art marketing

In the past, artists used to depend on word of mouth, as well as their legacy, as a way to market themselves. However, thanks to the internet, as well as social media platforms, the way that this industry works has dramatically changed.

Due to the internet, the playing field for artists and their marketing campaigns has been leveled. Gone are the days when the audience could only engage with artwork through the domain of institutions and galleries. These days, the essential platforms where individual artists are able to engage with their audience are places such as personal stores, online marketplaces, as well as social media. Additionally, no matter the size of a creative business, implementing a strong marketing campaign is going to be extremely beneficial to the overall livelihood of an artist. With artists, when it comes to putting their work in front of the eyes of a new audience, it’s important to properly manage everything – the way a business should be managed.

However, aside from the managing aspect, it’s also important to know whether the art marketing campaign that’s been implemented is effective, as well as measurable.

Marketing Strategies and Public Relations for Artists

The way that an artist is able to stay in the mind of the audience is through press and media coverage. However, these two aspects can only take a campaign so far, so it’s important to understand the limitations in order to take full advantage of them. Aside from the traditional press coverage, artists should also include events, social media strategies, content creation, and ad placements, as well as creative partnerships in their marketing plans. That way, they will be able to see real numbers on whether or not any of the marketing tactics that they’re using really work, and adjust the campaign accordingly.

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Set a Goal and Understand the Audience

Before creating any marketing campaign, it’s important for an artist to truly understand the demographic and the audience they plan on targeting. In this step, analyzing and tracking the interests and the behaviors of any inbound traffic, as well as the potential audience the artist wants to engage with is essential.Having a clear understanding of the target audience will allow for more focused content creation, better-targeted ad placements, and social media campaigns. It is also going to benefit the overall marketing campaign, as it’s the best way to build a strong narrative and a meaningful connection with an audience.

The next step is to establish specific goals for the marketing campaign. These could be increasing the sales to existing clients, increasing awareness of the brand (in this case, the artist and their art), expanding sales into a new demographic, or even creating new partnerships – the possibilities are practically endless.Finally, as with any other strategy, the strongest tool is consistency.

This means being consistent across all platforms when it comes to implementing the marketing strategy, being consistent with the narrative and the overall design, as well as being consistent at keeping up with the campaign.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.