Making a Marketing Plan in a Pandemic
Episode 59: Creating a Marketing Plan (During a Pandemic)
If you hope to make a living as an artist, even if you hope only to supplement your income, then it is a good idea to plan how you are going to market yourself by creating - oddly enough - a marketing plan! In these peculiar times with Covid-19 raging through our society there is still a need to plan, it's just different stuff we need to plan. Pater and Laura talk in this episode about how they have planned and about some of the things they have done to keep moving forward.
Covid has changed the world. In this episode Laura and Peter share their current business plans and make some practical suggestions for making a sensible marketing plan during these uncertain times
The Useful Stuff
It’s important to be flexible and experiment with your marketing. You don’t have to get things perfect and have a fully formed plan before you start; it’s fine to adapt and change your strategy as you go. Once you’ve seen how the audience reacts, you can tailor your marketing accordingly. If cost is a worry, start small and minimise risks. Laura reached out with simple videos on her iPad and, having created a buzz, she went on to crowdfund for better equipment and upgraded her offering.
Look at joining events or marketing opportunities which already have a following and work for your business model. The Artist Support Pledge is a good example and allows you an individual sales strategy under the umbrella of the pledge. It’s essential to honour any responsibilities that come with this kind of approach and to pay things forward. Don’t forget to publicise your involvement every step of the way.
Accept that you will have to take a different approach and allow time for change. Moving online is likely to be a necessity now, but remember that it opens up a worldwide audience for your art. Factor in packaging, postage and payment options and some additional bookkeeping. Good photography is more essential than ever.
Commit to a plan and publicise your intentions; hold yourself accountable and keep your audience informed. Keeping your audience in the loop will keep you productive, give you something to share and hopefully sell. Be authentic, nobody gets things right all the time and it’s OK to find the going tough right now, but do keep a positive twist on your professional communications.
Identify your audience and check your approach chimes with them. Picturing your client and addressing them personally will help you to keep marketing emails, posts and vlogs from becoming impersonal and generic. Take the time to follow up on replies and questions on social media and mail, it means a lot to your customers.
In such insecure times, make a point of being a regular fixture. This is especially true for social media or YouTube. Announcing a series of helpful posts or films and then sticking to a timetable has proved very successful for both Peter and Laura. It gives an audience something stable to enjoy and will win you a lot of customer loyalty.
Keep networking and support your peers. They will be there for you in turn. It’s also important to stay in the loop and be aware of any opportunities or events out there. Don’t be afraid to reach out to fellow artists, most are friendly and glad of the support. Don’t forget galleries or event organisers; they are having a hard time too and don’t burn any bridges over cancellations and disappointments, especially on social media!
The Takeaway
Create a goal to create new work, but remember to leave time for marketing your new idea and selling the end results.
This Podcast is sponsored by Michael Harding Colours. For more information about Michael’s colour range or to find a retailer near you, please visit www.michaelharding.co.uk
