The topic of marketing is very large
and very broad. Its basic principle includes what is your product, how do
you want to sell it and what are your expected returns.
This subject should be useful for all business purposes
and over the coming months, we'll break it down into a number of different
categories and discuss each one on a month by month basis. This process
of month by month is designed to try and keep it simple. The marketing
concept is directed to artists for their use, but anyone reading it should
be able to interpret any discussed concept into any product or business.
We do not guarantee that all of the following concepts and suggestions
will pertain to your use. However, they are the basic starting points
and are designed to be enlarged upon to directly fit your use.
THE THREE BASIC PRINCIPLES OF MARKETING ARTISTS
Where am I now?
Where do I want to go?
How am I going to get there?
To begin with point one, Where am I now? sit
down and fully describe yourself and your product on paper. List all of
your basic business relationships in point form. Some of these should
be more or less those to include such as your banker, accountant and your
List all of your suppliers and describe the relationship
that you have with each and how they are paid. Do your suppliers assist
you with production materials and ideas, and if so, what and how?
What is your method of a business operation? What
is your method of production? Provide a full description of where you
work, all of your working assets, all of your production assets, a full
description of your product(s), your abilities; (even those outside of
your production abilities). Where you work, where you produce your product,
and the rental costs. This description should come right down to even
having a telephone and the cost of the actual telephone. What is the telephone
number and the monthly cost, etc.?
Naturally, the larger your business has become, the
more comprehensive and detailed you are going to have to be in listing
all of your resources. Every resource pertaining to you, (including your
education) and your business of being an artist should be listed now.
After you have listed and described everything in
point form about yourself and your business, then write your conclusions.
Your conclusions should be drawn from all of the information your have
outlined in point form and should be only your opinions as to where you
feel you are now.
At this point there are no decisions or descriptions
to be made as to whether you are or have been right or wrong. What you
want is the complete written outline of exactly where you are now.
This information should be designed for your own
use. It should not be designed to show to anyone or used as part of an
application for a loan. All you want right now is a complete personal
description of yourself, yourself as a businessperson, yourself as a creator
and producer of works of art or yourself as that of being a corporation.
Within your conclusions, thoroughly outline what
you think are your strong, positive areas and your weak, negative areas.
Lastly, write your Summary Conclusions. These are
taken only from your conclusions, and in short, should briefly outline
where you believe your place is right now in the real world of business.
Now you should have a good mental and written understanding of exactly
where you are now.
You cannot skip this, and just say "I know where
I am now". Once you write everything down, you will find some very surprising
facts about yourself and/or your business that you did not even think
of before now. In fact, you should plan on doing this at least once a
year. Then you can compare last year to this year. It can and will bring
you down to earth very quickly. It will provide a positive direction as
to where to go with an ever-changing working environment. This is the
first essential step to success.
Next month we will discuss point two. Where do
I want to go? As an emerging artist or an established artist, this
month you might want to take the time to participate in point one. Then
you will be in a better position to relate to the next article
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