Marketing your own art: How newcomers draw attention to their work

Many people who are passionate about art and love to be active in it themselves know the problem: the competition is fierce.

Accordingly, it can be difficult to stand out from the crowd of competitors and attract attention. However, anyone who takes a little time to delve into this topic will quickly realize that it's often easier than they think.

It can definitely be worthwhile to draw some inspiration from larger companies and think outside the box. In any case, it's crucial to reach your target audience as effectively as possible to minimize wasted advertising spend.

The following sections show how much fun it can be to promote yourself and your art.

Tip No. 1: Design and order merchandise

Merchandise is an excellent way to draw attention to yourself and your brand. Those interested in absolute classics in this area can, for example, have stickers printed , create buttons, or opt for personalized pens.

There are virtually no limits to the imagination. Of course, it's important that the viewer immediately recognizes who and which product is being advertised on the sticker .

In this context, artists benefit from the advantage that they are generally creative enough to express themselves through suitable merchandise. Alternatively, it is of course also possible to simply display their logo and contact information to give interested parties, for example at an art fair or exhibition, the opportunity to get in touch if needed.

Tip No. 2: Create special events

Special events and promotions are a great way to attract the attention of as many people as possible. For example, how about an exhibition that also gives those who aren't yet familiar with the artist the opportunity to take a look around?

Of course, ensuring everyone feels comfortable is also important at these events. A small catering service can be just as helpful as hiring a live band. The specific options the exhibiting artists choose will naturally depend on their available budget.

Whether it's worth saving a little longer to ultimately focus on one big event, or whether it's better to plan several smaller events instead, is of course a decision each artist makes for themselves.

Tip No. 3: Networking and getting to know other artists

Although many artists love to be alone in order to artistically process the impressions they gather during everyday life, networking is particularly important with regard to effective marketing.

In this way it is often possible:

• to exchange ideas even better with each other
• to establish new contacts (including with potential customers)
• To gain knowledge about the latest trends and techniques
• to enter into collaborations.

This networking can often be particularly well promoted within the context of the events mentioned above. Many artists especially enjoy planning joint exhibitions or similar projects together with others.

The advantage: In this way it is often possible to expand one's target group and, for example, to share the costs of renting a studio that has been booked specifically for the exhibition in question.

Tip #4: Plan online campaigns

Anyone wanting to attract attention these days should definitely not underestimate the opportunities offered by modern online marketing . However, it is crucial to make the most of the opportunities that Facebook, Instagram, and similar platforms provide.

The campaign function on social networks has expanded considerably over time, offering compelling potential. But how can this potential be best utilized for one's own purposes?

Two absolute classics that anyone who wants to attract attention on the internet should know are:

• Advertising campaigns for selected posts, which in this way become even more visible and may also attract people who do not (yet?) follow the brand in question
• Events that can be promoted through event notifications. The corresponding functions also allow you to invite people to exhibitions and other events, encourage them to share information, and so on.

Another important detail that should not be overlooked in connection with online marketing in the arts is follow-up. A thorough analysis quickly reveals whether the campaign was set up correctly and whether it succeeded in maximizing the available resources.

The better the target group, interests and other details are identified, the lower the probability that money has been spent unnecessarily.

Or to put it another way: Anyone who wants to ensure that the "waste" is as low as possible should take the time after a campaign has ended to answer questions such as "What went particularly well?" and "What could be improved?" .

The corresponding results can then be used to make subsequent campaigns even more successful.

Additional tip: It's also a good idea to share information about events and the like not only on your own social media pages, but also in relevant groups. Many art lovers are grateful to be made aware of special highlights in this way.

Tip No. 5: Organize competitions

Competitions are generally well-received in the arts, especially when it comes to giving something back to fans or customers. Of course, personal preferences and budget ultimately determine which prizes can be awarded.

Anyone planning to promote their contests via social media should definitely familiarize themselves with the relevant guidelines beforehand. Facebook, Instagram, and others have clear rules. Failure to comply risks account suspension for the respective channel owners.

Conclusion

Even though art can stand on its own to a certain extent, it's certainly advisable to draw more attention to it through effective marketing. Of course, how the artist specifically promotes their work is entirely up to them.

Many opt for a mix of online and offline strategies , often succeeding in reaching their target audience even better.

Alongside advertising efforts, it's almost always worthwhile to ask customers for a short review on popular rating portals. For many people, this is an important starting point for forming their first impressions of an artist.

“As a side note” , this type of advertising is practically free and particularly authentic.

Joachim Rodriguez y Romero

Owner and Managing Director of Kunstplaza . Publicist, editor, and passionate blogger in the fields of art, design, and creativity since 2011. Graduated with a degree in web design from university (2008). Further developed creative techniques through courses in freehand drawing, expressive painting, and theatre/acting. Profound knowledge of the art market gained through years of journalistic research and numerous collaborations with key players and institutions in the arts and culture sector.

www.kunstplaza.de