As artists we rely upon visual images as a stimulus to memory and emotion, as does a wider cross section of the community, so why not use this human trait to promote your work? I speak of your business identity in the form of visual media by way of business cards and supporting documentation. This relatively small and inexpensive piece of card (or stationery set) can have a large influence on your potential clients and market, so it is critical that they are designed to convey your identity clearly and concisely.
Business cards are available in a myriad of styles and designs, ranging from simple single sided colour to embossed, watermarked and foiled versions. When deciding on which style to use, several factors will influence your final decision, such as; pricing, whether the style of card is appropriate to your style of work, single or double sided printing, paper types and lamination. Keep in mind when you are ordering cards that print runs usually start at around 250 cards and as such the information that you include should not change over a short period such as contact numbers and email/web address, or you will end up with lots of incorrect cards. Information that is suggested to include on your cards are fields such as full name, contact phone number, email address, website, ABN, tertiary qualifications and the mediums used in/style of your work.
As far as your “business image” is concerned, consider whether you have a particular art style or whether you are known for particular imagery. Such classification can be seen as “pigeon-holing” an artist to a particular style of working, but in the initial few years of your career this may not necessarily be seen as an evil. Your client base will begin to associate your business image with your particular style or imagery, which is an effective tool to expand upon this fan base, as your most supportive clients are likely to pass your information onto like minded individuals. By having imagery on your business card that is representative of your work, the customer is more likely to connect with this rather than a list of your qualifications or achievements. As you grow as an artist, this business image can change with you, becoming broader/narrower as your style evolves. An image may not be required as you become more widely known, in which case a simple but strikingly styled card with contact details and qualifications could be employed. Consider the Nike brand marketing strategy. Can you recall the “Nike Swoosh” image? The company’s business image has evolved to a singular pictorial reference, which is repeatedly used in their marketing and products, reinforcing the image through saturation so that the general public can immediately identify the brand.
The success of many large companies that employ image reinforcement strategies, also employ effective supporting visual documentation or media. Strategies that the artist can employ include stylistic imagery in artwork series, matching stationery, brochures, résumés and web promotion.
Brochures are an effective tool to convey more detailed information to the potential client. A simple tri-fold DL size document is the most commonly used size, as it will easily fit in a standard envelope and brochure display stands at galleries. These documents can include information regarding your qualifications, series/themes of work, an artist statement, commissioning information, tuition opportunities and contact details. These brochures do look best when professionally printed on glossy or interesting papers, preferably in colour. The more interestingly and ingeniously designed brochures on the market have available space on the rear of the document to attach postal labels, should you wish to distribute these to your contact list (and you save money on envelopes and the time to “stuff” them).
Web based promotion is a growing area that can be effective in marketing to particular audiences. With an audience which is becoming more internet savvy and hungry for information at the click of a button, the effective use of this tool can be a blessing or a curse. There is a mountain of ridiculous and poorly constructed sites on the web which offer very little to the viewer, other than chewing up their entire download quota while waiting for oversized picture files to open. There is however a growing market for hosting sites, where artists can sign up to a provider that displays their images for free (under copyright protection) and promotes their work through image sales and/or forums and discussion boards. These sites make their profit through either charging you for the more exclusive features of the site or charging commission on the images they print and sell on your behalf. In response to the growing hobbyist market and as a tool to people in remote areas, video streaming of art your practices and techniques are becoming more popular through sites such as YouTube. Offering written instructions with images of your techniques also provides an opportunity to gain a following, particularly if your site is associated with an art organisation or a web ring. Just make sure to archive your instructional posts/blogs with an appropriate and suitably short title or people viewing the site will need to wade through a vast store of information and you risk the chance of losing them. The internet is a relatively new tool in marketing of artwork, but applied in an innovative way with supporting strategies it can be very effective.
One last thought, when designing your cards and business identity, select images which are descriptively broad of your style and only include minimal contact information such as a mobile phone number and email address, as identity fraud is on the rise. Also remember to distribute these cards with appropriate businesses/contacts and always carry them with you, opportunity favours the better prepared.