Reproducing Your Artwork PART 6 — Where Do I Go From Here?

Myron Arndt

This is part six of a six part series on publishing and marketing your artwork.

PERFORMANCE EVALUATION

The reproduction and distribution of your work is not the end of the story. In fact, it is only the beginning. At this point you must begin the ongoing process of evaluating the performance of each reproduction. After all, you are doing this to sell more of your work.

The evaluation process should consist of three parts:

1. Period Sales
2. Market Area reached
3. Effective Marketing techniques

1. Period Sales
This is relatively easy to evaluate. Either you or your distributor can keep track of sales over a given period such as 90 days. I would suggest that this is the minimum period in which to review the sales performance of the reproductions as factors such as season, trade fairs and traditional buying periods will affect the results. The most accurate results will be achieved after a full year of sales when trends will become more obvious.

2. Market Area Reached
You or your distributor need to compile data on where your products have sold. Most distributors will be able to generate a report for each customer, but in the early stages some of the most important information is simply where, geographically, your work is well received.

This information can assist you in the design of additional reproductions, help spot trends and understand who your customers are. The type of store or gallery buying the work is also helpful information. For example, if your work is only being sold in a certain type of shop, you may consider additional products, price points or sales techniques that will widen your market.

3. Effective Marketing Techniques
The last part of your analysis should be a review of the most effective sales strategies and techniques that have resulted in sales of your reproductions. When, how and to whom was your work sold? Was it sold best on a one to one basis by the sales person, sold best framed, sold best at a trade fair or exhibition, by catalogue etc?

The knowledge of how your work is sold can contribute to more effective marketing techniques and even to the design of your reproductions, their packaging and promotion.

Although the benefits of analysis are obviously valuable, it is not often enough that the resulting information is used effectively. When entering the reproduction market you must be prepared to treat your reproductions with more objectivity than your original work. They must be considered a commercial product and as such will benefit from evaluation and improvement.

WHERE DO I GO FROM HERE?

This brief look at the reproduction market may have prompted more questions. That is partially its intention. It is important that artists considering self-publishing be aware of some of the factors that influence their decisions.

Where to go from here? Well, initially I would suggest that you complete an evaluation of yourself and your artwork. Go through the worksheet at the end of part 5 of this guide for this purpose. The form of the evaluation is not important, but asking your self the right questions is.

Secondly, I would suggest that you begin your research, visiting galleries, sending submissions to publishers for their reactions and consideration, and seeking out advisors and other self-published artists for information and the benefit of their experience.

At that point, if you have concluded that you will go ahead, you must decide on your type of reproduction, set your financial budget, choose a printer or technician to assist in the reproduction process, confirm your distribution and sales arrangements and take the plunge. You will find that many of the people you contact in this process, such as your printer, distributor, agent or other advisors, will be of invaluable assistance in helping you define and confirm your direction. The support of your family and friends as well as other artists can also be an important resource. Do not hesitate to utilize these sources of information and encouragement and you will enjoy and profit from the experience.

RESOURCES

1. “The Artist’s & Graphic Designer’s Market” published by F&W Publications,
Inc. 1507 Dana Avenue, Cincinnati, Ohio 45207 Phone: (513) 531-2222
Fax: (513) 531-4744.
Updated annually, this guide lists contact names, addresses, submission requirements,
pay rates, trends and who is looking for what in the field of fine and commercial art.

2. Spotlight Publications Inc., 7350 Manchester #200, St. Louis, MO 63143
Phone: (314) 781-0400 Fax: (314) 781-0297.
A source for books, tapes or resources relating to creative endeavors. They list publications such as the book above, as well as the Writer’s Market, Photographer’s, Songwriter’s, Poet’s, etc. They list a toll-free # for ordering at 1-800-527-7625.

3. Artists in Canada
A national directory of Canadian artists, galleries, associations and art resources
[Date: Jul 16 2002] [url: http://www.artistsincanada.com/]

4. Internet Art Resources
Art Galleries, Museums, Festivals, Internet Galleries, Art Suppliers and more.
[Date: Apr 26 1999] [url: http://artseek.com/]

5. Art Knowledge News
A free online art E-zine keeping our 126,500 subscribers in touch with the ‘World of Art’. Recent news, exhibitions, art quotes, essays, art history… and more.
[Date: Aug 14 2005] [url: http://www.artknowledgenews.com]