artist, and business.
(ArtStorm helps artists find the right fit for their art work to ensure promotions in any area, are managed and executed effectively. Keep a look out for more information on promotions of art work.)
Having trouble finding an easy way to keep track of what is going on in the art world around you? National or international, there are only so many hours in a day.
Discover jobs, Follow trends and get inspired!
Designspiration is similar to a mix of twitter, Facebook, linked In and Pinterest for artists. Free to use and easy for just about any artist.
Want information on how to make the most out of the internet as an Artist? Get insider tips and tricks. Call for a consulting appointment today.
The JEGA GALLERY & SCULPTURE GARDEN, in Ashland, Oregon's historic
railroad district on the corner of 5th and A Street celebrates Women's
History Month in March with its' 20th annual juried exhibit:
"WOMEN WITH ATTITUDE AND MEN WHO LOVE WOMEN WITH ATTITUDE!"
Artists are encouraged to submit original paintings, drawings, photographs, sculptures and poetry/performance art for jury selection to be considered for the two openings; First Friday, March 7, 2014 and the First Friday, April 4, 2014. Entry deadlines are Monday, February
24th for the March show and March 24, 2014 for the April show.
J. Ellen Austin, artist and owner of the JEGA Gallery believes,"' Women
With Attitude,' and the men who believe in us, exhibit courage in
their daily lives and strive to give back to others, their communities
and society at large." J. Ellen goes on to say, I'm talking about
women and men who do something with their lives and keep on doing,
keep on learning, growing and contributing."
"Attitude" symbolizes an outlook and respect for other peoples'
philosophies, lifestyles and cultural diversities while retaining a
youthful willingness to learn and grow from new knowledge and
JEGA looks forward to each year's entries because "one of the wonders
of "Women with Attitude" is creativity, in all senses, all forms."
Each year an incredible array of entries have come in from talented
Women AND Men in our Rogue Valley and beyond! These works comprising
photographs, sculptures, drawings, paintings and performance art
provoke a whole spectrum of thoughts and bring forth a whole range of
For more information and applications please contact the JEGA
directly (541)488-2474. Email firstname.lastname@example.org
During searches on the inter-webs, We discovered some events and contests that all you proactive artists may be interested in! ArtStorm would love to hear your feed back on what you, as an artists want to learn more about!
http://www.artisttableonline.com/zoodetails • In & Out of the Zoo - The ArtisTTable's Animal Show • Juried Online Exhibition • Cash Prizes • People's Choice Award • An all media show calling for with art that have animals as a theme and or subject. • Entry Fee $25 (Approximately €18.5) Submit up to 5 images • Submission Deadline: 1 February 2014 • Results Notification: 6 February 2014 • Show Opening: 8 February 2014 http://linusgallery.com/call-for-entries/71-percent-february-3/ Calls are open to all local, domestic, national and international professional and amateur artists. All art mediums will be considered in this call for submissions, from photography, wall sculpture, fabric, mixed media, all paintings and drawings including, oil, acrylic, pastels, ink, graphite, etc. Sizes up to 12 feet are acceptable. Work must be able to be hung on a wall to be considered for the live exhibition. Freestanding 3D artworks will be displayed online only. We are now accepting video and poetry entries for both live and online shows. Accepted entries for this online exhibition will be judged again in the coming months for a collective live exhibition at our Los Angeles gallery in summer 2014. The artists will be asked if they wish to submit their artwork for the collective exhibition, which is not a requirement to being a part of the online exhibition.
DEADLINE FOR THIS CALL FOR SUBMISSIONS: February 3, 2014
Cost: $35 for 3 entries, $5 for additional entries.
Others to look into:
Outdoor Art Festival http://theguild.org/art-fairs/art-birmingham/ Deadline January 31, Publication, The Creative Quarterly, The Journal of Art & Design
Open Call for Entries New the week of January 12 Creative Quarterly 35 All Media http://www.cqjournal.com/callforentries.html Deadline January 31, Online, The Emerging Plein Air Artists Open Call for Entries - 18+ New the week of January 12 Spring 2014 Emerging Plein Air Artist Contest
Painting http://emergingpaa.com/events Deadline February 1, North Carolina, The Pitt County Arts Council at Emerge Open Call for Entries - Hand Drop Off Required New the week of January 12 Tiny Art Show
Miniatures http://www.pittcountyarts.org/wp-content/uploads/2010/03/Tiny-Art-2014-CFE-Packet1.pdf Deadline February 1, Oregon, Expressions West 2014 Open Call for Entries - Residents of AK, AZ, CA, CO, HI, ID, MT, NV, NM, OR, UT, WA, WY New the week of January 12 Expressions West 2014
Painting http://www.coosart.org/call-to-artists-expressions-west-2014/ Deadline February 6, Oregon, The Black Box Gallery Open Call for Entries New the week of January 12 Landscape: Looking at Photography
Photography http://blackboxgallery.com/LandscapeLookingatPhotography.html Deadline February 8, California, The Studio Channel Islands Art Center Open Call for Entries New the week of January 12 Less Is More, Much More
Are you listed in the Art Storm Directory? If not, you should be. For $2 a month you get a listing that may bring you direct sales but WILL act as a link in from an authority site...very good for SEO on your own site. It's an easy way to invest in your art. Read more and sign up...
Radio advertisement is a great way to sell yourself and your art!
There are already social media sites and high-end printing solutions for advertising but, the use of radio can’t be totally eliminated! It is effectively used since its cost efficient and friendlier. A radio can be used at different places whether you are home or out of the city. Enhance communication and spread awareness of your artwork. There are a lot of benefits in considering this medium of advertising. However, you need to be sure that you do it right. Radio advertisement is most likely to fit your budget, which is a fantastic option for newer artists. Blogging yourself, is also a great way to build awareness. Compared to other means like print and TV ads, radio ads are a budget-friendly way of marketing as an artist and any art events you would like to promote! Radio and Podcasts are also a great way to keep up on local art events. A great example of this is ART ON THE AIRWAVES FOR JANUARY, 2014 by Cammy Davis. ArtStorm was very excited to be mentioned: http://cammydavis.com/cammys-promotions/art-on-the-airwaves-for-january-2014/ What are you waiting for? It is time for a fresh start in 2014!
Steps to Sell More Art
While there are many elements to a successful sale, the process itself is simple once you understand your role. Here is a snippet of the article! Enjoy!
1) Build Strong Relationships
Your potential buyers have needs, passions, strengths and weaknesses. Your #1 goal is to build a long term relationship. Be bold when you introduce yourself. Extend your hand and say “good afternoon, I am --, this is my art.”
2) Give your Potential Buyers Space
Engage potential buyers and tell them a story about the art, it is also critical to give them some space. Selling art is like a little dance; take the lead!
3) Ask for the Close
Asking buyers to commit can seem a little scary at first. You might feel like you are taking a risk by asking. You face a far greater risk if you don’t try to close the sale: someone who loves a piece might not end up buying simply because they weren’t given the opportunity.
In this short and FREE ebook titled, "10 Ways to Convert More Customers" you can read about...
- Should you label your customers?
- What small differences will drive a customer to action?
- Learn to understand your customers better.
- Learn how to reframe value to increase conversions.
- Use bundling to decrease pain points.
- Sweat the small stuff...learn how a single word can increase conversion 20%.
I highly recommend this short ebook! In just a few minutes you will learn well-researched techniques that you can use everyday to make your marketing more effective. Don't delay, read it today!
I just came across this blog article titled. "11 Common Blogging Mistakes That Are Wasting Your Audience’s Time". Good article, but I didn't want to waste your time (haha, see what I did there?) so I would like to focus on just a few...
Blogging Mistake #1: You love complexity
Yep, you've got a lot to say and the world MUST be interested...well, not so much. Simplicity is a beautiful thing.
Blogging Mistake #8: You don’t know who you’re writing for
I can relate. Am I writing for the artists or art buyers? Well, at least I know they all have one thing in common: art. But even artists like a cute puppy video now and then, right?
Blogging Mistake #10: You edit your posts in less than five minutes
Having spent years writing titles, descriptions and keywords to optimize stock images for search engines I do tend to write in a very tight style so maybe it's not a huge problem with me, but you? You'd better slow down and take a closer look before you hit that publish button. Okay, maybe I should too.
Blogging Mistake #11: You don’t show your personality
True. I know I think so much about who my posts are for that I probably don't let my shining and majestic personality come through the way I should...I'll work on that, and you should too. 🙂
Yeah, there's a bunch more and they're probably worth reading so here they are again...
Top 5 questions
Once you have decided that working for others day in and day out has grown more than tiresome, and you find less and less time to do the things you love, Art Storm will be here for you.
That moment in life when you start to feel like your hobby or passion could make you money, that all your efforts placed in someone elses company have been wasted, and flexibility sounds more than appealing; it is now a necessity.
You have now decided that creating a business and selling products is the path for you. Where to start now? It is time to ask some questions:
- What type of business do you want to have?
- What is the purpose of your business?
- Who are your target customers?
- What are your primary product / service?
- What is the primary function of your product / service?
When answering these questions, it is best to dig as deeply as possibly. Beginning to ask questions about the answers to your first question, in order to get to the essence of your idea. The core essence of your business idea or brand understands what your product or service is and also what it is not. I highly recommend reading "The Old Rules of Marketing are Dead" by Timothy R. Pearson. He lays out criteria that a core essence must meet in order to transcend to the next level of positioning that product or service.
Whether you are inventing, re-inventing or just contemplating your product or service, you always have to be mindful of the purpose.
What drove this fleeting idea to fruition? Passions only go so far in all aspects of life but finding purpose gives way to the awe of an idea and brings it meaning.
Have you thought about these first two questions? Taking time to cultivate and grow an idea into a product or service always being mindful of its essence is hard, but like Theodore Roosevelt said, “Nothing in the world is worth having or worth doing unless it means effort, pain, and difficulty”.
After answering the first two questions in depth, the others may seem effortless to answer. Defining a target audience might feel constraining to you, but just remember that you’re not excluding anyone; you’re choosing where to spend your time and efforts. Selecting a target audience will help save you resources. Focusing on a portion of the people who might be interested in your products will allow you to communicate and engage with that segment more deeply.
Questions or comment about this article? Contact the author, Paula Kersch, at email@example.com.