Whether you are a hobby artist, a professional artist, or an emerging artist. The chances are that you too are in the same process of finding an audience for your art.
Finding an audience for your art is tricky and it may take several attempts.
So, focusing on a few key marketing strategies will save you a lot of time and frustration. Making it easier for your audience to find you.
It is surprising how much time you can save by having a clear objective of how you wish to promote and sell your work.
If you are a young talented artist and have no idea about the fundamentals of marketing principles, then I suggest looking them up. It is always helpful to understand the corporate jargon. Let’s face it you will have to promote yourself.
By reducing the trial-and-error process that many artists go through. You will open up more time to focus on producing excellent art.
So for this, I recommend doing a bit of research about your own particular niche market before you jump in headfirst.
Every artist who is serious about making a fulltime living of their art needs to ask the hard questions.
Does your work stand out in a crowd amongst other art in your particular niche? And are your potential followers and buyers seeing enough of your work?
Here are five things you can try today. Let us start finding an audience for your art.
Location, Location, Location
It does not matter how talented you are in your area of expertise.
If you are showing your beautiful artwork in the wrong target audience. Guess what? your art won’t sell.
Figure out where your audience is and hang out there. This goes for online and offline opportunities. If you have a product or service that is being bought and used by other people then there is no reason why your art won’t sell either if it is in the right place.
Attract positive attention
More so now than ever before.
We are living in a fast-paced visual world of information. Your artwork is competing for visual space and navigating through media and marketing overload.
To think that the attention span of an average online viewer can be as short as 8 seconds.
If you put this into context and analyze how you are currently marketing yourself, then it might ring a few bells as to why you are not getting the exposure you are looking for.
Do some research into how other artists are presenting themselves and their work. Look for aspects that you like or dislike about their artwork and presentation.
Put your research to good use and don’t hesitate to make the changes.
Be proactive about finding an audience for your art.
For example. If you are a car enthusiast and your passion is to draw and paint vintage vehicles.
You could approach car dealerships. Simply ask them if they would be interested to use some of your paintings as decorations in their showroom.
Buy exposing your art in a place of common interest. You increase individual viewing attention substantially.
Focus on targeting dealerships with frequent new customers. Such as new car dealerships. Aim to expose your work at their reception or sitting area.
Propose to include your artwork for free in some of their marketing media.
You can apply this strategy to other industries such as Restaurants, hotels, sports clubs, schools, and shopping malls.
Provided the location of choice makes sense for the audience you are looking for.
Get online and do some research. Everything is here to give you the tools to find your audience and make more sales.
Being in the right place at the right time is essential to finding an audience for your art.
Stay on the lookout for opportunities within your style of work. Then make sure you are involved or participating when it counts.
Retail stores constantly need to update their shop front and brand accessories. Why not offer free mural designs to your favorite stores?
Make sure to leave a stack of business cards on their counter for good measure.
Pair your art style with other artists who share a similar audience.
A great way to grow your network and promote your art. Is to find some artists with whom you have similar interests and propose to collaborate on projects.
For example, if you are a book illustrator, consider approaching a writer to collaborate on a story.
If you prefer installations or sculptures then connect with architects to propose your services.
Invite artists to work with you when possible so that they can return the service in the future.
There are endless ways to collaborate and finding your art audience might not happen straight away.
Here are a few other suggestions that you can try at little to no cost.
Offer your services to small businesses in the entertainment industry.
Maybe set design and large murals fit your style better. You can join as a volunteer and get started on building up your portfolio of work.
There are plenty of dance and music studios as well as Gyms, clubs, and social clubs around who would jump at the opportunity to have some art on their walls. Post COVID-19 will require a substantial boost from everyone to help re-launch the economy. Why not be part of that with your art on walls in public places?
Be prepared to work for free. Use this as a marketing tool rather than focus too much on your short term income. Earning your place in a niche market requires you to make those initial sacrifices.
Consider it as another form of personal marketing expense with the potential for rapid growth.
Generally, the organization or body that you are helping will provide you with all the materials you require.
So essentially you are lending your expertise in exchange for additional exposure. Be selective with your projects and try to find causes that are dear to you.
Spend your time wisely with people who share the same values and interests as you.
Find out how you can get some local coverage in a daily newspaper
Share your story by using multiple media channels. Newspapers need stories so they will generally promote you for free either online or via printed copies.
Start out by contacting smaller publication houses, this will give you a chance to understand the system.
Make sure you explain to the newspaper clearly what your intentions are for the publication.
Make good use of the last-minute empty pages that are available. Before you approach a newspaper or magazine though.
Try to identify if their audience is a good match with the one you are also targeting.
It takes a lot of time and effort to present yourself in a professional manner. So don’t risk being discredited from appearing in a publication that does not fit your line and style of art. To avoid this.
Prepare a shortlist of magazines, newspapers and digital media platforms to earmark as your preferred exposure channels.
Then get in contact with all of them.
There is however a caution to consider when relying on publications. You are not in control of the publication dates and where your article will fall inside the magazine or newspaper.
So definitely consider this as an option.
Keep in mind that your publication might not always reach your desired audience. If you have doubts. Rather let the opportunity go in favor of waiting for a better chance at reaching your potential clients. Finding an audience for your art requires intentional decision-making.
Know your process and avoid costly, timely mistakes.
Treat this like a job interview with your portfolio and be prepared.
Reaching out to Home Owners and Real Estate Agencies is a fast way of finding an audience for your art.
If your art fits more into the home and decorative market, why not show your work to real estate agents? You can offer to hang your work up in their boardrooms or client meeting areas for free exposure.
Try your luck in the short-term, holiday rental market. See how your work can bring value to their business with a mutual exchange agreement. Consider any insurance or liabilities that may be required if you decide to head down this path.
So many houses are being bought, sold, and rented on a daily basis. Your artwork could be used for photoshoots and home decorations in media campaigns.
So there you have it!
5 key promotional ideas + some bonus tips that may bring you steps closer to finding an audience for your art.
Remember that the art market is as small or as big as you decide it to be. One thing you can be certain of! The art market is ready for your art when you are.
It will not be easy for you to sell your art. Virtually impossible unless you are willing to try different options. So I encourage you to put a few of the following tips into your action plan.
Finding more buyers and ultimately the right audience for your art will definitely contribute to more sales. Making you a happier artist.
I am an art enthusiast on a mission to discover how to navigate the art world at little to no cost.
There is a multitude of things that you can start doing today to find the right audience for your art that will cost you absolutely nothing but your time and talent.
It has been a pleasure sharing this information with you.
David Lagesse. local artist in Mauritius