If you depend on marketing to strangers before your warm market, you are adding degrees of difficulty to your art marketing efforts.
Are You Working Your Warm Market?
How much of your art sales come from your warm market? If you don’t know, it’s a sure bet the answer is not much.
If you depend on marketing to strangers to first develop awareness about your art and you, and then build interest and desire to own your work, you are adding degrees of difficulty to your marketing
Don’t Get Hooked on Marketing Just to Strafrangers
In a post here last January, I coined the word, “Strafranger.” I
use it to describe all the friends , followers, likers and other such social
media platform terms for describing your digital relationships with people.
Word-of-mouth Trumps Social Media
get me wrong, I believe there is true value in digital relationships, and know
that in some cases they can blossom into actual real, live friendships,
business acquaintances, and devoted fans. I just don’t advocate chasing them as your primary source of new business.
Make Social Media Sales Icing on Your Cake
While these kinds of relationships are worth pursuing, I
think they should be the icing on your warm art marketing cake. Ask yourself
how many people you know among family, friends, acquaintances and personal
The average person has somewhere around 250 people in their
circle. Yours could be larger or smaller, it doesn’t matter because you can
easily expand it.
Thinking deeper about your warm market circle, ask yourself how
many own your art. How many in your circle know you are an artist? Among those
who do know you are an artist, how many have you given marketing materials and
asked them to share with their circle?
An Extensive Warm Market Makes the Best Art Career Foundation
Warm marketing is not just about who you know, it’s about the people in your circle know, and then extending to your exposure to contacts in the third circle. Exponentially, the numbers are staggering. You only need a fraction of a percent as buyers to sell all the art you can make. If you are
persistently marketing to total strangers and online strafrangers without first
marketing right in your own backyard, you have put the cart in front of the
In today’s market conditions, you need to be as self-reliant
as possible. I can’t think of a better way to lay a solid foundation than to
use your contacts in your warm market to help you further your art career. I cover how to go about this with class, integrity and results in my Art Marketing Workshop.
P.S. There are some interesting comments on this post. Scroll down to read them. You may need to click the “Comments” link to read them.
Participate in a Free Art Marketing Podcast with Jason Horejs and Me
If you want to learn more about all things art marketing join Jason Horejs, owner of Xanadu Gallery, and me on Tuesday, September 11 for a free art marketing podcast. It is an open Q&A session, so you will be able to ask questions during the broadcast. Alternatively, you can ask your questions in the comment section below this post.
A free download of the podcast is now available at:
Making Successful Art Careers Happen Previous Posts
- Making Successful Art Careers Happen | Part One
- Successful Art Careers | How to Make Yours Happen | Part Two
- Successful Art Careers | Marketing Art Effectively | Part Three
- Successful Art Careers | Grow Where You Are Planted | Part Four
- Successful Art Careers | The Curse of Thinking Small | Part Five
- Successful Art Careers | Using the Rule of Three | Part Six
- Successful Art Careers | Artistic Courage | Part Seven