CREATE YOUR MONEY MAP (Marketing Action Plan): Monitor Your Success

3 02 2017

monitor-your-successWhether you plotted your Marketing Action Plan on a big wall or Google calendar, or even a spreadsheet of your own making, this is your plan to succeed and evaluate as only you can.

If you did indeed create measurable goals, then as you execute each step of your plan you should start to see results, or at least the steps which will lead to the resulting leap.

It’s important to stick to your plan and to share your plan with friends and family, so they can help you in any way you ask. Sometimes just their knowing you have a plan you are determined to succeed at is enough. Often getting their help in sticking with your schedule, preserving your creative time and space, or helping bolster you when it’s time for those sales calls is all so-so valuable.

Then get down and track those measurable items, how many collections, presentations sent, sales leads and sales calls. The last step is to compare your results to your goals. The more detailed you are in each step, the more you’ll be able to adjust your goals and tactics in coming years, as the objectives change and get bigger!


CREATE YOUR MONEY MAP (Marketing Action Plan): Outline Tactics to Achieve Goals

1 02 2017

outline-tactics-to-achieve-your-goalsHere is where the rubber hits the road, so they say…or the art hits the product.  You need to take the time to carefully write down all the tactics, the exact and detailed steps that you must execute to achieve your marketing goals.  Now if you have been following along, you may remember that ‘Prioritizing Your Products & Promotions’ is really where you need to focus your objectives, and therefore, your tactics.

So how will you spend your time to meet and exceed all those targets? And here is a key fork in the road, because if you don’t know what to do to achieve those goals, you need to get help and some answers.  A bit of mentoring, coaching or colleague advice at these critical points can save you a lot of time and money in the long run. Spend a bit of your time and budget to know you are doing the right thing to get to this year’s finish line.

Once you know what you need to do (and in most cases, your tactics will include times you know what you need to do and some where you needed help figuring it out), then get them down on paper and jot down any related timing and budget issues. It is also important to consider any assistance, and other factors necessary, to complete the tactics.

Here is where you can consider themes to entice new audiences and reconnecting with existing licensees to expand your business.  Also make sure you plan for time to market existing successful collections to new manufacturer licensees.

If creating your own product which you sell to leverage toward future licensing deals, then get those details on your tactic list.  Remember that each item needs to start with its conclusion, so you can work backwards to create a time frame for achieving the goal and incorporating your budget items.

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.


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.

November’s One-A-Day Q&A – Question #2

2 11 2016




Q: Is it ever too late to start a new career? How do you know when your artistic style fits the art licensing field?

A: I personally don’t think it’s ever too late to start a new career, but of course it depends on what you want to get out of that career and how far you want to go with it. I love working in new fields and learning lots of things, and maybe you do too.

I believe what’s important is to ask yourself:

  1. Is there is a large enough market for your art? (For example, abstract art is tougher than traditional art to license).
  2. What you would like to get out of being in art licensing – is it a certain income, products in stores regionally or around-the-world, and brand recognition? Everyone has different response as to ‘why’ they want to do things. The clearer you are in establishing your goals, the faster you can focus your efforts in the right direction and achieve them.
  3. In what time frame do you want to accomplish these financial, product and recognition goals (or whatever your personal goals are)?
  4. Do you have the skills necessary to provide art to manufacturers in the format, computer files, they will require.

I would spend as much time as possible learning about art licensing, about the types of products that you would like to create and the type of companies that you would like to work with—exploring those manufacturers’ web sites, perhaps, or industry web sites such as International LIMA (Licensing Industry Merchandisers Association). Unless you already know through your own sales experience, or in looking at the marketplace, that there is a large demand for your style of art, it is a good practice pay for an evaluation of your art and get some solid advice on how to start your business.

Additionally, I’d do some retail shopping, and start looking at the types of products that have your style of art on them.  Frankly, this is your competition. I also feel that attending trade events is a great way to learn the industry and see what’s going on…not to mention, a super way to meet colleagues and prospective manufacturers and agents!

One final note.  I know this one blog can’t completely answer your question.  I have found that many people considering art licensing as a career change found this blog ‘An Art Licensors’ Continuing Education’ to be very insightful.

31 Days of Marketing Tips for All Art Licensors – Tip #11

11 10 2016


%d bloggers like this: