| FineArtViews - The AMP Newsletter
Tony Allain just sold another art piece with FASO! |
| Golden Light 2 by Tony Allain Pastel on Sand Paper | 20 x 26
FASO artists & creators have sold over $977,782 worth of art via ecommerce on their websites over the last 90 days.
Try FASO Free for 30 Days & Get Everything You Need to Sell Your Art Online.
|
|
Hi There,
The internet has completely disrupted and changed the way that all companies do business in the last few decades. When it comes to selling art though, galleries are still thriving despite the online disruption.
As part of this series, I've discussed how to identify and define a true collector and how the internet has disrupted the internet. This week, I'll continue the conversation and discuss spillover effects.
After reading the article below, let us know what other questions we can answer about art marketing!
Enjoy, Clint Watson
|
|
What do true art collectors want?
I think they want the following elements: Credibility, Curation, Spillover Effects, and Exclusivity. We've discussedcredibility and curation(click here to catch up now).
Next up isspillover effects.
During the time that Tiger Woods played on the PGA tour, he only played in half of the tournaments.
|
| Here's an astonishing fact: The difference in TV ratings between Woods and non-Woods tournaments was astounding: nearly 100 percent. Yes, Tiger was twice as popular as everybody else on the tour - combined.
|
| And Tiger's popularity had a "spillover effect" to the entire industry that helped all of the golfers on the PGA. From the book The Content Trap:
For more than a decade, higher ratings benefited the entire sport. During Wood's career, they meant higher advertising rates for networks and larger corporate sponsorships for the PGA tour. Both increases in revenue were funneled back into larger prize money for the events, which benefited every top golfer. The average award grew by 400 percent during Tiger's career. Rival Phil Mickelson observed, "There's nobody in the game who has benefited more from Tiger than myself."
As I read that, it reminded me an awful lot of art galleries. If an art gallery carries the work of Richard Schmid, think of the attention from collectors that will bring. If, in my analogy, Richard Schmid is "Tiger", think of the huge spillover effect that having his work in the gallery brings to all the other artists hanging in the gallery.
|
| You can almost hear people looking at a new artist's work thinking, "well, if she's good enough to hang with Richard Schmid" You can see how the spillover effect is so strong that it can establish instant credibility (one of the other effects).
|
|
If you ran an unknown tournament and landed Tiger Woods: Instant credibility. And if you start an unknown art gallery and land Richard Schmid: Instant credibility. And amazing spillover effects to all of your other artists.
Of all the four elements, this is one of the most important, and, it seems to me, the most difficult to re-create online without an art gallery involved.
Ideas to recreate spillover effects as an individual artist: I think it's possible, but I think to do it, as I mentioned above, individual artists must be willing to work together and promote each other's artworks to a much greater degree than I've ever seen. The main way I could see this working is if you had a well-respected artist who believed in you and was willing to recommend you publicly. But that isn't exactly a spillover effect. A real spillover effect would be having a respected artist agree to sell your works on her website (or let you sell her works on your website). That way, the "famous" artist would be a continual draw, bringing potential collectors who would then notice your artwork.
To truly create spillover effects without a traditional gallery, let's do a thought experiment: Imagine several respected artists get together and set up their own online art gallery. They wouldn't obviously publicize that they own it, but it would be a sort of mini-brand in itself. As an example, let's say six good painters set up this online gallery and all agree to provide artworks for sale. They create a nice, artsy name, a great logo, and all link to it from their websites, email newsletters, and social media. If done right, they all now benefit from ongoing spillover effects from the other five artists!
Until next time, remember that Fortune Favors the Bold Brush. |
|
If you're enjoying our newsletter, would you please support us by sharing FineArtViews with a friend or colleague? |
|
|
|
