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.





CREATE YOUR MONEY MAP (Marketing Action Plan) CREATE PRODUCT

17 01 2017

Creating is what artists do.  Creating collections for manufacturers to license is what art licensors do. This is your product. So becoming an expert at developing art licensing collections and putting together a dynamite portfolio is essential to closing licensing deals and generating income.

cymm-day-create-product

Whether you want to find an agent, have a great agent or are licensing your art DIY style, make sure to consider these important items when developing your portfolio:

-Create art that sells.

-Have a big enough portfolio to interest agents and manufacturers.

-Create art that works on many types of products.

-Think in terms of colors that are trending and offer a couple of color palettes for each collection.

-Develop art collections that work with a variety of target audiences and embrace traditional and/or popular and cutting-edge themes (depending on your bent in life).

-Be flexible, if someone is interested and suggests changes to your art, carefully consider.

-Offer art that fits with selling-seasons AND giving-occasions.

-Be true to who you are and your own creative process.








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