In keeping with the New Year, I’m planning this year’s efforts at marketing with renewed ambition. The end of the year has been a good one. I’ve had my best monthly sales recently, which has been very encouraging, and I have my first major one person show coming up in a few days at the Lansing Art Gallery in Lansing, MI. My sales in 2011 doubled over 2010, so that’s promising too. I have renewed hope that profitability is a possibility this year.
With that in mind, I’ve begun making my plans for the year. I make these plans in a visual form that I like. I use a free software called XMind. You can find it on the web. It’s a mind mapping software that allows you to lay out your thinking in a way that’s easily grasped. Here’s the mind map I’ve started for this year’s marketing:
You can see immediately that there are a lot of things to consider when marketing your work. You’ll notice that photography itself, the reason I’m doing all of this, is a relatively small part of what needs to be done to make a successful business.
Email Marketing
One of the first things I want to do this year is begin doing email marketing to gallery prospects. I’m primarily interested in marketing my work through galleries at this point, though I’m always thinking about alternatives. I’d done a few email pieces recently in order to promote my upcoming show, and I enjoy doing them and think they might be an effective way to stay in touch with my existing galleries and to contact new galleries around the country. Here’s an example of one of those pieces:
I enjoy showcasing the images, doing the graphic design, such as it is, and doing the writing as well. Writing, as you might guess from reading this blog, is something I like to do.
Who am I Marketing to?
As I began thinking in detail about how to go about the process of creating these emails, I began to realize that how these things get done depends very much on who I’m talking to. If I’m talking to the galleries that presently represent me then the style that I am accustomed to using will work just fine. I like to share a little story that goes with the image, and talk about my experiences in taking it, my thoughts about it, etc. But if I’m soliciting new galleries, then the style of the pieces might have to be different, depending on what that gallery is like.
I have been wanting to move into more exclusive galleries in big city markets largely because I can only ask more for my photographs if I do so. I suspect that those galleries will not be interested in my little personal stories and commentary on the photographs. I think that they will expect only high minded sounding art historical commentary if any.
This thinking immediately led to thinking about what kind of photography I will need to do in order to market to these galleries. I think the photography I have been doing recently will work well in galleries that take themselves seriously about selling fine art. I’ve been working in fairly somber monochrome imagery for a while. I take my work seriously myself. I want my photographs to be meaningful emotionally and sophisticated aesthetically and I think the best of them are. Here are a couple of examples of what I mean:
But I’ve also taken a number of photographs that could be viewed as a little more conventional. I don’t necessarily view them that way, but they could be seen as conventional, nice landscapes. They’re probably very salable to a public that wants beautiful and soothing images that are fairly sophisticated, but they might be dismissed as derivative or commonplace by a gallery that takes itself very seriously in this way. Here’s a couple of examples of what I mean:
They’re beautiful photographs, but I don’t necessarily feel that they meet the loftiest ambitions that I have. But there are lots of people who would find them beautiful and like to have them in their home.
What do I Want to Shoot?
So this all feeds back not only into what photographs I put in the marketing pieces, but also what kinds of photographs I choose for my portfolio and what kinds of things I go out and shoot as well. I have, for example, lots of gorgeous colorful lakeshore photographs like the one above, that I think are very marketable, but which may not be taken seriously at the most exclusive of galleries in New York or Chicago. I’ve also been noticing gorgeous sunrises and sunsets lately that I’d like to photograph. I wouldn’t take conventional looking sunset photographs, but I’d love to capture the gorgeous color and subtle forms of the clouds at these times of day. But these images could be viewed as just soft and pretty in certain quarters.
What Kind of Life do I Want?
Eek, what to do? Who am I marketing to? Who do I want to work with? What kind of life do I want to lead? I want my work to be taken seriously, and I do take it seriously myself. I don’t want to make just pretty nostrums for an unsophisticated public to consume, but I do want to sell photographs and make a living so I can continue to take photographs, serious or otherwise. I certainly don’t want to cynically try to take what I think are marketable photographs that will reach the lowest common denominator.
I want to be represented by nice galleries, with real artistic ambitions, but the truth is that I’m very comfortable working with the nice galleries I’ve found in modest sized markets that sell nice work but are not so snooty that they would turn their noses up at a handsome landscape photograph that may not have higher artistic ambitions. If I’m honest, I really don’t want to have to do business with snooty people in general, either in a gallery or in a customer. And I’m not fond of big cities either. They’re a pain to get around in and far away, so that I have to travel at considerable expense in order to find the gallery in the first place. I expect the competition for these galleries to be more intense as well.
Could I not make a career of selling in nice galleries in mid-sized markets that are not too pretentious, more accessible, and more receptive to a variety of different kinds of work? Well, maybe I could, maybe I couldn’t. I don’t know if I can be profitable at the price level that I can expect in these galleries. I don’t know if I can find enough of them with enough selling capability to justify the distances I would have to travel to find them and supply them.
Do I make money by selling accessible photographs to the largest possible public, or by selling sophisticated work at high prices in the most exclusive of galleries in big cities? Do I shoot only serious “projects” that have high artistic ambitions, or can I also shoot things that are just plain pretty?
All questions I need to answer, and you need to answer if you’re marketing your work.






















