Posted by annie on February 01, 2002 at 10:33:32:
In Reply to: advertising posted by Deb Enos on January 29, 2002 at 15:47:49:
: Question: How important is it to the growth of your business to advertise in magazines and other display media
My personal opinion is that it needs to be part of an overall plan to keep your work before your market. I'm a jeweler, and as a result of twelve years of advertising in Ornament Magazine, and also a few glitzy Santa Fe publications I have a great deal of name recognition. It has served me very very well. The cost..well if I added it all up would be maybe $20,000. Some of that I split with galleries.
I notice that now, if I make a call to a gallery, or send them a card, they usually recall an ad, and look over my materials.
These ads always paid for themselves, but they don't immediately pay for everyone.
If I were designing an ad campaign for my business, I would look at other artists I wanted to be like, and see what they have done, where they advertise, how many retail shows they do etc.
You might try a co-op ad with several of your galleries, you would list them in the ad, and they would chip in for the cost of the ad.
I think advertising builds over time. Many people will run one ad, and if it doesn't make sales for them they stop.
Hope this helps, annie