Tag Archives: 4 p’s

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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Art Marketing – What are Your Really Selling?

Farmers Market

What are you selling, what products are selling more, selling less…

If you have been following the series of articles on the basics of Art Marketing you already know that a traditional way to describe marketing is called the Four P’s. The Four P’s are: Product, Price, Place (Distribution) and Promotion.  In this article we will take a look at the Product part of this marketing model and answer the question – “What are you selling?”

My Artrepreneurship students at the Center for Innovation at Metropolitan State University of Denver are required to prepare their Product List as one of the first steps in developing their business and marketing plans. At first glance this seems easy, but trust me, it will require some thinking and examination into what products you make, what they are used for and who the end user is. The process usually goes something like this:

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Art Marketing – The Promotion Part of the 4P’s

Image of Sales Tags

Promotions can be an effective part of your art marketing efforts is used properly

If you are following this series of articles on the basics of Art Marketing you already know that a traditional way to describe marketing is called the Four P’s. The Four P’s are: Product, Price, Place (Distribution) and Promotion. In this article we will take a look at Promotion.

The purpose of a sales promotion can be to sell more to existing customers or attract new customers. You can have sales promotions directed at consumers or to others in your distribution chain such as retailers, agents or wholesale distributors. Sales promotions by their nature are limited in duration and try to create a sense of urgency and possibly scarcity. Some reasons for having a sales promotion include:

  • Introduce new products
  • Reduce slow moving items in inventory
  • Sell seasonal items
  • Increase the average sale per customer or customer visit
  • Quickly sell items that are one time inventory purchases
  • Reward your customers
  • Expand your customer base

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Art Marketing – The Place Part of the 4P’s – Direct Marketing

Every artist should consider using direct marketing to sell their art!

Every artist should consider using direct marketing to sell their art!

If you put two marketing experts in a room and ask them what is the definition of direct marketing they will likely give you twelve different answers! A short definition of direct marketing is where the producer or artist deals directly with the end user with no other intermediaries involved – the end user could be either a consumer or business. In the previous article, Art Marketing – The Place Part of the 4P’s – Distribution Basics we looked at the basics of the distribution piece or “Place” in the 4P’s model of marketing.  In this article we will take a closer look at direct marketing and how you might use it in selling your art.

While direct marketing is one of the many distribution channels available to you as an artist it also describes many marketing tools. Some examples of direct marketing tools are:

  • Direct mail
  • Telemarketing
  • Catalogs
  • Internet marketing
  • Email marketing
  • Mobile Marketing
  • Trade shows / seminars
  • Door to door leaflets
  • Direct Response television / radio
  • Kiosk marketing
  • Direct selling

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