In my blog list of twelve questions I would suggest an aspiring full time artist ask an already full time artist, we have come to the question of advertising…”Do you advertise? If so, what seems to have worked well for you and what hasn't? What percent of your budget goes to advertising?”
The issue of an artist advertising is so tricky. Here is why…The only way you’ll sell your work is for people to see it, right? How will “Joe Public” see your work and then (maybe) buy your painting? Maybe he’ll scroll through Popular Mechanics magazine and see your ad, and voila! A big sale. Well that was easy.
Except it doesn’t work that way. How many people looking through Popular Mechanics are interested in the latest mechanical gizmos AND maybe fine art. I’m not saying those people aren’t out there, I’m just suggesting that you have to determine who your clients are out there (your demographic) and figure out how to reach them.
“Who is your demographic?”
When I was brand new to the professional artist career, I advertised in local art magazines. It cost hundreds and hundreds of dollars and here’s the thing…No one EVER came into my studio and said, “Oh, I saw your ad in ______ magazine and I just HAD to come and see your artwork for myself.” That literally never happened and SO, I never ever had any clue at all whether or not my career was positively affected by advertising. All I can say is that I’m selling more artwork now (I basically don’t advertise now) than I was back in the day when I felt like my career might crumble if I didn’t advertise.
Ahhhh, so the sage advice is this: DON’T ADVERTISE, right? Wrong. See, because I am part of a collective of hundreds of artists in Asheville, we (as a group) advertise in local magazines around the country in locations where a lot of Asheville tourists are coming from. My dues to the River Arts District Artists goes to help fund that advertising. So the advertising I’m doing doesn’t just affect me, it affects the district. But if people who visit Asheville want to make sure they check out the River Arts District, then I stand to benefit. I do have a listing on an Asheville tourism website (RomanticAsheville.com) but that’s it.
So it’s not that I’m such an awesome artist that I don’t have to advertise. I happen to be a part of an awesome group of artists in an awesome tourist oriented town and WE do the advertising together. That’s one of the very biggest perks of being an artist here, but I would think that same model could be adopted anywhere artists are. If you live in Cincinnati, find the other artists around you and advertise together. It works for us here in Asheville, and although we like to think we are so unique, I doubt that’s the case. We’re just running with a good idea and that same idea could work anywhere I’d think.
The other thing I would totally stay away from is the seemingly kind offers you get from people to display your work in their office space or restaurant. Here’s how that usually goes: “Hey, I have a great opportunity for you Steve! I’m opening a brand new upscale Italian restaurant in town and we would LOVE to display your work there on our walls, free of cost to you, and you can put price tags on all your work so you can sell your work from the restaurant. Think of the exposure!”
Don’t do it.
My experience with this is that if your artwork is simply decor on the wall of a restaurant, coffee shop, dentists office or office space, people don’t notice it at all. Look, when you go out to eat, have you ever asked the waiter, “Hey, I really love this potted ficus you have over here. How much is it??” You have never asked that question, have you? Be honest. No, of course not. You probably didn’t even notice the ficus in the corner because…you were there to eat food. Plain and simple. This way to “get your work out there” is a really nice way to give the restaurant owner free decor for their walls. Suggest he BUY the artwork from you and see what he says. Or tell the owner that you have a cousin who is getting married next month and you would like to suggest that he (the restaurant owner) cater it for free. “I mean, we can put your cards around on all the tables so everyone will know where that amazing food came from! Think of the exposure you’d get!”
That doesn’t work for any other profession, don’t let it happen to you.
Concluding this post, it might be good to remind you that I’d encourage any questions relating to whether to advertise and how/where to do it. If I don’t know the answer, I’ll help you find someone who does.
