[by Todd Joyce]
There is a philosophy that a buyer needs to see your name seven times to remember you. A good marketing plan takes that into consideration, but that doesn’t mean you have to spend money on seven expensive mailings. It just means that you need to be seen or associated with something (positively) seven times. So, here are a few low-to-no cost ways to get your name in front of buyers:
- Enter competitions – competitions that buyers see. Not just ones that photographers see.
- Write articles/blog – with valuable information about topics buyers may be interested in.
- Phone calls – few buyers actually answer their phones. Leave one message telling them you’ll follow up with an intro email is all you need.
- Emails - make them as relevant and personal as possible. Send them a digital portfolio like http://issuu.com
- Networking events – Attend things like Ad Club gatherings. Being there and networking is very important. Don’t be pushy, though – that can work against you.
- Pro-Bono work – but only if you get visible credit. The higher the profile among art buyers, the better.
- Online Visibility – make sure your website is SEO friendly and key worded properly to be found on line. Google ad words can be very affordable if there are few to no other bidders.
- Personal projects – use social media to spread the news and make it interesting/entertaining. Submit PR info to papers/sites about projects – your news needs to be special to get attention or any press at all.
- Art exhibitions* – This is no easy feat. It could be harder to get into a reputable gallery than land an assignment. You could also donate art to, or offer free display of your work at high profile locations where buyers go (e.g. Art Club venues etc.). This can be difficult. too.
Marketing doesn’t have to be expensive and it doesn’t have to make a huge splash. Repetition is key and quite often it’s those little pings that get noticed after time.
*If you are fortunate enough to get your work displayed and the gallery or business puts out announcements, ask that your prospective clients be added to the gallery/business mailing list so they receive announcements. Having a paper, blog or business mention your work to a prospective client adds credibility
Todd Joyce captures people to help his clients sell things. See his new work at http://joycephotography.com
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