Who is your Audience?
The first thing we will do in this series is identify your audience, who would those people be? Don’t think about where your art fits in to the picture just yet, we’ll get to that in a minute – right now, try to visualize the perfect buyer for your art.
and learn to like your audience
- these are the people who
will fund your art career.”
“Know your audience” – this is a typical mantra for marketing any business. As cliche as it may be, it is definitely the place to start. As an emerging artist the question “who is your audience?” or “who are your collectors?” might be more difficult to answer than you thought. You may also find the people currently buying your art are quite different from the demographic you imagined.
While (almost) all buyers should be welcome, start by asking yourself who you WANT your audience to be. Aside from wanting collectors who love everything you create and have endless finances to adorn their walls and halls, pinpoint a few qualities to define your ideal audience.
TIP: It is easy to get lost in a rabbit hole of questions and uncertainty. This is a normal feeling – remember that marketing is an ever-changing process (much like developing your art). You can stop to evaluate your situation and change your course of action as you need, at any time, to better fit your scenario.
THE BASICS: Age, gender & location
- Instead of just thinking in general terms – “middle class, 30-65, female”, imagine different specific scenarios…
Is your ideal buyer a suburban wife wanting to decorate her new home? a city developer needing to put art in their new high-rise? a professor looking to invest in some art for his office? an up and coming hip-hop artist wanting to show off their style with one of a kind creations?
- Where do they work, and in what industry?
MOTIVATION & BEHAVIOUR: Why are they looking for art?
- Are they decorating? Is buying art a hobby or are they serious collectors? Do they prefer a particular style, medium, color or motif?
- How often do they buy?
- What commercial brands appeal to them and why? What style of clothes do they wear, what kind of car do they drive?
- Where do they do their recreational shopping? At the mall? Online? In a speciatly boutique?
- Is your ideal buyer outgoing or reserved? Do they make carefully planned decisions or would they be more likely to act on a whim? Do they like to talk, socialize and tell stories?
Your ideal audience may (and should) include a variety of people, but if you come up with some specific identifiers, you can create a more effective plan for how to market to them, and ensure that you create art to suit their needs.
How Expectations Can Turn Anything From Worthless To Priceless
Mobile Art Lounge Collector Profile
|[EXTRA CREDIT]||Make a collage by cutting words and pictures out of magazines and direct mail ads (add your own sketches and doodles!) that describe your audience. Pin it up in your workspace as inspiration + share your links on this page, or post on FB/Twitter, etc.|
|NOTE: You should provide potential buyers with a variety of ways to view, interact with and react to your art; consider both “in person” and “online” audiences when defining your ideal audience.|