Marketing Guide

Introduction

Our goal is to empower you, the artist, by giving you the tools you need to move your career forward.

The following articles within each of these marketing sections will provide proven insights, information and instruction, and are designed to be easily actionable to the novice artist as well as the seasoned professional.

Marketing Nuts and Bolts

• The Business of Being an Artist - ⇒ An overview by Eric Sparre, our Director and Founder.

• Developing a Strategy ⇒ Laying out your path to success through a smart marketing plan.

• Cracking the Gallery Scene, Part One ⇒ Former Marketing Director Joan K. Smith on Juried Group Exhibitions.

• The Dos and Don'ts of Creating a Newsletter ⇒ Keep your artist newsletter out of the “Junk” bin with these tips.

• Marketing Yourself Through Direct Mail ⇒ The post office isn't dead! Advice on making the most of direct mailing.

• Holiday Marketing Tips ⇒ How to plan early and capitalize on the shopping season.

• Driving Traffic to Your Website

Public Relations Basics

• PR and the Artist - Part One - What is PR? ⇒ or “I'd Do It If I Knew What *It* Was” by John Foster.

• PR and the Artist - Part Two - Defining Yourself and Your Objectives ⇒ Who are you and what do you want? John Foster explains that it's more than just the world's worst pickup line.

• PR and the Artist - Part Three - Defining Your Audience and Their Objectives ⇒ or “Don't Load For Bear If You're Hunting For Rabbits” by John Foster.

• PR and the Artist - Part Four - Pitching the Press ⇒ “Five Ws and One Lonely H” – John Foster on the nitty gritty of Pitching.

• PR and the Artist - Part Five - Writing Press Releases and Media Alerts ⇒ John Foster explains how to write and use them.

• PR and the Artist - Part Six - Positioning Yourself as an Expert ⇒ Are you ready for your close up? A guide from John Foster on turning your knowledge into publicity.

• PR and the Artist: Practical Email Tips - How Not to Drive Journalists Crazy ⇒ Former V.P. of Marketing Joan K. Smith offers advice on keeping that pitch or announcement from landing in the trash bin.

• Press Release Template

• Media Alert Template

• Biography-How To

• Sample Press Release

• Sample Media Alert

• Sample Bio

Blogging

• Writing a Blog That People Will Want to Read ⇒ Follow these guidelines to keep your blog from getting lost in the crowd.

• Is Your Blog Leaving You Speechless? ⇒ Marketing Associate Sid Bailey on how to keep your blog fresh even when you're tongue-tied.

• Blog Directories: The Only Time it's OK to be an Attention Hound ⇒ Marketing Associate Sid Bailey on promoting your blog through directories.

Social Media

• Social Media Overview ⇒ Not sure where to start? A nutshell explanation of the social media landscape.

• Creating Online Videos ⇒ How to market yourself and your artwork through online videos.

• Intro to Facebook ⇒ How, what and why you should be using it.

• Using Facebook to Promote Your Art, Part One ⇒ Former Director of Marketing Joan K. Smith offers some basic rules on generating a Facebook presence.

• Using Facebook to Promote Your Art, Part Two ⇒ Director of Marketing Joan K. Smith offers tips and tricks for boosting your Facebook visibility.

• First Steps in the Twitter Universe: Creating Your Account ⇒ New to Twitter? Marketing Associate Sid Bailey offers a guide for getting started.

• Using Twitter, Phase Two: Avoiding Twitter Block ⇒ You're on Twitter, now what? Marketing Associate Sid Bailey offers advice on keeping the Tweets flowing.

• Using Twitter, Phase Three: Interpreting the Code ⇒ Marketing Associate Sid Bailey on understanding and harnessing all those Twitter symbols.

• Using Twitter, Phase Four: A List isn't Just for Groceries Anymore ⇒ Marketing Associate Sid Bailey helps you add some order to Twitter's barrage of content.

• Jewelers and Pinterest ⇒ By Cathleen McCarthy, Jewelspan Editor.