Luxury Art Marketing: who is your ideal customer?

Describe your own art

 

How does my art stand out from other art being created today?

* How and why does my work appeal to others?

* How do people react to my art?

* How do buyers feel when they express a desire for my art?

* How do my followers, fans and buyers describe my work?

* Why is my art desirable?

* What characteristics best describe my art? Is it miniature, large, intimate, bold, subtle, colorful, subdued, universal, abstract, realistic, digital, geometric, impressionistic, peaceful, whimsical, humorous, provocative, surrealistic, conservative, traditional, cutting edge, primitive, decorative, shocking, tactile, visceral, intellectual, psychological, political, historical, visionary or healing?

* Is my art related to technology, recycling, nature, animal, biology, poetry, literature, ecology, humanity, astronomy, people, culture, science or history?

* Does my art involve the use of unique mixed-media, materials, innovative concepts, or new technology?

How and where to connect to your ideal customer

 

What makes successfully selling artists different from artists who are struggling to sell their art? They know why their art is selling. They know the unique characteristics of their art work and why art buyers find them appealing. They know how to identify their primary and secondary art customer profiles. They will put more time and effort trying to sell their art to people who will be interested in it. What this article implies, you’ll sell more art when you define your art customer profile.

In this article I provide a blueprint that will help you determine who your ideal art customer is. It has been written to help you sell more art with less effort.

A Few Facts About Art Buying and Art Buyers

As we know, art is a luxury — not a necessity. People do not buy art because they need it to survive. They buy it because they desire it and it brings them pleasure and enhances their lives.

Art buyers come in different shapes, sizes, and from different backgrounds. Their instincts, tastes, passions, preferences, values and financial positions are some of the many variables that influence their art buying decisions.

The average art buyer may consider how the art will improve their living or working space, if it harmonizes with their color scheme and decor, and if they have the space and budget for it.

An experienced collector is more likely to base their decisions upon their desire to acquire art objects that add to their existing collection of pieces that are somehow related to each other.

Become An Expert About The Distinctive Qualities of Your Art

Smart artists know how to focus on reaching their targeted audience and how and where to exert their art marketing efforts. In defining your primary art customer profile I encourage you to become an expert about what makes your art unique and desirable. Identify and appreciate the distinctive qualities of your artwork that appeal to others.

Ask Yourself These Questions

* How does my art stand out from other art being created today?

* How and why does my work appeal to others?

* How do people react to my art?

* How do buyers feel when they express a desire for my art?

* How do my followers, fans and buyers describe my work?

* Why is my art desirable?

* What characteristics best describe my art? Is it miniature, large, intimate, bold, subtle, colorful, subdued, universal, abstract, realistic, digital, geometric, impressionistic, peaceful, whimsical, humorous, provocative, surrealistic, conservative, traditional, cutting edge, primitive, decorative, shocking, tactile, visceral, intellectual, psychological, political, historical, visionary or healing?

* Is my art related to technology, recycling, nature, animal, biology, poetry, literature, ecology, humanity, astronomy, people, culture, science or history?

* Does my art involve the use of unique mixed-media, materials, innovative concepts, or new technology?

I suggest you write all of the answers to the above questions, put them to memory, and keep adding to the list!

How and Where to Connect to Your Ideal Customer

Based on the characteristics of your art and how well you know your existing art buyers, the answers to the questions below will lead you to the right people and where you can find them to sell your art.

* Who are the individuals, businesses, organizations and periodicals that react the strongest to my work?

* Where and how do they live? Are they city or rural dwellers?

* Do they fit into a primary educational, ethnic, cultural, gender, age, or professional group?

* Where do they buy their art and home furnishings?

* What periodicals do they read?

* Who do they associate with?

* Where do they spend their vacations?

* What are their hobbies?

* What organizations, charities, religious and political groups do they belong to?

* Visit successful galleries, art fairs, artists’ open studios and art auctions. Observe the types of clientele art sellers attract and how their art is displayed, sold and described.

* Learn the behavior of successfully selling artists who create art that has similar characteristics to yours.

* Read art reviews and interviews in art magazines and blogs about art that appeals to you.

* Read articles about art collectors who collect art similar to yours, especially in your geographic area.

* Observe how art galleries reach out to art buyers in social media.

* Listen to how your admirers describe your art and how they react to it and take notes.

* Look at art advertisements to see how they are designed to reach out to prospective buyers.

* Read the hundreds of articles on the Internet about statistics on art sales, auction results, trends, and art buyers’ spending habits.

* Keep in mind you may have more than one art customer profile and one primary art customer profile. They will also change over time especially as your style, subject matter and prices change and grow.

* Consider the process an enjoyable one in which you will discover many paths to interesting people, sales, commissioned work, projects and exhibition and publicity opportunities.

Art Expert Tips:

 

* Visit successful galleries, art fairs, artists’ open studios and art auctions. Observe the types of clientele art sellers attract and how their art is displayed, sold and described.

* Learn the behavior of successfully selling artists who create art that has similar characteristics to yours.

* Read art reviews and interviews in art magazines and blogs about art that appeals to you.

* Read articles about art collectors who collect art similar to yours, especially in your geographic area.

* Observe how art galleries reach out to art buyers in social media.

* Listen to how your admirers describe your art and how they react to it and take notes.

* Look at art advertisements to see how they are designed to reach out to prospective buyers.

* Read the hundreds of articles on the Internet about statistics on art sales, auction results, trends, and art buyers’ spending habits.

* Keep in mind you may have more than one art customer profile and one primary art customer profile. They will also change over time especially as your style, subject matter and prices change and grow.

* Consider the process an enjoyable one in which you will discover many paths to interesting people, sales, commissioned work, projects and exhibition and publicity opportunities.

Tips to find Art Buyers and meet Art Collectors:

  1. Join the best local art museum at the highest membership category you can afford. You’ll benefit from the opportunity to socialize at the museum’s private receptions and use of private dining room and other membership amenities.
  2. Attend art fairs, wine tastings, lectures and other special events where art buyers are likely to congregate. Ask to be placed on the mailing list of your favorite galleries and attend their openings.
  3. Join cultural institutions, community service organizations, and established clubs such as the Junior League, and Rotary Club.
  4. Offer to write an art column about art and art collectors for your local paper, blogs or arts publications.
  5. Open your studio to tour groups, art clubs, and charities.
  6. Make appearances and give talks about your work in colleges, business organizations and corporate venues.
  7. If you have a degree in art history, get a job in a museum as a docent.
  8. Work for a blue-chip gallery.
  9. Form or join an arts organization and invite collectors, curators and critics to jury your exhibitions.
  10. Look for leads in business reference and national and inter-national biographical reference books, such as Who’s Who Directories, which can be found at the public library.
  11. Volunteer to help organizations that are close to your heart and that will place you in contact with collectors.
  12. When you travel stay in the best hotels you can afford and socialize with other guests.
  13. Join special interest groups in social networking sites such as art groups on LinkedIn and participate in these groups.
  14. Attend fund-raising events and art auctions.
  15. Work for a famous artist. In addition to the potential of meeting the artists’ collectors, this will increase the value of your art. Great example: Rachel Howard was first known as the assistant for the infamous painter Damien Hirst. When she went on her own as an artist her artwork skyrocketed to over $2 million in auction.
  16. Always be prepared with your business cards. brochures and flash drives whenever you leave home. Be ready for that chance encounter with a potential buyer at the airport, grocery store, bank, spa, yoga class or post office.

Your Customer Profile and Market Niche


As you know it is important to determine your market niche and your customer profile in order to established your target audience. Then you will want to find out where they spend their time, what groups they belong to, and other valuable information that will point you in the right direction.

 

Works Cited:

Kapferer, Jean-Noel and Vincent Bastien, The Luxury Strategy: Break the rules
     of marketing to build luxury brands (Philadelphia: KoganPage, 2012)


Phillips, Renee, n.d. “You’ll Sell More Art When You Define Your Art Customer”,    
     The Artrepreneur Coach, accessed on June 17, 2022, from https://renee-  
     phillips.com/art-customer-profile/#:~:text=As%20we%20know%2C%20art
     %20is%20a%20luxury%20—,in%20different%20shapes%2C%20sizes%
     2C%20and%20from%20different%20backgrounds.
 
Phillips, Renee, n.d. “Where to Find Art Buyers and Meet Collectors” The
     Artrepreneur Coach,accessed on June 17, 2022, from https://renee-
     phillips.com/find-art-buyers/
 
 
 
 

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