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!
Well into the new year and still not feeling like a rock star? Here are three things to always implement when trying to further your art career!
First step into creating more success in your career in 2017 is networking. Networking may seem like an obvious pick for the top of our list, but it is more about the HOW than the WHAT, in this case.
In the industry, you will meet many people, or at least you should and how you interact is very important. Attend relevant events that help you grow, expand and become more involved. Examples of these are, gallery openings, special art event nights the city you live in may put on, or shows where you display your art work.
Bringing your social life into your job is also important. Networking is not something that happens Monday through Friday. If you are serious about being more successful, you need to look at every opportunity to network. This does not mean that an artist should tirelessly talk about themselves and their art, but be aware of connections that could be made in the least likely of places.
Networking better is the key. We all know how to introduce ourselves at this point, hand out a business card and make sure we ask the person why they are attending the event, but there is more that needs to be done!
Get to know three people well at an industry event, instead of madly passing out cards and filling the business card quota. Talk with a few people and get to know them. Make sure you walk away knowing their name, face and minor story. Find a common interest within the industry or out of it, ensuring a stronger bond that will cultivate long lasting business connections.
Don't Write a Long List
Second step to creating a more successful 2017 is, not writing a list!
8% of people achieve a new year’s resolution or goal. Instead pick your top 5 and take time writing out a more descriptive plan of how to meet your goals.
For example, if a goal is to expand your reach as an artist and allow more people to view your work, you need to start with your budget, time constraints and most importantly your target audience. Money well spent, is money that is thoughtfully invested within your career, some choices to expand are not always the best ones.
Third step to art career success is redefine accountability because it is a downfall of many plans unfinished. The first two steps will mean nothing if someone does not follow through with a plan. Do not just make goals or plans; hold yourself and those around you involved with your career, accountable. Check in, be protective about staying on track, and do not let life get in the way often. Life will always be there, it may never be the right time in your personal life, but the world keeps on moving without you, meaning lost opportunities. Redefine what makes you a dependable person in the professional world; It is a great way to manage your expectations for the year.
Every break through requires a bold stroke. Be proactive and determined to become a part of that 8%
A good question to ask yourself is, "Why should people work with me?" This is a hard yet hidden truth most business professional ask themselves when a potential client comes walking in the door with a proposal for business. Be compelling, make them realize you are worth investing in. Once involved in a project, don’t justify why you could not make a meeting or hit a deadline, be accountable and responsible for your career and future.
A determined and focused mindset ensures success in achieving goals within your career. Look at some pitfalls and un-achieved goals over the years and then look at why they may have happened. Empower yourself and your career by using knowledge you already have and tools you have obtained, in a new way. Artists need to market themselves as much as their art work!
"To be an artist means never to avert one's eyes." - Akira Kurosawa
"The artist must possess the courageous soul that dares and defies" - Kate Chopin
A call to Oregon-based visual artists in all disciplines: Commissioned Works.
Submit images of five works, as a portfolio, by April 25, 2014. Details below...
Featured art from our featured artist, Kathleen Hoevet. Kathleen is a photographer with an exceptional eye for natural beauty. Visit Kathleen Hoevet's web site at http://kathleenhoevetphotography.com/
"Interpretation is the revenge of the intellectual upon art." - Susan Sontag
Veronica Thomas is at ArtExpo NY 2014. Congratulations, Veronica, and good luck!
Visit Veronica's website at http://veronicathomasart.wix.com/art-1
Sculpture by Nickolas Sanjek: "...it is a rare sort of limestone,with marble characteristic,from Austrian Alps.
It is original handmade sculpture that was sculpted very high about 3000meters in mountains of Tyrol, Austria,directly where the stone was found,on place.
The sculpture is sort of a tribute to life and art."
Artist Linda Katzen has notified Art Storm that she has new ink paintings on her website at http://www.lindakatzen.com/. Please take a look...
BTW, this is what Art Storm does...let us keep your name and your art in front of the art world. Great artists need great art marketing!
By: Ashley Reid
Dana Feagin, animal oil painter, worked with her representative Paula Kersch at Art Storm to give a lasting birthday gift to Audrey Moore, a recent attendant at Medford Rehabilitation Center.
Medford Rehabilitation Center is one of the many places where artists represented by Art Storm display art. The latest pieces that are featured in Medford Center are Feagin’s Animal Oil Paintings. Feagin is a lover of animals and shows it by painting the interesting expressions of animals she visits at Sanctuary One, in the Applegate, where she supports and volunteers. Poof , the black cat, was inspired by a cat at Jackson County Animal Shelter. With the help of Art Storm Feagin’s art has been featured in the Medford Center since January for many to enjoy.
Art Storm; now coordinating all the Art 2 Business outside of Ashland and Talent, is a marketing business that represents Southern Oregon artists and their art work. Art Storm promotes artists’ work local and now National as they bring their artist including, Feagin, to the biggest art expo in North America: the New York Art Expo. Going to New York is the next step to help Art Storm achieve the goal in placing local artist in the homes and businesses all over Oregon as well as nationally.
Audrey Moore a recent tenant at Medford Rehab, was shocked to find out that she would be confined to a wheel chair and had to give up her cat while receiving care within the Medford Rehabilitation Center. Luckily Moore she saw a painting on the wall and a new connection was made.
“I was having a hard day,” say’s Moore as she relayed why she contacted Kersch. “I was coming inside the center when I saw it, Poof!” According to Moore the picture was an exact replica of her previously owned cat Ellie who was given away before Moore was admitted. “As soon as I saw the painting I snatched the title card right from the wall and called Art Storm!” Unsure how to pay for the painting; Moore was excited to relive the memories of her cat.
Moore just celebrated her 50th birthday last Wednesday yet with the recent circumstances of being confined to a wheel chair and absence of her family pet, Kersch couldn't think of anything better than to grant a birthday wish.
Standing in Moore’s room Kersch and Feagin wished Moore a belated happy birthday with the giclee print from Harmonic Design and Imaging in Talent, OR. “This is the icing on the cake.” Moore smiled, as she admired the print. Scratching at the head of the giclee as if it were her cat Ellie, Moore described the cat to the T, referring to Poof the whole time. “How did you capture that look? It’s the same one Ellie had when she wanted to be scratched on the head!”
“I love the reactions my paintings get. This one is wonderful.” Feagin tells Moore. Art is more than aesthetics for business, its reaction, much like that of Moore reliving memories of Ellie, compels Art Storm to find places to show these pieces.
“After Audrey called, I felt if that picture could make a difference, especially on her birthday, it was the least I could do, to make it happen” Kersch told Feagin.
Happy Birthday to Audery Moore from Artist Dana Feagin and Paula Kersch of Art Storm.
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Executive Director of Marketing & Communication- Art Storm, LLC
"All art is a kind of confession, more or less oblique. All artists, if they are to survive, are forced, at last, to tell the whole story; to vomit the anguish up." - James Baldwin
"The role of the artist is to ask questions, not answer them." - Anton Chekhov