Jeremy Sutton and Sutton Studios & Gallery presents the first in a series of Creative Entrepreneur Talks

“Making Money from Making Art:

Creative Marketing for the

Artist Entrepreneur”

by Bettie Grace Miner

6PM, Tuesday, December 5th, 2006

Sutton Studios & Gallery

1890 Bryant Street, Suite 306

San Francisco, CA 94110

Los Angeles-based artist Bettie Grace Miner, whose art exhibits, limited edition prints, books and more, have brought lively impressionistic images of contemporary jazz musicians to fans worldwide, presented twenty two important strategies for making your art business flourish, including:

This was a dynamic and educational presentation from someone who walks the talk….

Here is the hand-out from the talk with all twenty two strategies:

1. Marketing 101: Do you need a marketing plan? 
2. “Do” what you love! Connect with areas in which you have interest and passion. 
3. Develop relationships with those in that community.
4. Create a public (professional) image: Logo, business cards, website.
5. Brand yourself and do so in a way that creates a win-win for all.
6. Research:
   1. Gather information on ways to promote yourself that really works for you. 
   2. Always use a guest book or sign up sheet so people can receive information, invitations, newsletters, etc., from you.
7. Blow your own horn:
   1. Publicity
   2. Website marketing – yours and others.
   3. Press releases and/or newsletters should be sent to all whenever you have something of interest to report.
8. Commissions:
   1. Don’t just wait for a commission.  Offer to do them for clients that will give you a high profile.  If it can be sold, offer the subject a portion of sales to help you promote it (musicians, actors, athletes). 
   2. Build a book with those high profile subjects to attract others that pay and sell prints from the sittings.  (See: Get a model’s release!)
   3. When you have a great book you’ll demand great fees ~ and you’ll deserve them!
9. Financing: Find Sponsors that share your passion and will support you if they get something from you other than a bill. 
   1. Do images for theaters, clubs, sports teams, and stores – paid for by a sponsor, which will not only cover you, but also get both of you good visibility.
   2. Charities that will benefit from your work attract good sponsors.
   3. Do work or promotion for someone that can give you something you need.  As an example, I convinced Epson, Sharpie and Kendall Jackson Wineries to sponsor me with products I would have ordinarily purchased to produce my art products and exhibits.  The fact that they sponsored me created such interest in my project that it got some great press and lots of sales.
10. Publishing (self and otherwise).
    1. Create products that fit your work, and for which there has been demand. 
    2. Find venues to sell those products (see “areas of interest” above).
    3. Create a book or exhibit of your special interest work.  Do it right.  It may end up being an expensive portfolio, but you’d be surprised at who might want to buy (or publish) it.  See Gregory Colbert at www.ashesandsnow.com for an example of the exact formula I have been trying to create, utilizing a world known sponsor. 
11. Show Your Work!
    1. Traditional Venues: Art Shows, Galleries, Trade/Convention and other places to network and show your work.
    2. Alternative show venues – go where you’re it!  Carve your own niche in places such as Restaurants, Hotels, Airports, Wineries, Law Firms, Corporations or any place that has a connection with you or your interests.
12. Licensing. Agents & Reps ~ Will they work for YOU?
13. Never give away your work – get something, even if it isn’t 100% cash.  If your client wants you to give up something, they should give you something in return (more promotion, shorter license, an airline ticket – you’ll think of what works for you).
14. Trading for services and promotion (Dentist, Accountant, Hotel/Restaurant, Radio Stations and more resources for the starving artist).  I have actually made trades for all those examples and they’re still friends (see: get a written agreement!)
15. Pricing:  If it doesn’t sell, raise the price!  People believe they get what they pay for and if they’re not buying you – they don’t value you enough. 
16. Contests: They can be a risk, and sometimes an outright scam.  Check them out.  Even if you win, the prizes are not usually much, but it could be good PR, great for your resume, and cheaper than advertising.
17. Roadblocks: Get therapy if you need it – but get out there! (If you can’t get out there, use the pain to create art!)  We all create our own roadblocks and we know how to unblock ourselves – doing it is the hard part, but you must!
18. Set yourself up! Don’t be looking over your shoulder.  Get set up properly with the State Board, IRS, city/county licenses, and establish your legal entity.
19. Be sure you ALWAYS get legal releases for your work (model and property), even or especially from friends.
20. Create agreements with your clients, charities, representatives and all others for all work you do. 
21. Join professional groups within your field (photographers, painters, graphic arts) and take advantage of the seminars, legal forms and other legal and/or business assistance available through that organization.
22. NEVER, EVER under any circumstances should you give away your copyright. Always protect it, state it on all of your work and demand that any usage of it carry your copyright notice.  You can grant someone worldwide usage rights for an infinite amount of time, which will give them what they “say” they need.  They do not need your copyright – you are the author of your work and nothing can change that.

Books/Resources – Recommended Reading

1. The Business of Being an Artist, Daniel Grant
2. Licensing Art & Design, Caryn R. Leland
3. The Visual Artist’s Business and Legal Guide, Gregory T. Victoroff
4. Pricing Photography, Michal Heron and David MacTavish
5. Fine Art Publicity, Susan Abbott and Barbara Webb
6. Art Marketing 101 ~ A Handbook for the Fine Artist, Constance Smith

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