Many artists know many artists. And that’s a good thing – for the common network. In the case of artists who are not yet well established on the market, this often means that in addition to personal friends and relatives, only or at least predominantly other artists visit the vernissage. But how do you actually get to other target groups? And which target groups could that be?
What is a target audience?
Any kind of art automatically attracts a certain kind of people because of a certain common characteristic. For example, all new grandparents could be a target group for portrait artists. Because these grandparents might want to have a portrait of their new grandchild. Of course, that doesn’t mean that your own art is only aimed at a single target group. Nor does it mean that all members of this target group actually like your kind of art. After all, it doesn’t mean that completely different people outside of the targeted target groups don’t feel addressed by your art – or a certain work of art. In general, however, it is definitely worth looking outside the box.
Why are target groups important?
Once you have identified target groups for your art, you can also target your advertising. First, consider where you can find your target group and how you can reach them with your appropriately targeted advertising. You can then align your advertising both in terms of content and style. You can even consider which exhibition locations are suitable for addressing this target group personally.
How do I find my target groups?
This is not a trivial question, because many different factors play a role. The art you make may attract a lot of attention, but due to the format sizes it is not suitable for the living room. Or maybe you already had a small fan base who liked to buy from you, but now that you are establishing yourself more and more and the prices continue to rise, your previous fan base can no longer keep up financially. When you have found a gallery, it becomes a little easier, because the gallery itself already has specific target groups in mind or already has a fixed circle of buyers and thinks that you fit in quite well. If you are not represented by any gallery, you have no choice but to simply try out different approaches with possible target groups.
How do I do this?
A good tip on my part is always: Do research with other artists(who might do something similar to you). Take a look at their websites & social media accounts, talk to them personally and ask them how they do it. The artist network mentioned above is good for this! Also, listen carefully when you talk to others about your art. This can be exhibition visitors, but also friends and relatives. Their feedback can give you valuable information about how your art works, or also about what it does. You should also have at least a basic basic knowledge of successful marketing. Because the best tips are of no use to you if you don’t implement them in such a way that others become curious. You can find some helpful information about self-marketing here in the Sommer arts Blog, when you click on “Marketing & Organization” in the category menu on the homepage