Steps to Planning Your Art and Marketing:

      Many artists start with the marketing last when showing their work.  I think it helps to set goals from the beginning that will make it easier to define your purpose for creating a work.  Who is going to see this?  Where will I show it?  Do I plan on selling or am I going to use it in competition?  When you start answering these questions from the start it will force you to think in terms of what you are trying to achieve.  Now it may be difficult to think of art as something produced in advance.  For the most part, artists do not.  Then they wonder why they are not successful.  A good marketing plan from the beginning will guide you in the conception and development of your work.

     One of the simplest methods I have found is to use what the Marketers call “The Four P’s”.  These are “product, price, presentation and promotion”.  Let us look a little in depth at each of these elements.  Remember nothing is carved in stone and your plan can be altered as the work progresses.  Still it helps to have a general idea of where you are going and what you are doing with it.  Doing so will aid you in defining your purpose for the piece, such as, who is going to see it and what your concept is and where they are going to see it displayed.

 All these elements have to be prepared in order for you to build your successful venture into your art.  If you do not do this…you may be doing just a study piece with no real purpose.  Hardly seems worth the effort to do that unless you are in a learning process.  For now you will be doing studies with an end result in mind.  So then the purpose of planning is to have a goal when being creative.  It’s easier than you think.

     Product is a term to define what is produced either by hand or mechanically.  Most people do not think of art as a product but when in fact it is.  Knowing what you will be producing will guide you in your creation of the work.  Certainly you would not get in a car and just drive.  You need to think of the mechanics of how to get there and an idea of where you are going.  Otherwise you could end up lost with no sense of achievement.

  Art is a product that can be made to serve a function then.  It’s not just a pretty picture to hang on the wall.  It is something produced that will be enjoyed, valued and cherished if you do your planning well.  

     Price is always put last on a work of art.  Fact is the price is determined by what the market will bear just like stocks and collectables.  The more something is desired the more it will net in terms of dollars and cents.  This part confuses artists.  Pricing is quite a chore.  Instead, set a goal in the beginning of a possible price range by defining who your patron is going to be and what their income level is.  For example, the paintings done is the “ Variegated Wash Technique” I’m about to show you is targeted for middle class housewives who simply want something decorative for their homes.  Easy to provide that as it is the bulk of art created.  Why? It is because the demand is there.  Realize then that everyone with a wall has a need for something to place on it.  That is mind boggling in its simplicity of course.  Rather than try to decorate as an artist, figure out a way to fill the space.  Doing so takes the pain out of making something just for money.  Give it a purpose and then you will be able to accurately price your work at its completion.

     Promotion is easy.  This is done for you by the endless Mirada of galleries, art shows, competitions and special events put on by retailers and private organizations.  All you have to do is be there!  If you want to market your art the solution is to simply “show someone”.  It’s easy.  Just think of all the ways you can show someone.  Narrow the list down by how and what you have made and what you want to make or contribute for the piece.  That’s all there is to it.  If there’s no shows in your area and you can’t travel….ship them by currier.  Make sure you arrange that in advance so your property will not be stolen.  Use the internet to find these art outlets and shows.  Also artist’s magazine and web sites are excellent for locating shows.  You no longer have to live in the heart of New York City to be successful.  Use what you have available and build your reputation from there.  Start small and work your way up.  Keep it simple.

     Presentation goes hand in hand with promotion and is the most important step in marketing your art.  Almost all the effort into building a successful career as an artist depends on how your work is seen.  If you do this step carefully the task of selling will be done for you.  Art sells mostly by its appearance then; so do not underestimate how critically the public will look at it.  Take the time to make sure the workmanship is up to snuff, the piece is displayed properly, and the mountings are neat and well chosen.  Use a good mat and backing.  Cover your work to prevent damage.  Be picky about the materials you use.  It only makes sense that you do not make a valuable work out of shoddy materials.  Quality is just as important as skill here.  You do not have to spend a lot of money to get quality. Just do not make junk!

     This outline will guide you in defining what your intentions are when painting, drawing, or just about any kind of endeavor that is creative.  Have fun with it and just keep it simple.  Why waste time overcrowding your mind with endless facts?  Stick to the basics and grow as an artist from there.