Friday, March 4, 2011
Tuesday, March 1, 2011
Twice As Nice 2 Dressage USEF Show and HITS
Hi all,
I have been trying to get on here for ages, but I only have a wifi card to get online and it was so slow it would time out every time I tried to log in!
Anyway, I have some great new pics up and am adding to them all the time. One set is from Saturday at the Twice as Nice 2 Dressage show here http://bevinsdigitalwonerland.smugmug.com/Animals/Dressage-Horses/Twice-as-Nice-2-2011/15991877_YjjcW#1199581329_P8KrF . Still getting these edited and so adding more all the time.
The other pics are from a day I spent at HITS. I plan on going back soon to get more pics, but I have been referbing my horse trailer and getting ready for my own shows, one of which was on Saturday at the Twice as Nice 2 show. The next is this weekend at a schooling show where I will also be getting photos. Anyway, been busy w/ all those thing so my pictures uploads and edits have been a bit slower, but I have a month after this weekends show before I show again so should be able to get more up and faster after that.
The HITS one's I have also still been editing because I got a lot of them. They can be found here: http://bevinsdigitalwonerland.smugmug.com/Animals/Hunter-Jumper-Horses/HITS-2011/15814344_SDNaG?ao=0#1185672977_vMpWA
Hope you like them :)
I have been trying to get on here for ages, but I only have a wifi card to get online and it was so slow it would time out every time I tried to log in!
Anyway, I have some great new pics up and am adding to them all the time. One set is from Saturday at the Twice as Nice 2 Dressage show here http://bevinsdigitalwonerland.smugmug.com/Animals/Dressage-Horses/Twice-as-Nice-2-2011/15991877_YjjcW#1199581329_P8KrF . Still getting these edited and so adding more all the time.
The other pics are from a day I spent at HITS. I plan on going back soon to get more pics, but I have been referbing my horse trailer and getting ready for my own shows, one of which was on Saturday at the Twice as Nice 2 show. The next is this weekend at a schooling show where I will also be getting photos. Anyway, been busy w/ all those thing so my pictures uploads and edits have been a bit slower, but I have a month after this weekends show before I show again so should be able to get more up and faster after that.
The HITS one's I have also still been editing because I got a lot of them. They can be found here: http://bevinsdigitalwonerland.smugmug.com/Animals/Hunter-Jumper-Horses/HITS-2011/15814344_SDNaG?ao=0#1185672977_vMpWA
Hope you like them :)
Friday, January 21, 2011
Marketing Vol 2: Body Language
Body language is a huge part of advertising, marketing, presentations, one on one contact, and much more. In fact, for an in depth view I suggest reading "Winning Body Language" by Mark Bowden. I personally have read other books on the subject and many more business books that touch on that subject, but this book is very detailed. I mean VERY detailed.
Body language is something we usually take for granted and is also something we do on, pretty much, an uncontentious level. That means, if we don't feel confident in our product or even just anxious speaking to people about it, we send off negative waves of body lingo to our audience. That is bad.
We need to think of body language as something we can harness and use to our advantage. We need to send out positive signals. We should, instead of letting our bodies speak to others subconsciously, use our minds to think about how we are using our bodies in situations when we need it most. It is so important to do this because 55% of how other perceive us is all in how we present our physical postures and movements.
So what are some ways we can make sure we are sending positive signals. First, bring people in. Use inviting hand and arm gestures w/ in the waist line area of the body. This invites people in and it also creates a truthful feeling to what we are saying and doing. Also a plus, is that it also makes us FEEL more confident just by doing it. While doing that, keep a nice erect posture and center your gravity into your core. Remember to break using your stomach w/ your diaphragm muscle to get air into the deepest part of the lungs. This will help you think much clearer and lower any nerves you may have.
Now, to really emphasize a point while speaking to someone, raise your hands between your waist and shoulder area. This projects to the audience that you are about to say something exciting and worth hearing. Don't do this a lot, but do it during special points you wish to make. Also, always try to use your body symmetrically so if you move from using your hands and so on in the waist area to the above the waist area move them together. People like symmetry. It makes them feel better and as if they can trust you more. It gives their minds less to think about to so you can be sure they hear you instead of blocking you out trying to make sense of what your body is doing. Remember, your body is 55% of your projection, perception, and message.
Whatever you do, do NOT keep your arms straight at your sides or cover your mouth. Keeping your arms at your sides creates tension and makes people feel like what your saying may not be truthful. Covering your mouth does about the same and it also makes people think you are concealing something from them. Those things, are of course, the last things you want people subconsciously thinking about you or your products.
Now, these are just basics. To get even more I really suggest you get a copy of the book I listed above. It will explain the different body lingo planes and how to make people feel they have status when they are speaking w/ you and much more.
Note: Body language can be used to lie to people. I do NOT do that or agree w/ that. It should only be used to help you w/ honest situations and products that are genuine in quality and remember, there are exceptions to every rule and every person so if you find something not working w/ one person try something else. Think holistically. Think outside the box. This message goes for anything I may write on the subject of marketing.
Body language is something we usually take for granted and is also something we do on, pretty much, an uncontentious level. That means, if we don't feel confident in our product or even just anxious speaking to people about it, we send off negative waves of body lingo to our audience. That is bad.
We need to think of body language as something we can harness and use to our advantage. We need to send out positive signals. We should, instead of letting our bodies speak to others subconsciously, use our minds to think about how we are using our bodies in situations when we need it most. It is so important to do this because 55% of how other perceive us is all in how we present our physical postures and movements.
So what are some ways we can make sure we are sending positive signals. First, bring people in. Use inviting hand and arm gestures w/ in the waist line area of the body. This invites people in and it also creates a truthful feeling to what we are saying and doing. Also a plus, is that it also makes us FEEL more confident just by doing it. While doing that, keep a nice erect posture and center your gravity into your core. Remember to break using your stomach w/ your diaphragm muscle to get air into the deepest part of the lungs. This will help you think much clearer and lower any nerves you may have.
Now, to really emphasize a point while speaking to someone, raise your hands between your waist and shoulder area. This projects to the audience that you are about to say something exciting and worth hearing. Don't do this a lot, but do it during special points you wish to make. Also, always try to use your body symmetrically so if you move from using your hands and so on in the waist area to the above the waist area move them together. People like symmetry. It makes them feel better and as if they can trust you more. It gives their minds less to think about to so you can be sure they hear you instead of blocking you out trying to make sense of what your body is doing. Remember, your body is 55% of your projection, perception, and message.
Whatever you do, do NOT keep your arms straight at your sides or cover your mouth. Keeping your arms at your sides creates tension and makes people feel like what your saying may not be truthful. Covering your mouth does about the same and it also makes people think you are concealing something from them. Those things, are of course, the last things you want people subconsciously thinking about you or your products.
Now, these are just basics. To get even more I really suggest you get a copy of the book I listed above. It will explain the different body lingo planes and how to make people feel they have status when they are speaking w/ you and much more.
Note: Body language can be used to lie to people. I do NOT do that or agree w/ that. It should only be used to help you w/ honest situations and products that are genuine in quality and remember, there are exceptions to every rule and every person so if you find something not working w/ one person try something else. Think holistically. Think outside the box. This message goes for anything I may write on the subject of marketing.
Sunday, January 16, 2011
And the Winner Was and More
Ok, so I had my Official Business opening and Gallery Showing on Jan 7th. It went great. At least 40 people made it out. The was chocolates supplied by the Ocala Chocaholic and Confectionery folks, cheese, and wine and punch.
Also, of course there was a door prize raffle drawing at 7:45pm. The prize, which remained a secrete until the showing, was a very nice digital picture frame with 13 of my own photo-art pic's on it and an SD card inputer. It could be hung on a wall or placed on a table. The winner, who I would like to congradualate, was Carolyne Biddle. I thank everyone who entered. Next time I show my work in this kind of setting I will have another door prize raffle so there will be more chances to win in the future, though the prizes may change!
To my astonishment, I sold two framed pieces too. Not bad for my first time out in that kind of setting. The hair stylists at Enve wished they could hold a gallery showing for me every month. I told them maybe ever 6 months, because man, that was a lot of work. I'd never even thrown a party, let alone a business opening/gallery showing.
My helpers where my mom, Melody Allison, who flew in from Illinois just for this event. Also, my bf Kent Spieker. Mom was at the door welcoming people and Kent was serving wine and punch.
I want to thank everyone who made it out. I do apologize for this being late. I had to spend time with mom before she left and take her to the airport. After long visits it takes a couple days to get yourself back in order.
Now I am planning my next move business wise for Bevin's Digital Wonderland and AboveParr Equestrian. For AboveParr Equestrian I am entering an open show with AAH Miracle, my black Arabian mare. She is 6 and will be shown in Training 1 and 2 in February at the Canterbury Showplace. It will be my first USEF show in years.
See, I got very sick and was misdiagnosed. I had several surgeries and almost dies, before they finally found out what I had. A fungal infection called Histoplasmosis. It is not contagious, but it required open chest surgery and over a year of very expensive medications. I wont ever be totally rid of it, but I am in remission. Due to that, I now have chronic pain, which thank God, is now under control thanks to a great pain specialist, Dr. Sharma, and my right diaphragm is paralyzed meaning one lung doesn't inflate when I breath making it harder for me to catch my breath and be as physical as I used to be.
Between all of that and the broken tibia/shattered leg break I had one year exactly before the chest surgery, but while I was being misdiagnosed, I have had little time or been in too much pain to ride, train, or show. However, I did go back to school during that time to get my business degree and graduate a member of Phi-Theta-Kappa with a 3.49 out of a 4.0 GPA during that time. Now, thanks to a team of people getting me back into something a bit closer to what I was before all that stuff happened to me, and believe me, it still takes a team, I have started training (not just instructing others how to ride) my horses AAH Miracle and No Rhyme or Reason again at some point I hope others horses too. I also plan to show a lot this year.
In fact, the reason I started these businesses was because once I got sick no one ever hired me again. I worked for Manpower as a temp, before, and I got awards and everything I was so good. I got sick and wasn't able to work as long during the day or I'd have to call in a lot, I mean I had 3 surgeries in 3 years and all the tests and blah blah blah. Once I got well enough to work I couldn't find work.
I did find work at AIB, my college for a summer. I also worked volunteer w/ Althiemers patience and as a photographer for the Old Peoples Home and helped them develop a MySpace page as part of my school work program that I had to complete. I loved doing that and I miss it so much. I tried to work as a foal sitter in Ocala last spring and explained that I had pain killers in my blood so it would test in my urine when they did the drug test. They told me that was fine since it was prescribed, but only worked one day for them. Once they got the tests back I never worked for them again. Other jobs would find out, because you have to tell them for insurance reasons, and I'd never get called back and that had never happened to me before. I'd never not gotten a job in my life tell I got sick.
That is why I started these businesses. They are two things I am really good at and I can work in a way that my body needs me to work now, since I do have a lot more limitations now(however that doesn't mean I can't do anything at all). I still want to be productive and learn and help people and if the only way I can do that is to do it by running my own businesses than so be it so I hope when you think of purchasing art or getting photos done by a competitor or of getting riding lessons or horse training by a competitor, that you remember that by hiring me instead, your hiring someone who is working against the odds and who is trying really hard to make things happen despite the hill she has to clime everyday. If you hire me, I will be 10 million times more grateful and do that much a of a better job for you because of that.
My dream is to be an independent business woman. To be a woman who helps people in ways that she can help them. To be a woman woman who who doesn't lay down and give up when things get hard.
I am woman that understands adversity and looks it in the eye. I know how lucky I am to be able to still help people fulfill their goals and dreams. I don't see obstacles I see learning experiences and by hiring me you'll be getting the best, most caring, and most understanding person for the job.
Also, of course there was a door prize raffle drawing at 7:45pm. The prize, which remained a secrete until the showing, was a very nice digital picture frame with 13 of my own photo-art pic's on it and an SD card inputer. It could be hung on a wall or placed on a table. The winner, who I would like to congradualate, was Carolyne Biddle. I thank everyone who entered. Next time I show my work in this kind of setting I will have another door prize raffle so there will be more chances to win in the future, though the prizes may change!
To my astonishment, I sold two framed pieces too. Not bad for my first time out in that kind of setting. The hair stylists at Enve wished they could hold a gallery showing for me every month. I told them maybe ever 6 months, because man, that was a lot of work. I'd never even thrown a party, let alone a business opening/gallery showing.
My helpers where my mom, Melody Allison, who flew in from Illinois just for this event. Also, my bf Kent Spieker. Mom was at the door welcoming people and Kent was serving wine and punch.
I want to thank everyone who made it out. I do apologize for this being late. I had to spend time with mom before she left and take her to the airport. After long visits it takes a couple days to get yourself back in order.
Now I am planning my next move business wise for Bevin's Digital Wonderland and AboveParr Equestrian. For AboveParr Equestrian I am entering an open show with AAH Miracle, my black Arabian mare. She is 6 and will be shown in Training 1 and 2 in February at the Canterbury Showplace. It will be my first USEF show in years.
See, I got very sick and was misdiagnosed. I had several surgeries and almost dies, before they finally found out what I had. A fungal infection called Histoplasmosis. It is not contagious, but it required open chest surgery and over a year of very expensive medications. I wont ever be totally rid of it, but I am in remission. Due to that, I now have chronic pain, which thank God, is now under control thanks to a great pain specialist, Dr. Sharma, and my right diaphragm is paralyzed meaning one lung doesn't inflate when I breath making it harder for me to catch my breath and be as physical as I used to be.
Between all of that and the broken tibia/shattered leg break I had one year exactly before the chest surgery, but while I was being misdiagnosed, I have had little time or been in too much pain to ride, train, or show. However, I did go back to school during that time to get my business degree and graduate a member of Phi-Theta-Kappa with a 3.49 out of a 4.0 GPA during that time. Now, thanks to a team of people getting me back into something a bit closer to what I was before all that stuff happened to me, and believe me, it still takes a team, I have started training (not just instructing others how to ride) my horses AAH Miracle and No Rhyme or Reason again at some point I hope others horses too. I also plan to show a lot this year.
In fact, the reason I started these businesses was because once I got sick no one ever hired me again. I worked for Manpower as a temp, before, and I got awards and everything I was so good. I got sick and wasn't able to work as long during the day or I'd have to call in a lot, I mean I had 3 surgeries in 3 years and all the tests and blah blah blah. Once I got well enough to work I couldn't find work.
I did find work at AIB, my college for a summer. I also worked volunteer w/ Althiemers patience and as a photographer for the Old Peoples Home and helped them develop a MySpace page as part of my school work program that I had to complete. I loved doing that and I miss it so much. I tried to work as a foal sitter in Ocala last spring and explained that I had pain killers in my blood so it would test in my urine when they did the drug test. They told me that was fine since it was prescribed, but only worked one day for them. Once they got the tests back I never worked for them again. Other jobs would find out, because you have to tell them for insurance reasons, and I'd never get called back and that had never happened to me before. I'd never not gotten a job in my life tell I got sick.
That is why I started these businesses. They are two things I am really good at and I can work in a way that my body needs me to work now, since I do have a lot more limitations now(however that doesn't mean I can't do anything at all). I still want to be productive and learn and help people and if the only way I can do that is to do it by running my own businesses than so be it so I hope when you think of purchasing art or getting photos done by a competitor or of getting riding lessons or horse training by a competitor, that you remember that by hiring me instead, your hiring someone who is working against the odds and who is trying really hard to make things happen despite the hill she has to clime everyday. If you hire me, I will be 10 million times more grateful and do that much a of a better job for you because of that.
My dream is to be an independent business woman. To be a woman who helps people in ways that she can help them. To be a woman woman who who doesn't lay down and give up when things get hard.
I am woman that understands adversity and looks it in the eye. I know how lucky I am to be able to still help people fulfill their goals and dreams. I don't see obstacles I see learning experiences and by hiring me you'll be getting the best, most caring, and most understanding person for the job.
Thursday, December 30, 2010
The Process is Almost Complete
I promise as soon as the gallery opening is over I will get to writing more marketing info. I've only had that opening on my mind and that is it. I am selling some as just prints, but still using special glass showcase frames to display and sell them in.
I've also learned how to flue a picture to a sturdy foam board to keep it flat in the frame! What irks me though? Dust. I have a dog a cat and two birds. The horses live outside, thank God. My bf has a cat too. Thus, no matter how clean it is it is still dusty. Thus, I can't get all the dust out of my frames. It annoys me to no end.
I am going back to hobby lobby tomorrow to get the last of the stuff I need for the rest of my pictures. I am heading downtown tomorrow to hand out fliers during the new years eve festivities. Tuesday my mom is flying in to help and to visit. I haven't seen her for a year so I am excited. Then I will have to deliver some of the items to Enve and check out how I am going to set things up for Friday.
Friday I am getting my hair done w/ mom at Enve before set up. Kent is in charge of the drinks and food. I got the stuff I need for my phone to take credit and debit cards.
I am going to have price catalogs in English and in Spanish. I'm having the door prize too. People will put there names in a fish bowl and at 7:45 I will draw a name. If that person has left, then I will draw another name.
It will be interesting to see how many people make it. I hope it's a lot. I think it will be fun for everyone. Remember it is from 6pm to 8pm on Jan 7th and it's family friendly :)
I've also learned how to flue a picture to a sturdy foam board to keep it flat in the frame! What irks me though? Dust. I have a dog a cat and two birds. The horses live outside, thank God. My bf has a cat too. Thus, no matter how clean it is it is still dusty. Thus, I can't get all the dust out of my frames. It annoys me to no end.
I am going back to hobby lobby tomorrow to get the last of the stuff I need for the rest of my pictures. I am heading downtown tomorrow to hand out fliers during the new years eve festivities. Tuesday my mom is flying in to help and to visit. I haven't seen her for a year so I am excited. Then I will have to deliver some of the items to Enve and check out how I am going to set things up for Friday.
Friday I am getting my hair done w/ mom at Enve before set up. Kent is in charge of the drinks and food. I got the stuff I need for my phone to take credit and debit cards.
I am going to have price catalogs in English and in Spanish. I'm having the door prize too. People will put there names in a fish bowl and at 7:45 I will draw a name. If that person has left, then I will draw another name.
It will be interesting to see how many people make it. I hope it's a lot. I think it will be fun for everyone. Remember it is from 6pm to 8pm on Jan 7th and it's family friendly :)
Wednesday, December 15, 2010
New Page Update
I just updated the wording of my main web page. I also tweaked the whole user experience. I hope to do more at some point.
I also just filled out the Florida state tax forms. It is stupid I had to choose yes to hiring employes in the future. It gave me no way to answer no. I don't know what I'll do about that eventually. I am sure it will turn into a red tape nightmare at some point, but I can't sell my art in the state as a pro w/ out that paperwork so I had to put something in for it to process in their online form.
Oh well. Someone just had their head up their butt when they designed that online thing.
Anyway check out the page www.bevinsdigitalwonderland.com to see the changes.
I also just filled out the Florida state tax forms. It is stupid I had to choose yes to hiring employes in the future. It gave me no way to answer no. I don't know what I'll do about that eventually. I am sure it will turn into a red tape nightmare at some point, but I can't sell my art in the state as a pro w/ out that paperwork so I had to put something in for it to process in their online form.
Oh well. Someone just had their head up their butt when they designed that online thing.
Anyway check out the page www.bevinsdigitalwonderland.com to see the changes.
Tuesday, December 14, 2010
Marketing Vol 2: Why People Buy Art
Now, last time we went over the different groups and subgroups of possible marketing consumers. Now I want to enhance that by answering the question: Why do people buy art? I will use the info I found form various sites including, again, DanHeller.com and others like Sears Studio , Ezine Articles , Art Business , Smart Business Coaching , Art Corner
One reason people purchase art is due to the "environment". Such things like: lighting, type and color of the frames, the group of people around, cleanliness of a place, and so much more. In fact, this plays a very big role in the sale of art. For instance, lets say you have an art show and you have one print set at $1000.00 and the rest in the $200 range. It raises the "perceived
value of the cheaper work to other people. In fact, they may even be willing to buy the cheaper works for even more money, just because they are located near the higher priced work.
That's one great way environment can work in your favor. People also are more likely to buy art if we frame the work similarly and keep the same theme going in placement of the art. If you have a lot of farm pictures and city pictures, keep them in their own groups. Don't put them together. It confuses people. It gives them too much to think about. It makes it harder to decide and harder to find what they want. Make things easier for them or they might just walk out on you. We all know the people who ask a million questions on an item that is self explanatory in line at the store and then they are so confused about the item no matter what they are told about it that they never buy it. Don't let that be you, make it easy, make it simple, and keep things self explanatory.
Always think about your customer and every single question they could ask or anyway they could become confused and FIX IT. Or you'll be dealing w/ a lot more confused customers who never buy a thing.
Also, find out what color schemes your customers like. Paint your store that color so it's more inviting. Find out what music they like to hear and play it in your store. Find out how they dress and dress similarly so they feel connected to you. Obviously don't mimic them to a tee so try to do it in a way that still brings out who you are.
There are many other ways the environment can effect your customers, if in doubt ask them, because people love to talk about themselves. They'll tell you all you need to know.
Now, Dan states that research into wine is similar to the way people will purchase art, because both purchases are made using disposable income. IE, they are not something people need and many people don't really understand either of them.
When people buy wine they tend to purchase 2/3 up from the bottom. Not the most expensive, but not the cheapest. Again that is "perception" of value. People go by price because they have no other way to determine the "value" of the wine. Unless of course they are professional wine taste testers.
The same goes w/ art. Have one piece of large expensive art displayed in the same theme as the other art, but priced high. Don't expect to sell that piece, use it to sell more of the lesser priced pieces. Now, have some items that are very cheap and then have most of your work priced 2/3 higher than the cheapest work. People will most likely buy that art. They will perceive it's value as higher and the quality better and be able to make a comparative analysis of it that will help your pocket book. They key, is to make sure you do this w/ in each theme of your work so they can make that decision within each one separately, making it easier for them, the customer.
Now, lets get to pricing. Here are two problems that Dan Heller lists when it comes to pricing and what he did that worked for him (note: what he did may not work for you or anyone else, it is most important to try ideas on your own whether someone elses or your own, remember test test test and what works stick w/)
The 2 Problems
Instead of loosing customers, he gained them. Not only did he gain sales, but the tire kickers went away. That means, that he made more money and wasted less time. Think about all the extra time you'll gain to do real sales and more important things in your business and personal life.
Dan Heller says
For instance, say you have that farm theme. The farm theme has a lot of different scenes and colors in it. Well, how do you frame them? Do you just use the same frame on them all? My suggestion is no. There are lots of neutral colors to choose from. There are also lots of the exact same style of frame and mats in different shades. Why not use the same frame and matting in the best neutral color for the color of the picture? It could be, that you end up w/ several different neautral shades w/ in the same theme. Of course, you can also stick w/ just black frames and an off white mat. Either way can work, just test test test and and ask what your customers like best and go from there.
When framing it is also to keep in touch w/ the trends. Some years people like no matting. Others a mat so big that picture looks like it is in an ocean of it. If in doubt, again, ask your customers. It's simple, easy, and they will always steer you in the right direction if you want to make the most bang for your buck, time, and energy.
Customers also want to have feeling for the art. They want to relate to it. How can we get them to relate to it? Well, first we have to talk to them. We have to go up, say hello and then talk to them a bit about something other than the work itself. Ask them non yes or no questions. Get a feel of who they are first, while at the same time, developing a plan of approach in your head.
Say the customer is looking at your farm themed prints. You ask them if they grew up on a farm. They say no, but their grandparents did and the photos remind them of the old photos of their grandparents farm. A "bing" should go off in your head. Develope the conversation and relate your work to that memory. Tell them a little about your experience during the shoot. How it made you feel, but still let the customer do most of the talking. Don't get too detailed, because you don't want the customer to start relating it to your own personal experience so only give them enough info to get the gist of your love of farms too.
There you have done two things. One, you have related the farm to their memory. Two, you have bonded w/ the customer on a personal level because of a shared memory or experience. Now, when doing this, do not be fake. Don't just say things to make a sale. Say them because they are truthful. Customers can sense sincerity.
Now the customer says she really likes one particular photo, but it is a bit expensive for them. Now, here is where you make a real friend, connection, and permanent customer who will spread your name by word of mouth. Offer them a discount or offer to throw something in for free. Yes, you read that right. It's called meeting an objection. You've fixed the problem and now the customer will walk out w/ the picture smiling because she will know that you heard her and cared about her and she will tell her friends how nice you were and she will remember to come to you next time she wants a photo.
I own another business called AboveParr Equestrian. My clients are my friends. As in real friends. If I don't think I will get on w/ one then I send them elsewhere, because I want to be able to get along w/ my riding students. There is huge trust involved w/ riding a horse. That person has to be able to trust you w/ their lives. To have that trust you have to be more than a trainer and instructor. you have to care about them as people. you have to get alone w/ them well enough that they will do exactly what you tell them on that horse or else somebody could literally die, which is why if I feel I can't develop a relationship w/ the person I let them go, because I will never be able to get the kind of trust I need to keep them safe.
I know it sounds hard, but it's my philosophy and it is why I have so many safety awards. That's why I suggest you make friends w/ your customers. Genuinely care about each one of them as human beings. Don't just look at them as a way to make money. I've seen many people who do that in their businesses unfortunately and when I see it I leave and I never go back. More people do that than you'd think so keep the genuineness in mind.
Remember it costs 6 times more money to get a new customer than it does to keep one. It will pay to make them your friends. Believe me.
Customers also like guaranties and to be able to return prints if they don't like they expected them to look when they get them home. When I saw the answers to questions from a survey done by overstockart.com those two things came up over and over again. Offer a guarantee. It could be anything so I wont tell you what you should guarantee.
However, I will recommend a good return policy should be a must. Even if they are online orders. Once one of my customers prints had a blip in it. I had ordered it for them and caught it before I gave it to the customer. I spoke to the customer and explained that their print had a blip in it, but that I contacted Smugmug, my printer for that print, and they were sending me a knew one for free and they didn't require me to send the bad print back so they could have the problem photo if they wanted, but that I would be getting their corrected print soon and I did. I had it in three days.
That good return policy was helped by having a great print service backing me. The print service offers everyone a great policy on bad prints. If someone orders form the site and the print is bad, Smugmug not me would be the one they would contact if the print was bad.
They could contact me too and then I would contact Smugmug and sort it out for the customer myself. The point is. If you sell online and it is through a print company, make sure they offer a good service for dealing w/ mis-printed prints. IE, a good return policy.
Another thing that came up time and time again from the overstockart.com survey was why people decided to buy online. There reasons were: time, selection, price, quality, ease of use, ability to pick their frames and see how their chosen art would look in them, and the above listed reasons. That's a lot of good info since more and more art is bought online.
It is in fact a fast growing segment in the photo industry. The results show that when picking a site, if frames are offered, that they allow the customer to see how their prints will look in them before they purchase. Pick a site that's base and or yearly price is as small as possible for the best quality. If possible get sample prints to check the quality, types of paper, and make sure your monitor is calibrated right. WHCC sends out 5 free 8x10's to check all of that and a small pack of all their papers w/ test prints on them so when you order you will know which paper will match your or your customers print the best. Smugmug doesn't do that, but I still use them for my online side of my business.
Also, make sure the site is easy to use. The less a person has to click to get from place to place the better, because it saves time. Also, pick a site that lets you put your art in themes and sub-themes. That helps them value the prints and find what they want faster.
Well, that about covers this volume. I know it's long, but it was all important and I know it will help you understand your own market better. I haven't decided what Vol 3 will be yet, but you can bet it will be just as informative as this one was. I hope you all remember to test test test and ask your customers questions. Until next time, happy sales :)
One reason people purchase art is due to the "environment". Such things like: lighting, type and color of the frames, the group of people around, cleanliness of a place, and so much more. In fact, this plays a very big role in the sale of art. For instance, lets say you have an art show and you have one print set at $1000.00 and the rest in the $200 range. It raises the "perceived
value of the cheaper work to other people. In fact, they may even be willing to buy the cheaper works for even more money, just because they are located near the higher priced work.
That's one great way environment can work in your favor. People also are more likely to buy art if we frame the work similarly and keep the same theme going in placement of the art. If you have a lot of farm pictures and city pictures, keep them in their own groups. Don't put them together. It confuses people. It gives them too much to think about. It makes it harder to decide and harder to find what they want. Make things easier for them or they might just walk out on you. We all know the people who ask a million questions on an item that is self explanatory in line at the store and then they are so confused about the item no matter what they are told about it that they never buy it. Don't let that be you, make it easy, make it simple, and keep things self explanatory.
Always think about your customer and every single question they could ask or anyway they could become confused and FIX IT. Or you'll be dealing w/ a lot more confused customers who never buy a thing.
Also, find out what color schemes your customers like. Paint your store that color so it's more inviting. Find out what music they like to hear and play it in your store. Find out how they dress and dress similarly so they feel connected to you. Obviously don't mimic them to a tee so try to do it in a way that still brings out who you are.
There are many other ways the environment can effect your customers, if in doubt ask them, because people love to talk about themselves. They'll tell you all you need to know.
Now, Dan states that research into wine is similar to the way people will purchase art, because both purchases are made using disposable income. IE, they are not something people need and many people don't really understand either of them.
When people buy wine they tend to purchase 2/3 up from the bottom. Not the most expensive, but not the cheapest. Again that is "perception" of value. People go by price because they have no other way to determine the "value" of the wine. Unless of course they are professional wine taste testers.
The same goes w/ art. Have one piece of large expensive art displayed in the same theme as the other art, but priced high. Don't expect to sell that piece, use it to sell more of the lesser priced pieces. Now, have some items that are very cheap and then have most of your work priced 2/3 higher than the cheapest work. People will most likely buy that art. They will perceive it's value as higher and the quality better and be able to make a comparative analysis of it that will help your pocket book. They key, is to make sure you do this w/ in each theme of your work so they can make that decision within each one separately, making it easier for them, the customer.
Now, lets get to pricing. Here are two problems that Dan Heller lists when it comes to pricing and what he did that worked for him (note: what he did may not work for you or anyone else, it is most important to try ideas on your own whether someone elses or your own, remember test test test and what works stick w/)
The 2 Problems
- low prices attract a lot of tire kickers, who require considerable time for various discussions, yet rarely buy anything (note: Marketing Vol 1 gives some tips on how to spot these people from my own personal experience)
- sales don't make an artist better known or spawn new sales (being better know happens when you enter the public eye in some other way)
Instead of loosing customers, he gained them. Not only did he gain sales, but the tire kickers went away. That means, that he made more money and wasted less time. Think about all the extra time you'll gain to do real sales and more important things in your business and personal life.
Dan Heller says
- the unsophisticated buyer is more likely to spend $50.00 or less on a print
- those used to fine art don't wince at higher prices, they also don't ask the kinds of questions the others do, because they already understand the art market
- price plays a big role in the customers perception of value (remember this)
For instance, say you have that farm theme. The farm theme has a lot of different scenes and colors in it. Well, how do you frame them? Do you just use the same frame on them all? My suggestion is no. There are lots of neutral colors to choose from. There are also lots of the exact same style of frame and mats in different shades. Why not use the same frame and matting in the best neutral color for the color of the picture? It could be, that you end up w/ several different neautral shades w/ in the same theme. Of course, you can also stick w/ just black frames and an off white mat. Either way can work, just test test test and and ask what your customers like best and go from there.
When framing it is also to keep in touch w/ the trends. Some years people like no matting. Others a mat so big that picture looks like it is in an ocean of it. If in doubt, again, ask your customers. It's simple, easy, and they will always steer you in the right direction if you want to make the most bang for your buck, time, and energy.
Customers also want to have feeling for the art. They want to relate to it. How can we get them to relate to it? Well, first we have to talk to them. We have to go up, say hello and then talk to them a bit about something other than the work itself. Ask them non yes or no questions. Get a feel of who they are first, while at the same time, developing a plan of approach in your head.
Say the customer is looking at your farm themed prints. You ask them if they grew up on a farm. They say no, but their grandparents did and the photos remind them of the old photos of their grandparents farm. A "bing" should go off in your head. Develope the conversation and relate your work to that memory. Tell them a little about your experience during the shoot. How it made you feel, but still let the customer do most of the talking. Don't get too detailed, because you don't want the customer to start relating it to your own personal experience so only give them enough info to get the gist of your love of farms too.
There you have done two things. One, you have related the farm to their memory. Two, you have bonded w/ the customer on a personal level because of a shared memory or experience. Now, when doing this, do not be fake. Don't just say things to make a sale. Say them because they are truthful. Customers can sense sincerity.
Now the customer says she really likes one particular photo, but it is a bit expensive for them. Now, here is where you make a real friend, connection, and permanent customer who will spread your name by word of mouth. Offer them a discount or offer to throw something in for free. Yes, you read that right. It's called meeting an objection. You've fixed the problem and now the customer will walk out w/ the picture smiling because she will know that you heard her and cared about her and she will tell her friends how nice you were and she will remember to come to you next time she wants a photo.
I own another business called AboveParr Equestrian. My clients are my friends. As in real friends. If I don't think I will get on w/ one then I send them elsewhere, because I want to be able to get along w/ my riding students. There is huge trust involved w/ riding a horse. That person has to be able to trust you w/ their lives. To have that trust you have to be more than a trainer and instructor. you have to care about them as people. you have to get alone w/ them well enough that they will do exactly what you tell them on that horse or else somebody could literally die, which is why if I feel I can't develop a relationship w/ the person I let them go, because I will never be able to get the kind of trust I need to keep them safe.
I know it sounds hard, but it's my philosophy and it is why I have so many safety awards. That's why I suggest you make friends w/ your customers. Genuinely care about each one of them as human beings. Don't just look at them as a way to make money. I've seen many people who do that in their businesses unfortunately and when I see it I leave and I never go back. More people do that than you'd think so keep the genuineness in mind.
Remember it costs 6 times more money to get a new customer than it does to keep one. It will pay to make them your friends. Believe me.
Customers also like guaranties and to be able to return prints if they don't like they expected them to look when they get them home. When I saw the answers to questions from a survey done by overstockart.com those two things came up over and over again. Offer a guarantee. It could be anything so I wont tell you what you should guarantee.
However, I will recommend a good return policy should be a must. Even if they are online orders. Once one of my customers prints had a blip in it. I had ordered it for them and caught it before I gave it to the customer. I spoke to the customer and explained that their print had a blip in it, but that I contacted Smugmug, my printer for that print, and they were sending me a knew one for free and they didn't require me to send the bad print back so they could have the problem photo if they wanted, but that I would be getting their corrected print soon and I did. I had it in three days.
That good return policy was helped by having a great print service backing me. The print service offers everyone a great policy on bad prints. If someone orders form the site and the print is bad, Smugmug not me would be the one they would contact if the print was bad.
They could contact me too and then I would contact Smugmug and sort it out for the customer myself. The point is. If you sell online and it is through a print company, make sure they offer a good service for dealing w/ mis-printed prints. IE, a good return policy.
Another thing that came up time and time again from the overstockart.com survey was why people decided to buy online. There reasons were: time, selection, price, quality, ease of use, ability to pick their frames and see how their chosen art would look in them, and the above listed reasons. That's a lot of good info since more and more art is bought online.
It is in fact a fast growing segment in the photo industry. The results show that when picking a site, if frames are offered, that they allow the customer to see how their prints will look in them before they purchase. Pick a site that's base and or yearly price is as small as possible for the best quality. If possible get sample prints to check the quality, types of paper, and make sure your monitor is calibrated right. WHCC sends out 5 free 8x10's to check all of that and a small pack of all their papers w/ test prints on them so when you order you will know which paper will match your or your customers print the best. Smugmug doesn't do that, but I still use them for my online side of my business.
Also, make sure the site is easy to use. The less a person has to click to get from place to place the better, because it saves time. Also, pick a site that lets you put your art in themes and sub-themes. That helps them value the prints and find what they want faster.
Well, that about covers this volume. I know it's long, but it was all important and I know it will help you understand your own market better. I haven't decided what Vol 3 will be yet, but you can bet it will be just as informative as this one was. I hope you all remember to test test test and ask your customers questions. Until next time, happy sales :)
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