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FineArtViews Newsletter
Straight Talk about Art, Marketing,
Inspiration and Fine Living
For Artists, Collectors and Galleries
(and anyone else who loves art)
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Refining the Art of
The Free Giveaway
by Clint Watson
TODAY:
We've been proponents of the "free giveaway" or "ethical bribe" method
of marketing for some time. But today we've come across a new idea
that is so clever that we wish we had though of it. The idea is to
give away a "digital edition" and we give credit to ArtNewsBlog to mentioning this marketing technique as practiced by Hazel Dooney
(warning - if you visit Hazel's site, her images are fairly sexually
explicit. We are focusing here on a marketing technique, not on the
art itself.) . . .
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Wednesday, October 17, 2007
San Antonio, Texas
IN THIS ISSUE
* Refining the Art of the Free Giveway
* Don't Worry about Google...Too Much, Revisited
* COLLECTOR'S DISCOVERY SALON
See the latest works by our artist members!
* The Bookshelf
* From the FineArtViews Blogs
The Latest Ruminations from our artist members.
* Focal Point: xanthic or xanthine
== Highly Recommended ==
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Art by Marsha Robinett
Today's Selected Commenter
http://www.marsharobinett.com/
YOUR artwork could be pictured here tomorrow
just comment on today's article before midnight,
and your artwork could be in front of thousands of people
tomorrow.
Refining the Art of the Free Giveaway
By Clint Watson
Dear {{FirstName}},
We've been proponents of the "free giveaway" or "ethical bribe" method
of marketing for some time. But today we've come across a new idea
that is so clever that we wish we had though of it. The idea is to
give away a "digital edition" and we give credit to ArtNewsBlog to mentioning this marketing technique as practiced by Hazel Dooney
(warning - if you visit Hazel's site, her images are fairly sexually
explicit. We are focusing here on a marketing technique, not on the
art itself.)
Now the idea of a free download is nothing new, but it has fermented in
our mind and we think we now can present you with a pretty viable plan
for marketing utilizing this idea. What Hazel has done is offer a
high-resolution digital image of one of her works and called it an
"ink-jet/laser media unlimited edition" which is a clever "artsy" term
meaning "print it yourself." This is brilliant because it addresses
some concerns that many artists have:
1. Solves Copyright Issues
First, this idea puts the artist back in control of the downloading and
licensing. Instead of trying to install those annoying right-click
disablers to "protect" her copyright, Hazel has taken a clear stance
and said "you can download it and print it as much as you want, but the
image is still copyrighted and is mine."
2. Virtually Free to Produce
Secondly, and more importantly in our opinion, it solves the cost
issue. The problem with free giveaways has always been the cost. As a
"starving" artist, how can you justify giving away a print when it
costs you money just to produce even a small print? For a lot of
artists, the giveaway idea was difficult, but a digital download? That
doesn't cost you anything.
3. High Perceived Value
But is a digital download really a print? Won't clients think it's
just a gimmick? Before today, I would have said yes. However, this is
where Hazel hit upon a simple and brilliant solution. Her download
page reads, " For those of you who would still like to have Hazel's
'real' signature, along with an authenticating stamp, on the work's
verso, you can send your print of the image along with an adequately
sized, stamped, self-addressed envelope to the studio." You see...brilliant. Hazel is giving away signed editions at essentially no cost to her.
Most people won't send the print in for a signature, and those who do?
Those people are gifts. If someone goes to your web site, downloads an
image, prints it out, and sends it (at their expense) to your studio
for signing, then let me tell you: that person is a hot prospect.
4. Ways to Improve the Idea
We think there are a couple of ways to improve this idea. Mainly, the
idea could be a better marketing tool if access to download the
high-resolution image was granted in exchange for the visitor signing up for the artist's email list. That way, you would know who downloaded
the image. A variation might be to allow the download without
registration, but require the person to register on your site to get the signature.
Another variation might be having one "digital edition" available that
does not require registration, but let people know that registering
gets them access to several more digital editions that are available exclusively for your web site's "members."
What if you were to combine this idea with your print advertising and
promote the free giveaway in your print ads? We suspect your site
visitors would go up dramatically.
Sincerely,
Clint Watson
Software Craftsman and Art Fanatic
Related Posts and Pages:
How to Advertise in Art Magazines (FineArtViews/Clint Watson)
Complimentary Marketing (FineArtViews/Clint Watson)
Hazel Dooney's Web Site
Free Art Print from Hazel Dooney (ArtNewsBlog)
Prince and the Art of Monetizing Free Stuff (Art Print Issues/Barney Davey)
Prince and Free-Flowing Intellectual Property (ArtBizBlog/Alyson Stanfield)
---------
This article is reproduced with permission.
Copyright 2007 - Clint Watson.
To get more of Clint Watson's insights into art, marketing, inspiration and fine living, check out his blog at:
FineArtViews Blog by Clint Watson:
http://www.clintwatson.net
---------
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Don't Worry About Google . . . Too Much, Revisited
Marsha Robinett Wrote:
Clint,
I read your newsletters religiously, and have tried to incorporate the advise you have been so generous to give.
Todays article about the value of Google vs the value of Links is something I can personally give testimony too!
In the past you have said to garner links from other artists who's work
you admire...so I did. In the beginning I looked for artists of the
same quality and medium as myself...I sat back and monitored my site.
Traffic increased but not substantially.
There were three internationally successful pencil artists whom I
admired greatly. They had very few links on their sites to other
artists and I thought as an artist I was probably to unknown and
insignificant. But since I had prepared a standard letter to use for my
link requests, I sent each a copy...they each looked at my site and to
my surprise added my link to theirs. I was overwhelmed beyond words to
have received the endorsement of these three internationally known
artists.
It's the words "QUALITY LINKS" that I want to emphasize. The first
links that I added to my site were an important step, and they are all
very good artists...but these three links from internationally known
artists have more than trippled the traffic to my site...they have
truly proven to be invaluable.
For me, they are "the repeat traffic and referrals that no one can take away".
As usual Clint, your advise is right on the money.
Great Advise,
Marsha
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The Bookshelf:
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FOCAL POINT: xanthic or xanthine
xanthic or xanthine - (pr. ZAN-thək) Of, relating to, or
tending toward a yellow color. "Xanthic" has its roots in the Greek word
"xanthos" which means "yellow." "Xantho-" and "xanth-" are prefixes which also
mean yellow.
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