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marketing campaign. Here are some ideas and tips to help
get yourself noticed by the right people.
Work Work Work
It seems simple, but you can never underestimate the power of a great image. A marketing campaign is only as good as the work it is promoting.
Target
Know who you are and what kind of work you do. See who else is doing work like yours, or creating work that influences your own. Find the agencies and buyers that are using work like yours and compile their information. A targeted campaign is the most effective way to get work in today’s marketplace.
Connect
Figure out who you know already and make sure they remember you for your strongest images. Ask yourself who knows you and be sure to introduce your work to them. Put your best foot forward – first impressions of work are usually the indelible ones.
Network
There is no better way to sell yourself than constantly interacting with a network of people who can hire you. Creating that network takes time, but knowing who is out there working in the industry is the first step, and persistence pays off. Don’t wait for them to find you – find them!
Remind
Once you have a solid group of people who know your work and are potential buyers, keep yourself in their sights. Consistent direct mailings to a few of the right people pay off much more than one-time blasts to everyone in the industry. That way, when a project comes along that you’re the right fit for, you can be certain your images will spring to mind.
Repeat
If at first you don’t succeed – try, try again, right? Everyone’s work is different, and sometimes the right job for you comes along when you least expect it. Reinforce your brand to the people who can hire you. Don’t let opportunities pass you by. Be prepared by being persistent.
Some Notes on E-Mail
Things get tricky when it comes to e-mail marketing. Like anything that gets immensely popular, e-mailing has become incredibly overused. Think of how many e-mails you delete each day compared with how many you read! Art buyers are no different. Make sure that if you use e-mail as part of your marketing push, that you are sending them to people who know who you are and will be excited to see your new images. Don’t waste time randomly e-blasting to a ton of creatives – you don’t want to go right to the Deleted Items folder! Quality is always better than quantity, and e-mailing is no exception.
Let Us Help You
The Workbook Directory can be utilized at every stage in the marketing process - from establishing and targeting a network to sending out direct mail pieces to landing in the inboxes of the right buyers. The Workbook also offers a complete array of other marketing tools to make sure YOU get seen and get hired. The Workbook, both in print and online, is here to connect artists with buyers. We’ve been doing it for over 30 years and still finding success at every turn. Give us a call, we’re always happy to help!
