Category Archives: Old Versions

Marketing for Artists – The Four P’s + Free Worksheets

Girl Shelling Peas by Winslow Homer

P’s are not just for shelling – they are great way to look at your marketing activities!

Next to creating your art, the most important function in your art business is marketing. If you are not concerned about marketing then you are more likely just pursuing your passion or engaging in a hobby. If you are looking to grow your brand, expand your markets and make money, then marketing should be on your list of business skills to master.

What is marketing?

There are a lot of ways to look at a subject or concept and marketing is no different. People confuse marketing with sales or marketing with advertising. Marketing is a broad concept that encompasses much more.

According to the American Marketing Association, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large “ While this is certainly a comprehensive definition what does it really mean?

The Four P’s of marketing

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Business Planning for Artists – The Planning Process

The business planning process consists of four basic questions

Every business needs a plan including businesses in the arts! A plan will help you organize your business and give it a much better chance to succeed and grow. Many successful artists and galleries have told me that when they started their business they now wish that they had spent more time to create a formal plan. They felt that having a plan would have enabled them to grow faster and make fewer mistakes – take their advice!

Whether you are starting a new art business or have an existing one, make sure that the planning process is a part of your business life. A major benefit of the planning process in addition to the plan itself, is developing a way of thinking about your business and the environment it operates in. You will begin to see things differently and uncover opportunities and threats before others see them

Most people spend more time planning their vacations than they do in planning for their businesses – don’t let this happen to you. Set some time aside for planning in your normal course of work – planning should be a normal part of your work!

The Planning Process

In keeping with the “planning your vacation or trip” theme, planning for your business is quite similar. The planning process is really quite simple and consists of four basic questions. Finding the answers to these questions is a little more complicated and will require some time and effort on your part. The basic questions in the planning process are:

  1. Where are we now?
  2. Where are we going?
  3. How are we going to get there?
  4. How will we know when we have arrived?

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Starving Artists Now Have a Path to Success: The Artist’s Business and Marketing ToolBox – How to Start, Run and Market a Successful Arts or Creative Business

Cover for the Artists Business and Marketing ToolBoxHow can artists and other creative professionals learn the world of business and marketing, and create successful and sustainable businesses?

Author, educator and consultant Neil McKenzie has an answer to this question in his new book, The Artist’s Business and Marketing ToolBox – How to Start, Run and Market a Successful Arts or Creative Business (356 pp, $29.95.; eBook versions for Kindle, Nook, iPad, $9.99), a business and marketing “how to” manual. Neil has developed and teaches the course “Artrepreneurship” at the Center for Innovation at Metropolitan State College of Denver.  His book was developed over a period of several years and tested with his students.

The Artist’s Business and Marketing ToolBox covers a wide range of territory from what it takes to start a creative business to building a brand that will get noticed in a competitive world.  Topics covered include: starting a new business, accounting and finance, public relations, advertising, websites, networking and social media.  The book gives creative people real life examples as well as the tools they need to develop their business and marketing plan.

“This isn’t another book on how to get into a gallery and how to deal with rejection”, said McKenzie,  “Artists and other creative individuals play a vital role in our Nation’s economic growth and vitality by helping to spur innovation and creativity, it is important that they understand business and marketing in order to succeed”

Neil McKenzie has over 30 years experience as a management consultant and corporate marketing executive. He is a visiting professor at the Center for Innovation and at University College at the University of Denver.  Neil is a frequent lecturer to artists and arts organizations, a guest columnist for Colorado Biz Magazine writing on topics of the creative sector of the economy as well as the author of several articles for Americans for the Arts.

For more information and how to get the book check out Buy The Book.  Print version delivered to your door directly from Amazon’s CreateSpace on demand printer. eBook versions available directly from Amazon for the Kindle, Barnes & Noble for the Nook and Apple iTunes for the iPad.  Softcover versions are available from Barnes & Noble, Amazon, bookstores and textbook distributors.

Your Creative Space – Part 1

You need a space to create your art and to conduct your business. This space could be anywhere from your home to multiple retail locations. The use of your space could vary for just a place to create art to an elaborate facility with studios, warehouse space and a retail area. Your needs will vary depending on your business model.

It is important to know what your studio and facility needs are and how they fit your business model and growth plans before making any commitment.

At a minimum you will need a space to create your art. Don’t overlook the importance of having a space that is conducive to creating your products and services. Here are some factors to consider when choosing your creative space:

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