Posts Tagged ‘Darwin’

In last week’s session, we discussed the need for a business plan and some very basic marketing ideas.  In this session, we’ll talk about YOU the person, as an artist.  Your product is YOU and YOUR WORK.  Never lose sight of that fact!  You and your work are basically Siamese twins.  The question is, together, do you make a marketable product?   If you protray yourself as a professional, people will treat ou like one.

• Create a name for your business.  Don’t get too creative or cute in this name.  Remember, you want people to remember YOU.  Use your own name (ie. L. Darwin Dower Studio’s).  Focus on who you are and how you want to be remembered
• Create Business Cards, Stationary, Invoices and Statements.    These do not need to be cost prohibitive.  Your name, phone number, e-mail and website are a must, along with the service you provide.  (ie. Sculptor, Landscape Artist, Potter etc.)  The cards should be carried with you all the time, and handed out when you meet someone new.
• You need a 10 Second introduction:  What do you say when people ask what you do?  You want a 10 second introduction that causes your listner to say “Really…tell me more.”  Here’s mine as an example:  “I’m a master wood sculptor.  I create intricate one of a kind western art for the discriminating collector.”   What’s yours?
• Mailing Lists:  So how do you go about putting this together?  First, and right from the start, view it as one of the most important tools in your art practice.  Be prepared to put time and effort into compiling it, and planning a way to distribute it.  Computer data bases are obviously the easiest way to go, but sometimes, you may want to also do a mailing.  Your mailing list is going to include entries of different types of people.  Your friends are obviously the easiest for you to collect data on.  Ask for their help.  Do they know anyone who collects art of your style?  However, you need to broaden your thinking beyone this small group.  Businesses that you want to sell to; people who may assist your career in some way (ie. Media, museum curators, gallery owners, art show promoters etc.)  Consider local doctors, dentists, accountants or major corporations in your area.  They all have offices that need artwork.  Anytime people seem interested in your artwork, ask them for a business card, and add them to your list.  As you attend art shows, have a guest book for patrons to sign.  NOW, BEFORE YOU SAY, I’VE TRIED IT…IT DOESN’T WORK.  THINK AGAIN.  Here’s what I do.  Whether I’m at an indoor facilityor an outdoor show, I always have 2-3 nicely framed announcements of my latest sculptures with me.  These announcements show several pictures of the completed piece along with the story that inspired the piece.  I ask everyone who stops by my display if they are on my Priority list.  Invariably, they will ask what that is.  I let them know it’s a select few  friends that  I share my most recent work with.  I show them  one of the framed pictures, and let  then know that I have a select few patrons that I like to share each new piece with before the general public see’s it.  I make them feel important.  They only need to give me their name and e-mail address.  I let them know that I will send them 10-12 e-mails per year, and that they are all sent as “blind carbon copies” so no one else sees their e-mail.  Each will have an attachment similiar to the framed picture, and I also allow them to “Opt-out” whenever they wish.  I usually add 50-75 people with each show I do.  Keep in touch with your patron/mailing list often.  In addition to letting them know about new work you’ve completed, let them know when you are appearing in an art show.  Send them an e-card on special occassions like Thanksgiving and Christmas.  It’s important to remember that nobody will believe in you if you don’t believe in yourself.

The internet has become one of the best and most effective ways of marketing a business.  These days, a client or collector is just as likely to ask for your website as they are your business card or phone number.  If you are a beginning artist, it may be something to think about in the future, but for established artists, it is a must!  A website can provide prospective collectors with your resume, samples of your work, where you are showing and answer numerous questions with a single click of the mouse.  It’s most important to remember that you are showcasing your work.  It needs to look professional. 

An effective website must have some basic things. 

1. Your name, bio. and contact information.
2. Information about what you do.  Are you a sculptor, a landscape artist or a potter?  What subject matter do you prefer. 
3. Detailed information about each piece on your gallery page.  Here it is especially important to list the size.  If it is duplicated (ie castings or numbered geclee prints), how many will you be doing.  Each time you duplicate, the value of the original piece is decreased.   
4. Lastly, and maybe most importantly…You MUST have good quality photographs of your work.  There’s an old saying “Garbage in…Garbage out.”  Nothing can have a more damaging effect on your business, than poor quality images on our website.  Don’t misunderstand what I’m saying here.  I’m not talking about the quality of your artwork, but the quality of the photography.  I’m referring to the lighting, digital conversion, color correction etc., that was used to showcase your art.  I can’t over emphasize this.  It is ABSOLUTELY CRITICAL  for visual artists to have good quality photographic prints, slides or digital copies of your work.  You can either hire a professional photographer or if you are confident in your ability and have the right equipment, you may be able to do it yourself.  BUT REMEMBER, you are showcasing your artwork.  Don’t make the images to small.  Don’t use over powering backgrounds, or improper lighting to take photos.  Make sure everything is 100% in focus.  Your work may be passed over by a prospective patron if you don’t pay attention to these basics.  It is also important to realize that at juried art shows or galleries, slides will often be looked at and judged in a split second.  If anything detracts from your art, you may not have another chance to impress them.

There are several other things to keep in mind when you are having a website designed. 

• First, and foremost, remember…YOU ARE AN ARTIST, NOT A WEB DESIGNER!
• Is your site functional and easy to change?  When you’ve completed a new piece of art, it should be added to your gallery page within 48 hours.  Never leave old information on the site.  When a show is over, it needs to be removed from your website quickly.
• Is it easy for the viewer to navigate?  If it isn’t, they will quickly lose interest, and you will lose sales.
• How do you market your website?  As stated earlier, your website needs to be on all of your printed materials (business cards, letterheads, invoices and statements.  In addition consider magnetic signs for your vehicles, a sign on your booth canopy, and any e-mails you send out.
• What do you do for your web visitors once they are on your site?  Consider a down-loadable screen saver for them.  Think about it…every time they turn their computer on, a piece of your work (with your website) will appear.  How about e-cards or video’s.  Maybe a blog that is frequently updated. 

Now, let’s discuss art shows and exhibits.  There are numerous exhibits you can enter.  Some local, some National, some even international.  Each will give you exposure.  Art magazines are a good place to find lists of them as well as on the internet.  Some may be free, but most (expecially the good ones) require a fee.  You’ll need to consider this when making your business plan.  I can’t tell you which shows to enter, and which to avoid, but if you really want to market your work, look for exhibits that will showcase your work.  Inquire if possible, what other artists are participating.  Maybe even visit the show once before you decide to enter it.  While there are many good art shows around the state and region, be careful of local “craft shows.”  Remember, you will be judged by the company you keep.  If you exhibit with low end crafts, your artwork may be judged as such.  Look for venues that will enhance your work and reputation.

After finding the exhibition that you wish to participate in, there are several DO’s and DONT’s that are important in marketing both yourself and your artwork.  Lets discuss them  First the DO’s:

• Review the site.  You have heard the term Location, Location, Location.  It also applies here.  You want the best possible location in the show to enhance your possibility of making sales.   Here are a couple suggestions.  1.  Look for a corner location in an outdoor.  You have better traffic there from all directions.                                     2.  If you’re stuck in the middle of a group of booths, consider a double sided vertical signing in front of your display, facing the traffic flow.  This way, people approaching from either direction can see it.  This will set you apart from your competition.                                                                                                                                                                       3.  Try to stay away from the very beginning and the very end of the traffic flow.  If you’re at the front, people will say “we just got here, we want to look around.  If you’re at the end or near the exit, they’ve already spent their money.                                                                                                                                                                                                         4.  Choose a location somewhat close to where people gather.  ie food courts or vendors and entertainment stages.  Spend some time during the show to observe the traffic flows, and see how other artists are doing.  This will help you nest time you enter that event.
•    Set your display to attract buyers.     Have a “show-stopper.”  A dramatic piece, dominately displayed, that will cateh the eye.  Keep your display fresh.  If the show is more than a 1-day event, consider re-arranging your display.  People want and expect, to see something new each time they stop at your display.  Also, when you re-arrange your display, it gives the impression that you are selling the artwork.  This creates urgency in the mind of people who are considering a purchase.  Make sure your display is clean, and if possible, display like people would want to see it in their home or office.  If in an outside venue, consider floor covering under the displays; maybe a vase or two of flowers etc.  BUT, remember, you are selling artwork, not props.  Good descriptive signing is a must.  NOT hand printed.  (Remember you’re a professional.)  Always have your cards and brochures if you use them prominently displayed.
• Dress Appropriately for the venue and your art style. I’m a western artist.  When I’m at an indoor exhibit, I may wear a western suit and dress boots.  At an outdoor show, it will be the same, only a little more casual, plus a hat.  In short…dress the part.
• Be Available , smile and be approachable.  I can’t begin to tell you how often I see artists sitting at the back of their booth, or even behind it at outdoor shows.  The same happens at indoor shows…artists tend to group together and talk “shop;” often forgetting what they’re there for…TO MAKE SALES!  In short, you need to sell not only your work, you need to sell yourself.  People want to meet and know the artist.  If a prospective buyer knows something about your artwork, because YOU, THE ARTIST, shared it with them, they will buy it, so they can tell their friends about it.  Then that buyer becomes the expert on you, and they will more than likely come back to you for more.
• Have your support materials properly stored.  You will obviously need supplies (additional cards, brochures, bags, invoices etc.  Have them properly stored away; never detracting from your display.  A roll-around tool cabinet works well for this purpose.  REMEMBER, you need to look professional.

Now for the DONT’s:

• Don’t ever,  repeat…DON’T EVER SET UP LATE, OR STILL BE WORKING ON YOUR PRESENTATION AFTER THE SHOW STARTS.  (Whether indoor or outdoor).  This sends a strong signal to possible patrons that you are less than professional.
• Don’t allow friends or family members to congregrate around your display area., and keep you from your patrons.  They need to understand that this is your job.  You are at work.
• Be careful of distractions inside your booth, such as loud or offensive music or anything else that would distract a customer from staying as long as they might wish to view your work.
• Don’t Ever ignore anyone.  Remember, women make the buying decision most of the time.  If children are in attendance, make comments about them and to them also.  This helps bond you with the customer.

It is most important to remember that if a customer has a bad experience with you, they will tell 5-6 of their friends, and those people will tell 3-4 others, who will tell 1-2 more.  On the other hand, if they had a good experience, they will tell their friends, who will also tell others.   

In Session 3, (next week) we’ll discuss how to submit press releases and getting published.  Until then, keep busy and stay happy. 

Darwin produces miniature wooden wagon sculptures that are exact replica’s of the originals.

He carves every detail into these miniature works or art to exact scale. Even if there is a spring coming out of the torn seat, it is in the sculpture.

The sculpture to the left is titled Resting in Redrock.

Another one of Darwin’s original wagon sculptures is called, “Sweetwater Crossing”.

“The Sweetwater River, with its pleasing waters, welcomed the parched emigrants to central Wyoming. The waters were made all the sweeter by the previous day’s crossing from the Platte across the dusty, alkali plains. But what initially seemed most inviting about the river — its steady flows — soon turned into a lingering headache.

The emigrants, unlike the river, were not content to meander over the landscape. To follow each bend might consume a day or more. Time being too precious for such nonsense, they crossed it once. . . And then again. . . and again and again, until they had ultimately crossed it nine times.

Though many wagons were damaged and left behind, most emigrants were happy to leave the Sweetwater. Ahead lay the beginning of a long dry stretch over the South Pass.”

See more of Darwin’s Wooden Wagon Sculptures Here.