unleashing the power of market research: creative economy association of the north shore june 9th...
TRANSCRIPT
Unleashing the Power of Market Research –the first step in creating your Marketing PlanJune 9, 2015
PREPARED BY: JACQUELINE GANIM-DEFALCO
[email protected] 978 -283-8333
@CAPEANNART @JMGANIM
What should I take away today?
Where Market Research fits into the overall marketing Framework
Primary vs. Secondary
Areas where I use research
How to apply what I learn from research
What are good resources for art research
MARKETINGRECON.COM 2
Building the Personal Marketing Framework
Positioning statement
Documentation of artwork - your
personal content
Research (audiences, market, artistic genre)
Customers & customer information
Promotion = Content + Channels
=SALES
MARKETINGRECON.COM 3
Artists are Entrepreneurs: All small biz has the same challenges, especially in marketing
MARKETINGRECON.COM 4
Research helps frame your thinking around your business:LEADING TO YOUR POSITIONING & BRAND
MARKETINGRECON.COM 5
The goals of research are to find out:
Who are your customers/clients/audience? How would you describe them?
How do they interact with art?
What are their interests?
Competition? Which other artists are doing similar work & how are they promoting themselves to these audiences?
How will you be different?
MARKETINGRECON.COM 6
Primary Research: Customer Information: Collecting /Using
Collect:
Customer list with emails, phone, address, date of sale if possible
Testimonials (focus on a few key data points)
Customer preferences/special dates/occasions
Target audience/persona/typical customer
Feedback after events/surveys
Use: Communications program & touchpoints/product development & testing
Referral program/special promotions/offers (between & among artists)
Newsletters
New “products” or designs
Collaborations with other artists or businesses
Improvements on overall customer experience
Hint: Learn to use
online data collection
tools!
How it’s worked for me!
Example 1: Helped Cape Ann Artisans win a contest for best Tour in New EnglandExample 2: Helped CWA3 tie in to the fashion blogging communityExampe 3: Connected a famous opera singer in Philly to a couture designer in NYC
MARKETINGRECON.COM 8
A Daily Routine for Research
See what other artists in your genre are doing; study best practices
Find new venues, shows, shops, unusual ways to show your work or expertise – ask local Chambers & other businesses who shops where
Find new audiences – read new magazines, blogs, etc..
Make a habit out of collecting feedback on anything you do
MARKETINGRECON.COM 9
Top 5 Takeaways
1. Use research to learn about customers, markets, and ways to sell
2. Conduct your own Face-to-Face research for product devt/planning
3. Use Surveys to gain feedback after events
4. Pick up publications & read media coverage on your genre & see what is being said, what’s being followed, who is collectible
5. Use social media as a research tool, especially Twitter
MARKETINGRECON.COM 10
Resources for Artists online
Online Resources including marketplaces & networks*
Artcards.cc (art events in NYC)
artbusiness.com/artists.html
Artfulhome.com*
Artistdata.com
Artlog.com
ArtSearch.com
ArtSlant.com
Conde Nast Fingerprints
MARKETINGRECON.COM 12
Custommade.com*Etsy.com*http://craftybird.hubpages.com/hub/Great-Alternatives-to-Etsy
http://smallbiztrends.com/2011/10/29-places-sell-handmade-creations.htmlIdealist.org MutualArt.comThe-Profitable-Artist-Handbook- by NYFAWomenarts.org Funding: Kickstarter, Inde gogoOther Magazines: Ocean Home, Architectural Digest – special art issues
Thank you! See you on the web!
J A C Q U E L I N E G A N I M - D E FA L C O W W W. M A R K E T I N G R E C O N . C O M
F O L LO W M E @ C A P E A N N A R T
L I K E M E O N FA C E B O O K – C A P E A N N D E S I G N S
M E M B E R O F W W W. S E A R T S . O R G