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As many of you know, I come from a 40 year background in both selling art and advertising.
Having been the owner of three brick and mortar art galleries, a publishing company and an ad agency, I am a big believer in traditional advertising. The Internet has changed a lot of the thinking but the basics are still the same. Get the product seen by the largest number of potential buyers as you can. And of course, it goes without saying that it has to be done with a plan that is economically efficient.
Most advertising plans start out with a budget that is usually some percentage of the gross sales. The number most agencies will use is 15% of sales. Simply put that would mean if you do $100,000 in sales, you should be spending $15,000 in advertising. I am not interested in hearing the arguments on rather you agree with this or not. It is long-standing practice that we do not need to discuss here. I am just laying down some very basic principles so you can see what the new plan is based on. And I am not suggesting anyone has to spend $15,000. The budget is going to set itself based on your individual sales.
There are two basic concepts in play here that we are going to actually try to compromise here to keep cost down. That means the overall plan is going to be based on how long it is applied instead of how much money you spend on it in the short term.
First, advertising is all about impressions. Tell'em, tell'em what you told them and then tell'em again. Repetitiveness is crucial for success.
Second, one needs to understand the principal of vertical vs horizontal advertising. For this program we are going to go for the vertical not the horizontal. A simple explanation is that with a limited budget, you need to focus on one (or two at the most) Social Media outlet for your message. If you want to read more on vertical vs horizontal reach, Google it or read my blog Understanding Advertising and Why You Simply Can Not Do It All https://fineartamerica.com/blogs/understanding-advertising-and-why-you-simply-can-not-do-it-all.html
Okay, so there is the basic we are going to apply here.
The program is much simpler then the prelude! :-)
Recently, I have been sharing my sales with a few of the Facebook groups that I started and the largest of the other groups I belong to. Every time I post one of these “Recently Sold” announcements to Facebook I get asked if I want to boots the post. The buy in is at a very low level or pretty much whatever you want it to be.
My idea is that for every sale you make you take from 10% - 20% of the profit you make only on that sale and boost that post for that amount. At the same time, you make sure you share those same posts in as many FB groups as you can and with as many friends that you can.
This will give you an ongoing advertising plan that is easy to keep track of and not break the bank. Part of the thinking is that if the image sells once, it will probably have a higher potential to sell again. I know that is not a 100% so please don't tell me how that is not a for sure thing. I get that.
The other thing I am suggesting is that you make the posts look exactly the same as much as possible. Using the FAA share button from the image page itself is what I strongly recommend. I never use that notification that you get that says something like help Joe spread the word or whatever it says. I only use the one from the image page on my ArtistsWebsite or Premium site.
I suggest you develop some kind of positioning phrase, or signature of some sort. It does not have to be much but it should be unique to you. I sign all of my post with just simply Enjoy! Floyd Snyder, FASGallery.com.
I also mention that the image can be bought on paper, canvas, and on consumer items. I don't really like it all that much because it is too commercial and way to long. So far none of the groups that I posted it to have rejected it so the group administrators do not seem to mind.
I just recently did this for an image I sold and as soon as I launched the "boost" I did make a sale of the same image. Absolutely no way in the world to know if it came from a post that the resulted from the boot.
Here is the draw back. This is pretty low dollar, directly related to how much you sell and there is no auto FAA tracking. In order for it to really be tested to where we can see if it is creating any sales, it is going to have to be a medium to long term program and you will have to track your own sales and see if you get repeats on those specific images that you boost. There is no way to tell if you get residuals or not by someone clicking on the boosted ad but buying a different image. But of course over time I would expect that to happen.
You are going to have to be willing to add to the money for boosting if the profit on the sale is very small. Or you can accumulate the money and added it to where ever you decide. I am going to add budget because I want the repetitiveness of people seeing that I am making sales giving them the impression that I have great stuff that people are buying. Some may want to consider adding 15% to your prices if you think they can stand the price increase. That is up to you.
I have several Facebook Groups that I stated to help people get seen on Facebook. You can go to any of those group pages and scroll down and see these posts that I have been making. Here is a link to the blog that has the group names and address. https://fineartamerica.com/blogs/four-facebook-groups-for-faa-and-of-pixels-members-to-consider.html
Feel free to leave a comment below.