This whole arts marketing thing is so bloody weird when you think about it and I mean really think about it.
It’s ludicrous. What are we doing? We’re taking what is beautiful, natural and honest and trying to shove it through a pipe to spit out at a “market.”
I fight all the time on this blog when writing about marketing to not have it turn into the bland pablum that so many sites pump out. I know I sometimes fail.
The quest is to find out ways that real people (you) are actually using the tools of marketing to be honest, genuine and true. You know what? It’s not easy. We live in a world of fakery and bribery (“If you buy now you get it at the low price of $27 but this deal ends tomorrow at midnight”).
I created Full Bleed (these posts, tweets and workshops) because marketing the arts in an authentic way has always interested me. I love hearing when artists and small arts organizations find success by being themselves and by being true to their purpose.
In my first podcast with Kris Krug, he warned that a lot of artists will just turn right off when they hear the word “marketing.” How can we get around this? What’s the route through the maze of telling people about your art, services or events but not feeling like you need a shower afterwards?
Care to join me on the quest? What does arts marketing mean to you?
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ARTS MARKETING…hmmm, maybe we need a definition of the word MARKETING before we put ARTS, SPORTS, or WHATEVER, in front of what the word MARKETING means?
So here is one definition I found of the word MARKETING:
- “The act or process of buying and selling in a market.”
- “The commercial functions involved in transferring goods from producer to consumer.”
Now if we agree/disagree with this definition at least we have a departure point.
I suppose a departure point is identifying your consumers in a specific market.
Then finding out if these consumers are interested in your product, (e.g. you the artist and what you want to give/sell to the consumer).
Developing a strategy to get the consumer to buy your product, (e.g. you the artist and what you want to give/sell to the consumer).
- Packaging and distributing/transferring to the consumer.
- Maintaining good relations with the consumer.
And a huge dose of IMAGINATION/CREATIVITY that you the artist already know about, BECAUSE, this is why you are an artist, after all!
SIMPLE, well, not really, but we all need to TRUST our instincts, and not the “hype”. (Sometimes, “hype” works, but not always consistent, in my experience).
Cheers!
Susan
Susan, what a great list of items and steps, for that matter. I liked the TRUST aspect very much.
I think it’s getting some people over the fear of the word “marketing” that is the most difficult. In some ways, it feels like people often associate it with sales which can bring up all kinds of bad experiences.
Marketing takes time.
John,
Thank you for your comments, and I agree TRUST is really where it is at on so many levels.
For sure getting some people to move beyond “their” fear then Marketing can/will become ongoing but will still take time; but at least there might be a common departure point.
I really appreciate your dedication and willingness to ask the “hard” questions!
Cheers!
Susan
I totally get it. I run into this barrier every day. But on the other hand, do you want to make a living as an artist? If you don’t, no “marketing” required. If you do, sorry, but you have to step up.
I define marketing simply as “creating relationships based on trust.” You don’t have to (and I would encourage you not to, because it does more harm than good) have a used-car salesman approach to selling your work.
Authenticity and open communication, creating relationships is what works the best.
Again, TRUST. Yes.
You’re so right that one has to step up to the plate in order to make the sales (make a living) so running around saying “I don’t like marketing” is not a solution.
John,
It really is a tough one. One of the concepts I’ve come up with that deals with this is The Journey Factor.
Basically, the new media tools allow use to share our journey. If we do so in way that others find interesting, entertaining or helpful we’re able to “market” in a way that feels more natural. Non-sleazy. It invites people to learn more about us as individuals and the projects we work on while build the trust Rebecca mentions.
For me getting around these negative feelings has a lot to do with making a shift in thinking and focus.
Take for example an actor who focuses on trying to “act.” What happens? Usually something about the performance feels forced, unnatural and plainly, not good.
But what happens when the same actor stops trying to “act” and shifts her focus to her partner on stage? It now becomes about the other person. The actor in now out of her own head. She’s now responding to what happening with her partner. It becomes real and honest because it is.
I believe the same can be said about marketing. Just like the actor needs to stop acting the marketer needs to stop “marketing.” Instead listen and respond to what’s going on with your audience then you’re able to create and share things that are interesting, helpful or entertaining to them.
As for things like “If you buy now you get it at the low price of $27 but this deal ends tomorrow at midnight.” We’re into the processing of selling and not so much marketing. And the reason for a line like that is to encourage people take action. Because less face it, it’s human nature to procrastinate.
Best,
Dave
Dave, I love your acting analogy. I think it was Alfred Hitchcock who said “the best actors are the ones who don’t.”
Also, “The Journey” is a great way of looking at it. Letting people in on your work, process and a all that you do is a very natural way to “market.”
You wisely corrected me on the “buy now” line in that it really is sales and not marketing. That’s one I have to get over because when I read that in a sales piece, I actually run the other way.
Yes, i like the journey idea too and i think it works with what i’m trying to do. Very pushy, in-your-face, buy-my-stuff, doesn’t sit well with me but my ‘do nothing’ approach isn’t boosting the bank account. Telling tales of creation and sharing WIPs or even being seen out and about crafting work better in my experience.
Glad The Journey Factor idea is helpful.
And that Hitchcock is one smart cookie.
I really like what Rebecca wrote: “creating relationships based on trust.” That’s really what is it is all about.
A few years ago I put together a book of interviews with artists and marketing experts and it was so funny (and revelatory) at how resistant the artists were to any discussion whatsoever of ‘marketing’ and ‘branding’, and yet when they described what they did to help advance their careers and get their work ‘out there’ they basically read out the dictionary definition of marketing! Or at least the definition of marketing that I subscribe to (which was summed up by Rebecca)!