Artist Websites  Artist Websites |  Featured Artists |  Art Marketing  Art Marketing |  Art Contest |  BrushBuzz |  InformedCollector |  FASO Loves You - Share Your Art, Share Life

Blog


« New FineArtStudioOnline Members | Main | Your Artwork's Meaning in Life »


Follow this Blog



Subscribe to our Newsletter



Quick Links

Artist Websites and Good Design
How to Sell Art
How to Get Your Art Noticed by Galleries
SEO For Artists - The Ultimate Tip

 

Blog Roll

Mikki Senkarik's Blog

















abstract art
acrylic painting
advice for artists
art and culture
art and psychology
art and society
art appreciation
art blogging advice
Art Business
art challenge
art collectors
art criticism
art education
art fairs
art forum
art gallery tips
art history
art law
art marketing
art museums
art website design
art website tips
art websites
Art World
art world problems
artist resume advice
artist statement
artist tribute
artist website tips
artist websites
assemblage
BoldBrush
BoldBrush Interview
BoldBrush Winners
Brian Sherwin
BrushBuzz
Canvoo
Carolyn Henderson
Carrie Turner
cityscape painting
Clint Watson
collage
colored pencil
conceptual art
Connie Tom
copyright
creativity
Daniel Keys
Dealing with art forgery
Deber Klein
digital art
drawing
email newsletters
encaustic painting
etching
exhibiting art online
exposure tips
Facebook
FASO
FASO Art News
FASO Daily Art Show
FASO Featured Artists
figure painting
FineArtViews
FineArtViews Interview Series
functional art
Gayle Faucette Wisbon
glass art
Google
Guest Posts
Holiday
InformedCollector
inspiration
installation art
Instruction
Internet Scams
Jack White
Keith Bond
landscape painting
Linda Mikulich
Lisa Call
Lori Woodward
Luann Udell
Matthew Mahler
mixed media
Moshe Mikanovsky
oil painting
online art competitions
online art groups
originality
painting
pastel
photography
Pinterest
plein air painting
politics
portraits
pottery
pricing artwork
printmaking
realism
religion
Robert Genn
Sarah Maple
sculpting
sculpture
sell art
selling art online
selling fine art online
SEO for Artist Websites
social networking
still life art
street art
support local art
Think Tank
tips for exhibiting art
Twitter
watercolor
watermarks
websites for artists
wildlife art




 Archives:Sep 2014
Aug 2014
July 2014
June 2014
May 2014
Apr 2014
Mar 2014
Feb 2014
Jan 2014
Dec 2013
Nov 2013
Oct 2013
Sep 2013
Aug 2013
July 2013
June 2013
May 2013
Apr 2013
Mar 2013
Feb 2013
Jan 2013
Dec 2012
Nov 2012
Oct 2012
Sep 2012
Aug 2012
July 2012
June 2012
May 2012
Apr 2012
Mar 2012
Feb 2012
Jan 2012
Dec 2011
Nov 2011
Oct 2011
Sep 2011
Aug 2011
July 2011
June 2011
May 2011
Apr 2011
Mar 2011
Feb 2011
Jan 2011
Dec 2010
Nov 2010
Oct 2010
Sep 2010
Aug 2010
July 2010
June 2010
May 2010
Apr 2010
Mar 2010
Feb 2010
Jan 2010
Dec 2009
Nov 2009
Oct 2009
Sep 2009
Aug 2009
July 2009
June 2009
May 2009
Apr 2009
Mar 2009
Feb 2009
Jan 2009
Dec 2008
Nov 2008
Oct 2008
Sep 2008
July 2008
June 2008
May 2008
Apr 2008
Mar 2008
Feb 2008
Jan 2008
Dec 2007
Nov 2007
Oct 2007
Sep 2007
Aug 2007
July 2007
June 2007
May 2007
Apr 2007
Mar 2007
Feb 2007
Jan 2007
Dec 2006
Nov 2006
Oct 2006
Sep 2006
Aug 2006
July 2006
June 2006
May 2006
Apr 2006
Mar 2006
Feb 2006
Jan 2006
Dec 2005
Nov 2005
Sep 2005
Aug 2005

 

Advertising that Works: Branding vs. Measurable Response

by Clint Watson on 6/25/2007 9:42:48 AM

Most advertising is a waste of money, either because the advertiser doesn't know how to create advertising that works, because the advertiser is engaging in the wrong kind of advertising, or because the advertiser has been "sold" advertising that he or she doesn't really need.

I addressed this concept a bit in my post How to Advertise in Art Magazines.

However, Seth Godin, posted today Selling Advertising: a great explanation of the two different types of advertising.  In short, there are two different types of advertising:

1.  Measurable response direct advertsing

2.  Branding


When most people think of advertising, they think of the second kind: Branding.  That's because it's in front of us everywhere we turn:  Apple, Nike, Coca-Cola, etc.   We all like these types of ads because they're...well...cool.

Most artists who advertise in art magazines are engaging in branding.  They want to "build their name."  Ad reps at magazines tell them that "you must advertise repeatedly to get results."  And this is all true, if the goal of your ads is to build brand awareness.  However, most people don't really have the funds required to build brand awareness and will eventually get frustrated and quit advertising.  That's because what we really need, as artists, is to sell artwork.

Therefore, what we need to do is engage in the first kind of advertising:  measurable response advertising.  We can still advertise in art magazines, but now will do so with a plan of action, with a way to measure the effectiveness of each ad, and best of all, we'll know if ads are working and can stop them if they're not.  But better yet, it opens up other forms of advertising:  direct mail, direct email, cross-marketing with other artists, and Google Adwords just to name a few.

Some artists like the idea of "building their name" or branding.  I agree.  I like the idea too.  Here's the secret - use measurable response advertising to acquire new prospects THEN engage in branding activities with your in-house list of prospects, it's a lot cheaper and a lot more effective.  Forget trying to "brand" yourself to the whole world, you're not Nike. 

But you can brand yourself to the whole world that matters - those people who are interested in your art.






[Services:
FASO: Want Your Art Career to Grow?  Set up an Artist Website with FASO.
FineArtViews: Straight talk about art marketing, inspiration - daily to your inbox.

InformedCollector: Free daily briefs about today's finest artists in your inbox.

BoldBrush Contest: Monthly Online Painting Contest with over $12,500 in awards. 

Daily Art Show: Daily Show of Art that reaches thousands of potential collectors.

Backstory: About Clint. Email EditorTwitter. Republish. ]


Topics: Art Business | Marketing | Seth Godin | Advertising 

What Would You Like to Do Next?
Post your comment Join Email List Follow via RSS Share Share

 1 Comment

Nancy Cupp
via faso.com
Could you please explain what branding actually is? Is it the design of a logo? Is it just having lots of ads with your logo showing all the time? Sorry for my ignorance.










 

FASO Resources and Articles

Art Scammers and Art Scam Searchable Database

 

FineArtViews, FineArtStudioOnline, FASO, BrushBuzz, InformedCollector, BoldBrush
are Trademarks of BoldBrush Technology, LLC Licensed to BoldBrush, Inc. 

Canvoo is a registered trademark of BoldBrush Technology, LLC Licensed to BoldBrush, Inc

Copyright - BoldBrush Technology, LLC  - All Rights Reserved