November’s One-A-Day Q&A – Question #27

27 11 2016

Q: What are manufacturers and agents looking for in an artist’s website?  What kind of elements will catch the eye of buyers?

november-q-a-final

A: First of all, you have to get them to the website, so probably targeting certain manufacturers and asking them to look at your site is absolutely critical. That’s part of your ongoing marketing.  Your website can be targeted toward the manufacturers you want to license, which would make it a B2B (Business-to-Business) website.  Or you can target consumers to build your follower-fan base. But if you want to do both, please pick one as your primary target…and don’t choose more than two audiences (i.e. don’t try to add galleries, etc.).

Now, it depends on what you’re selling; but first your website really has to – right up front – encompass the concept of your brand. Three main questions to ask yourself:

1) Is your brand you? 2)  Is your brand characters? 3) Is it a brand of art?

The landing page of your website has to be like the front page of the four-color brochure that you would create to attract attention. I think that manufacturers, and agents for that matter, want to know that you’re going to stay around, that you’ve got a good solid concept and that you can envision their products combined with your concept from beginning to end.

You need to show a good level of intelligence about the industry and your ability to be good to work with. If you’re doing artwork, you might have on your landing page some mockups and some pieces of art.  If have characters, you might show those characters and make sure that they have distinct personalities that are immediately recognizable and identifiable.

You also need to make sure that people will understand what kind of products that your art and/or characters would be appropriate for—stuffed animals, napkins, tee-shirts, baby blankets, home décor, etc.  What’s going to catch the eye of the buyers – and it depends on what they’re looking for, but – don’t try to make your website look as though you’ve been in business forever, or that you’ve already done a ton of licensing, if you haven’t.  Try to be inventive and get your characters and art out there and show that you’re willing to learn. Your website should show them that you understand who your audience is, that you want to work with reputable manufacturers and call your product designs just what they are – mock-ups.

If you are targeting consumers, then you can focus your writing and images on the products you have to sell and perhaps only have a button for licensing. Just remember: Your art + products = excited consumers.  That is the message you want to get across.

 

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2 responses

27 11 2016
Tara

Thank you J’Net ~ interesting answer and now I’m re-thinking my website and all that your response entails – I was hoping to target wall art manufacturers and consumers second. I need to research this more. Thanks for your input!

29 11 2016
blogjnet

So glad you found the Q&A helpful! Keep in touch~~

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