Art Marketing 101

Overview

Educate yourself to gain a competitive edge in the art market. No matter how much you already think you know, you'll improve your marketing skills by following the suggested practices -- from winning presentations to knowing your legal rights -- a complete course to help your artwork reach buyers and turn your business into a powerhouse, plus hundreds of resources to help you transform your plan into action.
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Overview

Educate yourself to gain a competitive edge in the art market. No matter how much you already think you know, you'll improve your marketing skills by following the suggested practices -- from winning presentations to knowing your legal rights -- a complete course to help your artwork reach buyers and turn your business into a powerhouse, plus hundreds of resources to help you transform your plan into action.
Read More Show Less

Product Details

  • ISBN-13: 9780940899483
  • Publisher: Perseus Distribution
  • Publication date: 9/1/2004
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 338
  • Product dimensions: 8.10 (w) x 9.98 (h) x 0.72 (d)

Table of Contents

Section I Business of Art
Chapter 1 The Psychology of Success
Psychological roadblocks 20
Changing your inner vision 23
Chapter 2 Business Basics
Becoming a legal business 32
Getting organized 38
Activities schedule 40
Creating an office environment 43
The Internet 46
Locating business assistance 47
MarketingArtist.com 49
Chapter 3 Number Crunching
Keeping records 52
Income and expense ledgers 54
Tax preparation 58
Budgets and projections 67
Chapter 4 Legal Protection
Copyright 72
Legal rights 75
Contracts 79
Finding the right lawyer 83
Section II Getting Ready to Exhibit
Chapter 5 Pricing
Pricing methods 86
Maximizing your value 90
Chapter 6 Shipping and Displaying
Packaging 94
Shipping 99
Framing 103
Hanging artwork 106
Care of artwork 109
Chapter 7 Planning an Exhibit
The 12-month plan 114
Section III Presentation Know-How
Chapter 8 Creating an Image
Presentation elements 122
Business name 123
Logo 124
Tagline 126
Letterhead 127
Business cards 129
Chapter 9 Resumes
Composing a resume 134
Statements 139
Chapter 10 Photographing Artwork
Doing it yourself 144
Hiring a photographer 146
Reproduction methods 147
Chapter 11 Presentation Finesse
Portfolios 154
Cover letters 158
Video portfolios 159
CD-ROMs 161
Section IV Marketing Savvy
Chapter 12 Navigating the Art Market
Setting the stage 164
Research 166
The art of the telephone 168
Networking 175
Chapter 13 Promo Pieces
Postcards 180
Newsletters 183
Brochures 184
Invites 195
Chapter 14 Sales Techniques
Learning to sell 200
Special sales programs 209
Chapter 15 Advertising
Ad placement 216
National directories 218
Section V Entering the Mainstream
Chapter 16 Pitching the Press
Press releases 222
Meeting the press 228
National publicity 230
Chapter 17 Reps and Galleries
Reps 236
The gallery scene 244
Chapter 18 Shows and Fairs
Outdoor shows 262
Successful presentations 266
Selling at shows 269
Open studios 273
Chapter 19 Locating New Markets
Competitions 278
Publicly-funded programs 283
Community involvement 286
Museums 290
Religious markets 292
Businesses 294
Architects 298
Private collectors 300
Chapter 20 Alternatives to Sales
Grants 304
Residencies 311
Moonlighting 314
Section VI Planning
Chapter 21 Marketing Plans
A personal plan 320
Setting goals 322
Short-term goals 325
Long-term goals 326
Marketing ideas 327
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