Selling art your how to guideMore ways to sell more art more effectively

 
 

 

"There is no defence against the impact of a new idea!
Sometimes innovation and tradition meet awkwardly.
Take the 'Net and the art world.
A traditional gallery model was the obvious approach...

 

Then came the suprise impact of 'new ideas'!
The tipping point   when online art finally got serious
Online benefits   size speed convenience inclusion and so on...
The 'old school' approach   just the beginning (or perhaps all you need)
The 'new ideas' approach   here's where the ninja stuff begins
A new community   smarter and stronger than anyone of us alone

 

THE TIPPING POINT
 
For a decade plus, the 'Net's outgrown all retail outlets on the planet.

 

But despite no signs of slowing, it took until 2007 for one of the bastions of the conservative art world to dip a cautious toe into cyberspace... but that was all it took.

 

A little nudge from Sotheby's and the online artsales ball started rolling.

 

 

    Art auction giant, Sotheby's, decided to hold their annual contemporary art auction not, as they have traditionally done, at their York Avenue headquarters, but instead on their internet site, Sothebys.com. The public response was overwhelming.

     

    ''That we would be selling works in the (USD) $20,000, $30,000 and $40,000
    range is a surprise,''

    Craig Moffett, president of Sothebys.com

     

    Across the Atlantic in London, The Saatchi Gallery Online, (no marketing tools, training or e-commerce facilities) has claimed dealers already spending ₤100,000 (AUD $250,000) on paintings without seeing them in the flesh, while offline galleries have reported that

     

    "Ten years ago, we used to have 500 people coming to an opening.
    Now it's closer to five than 500."
    Galleries are discovering that many people prefer the comfort of choosing art online.

    CBC (Canadian Broadcasting Corporation) 04.12.00

     

    You can expect that purists will still want to see the most expensive works in the flesh, but

     

    "the current trend strongly indicates that when collectors buy art in the future,
    it's more likely to be with a click of the mouse than a nod at the auctioneer."

     

    It's an unstoppable trend and the art establishment embracing online sales is clear progress. While gallery attendance numbers are up, it's still a small percentage who'll browse commercial galleries as comfortably as browsing a book shop. But not so online.

     

    Online art sales have reached a tipping point with the 'Net
    being increasingly embraced by all and not just sophisticated buyers.

     

    But enough of sitting back and viewing the big picture, now that online artsales have become 'firmly entrenched', whenever you're ready to make your mark, register to join us and join the show.

 

 

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ONLINE BENEFITS
 
Instant access to a global art market.

 

Choose to show your work to the world whenever you want,
for millions to view at any time or...

 

choose to show your art for a limited time and just to those who make it to the show.

 

 

    On the World Wide Web, geographic, time and bricks and mortar constraints do not apply.

     

    •show just one piece... a hundred pieces... even thousands...

    •show and sell pieces as you produce them

    •no waiting for an exhibition, and the attendant wait for income

    •show what you want, when you want

    •show for as long as you like, rent free.

 

 

 

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Markets get bigger when no one's excluded.

 

Complete this well known defensive art statement:
"I don't know much about art but...

 

I know what I like!" Right?

 

 

    Whenever you hear these words, someone's feeling on the back foot about a simple opinion. The art world leaves some people scared of saying the wrong thing or feeling financially uncomfortable and of course everyone avoids situations where you risk feeling inferior... not good for art.

     

    Conversely, we seek out environments where we can grow and our opinions are respected. The 'Net's perfect for providing friendlier, easier and cheaper access to art, and art knowledge and

     

    because the 'Net delivers culture in your environment and on your terms,
    all of a sudden the art world's not so scary and everyone can enjoy it.

     

    With a bigger market and new players, we can let some of the hot air out and a few fresh breezes blow through, and now everyone can feel welcome to play.

 

 

 

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Smaller costs and larger profits

 

A low 10% commission lets you price super competitively and still make larger profits.

 

    •lower starting prices encourage more sales and can help establish careers more quickly

    •competitive pricing attracts more buyers

     

    And on the subject of commissions...

 

 

 

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Dealer or no dealer?

 

"Real partnerships with dealers can be great...
but who cares for your best interests more than you?"

 

 

    With commissions of 25-50%, slow or no payment, and contracts including exclusivity clauses with demands for commissions even when a work sells overseas or interstate through another gallery, you have to question, how equal is the partnership that some dealers and agents offer?

     

    Please don't misunderstand me; dealers and agents take on the risks of an entrepreneur and can be responsible for launching the career of an artist and making them famous. They can also be quite valuable for those artists uncomfortable with the business side of art, and many are very good.

     

    However, industry surveys reveal frequent complaints, particularly when economic conditions are a little tough, of drip fed payments, unreconciled accounts, undocumented commissions, the granting of discounts or extended terms to collectors without the artist's knowledge or permission, and galleries tenaciously hanging on to money and artworks. There have been instances of artists asking for the return of a work they believe hasn't sold, only to receive payment with a memo saying

     

    "You wouldn't believe it, but we sold that work only last week."

     

    Melbourne artist Bruce Armstrong, well known for his colossal wooden sculptures, commented that

     

    "It's really stressful to think that you're working on something for three months, then some dealer waltzes in when it's sold and takes nearly half. Paying a bit of rent and running a shop is much easier than making the art." The Age: Review 01.10.05

     

    It's important to carefully weigh just how equal the partnership is when considering a dealer or agent, and always avoid the unnecessary aggravation of being locked into a contractual relationship with a slow-paying gallery.

     

    The 'Net's ability (through sites like this one) to develop relationships with collectors, expand a client base and provide representation, is an alternative approach of benefit not just to artists, but also for forward looking galleries and entrepreneurial outlets.

 

 

 

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Buyer advantages

 

    Happy buyers are return buyers

     

     

    Save 7-10% on sales tax.
    Buying outside of state or national borders can often mean that local sales taxes are not applicable, a saving generally of 7-10% on the sale price. Clients outside of Australia for example, would not be subject to a Goods and Services Tax (GST), just as a client outside of Britain buying a work by a British artist would not be subject to Britain's Value Added Tax (VAT).

     

     

    Discretion: enjoy the privacy of the internet
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

     

     

    Convenience
    Browse, buy and be keep in touch 24 hours a day, 7 days a week, from virtually anywhere in the world. Unlike galleries, the Web never shuts. It's accessible from virtually anywhere, and now buyers can be alerted whenever new content is added. This is thanks to the convenience of RSS (Really Simple Syndication), a standard form of communication in all new browsers, which is like a cross between a news ticker and e-mail without the need to supply an email address.

     

    Sort of like your own personal gallery director who lets buyers know whenever any interesting new art comes in. Get the full story on RSS here.

     

     

    Variety
    A more diverse range of work and prices than would ever fit in an offline gallery.

 

 

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If any of these benefits sound vaguely attractive...
THE 'OLD SCHOOL' APPROACH
 
Sign up and do nothing...

 

But just who are you handing control to?

 

    You've found a 'good' gallery so you register and upload your work (often for a recurring fee) only to find you're at the mercy of the site owner's ability and motivation to attract targeted traffic. No ability in this area or no effort means no views and no sales and leaves you with with no control.

     

    Now... what if we handed control back to you?

     

    No, you don't have to do anything if you don't want to. If you're only selling one or two pieces, and have neither the time nor inclination to push things along, you can relax knowing that our basic service is a great place to start, and that you're in good company. We still share the strongest mutual interest (and have the ability) to get the most eyes to this site possible!

     

    Want some promotion but don't want to spend much time? Here are two e-mail marketing tools you can use as soon as you register.
    E-MAIL SIGNATURE FILES
    ArtSales registration

    A picture perfect finish


    Your details and your art.

     

    Signature files are the consistent,
    professional and automatic
    way to sign off your emails.

     

    Now all your emails can stylishly
    •   promote your work
    •   promote your gallery
    •   promote your blog
    •   include an image link to your gallery
    •   plus a text link to the site

    Variety's the spice of life -
    simple enough to show a different work every week.
        
    ART E-CARDS
    ArtSales registration

    Original art for every inbox


    Your art as online postcards.

     

    An enticing professional way to inform clients and collectors about
    •   exhibition openings
    •   new works
    •   special offers
    •   limited time pricings

    Keep friends and family posted with new works or new directions

    Say as little or as much as you want

    Clean and elegant for a stylish message.
        

     

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    Now if you want to take it one step farther and take matters into your own hands,
    we'll show you how to promote your art and create your own multiple personal streams of traffic...

     

    Register now and it's free. Wait and there's fees.
THE 'NEW IDEAS' APPROACH
 
Internet marketing

 

Untangling the geek spaghetti

 

    At first glance, Internet Marketing can look like an expensive bowl of hideously complex geek spaghetti. At least that’s how it appeared to me but now, after a lot of homework we can skip through most of the maze and go to a rough system that pulls most of the strands together. It leaves out pay per click (PPC) advertising, but most artists are cash poor and time rich so it makes sense to focus on the asset we have the most of.

     

    Online marketing consists of three parts

     

    •An offer (your work)

    •Traffic (visitors to your work)

    •Conversion (visitors into buyers)

     

    If you’ve already got the first part, we can show you how to create the rest.
    ArtSalesSystem.com and FASTCAM

     

    Traffic is handled with the Fine Art Sellers Traffic system, the FAST part of the name, while conversion is the job of our Coordinated Art Marketing system, the CAM part. In reality the two overlap because good marketing will always increase traffic, but you need some traffic first. The strength of this system lies in its ability to take each piece of marketing you produce (items which effective marketers routinely produce anyway) and leverage them through syndication or aggregation so they will have many times the impact that average marketers could expect.

     

    Here's a look at some of the modules.

 

 
MODULE 1  Blogging
 

 

 

 
MODULE 2  Video art marketing
 
    The way of the future's already here

     

     

    You tube
    Buying outside of state or national borders can often mean that local sales taxes are not applicable, a saving generally of 7-10% on the sale price. Clients outside of Australia for example, would not be subject to a Goods and Services Tax (GST), just as a client outside of Britain buying a work by a British artist would not be subject to Britain's Value Added Tax (VAT).

     

     

    Video aggregation
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

     

     

    Basic techniques
    Browse, buy and be keep in touch 24 hours a day, 7 days a week, from virtually anywhere in the world. Unlike galleries, the Web never shuts. It's accessible from virtually anywhere, and now buyers can be alerted whenever new content is added. This is thanks to the convenience of RSS (Really Simple Syndication), a standard form of communication in all new browsers, which is like a cross between a news ticker and e-mail without the need to supply an email address.

 

 

 
MODULE 3  Social media art marketing
 
    With a little help from your friends (all 15,000 of them)

     

     

    FaceBook
    Buying outside of state or national borders can often mean that local sales taxes are not applicable, a saving generally of 7-10% on the sale price. Clients outside of Australia for example, would not be subject to a Goods and Services Tax (GST), just as a client outside of Britain buying a work by a British artist would not be subject to Britain's Value Added Tax (VAT).

     

     

    Twitter
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

     

     

    StumbleUpon
    Browse, buy and be keep in touch 24 hours a day, 7 days a week, from virtually anywhere in the world. Unlike galleries, the Web never shuts. It's accessible from virtually anywhere, and now buyers can be alerted whenever new content is added. This is thanks to the convenience of RSS (Really Simple Syndication), a standard form of communication in all new browsers, which is like a cross between a news ticker and e-mail without the need to supply an email address.

     

    FriendFeed
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

 

 

 
MODULE 4  Web 2.0 art marketing
 
    Put a bit out and see what comes back

     

     

    Squidoo
    Buying outside of state or national borders can often mean that local sales taxes are not applicable, a saving generally of 7-10% on the sale price. Clients outside of Australia for example, would not be subject to a Goods and Services Tax (GST), just as a client outside of Britain buying a work by a British artist would not be subject to Britain's Value Added Tax (VAT).

     

     

    HubPages
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

     

     

    E.How
    Browse, buy and be keep in touch 24 hours a day, 7 days a week, from virtually anywhere in the world. Unlike galleries, the Web never shuts. It's accessible from virtually anywhere, and now buyers can be alerted whenever new content is added. This is thanks to the convenience of RSS (Really Simple Syndication), a standard form of communication in all new browsers, which is like a cross between a news ticker and e-mail without the need to supply an email address.

 

 

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THE ARTSALESSYSTEM COMMUNITY
 
    Together we are smarter and stronger than anyone of us alone

     

    Forum
    Buying outside of state or national borders can often mean that local sales taxes are not applicable, a saving generally of 7-10% on the sale price. Clients outside of Australia for example, would not be subject to a Goods and Services Tax (GST), just as a client outside of Britain buying a work by a British artist would not be subject to Britain's Value Added Tax (VAT).

     

     

    Knowledge base
    Some of our clients wish to maintain their privacy and that of their collections. Dealing online has anonymous advantages and client purchases are always kept strictly confidential.

 

 

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