CREATE YOUR MONEY MAP (Marketing Action Plan) Public Relations

25 01 2017

Today public relations experts have a wide variety of ways and platforms in which to share a story.

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They divide this new media mix into 3 categories: owned media (your website, email database and social media), earned media (traditional PR stories and articles featured on television, radio, print and electronic venues), and paid media (advertising).  The best media plans incorporate all of them to some extent.  But again, do what you can and do it well.

Once you have some social media exposure, give public relations a try.  Here are a list of the primary art, character and new brand subjects that the press will care about:

Trade – manufacturers & retailers (business-to-business: B2B)

  • New agent/artist agreements
  • Release of new collections
  • New deals between artists and manufacturers
  • New product lines from manufacturers
  • Sales results
  • Industry Events (trade shows & other)
  • Business announcements, promotions, alliances, etc.

Consumers – buyers (business-to-consumer: B2C)

  • New products and product lines
  • Where to find them in stores and online
  • Events (autographing, presentations, etc.)
  • Art shows, galleries
Advertisements




CREATE YOUR MONEY MAP (Marketing Action Plan) Social Media

24 01 2017

Social media, I will just go on record as saying, is public relations. But I have separated social media and public relations for our Money MAP exercise, since they require different tools and tactics to implement them.

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Social media is has outgrown the ‘maybe’ to the full blown ‘gotta-be-in-it-to-win-it’ stage. So you either commit to doing social media or you stay out of the game and lose that potential connection to manufacturers, colleagues and customers (consumers).

But whatever stage you are at, make a commitment to doing one thing and doing it well.  For example, if you like to jot out notes multiple times a day as you do things, then Twitter is probably a great fit for you.  Once you decide, then stick with it before adding other social media platforms to your daily and weekly roster.  Here are a few tips to incorporate:

  • Tell Stories – let evidence start with a story, because people respond to stories, not data.
  • Be Creative and Artful – tell your stories through all the new tools available, Tumblr and Storify, as well as with video, photos and audio slide shows.
  • Choose the Right Channel – LinkedIn for business, Twitter for broader reach and topics, Facebook can get more personal, Pinterest can showcase collections and products.
  • Be Honest – social media has ushered in the age of transparency.
  • Work together – fuel your efforts by aligning and collaborating with people and organizations who share your same beliefs and causes; sharing hashtags can be a powerful way of rallying around a time critical event.




CREATE YOUR MONEY MAP (Marketing Action Plan) Personal Selling

23 01 2017

Wow, I just used the “S” word! Remember that creating art that fills a niche in the marketplace and creates happy faces, laughter and joy in people around the world is just step one.

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It still needs to be presented to prospective licensees who might really appreciate being able to license your art to expand their market share and sales.  If step two doesn’t happen, you will never make any money.

To embrace personal selling, which includes sales calls, getting appointments and networking, you need to let go of the image of a used-car salesman (or other iconic ‘pusher’) selling people something that you don’t want. Instead, think about how ‘selling’ is presenting options and offering choices to those in decision-making positions.  XYZ manufacturer has a choice of art to grow his company, but if he doesn’t know about your stunning artwork, you can’t be considered.

Selling, as you have often heard and I will reiterate, is a numbers game.  The more companies you can present to and get your artwork in front of, the better you will do.  It’s time to get your thoughts about selling straight – to not reject selling yourself and your art, but to embrace it.  Also, to not take their rejection personally, but to say, “NEXT!”

  • Take the time to research, grow (and prune) your lead list.
  • Allocate time to follow-up on your newsletters, direct mailings, postcards, or other promotional efforts.
  • Schedule phone appointments when you can’t just ‘catch’ someone.
  • And attend local and national networking events where your B2B and B2C target audience can be found.




CREATE YOUR MONEY MAP (Marketing Action Plan) Direct Marketing

23 01 2017

When thinking about putting direct marketing on your MAP (Marketing Action Plan) and subsequently onto your calendar, you will want to consider a plan for releasing new collections that you can stick to.

cymm-day-direct-marketing

If you are developing collections for a trade show, then perhaps pick 2 or at the most 3 other times during the year to launch your latest work. Your direct marketing should include updating your website, sending sales letters (or emails), and launching direct mail campaigns (electronic or printed) for each wave of new collections created.

You can do your direct mailing campaigns to via a low-cost (Constant Contact) or no-cost (Mail Chimp) email service.  But be aware that if you send a generic piece to an email list, it is likely your email, whether a promotion or a portfolio release will go to their spam folder. Avoid this pitfall by collecting personal names and emails whenever possible. These services can usually get an email into their personal in-box if it includes their name.

Other alternatives include sending individual emails to clients and prospects with one PDF attached or a link to a new section of your online portfolio, as well as the old-fashioned and still impressive (yet wildly more expensive) direct mail piece.

Direct marketing needs to be scheduled so you don’t forget to do it.  Really, it’s one of the most important promotional tools you have at your fingertips. And don’t forget to try and schedule your efforts around the manufacturers’ trade show schedules.





CREATE YOUR MONEY MAP (Marketing Action Plan) Direct Marketing

23 01 2017

When thinking about putting direct marketing on your MAP (Marketing Action Plan) and subsequently onto your calendar, you will want to consider a plan for releasing new collections that you can stick to. cymm-direct-marketing

If you are developing collections for a trade show, then perhaps pick 2 or at the most 3 other times during the year to launch your latest work. Your direct marketing should include updating your website, sending sales letters (or emails), and launching direct mail campaigns (electronic or printed) for each wave of new collections created.

You can do your direct mailing campaigns to via a low-cost (Constant Contact) or no-cost (Mail Chimp) email service.  But be aware that if you send a generic piece to an email list, it is likely your email, whether a promotion or a portfolio release will go to their spam folder. Avoid this pitfall by collecting personal names and emails whenever possible. These services can usually get an email into their personal in-box if it includes their name.

Other alternatives include sending individual emails to clients and prospects with one PDF attached or a link to a new section of your online portfolio, as well as the old-fashioned and still impressive (yet wildly more expensive) direct mail piece.

Direct marketing needs to be scheduled so you don’t forget to do it.  Really, it’s one of the most important promotional tools you have at your fingertips. And don’t forget to try and schedule your efforts around the manufacturers’ trade show schedules.





CREATE YOUR MONEY MAP (Marketing Action Plan)Trade Shows

19 01 2017

Trade shows are marketing events with very specific audiences.

cymm-trade-shows By bringing everyone together in one place, trade shows provide opportunities to meet people you wouldn’t be able to afford to meet if you had to travel all over the U.S., or even the world, or have access to these executive level decision-makers. So think about investing in trade shows when your budget allows, but be sure to work hard on your promotions before the show to ensure that you get the most bang for your budget.

There are trade shows for all types of audiences. Make sure you know, before booking to attend a show, who are the booth exhibitors and who attends the show.  I always recommend ‘walking’ the show as an attendee before you spend the dollars to exhibit, so you can get the lay of the land and check out your competition.

One of the reasons I put trade shows as the first promotional tool, is because they have fixed dates.  This means they need more lead time and planning, so you will want to get them on your calendar for the year as soon as possible.  After you have decided on your trade show events, other promotional tactics can be devised to enhance your trade show experience and results.  On the All Art Licensing website’s resource page, we offer a list of trade shows which are often attended by artists wishing to license their art for a variety of product categories, such as the AmericasMart, International Housewares Show, Licensing Expo and SURTEX.





CREATE YOUR MONEY MAP (Marketing Action Plan) Develop Promotions

18 01 2017

 

A promotion is simply a sales plan, which usually is centered on certain product(s) and is offered for a specific length of time. When I think of promotions, and in the context of art licensing, the plans should include the tools and tactics that you will use to find licensing partners (manufacturers and retailers) and close deals with them to generate income and accomplish your marketing objectives. cymm-develop-promotions

I believe the best marketing tools include trade shows, direct marketing, personal selling, social media, public relations and, if and when possible, advertising. Over the next several installments of the ‘Create Your Money MAP,’ I’ll share some thoughts on each of these promotional tools. Keep in mind that all of these essential promotional tools are so important that I’ve created full classes to teach many of the specific details for each of them.








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