Artists are the producers of a range of goods and services they can offer to the community. Once you’ve developed an idea or skill, or a body of artwork, you need to find ways of getting it out to your audience. Achieving this means bringing together aspects of practice and process (the what, how and why of your art or craft) with aspects of promotion and marketing (understanding who might be interested in what you have to offer, and how to build bridges to them).
Marketing can be a specialised area and many companies have whole departments dedicated to how to market the goods and services they supply. But as an individual artist you may be faced with the prospect of doing most of your marketing yourself. There are a number of publications available that aim to assist visual artists and craftspeople to develop their marketing strategy. Most of these publications recognise the limited resources artists are often working with.
NAVA Resources:
Getting Art There. An Artist's Marketing Manual. Published by NAVA, 2002.
ISBN 0 9585 474 24.
Buy the publication.
E-Commerce and E-Marketing, published by NAVA, 2006. 8 pages
Buy the publication.
Other Resources:
Australians and the Arts, Australia Council, 2000.
What’s My Plan – A Guide to Developing Arts Marketing Plans, Australia Council, 1999.
