Planning 2014; Sheep Cloud Mountains

Oil Painting of the Blue Ridge Mountains
Blue Ridge Blue Skyline Sheep Cloud

Above, 5" X 7" oil on linen board; painted live along Skyline Drive in the Piedmont Area of Virginia, in Shenandoah National Park. Made me feel like an angel as the warm summer breezes overcame my easel and me. I loved the patterns; the repetition of shapes and most of all, the color of these mountains. See the sheep cloud to the upper right? My eye finally found him after I thought I was done, but he's welcome to stay.
Today: an auspicious start to the New Year 2014, Year of the Horse, spent meeting a lovely group of fellow artists. We're planning an upcoming Studio Tour for northern Albemarle County, north of Charlottesville, for either the spring or the fall. Cannot wait to get to know such an inspiring group of fellow artists, including watercolorists, painters, weavers, art manufacturers and more.

Marketing: Emerging Artist Tips 2.0

Introduction
  • Recently I was contacted by a young, fresh out of art school "artist" who specializes in illustration. I put "artist" in quotes because he's currently working at a Starbucks in New York City and trying to succeed on the side. A hard-working, very talented person who just can't seem to break into the field, and finding that the information given in art school just wasn't enough. 
  • Although it's been many years since I've had to start out attempting to become a successful artist, and though the tools have changed, the basic principles remain the same. I'm still marketing all these years later, so I'm going to occasionally post edited versions of the questions asked, along with my responses. 
Q: 
  • "I get overwhelmed by how to go about getting clients and remembering who I contacted and when. Things keep falling through the cracks and I feel like there are opportunities I'm missing because of it. How can I get my act together and start to run like a business not a class I just need to pass?"

A:
  • You need software or some kind of formal note taking to help you keep track of names, titles, addresses, phone, etc. It's the kind of thing that will tell you what you mailed to someone, and when, so you know when to make a follow-up call to the mailing to see if you can open a door or elicit a response. You MUST keep this updated. You'll be amazed at how quickly people change jobs, titles, cell phone numbers, etc. There is expensive and dedicated software out there to do this, but I have found that just setting up a table in Word or getting a program like Filemaker pro works just as well. 
  • Whatever software you get, you have to use it to make it worthwhile! I would force myself to cold call, say, five or ten contacts a week (minimum) unless I was so overwhelmed with work that I wasn't getting any sleep. This is something that I had to do throughout my career. Cold calling and being more extroverted is not fun or easy at first, especially if you're shy and/or reticent. Believe me, I know, as that describes me to a "T". Often, it's the way of artists. For more information, I'll get into how to recognize and deal with this in depth later on.
Catherine Twomey LLC, ArtistsArt LLC, Medical Illustration

Marketing: Emerging Artist Tips

• Recently I was contacted by a young, fresh out of art school "artist" who specializes in illustration. I put "artist" in quotes because he's currently working at a Starbucks in New York City and trying to succeed on the side. A hard-working, very talented person who just can't seem to break into the field, and finding that the information given in art school just wasn't enough.
• Although it's been many years since I've had to start out attempting to become a successful artist, and though the tools have changed, the basic principles remain the same. I'm still marketing all these years later, so I'm going to occasionally post edited versions of the questions asked, along with my responses. 
Q: "My marketing strategy at this time is what I would consider bare-bones, but definitely not unknowledgable. As soon as I graduated from art school, I set to work gathering a long list of potential clients. I started at the magazine rack at Barnes and Nobles, and moved on from there to the internet. I find mastheads wherever I can, I grab the names and addresses for Art Directors, assistant ADs, Creative Directors, and so on, and I add them to the list. I do this whenever and wherever I can. Every three or four months, I then mail postcards with my work to everyone on this list. I feel strongly as if I need more diversity in my marketing strategy. I do not email because I can't be convinced that it's remotely effective or even worth the time that it would take to gather the few email addresses I could find (people seem to protect these better than their mailing addresses). I also believe that it's too easy to automatically get sorted into junk folders, whereas with a physical mailing, at the very least there's a good chance that someone will take a look at what I can do, at least for a few seconds. If I can grab their attention in that time, I win. If not, at least I had that shot."
A: Gathering contact information whenever and wherever you can is a great start, as is creating and mailing postcards. Your take on emails is correct; they're often lost, forgettable and viewed as somewhat lazy and intrusive.
• I have known people who've spent a large amount of money on creating show-stopping, die cut, expensive mailers. I'm not convinced that's a good investment. If you're already getting some calls from your mailings (and they're not mega printing dollars to do) then your talent speaks for itself. 
• From my experience, the same goes for purchasing (what are often hugely expensive) ads in the big advertising books like the Black Book. Before I would do anything like that, I would talk to some illustrator agents, art directors, other illustrators, etc. to try to judge whether the investment is worth it. I've spent thousands of dollars on ad books and sometimes gone for a long time with no results, although some claim consistency of your message (over the years) is critical.
• The world has changed a great deal, but you need to start doing cold calls. Mailings are not enough; they're too passive. You need to constantly get to the front of people's minds, and you can't do that if you don't talk to them and happen to connect with them the moment they have a need for your work.


Multiple samples of medical art
• Here's a sample of one of my early marketing pages which was published in a specialized medical art marketing book: