Yesterday you looked at the qualities of the people you wanted to work with, not lets identify your target market. Your ideal clients are a subset of the target market you choose to serve. It is just as important to identify a target market you feel passionate about as it is to identify the ideal clients that you are inspired by. The benefit of identifying a target market is that it allows you to more easily determine where to find potential clients/ art lovers who are looking for what you have to offer. In order to reach these potential clients/ art lovers, you've got to know where to find them.
The next step we are going to take, are steps that will be will worth your time. Understanding why people buy art is really important in creating relentless demand for your art. The following four steps will help you understand the why.
Who's the Target Market of Your Artwork
Take a few moments to think about the following questions and jot down whatever comes to mind.
1. What is the geographic location of your target market?
Name the neighborhood, city, state, region they may live in. Do not forget to consider the social networking sites they may also live. Since many artist typically sell art online works very well (Etsy). Considering online sites might be better, but if you are considering selling at a market, then you specify the general location.
2. What are the demographic characteristics of your target market?
A few years ago, I was working with a client who said her target market was women you liked wearing dresses. Well that is a very large target market and that size of a target market is very hard to sell to. So to help her out- I asked her to choose her favorite television show or movie of women who would wear her dresses. She chose Girlfriends and Sex and the City. With this new information we were able to actually visualize each woman wearing her dresses. We used the characters personalities, jobs and interests to describe the demographic characteristics of her target market.
If choosing a character from a movie or television show helps you identify your target market, then please do so. But make sure to describe the observable, factual characteristics of your target market - such as age, income level, family size, gender, ethnic group and hobbies/interest.
3. What is your target markets'motivations and purchasing patterns?
The observable factors are important, but you also have to consider the less tangible factors. Try to answer these questions.
What is important to your target market- price, quality, or convenience?; What kinds of companies do they prefer to do business with - small, large, socially responsible, or locally based?; How do they view themselves- technically savvy, smart shopper, stylish or cutting edge?
What are your customers purchasing patterns- paypal, cash only, credit? How often do they buy art - once a year, every other month, when there is a sell, or during special occasions?
4. What is the market size of your target market?
Keep the answer to this question simple. Do you think the market size for your art is small, medium or large. If it is small look for other small target market group, if it is medium, then you are good to go for a few years, and it is large, then that is great, but you are going to have to keep coming up with unique ideals to keep them interested in your art.
Now look over your answers and try pulling it all together. Write a brief description of your target market.
My Target Market is .........
This new found information will help you more successful at creating and selling your art.
Alright we are almost there. We have 2 more post to go, before we have completed the foundation of our art career. Thursday I will discuss the importance of developing your personal brand and Friday I will end How to talk about what you do.
Make sure to subscribe to my blog if you haven't already. Peace and More Love, Alease