Tell us about your marketing journey… How did you start? When did you discover that you needed to market?
It’s funny, but marketing seems to have come naturally to me. I used to work in offices as a marketing/creative assistant, so when I decided that I was ready to work at portraits on a full-time basis, it seemed logical to start talking to people online about it. I joined Etsy and that really got the ball rolling. My work tends to market itself, because people love to show off paintings of their family members to their friends, which in turn leads to more business for me – marketing is almost secondary to “word-of-mouth” advertising, which is my number one source of commissions.
Do you have a marketing plan,strategy if so please summarize?
No. I just wake up in the morning and decide if I’m going to paint first, blog first, or “twitter” away my morning.
Do you use Social media online alone or do you combine it with off-line efforts?
I have very little off-line marketing – 90% of my clients are international, which all comes from online marketing. I try to stay involved with my community as much as possible, so a certain amount of time is spent at local art shows, but I rely on social media for most of my connections.
One of the things Christy has in common with the other artists to be featured here is her willingness to offer non-traditional ways for her clients to enjoy her work. She tastefully incorporates her work into post cards, jewelry, greeting cards and other accessories. In doing so she and the other artists show an understanding of the client/customer courtship process I have talked about. These low cost alternatives give her buyers a chance to experience how she treats buyers and in the process increase their trust which in the end may lead to larger purchases. Additionally, she can offer the accesserories as upsells or as complimentary gift to big ticket buyers or collectors.
Another example of both trust building and understanding the client courtship model is Christy’s willingness to share her process. Scattered through out her blog are numerous examples of mini-tutorials demonstrating her creative process. Some may worry that doing such a thing is tantamount to giving away state secrets but research has shown just the opposite. Artists, like Christy know the difference between style and technique, they know that no amount of “secrets” can give another person the ability to copy her style, her work will always be identifiable. More than sharing techniques her tutorials ofer a window into her creative journey and in the process build trust and adds another layer of uniqueness for her potential clients.
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