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    From One Artist To Another: Online Marketing Advice For Artists
    From One Artist To Another: Online Marketing Advice For Artists
    From One Artist To Another: Online Marketing Advice For Artists
    Ebook132 pages2 hours

    From One Artist To Another: Online Marketing Advice For Artists

    By Marques Vickers

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    Read preview

    About this ebook

    Follwing his earlier sucessful edition The Ultimate Guide To Selling Art Online, author Marques Vickers’ newest release is an updated reference source for artists enabling creative entrepreneurs to maximize the expanding sales capabilities of the Internet. This edition details important exposure strategies, existing and emerging sales opportunities and valuable promotional outlets. Over 500 useful reference websites are provided referencing art marketing, website design, sales and promotion outlets.

    From One Artist to Another stresses the importance and urgency of cultivating a vibrant social media presence via active postings and participation with content, social networking and weblog websites. These activities supplement an artist website with videos, feedback capabilities and resources to cultivate new and return buyers. The book stresses the importance of personalization and an artist’s articulation of their creative vision.

    Practical firsthand advice and supplementary consulting sources are offered on every aspect of website design, effective promoting through media exposure, direct mail and the cultivation of a potential and existing client base to establish long-term sustainability.

    Concrete and instructive sales advice is provided on the most direct online sources available today for artists including online art galleries, eBay, Amazon and Etsy marketplace stores, auction houses, design industry outlets and barter exchanges. A chapter stresses alternative income sources including giclée reproductions and licensed art images.

    CONTENTS:
    What Art Selling Outlets Are Profiting By Online Sales
    The New Gallery Business Model For Selling Online
    Breaking Into The Art World’s Closed Circle
    Global Selling Opportunities

    Chapter #1 A Fresh Dependency and Integration of Social Media
    How to Personalize Social Media Follow-Up
    The Three Categories of Social Media Best Suited For Artists

    Chapter #2 An Artist’s Website
    Attractive Packaging
    Your Role in Creating The Design Concept
    Designing and Personalizing Your Own Website
    Evaluating Your Website Host
    Memorable Domain Name
    Clarity of Vision
    Make Your Site Simple to Navigate
    How The Cellular Phone and Tablets Affects Website Layouts

    Chapter #3 Drawing Traffic To Your Social Media Pages and Website
    Qualifying Your Website Viewers
    Search Engines and Indexes
    Where and How Often Should You Submit Your Website Pages
    Buying Traffic and Ad Words Programs

    Chapter #4 Who Buys Art? Online Art Gallery Sales Outlets
    Identifying Primary Buyer Groups
    Repeat Art Buyers

    Chapter #5 Cultivating Media Exposure and Email Marketing
    Strategies For Sending Out Press Releases
    Bulk Email Press Release
    Specific Media Submission Guidelines
    Direct Mail and Permission Based Email Selling Lists

    Chapter #6 Alternative Income Sources
    Giclée Print Technology
    Self-Publishing
    Licensing Opportunities

    Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces

    Chapter #8 Consigning and Selling Through Auction Houses
    The Process of Consigning
    Growing Role of Auction Houses

    Chapter #9 Barter Exchanges and Cashless Transactions
    Trading Fine Art
    Internet-based Barter
    Joining A Barter Exchange

    Reference Category Listings
    Art Industry Mailing Lists. Art Weblogs, Artist Website and Portfolio Services, Social Media Marketing, Barter Trade Exchanges, Bulk Email Services, Content Community, Currency Converters, Digital Encryption Technology, Domain Name Brokers, Domain Registration Services, E-Commerce Shopping Carts, Social Networking Websites, Fine Art Marketplace Websites (Painting, Drawings, Sculpture, Photography, Handcrafts, Fashion and Jewelry), Press Release Services, Search Engines, Weblog, Website Design Software, Host Comparisons, Website Hosting, Translators and Troubleshooting.

    LanguageEnglish
    PublisherMarques Vickers
    Release dateAug 22, 2014
    ISBN9781310229077
    From One Artist To Another: Online Marketing Advice For Artists
    Author

    Marques Vickers

    Visual Artist, Writer and Photographer Marques Vickers is a California native presently living in the San Francisco Bay Area and Seattle, Washington regions. He was born in 1957 and raised in Vallejo, California. He is a 1979 Business Administration graduate from Azusa Pacific University in the Los Angeles area. Following graduation, he became the Public Relations and ultimately Executive Director of the Burbank Chamber of Commerce between 1979-84. He subsequently became the Vice President of Sales for AsTRA Tours and Travel in Westwood between 1984-86. Following a one-year residence in Dijon, France where he studied at the University of Bourgogne, he began Marquis Enterprises in 1987. His company operations have included sports apparel exporting, travel and tour operations, wine brokering, publishing, rare book and collectibles reselling. He has established numerous e-commerce, barter exchange and art websites including MarquesV.com, ArtsInAmerica.com, InsiderSeriesBooks.com, DiscountVintages.com and WineScalper.com. Between 2005-2009, he relocated to the Languedoc region of southern France. He concentrated on his painting and sculptural work while restoring two 19th century stone village residences. His figurative painting, photography and sculptural works have been sold and exhibited internationally since 1986. He re-established his Pacific Coast residence in 2009 and has focused his creative productivity on writing and photography. His published works span a diverse variety of subjects including true crime, international travel, California wines, architecture, history, Southern France, Pacific Coast attractions, fiction, auctions, fine art marketing, poetry, fiction and photojournalism. He has two daughters, Charline and Caroline who presently reside in Europe.

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      Book preview

      From One Artist To Another - Marques Vickers

      From One Artist To Another:

      Online Marketing Advice For Artists

      Published By Marques Vickers at Smashwords

      Copyright 2023

      TABLE OF CONTENTS

      Preface: The Online Revolution Continues

      Advancing Forward

      The History of Internet Sales

      What Art Selling Outlets Are Profiting By Online Sales

      The New Gallery Business Model For Selling Online

      Specific Online Changes Over the Past Decade

      The Shifting Balance of Power Between Artist and Seller

      The New Role Changes Between Artist and Art Gallery

      Breaking Into The Art World’s Closed Circle

      Global Selling Opportunities

      ARTIST SALES TOOLS

      Chapter #1 A Fresh Dependency and Integration of Social Media

      What is Social Media?

      Three Primary Factors That Maximize Social Media Reach

      #Hashtags

      How to Personalize Social Media Follow-Up

      The Three Categories of Social Media Best Suited For Artists

      Content Community Websites

      Social Networking Websites

      Non-English Language Social Network Websites

      Weblog Websites

      The Frailties and Fallacies Behind Being Liked

      Abusing the Numbers

      The Laws of Online Survival

      Automating All of Your Social Media Outlets Together

      Be Mindful of Your Time Commitment

      Chapter #2 An Artist’s Website

      Attractive Packaging

      Your Role in Creating The Design Concept

      Website Building Programs

      Third Party Designers

      Designing Your Own Website

      Personalize Your Website

      Exhibit Your Artwork Images

      Limitations of Display Monitors

      Image Terminology

      Index Page Loading

      Evaluating Your Website Host

      Technical Support

      Set Up Fee/Monthly Fee

      Hard Drive/Space

      Uploading File and FTP Access

      Common Gateway Interface Additions

      E-mail Boxes and Pop 3 Aliases

      Statistics

      Bandwidth

      Other Considerations

      Memorable Domain Name

      Why Control Your Domain Name

      Clarity of Vision

      Layout Harmony

      Make Your Site Simple to Navigate

      Attaching Visual and Audio Clips

      Global Considerations

      Protecting Your Online Images

      Encryption Software

      How The Cellular Phone and Tablet Revolution Affects Website Layouts

      The Most Important Layout Design Distinctions

      Present and Future Advantages of Mobile Designed Websites

      Chapter #3 Drawing Traffic To Your Social Media Pages and Website

      Qualifying Your Website Viewers

      Search Engines and Indexes

      Where and How Often Should You Submit Your Website Pages

      Paying For Search Engine Submissions

      Reciprocal Links and Website Rankings

      Web Beacons

      Backlinks

      Buying Traffic and Ad Words Programs

      Overpaying For Non-Buying Traffic

      Electronic Magazines

      Chapter #4 Who Buys Art? Online Art Gallery Sales Outlets

      Identifying Primary Buyer Groups

      Repeat Art Buyers

      Art Galleries (For Artists)

      Hotels and Restaurants

      Interior Decorators/Designers

      Corporations and Local Businesses

      Advertising Agencies

      Publishers

      Architects/Real Estate/Property Managers/Builders/Developers

      Public Agency Commissions

      Chapter #5 Cultivating Media Exposure and Email Marketing

      Strategies For Sending Out Press Releases

      Bulk Email Press Release

      Third Party SMTP Bulk Email Services

      Pitching Your Story

      Specific Media Submission Guidelines

      When Should You Publicize Yourself?

      Press Release Services

      Purchasing Mailing and/or Media Lists

      Direct Mail and Permission Based Email Selling Lists

      Long Term Objectives For Direct Mail

      Integrating Direct Mail With Email

      Chapter #6 Alternative Income Sources

      Giclée Print Technology

      Giclée Production Process

      Large Format Inkjet Printers

      Self-Publishing

      Licensing Opportunities

      Legal Considerations With Licensing

      Greeting Cards

      Artificial Intelligence Product Lines

      Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces

      EBay Auctions and Merchant Stores

      Etsy Merchant Stores

      Amazon Marketplace Stores

      Establishing A Prominent Placement Presence Through Ads

      Chapter #8 Consigning and Selling Through Auction Houses

      Who They Represent

      The Process of Consigning

      Seller’s Reserve

      Appraisal Days

      Itemized Reporting

      Payment to Consigners and the Rate of Seller’s Premium

      Growing Role of Auction Houses

      Chapter #9 Barter Exchanges and Cashless Transactions

      Trading Fine Art

      Internet-based Barter

      Trade Dollars

      Bitcoin and Cryptocurrencies

      Taxation of Barter Transactions

      Joining A Barter Exchange

      Reference Category Listings

      Art Industry Mailing List Services. Art Industry Weblogs, Artist Website and Portfolio Services, Automated Social Media Marketing Websites, Barter Trade Exchanges, Bulk Email Services, Content Community Websites, Currency Converters, Digital Encryption and Watermark Technology, Domain Name Reselling Brokers, Domain Registration Services, E-Commerce Shopping Carts, English Speaking Social Networking Websites, Fine Art Marketplace Websites (Handcrafts, Fashion and Jewelry Specialization), Fine Art Marketplace Websites (Painting, Drawings and Sculpture), Fine Art Marketplace Websites (Photography Specialization), Large Format Printing Research, News Media Search Engine Submission Sources, Pay Per Click Traffic Services, Press Release Distribution Services, Search Engines, Weblog Websites, Website Design Software, Website Host Comparison Services, Website Hosting Services, Website Translator Services and Website Troubleshooting Services.

      The Online Revolution Continues

      The Internet continues to narrow the gap between the creative artist and art buyer. The traditional sales channels of galleries, art fairs and auction houses remain the principal selling outlets for fine art. Through their own online presence, each has expanded its global markets and reach. As artists become more proficient in their online selling expertise, so too will their exposure and selling options.

      This edition is my third interpretation on the same subject following my initial publication in 2005 through Allworth Press entitled Marketing and Buying Fine Art Online. My second edition in 2015 was titled The Ultimate Guide to Selling Art Online leading up to the current incarnation. Art industry websites, venture capital and innovative communication outlets have been introduced with varying success. There have been numerous casualties along the road to profitability…but survivors as well. Many aspects and strategies have evolved over the last two decades. More sophisticated selling and marketing techniques have become employed by artists to assist their professional growth. Continued innovation and expansion remains a certainty.

      Advancing Forward

      There remains no singular certainty to success. Trial and error remains the only manner to arrive at your intended objective. The Internet continues an evolution that will continue to open up fresh opportunities to committed professional artists.

      Visual art is not necessarily a competition. There is no finishing tape. Creation has no established retirement age. You may paint, sculpt, video, photograph or even tap a keystroke until you physically cannot any longer.

      You may not become an acknowledged success within your lifetime. The elemental act of completing finished work however is achievement. Many individuals claim that they are artists without following up by actively creating. Within our often-sedentary universe of spectators, there still exist niches for fresh voices, images and visions.

      The marketing advice offered is sourced straight from personal experience. The articulation and explanation process is still being shaped and refined, just as the influence of the Internet upon the publishing industry remains fluid. My observations are neither self-serving nor ego driven. I want you to succeed as an artist on your terms. I hope that I may contribute towards your continued productivity.

      Whatever pathway you embark upon, keep your creative output continuous. Marketing is an important element in the process, but ultimately, your output is the measurement.

      The History of Internet Sales

      Direct online access is a transformation that has evolved significantly with the expansion of Social Media.

      Since the beginning of the new Millennium, the Internet has shifted the terrain of the art world significantly. Starting in 1999 when I first began writing on the subject of selling art online, venture capital funded art retailers, short on credibility and staying power, generated most of the prominent activity.

      Their default rate exceeded over 70% following this period and mirrored the steep decline of the NASDAQ stock exchange and other well-publicized dot-com busts. A three-year period of excessive hemorrhaging became a reality check. Following the identical pattern of economic cycles in other business sectors, the thinning out process was foreseeable.

      What Art Selling Outlets Are Profiting By Online Sales

      Once the frenzy surrounding these resellers subsided, the true influence of the Internet began on art sales.

      How is that influence manifested today? For starters, legions of long standing brick and mortar galleries have shuttered their storefronts and chosen to consolidate their marketing efforts online and by exhibiting exclusively in international art fairs. Walk-in buyers remain serviced by surviving retail art galleries. But many art transactions today are often conducted without the purchaser physically viewing the work before purchase.

      Auction houses have thrived

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