Wealth is not about having a lot of money; it’s about having a lot of options.Chris Rock
This post is part two of How to Sell to the Affluent Market. Read part one here.
Identifying Your Ideal Buyer: The Luxury Market
While the luxury market shares common elements with mainstream marketing, it bears unique characteristics that demand a specialized approach. The strategies you employ to attract traffic and convert them play a significant role in crafting your art marketing strategy.
Sharpening your focus on the individuals most likely to appreciate and purchase your artwork boosts your sales. Conversely, straying from this focus could inadvertently steer you toward mass advertising.
Your decisions impact your product line and pricing and determine your marketing strategies. These aspects must align with your target audience and price points.
My advice? Market to specific individuals, fostering enduring relationships, cultivating repeat buyers, and securing steady referrals. Doing this is how to form an essential component of your business strategy.
Develop a Seek-and-Be-Found Strategy
In the hierarchy of marketing prospects, those familiar with and fond of your brand rank the highest. These individuals represent high-quality connections that can be made when they seek you and when you seek them. Next-level marketing involves finding ingenious ways to place yourself squarely in the sights of the individuals you desire to connect with.
Consider these target rings of awareness and intent:
- People who are searching for you. Bullseye. — Branding.
- People who are searching for art like yours. Second Ring. — Signature Style.
- People could be drawn to your artwork and you if they only knew about it. Third Ring. — Tribal Beat Marketing
Navigating the Digital Age: There Are Few Secrets Left
The world is teeming with stories, and it is in your best interest to unearth these narratives. Shun the temptation to puzzle through challenges in isolation. Instead, seek out those who have tread the path before you, learning from their experiences or studying their strategies.
Artists of yore might have spent considerable time and effort gathering valuable information about those they wished to emulate. Today, however, the digital age and tools like Google bring this information to your fingertips. Harness these resources to their maximum potential, but don’t stop there.
Engage with individuals who can provide you with additional pieces of the puzzle. The human factor is crucial and serves as the propelling force behind your career. By proactively reaching out to individuals with valuable knowledge, you raise awareness and create significant opportunities for yourself.
The Power of Personal Relationships in Marketing and Selling
Making personal relationships is the core of success in marketing and selling. Even when circumstances are evenly matched or skewed against you, the buyer will likely favor the person they prefer. Even amidst fierce competition, my experiences selling trade advertising to Fortune 500 companies attests to this.
Building solid relationships with my clients was the key to my success. The more my competitors grappled with connecting with my clients, the deeper they sank into the quagmire of ineffective marketing, thereby widening my lead.
Fostering personal relationships is paramount, especially when the competition is stiff. Competitors may offer superior art or a more captivating narrative, but they can’t beat the bond you’ve formed with your collectors.
People like to buy from people they like, and this human characteristic carries as much or more weight in buying decisions as anything else.
My Service Philosophy
“I will never stoop to desperation in securing your business because I don’t need to. However, I will always exceed your expectations, earning your trust in my ability to resolve challenges.”
Meeting my clients and prospects outside their work environment fostered a relaxed atmosphere, giving me a better chance to connect with them. I went out of my way to ensure they saw me first as a helpful friend and second as a trade magazine representative.
Your Unique Journey
Your circumstances might differ from mine, but my experiences can serve as a blueprint for how you can begin to network and build influence within your spheres. Remember, the value is in the relationship.
It’s crucial to remember that selling original art is as much about selling the artist as the art itself. The two are inseparable. The beauty of this realization is the power it gives you to harness and capitalize on this fact.
While I advocate for using social media and online marketing, leveraging technology to enhance in-person encounters and relationships with collectors is equally essential.
Reach out and engage with anyone who can offer insights into the puzzle. The human element is pivotal and can accelerate your career. Engaging with knowledgeable people raises awareness and creates monumental opportunities for yourself.
Read How to Sell Art to the Affluent – Part One here.