Bob Brown Interview: Part Two-Nazar Kamangar/bridge consulting blogs
Welcome back! This is the conclusion of our interview with Janet Aubry, the marketing force behind abstract artist Bob Brown. See yesterday’s post for the first part.
Image From: bobbrowninc.com
How specifically do you use social media marketing in your business?
We started the business with three main components of social media marketing in our overall marketing and business plan. The first was to create a website and while that was taking place we started a Facebook page and an Email list. We use our website to post all the art and we have the ability to sell art directly from it although we did not initially plan to do that. We wanted to use the website as a sales tool to show art in meetings with prospects, send media and others to see art there, and generally promote the brand in more detail than on a Facebook page. I post monthly articles on what we are doing, or thinking or finding in our endeavor to work in the art market. The Facebook page is a way to keep in daily contact with lots of people and to spread the word. We post small things and I try to do that 4 or 5 times a week. The more we post the more “hits” we get. I have an extensive personal network and I ask my friends to share what I post with their friends so we continue to expand our base. I also belong to LinkedIn, Plaxis and several other networking sites within our target geographic area which is South Florida. I prefer the Facebook and the website because we can show a lot of colorful art which generates plenty of response. I try to keep the copy clever, clean and to a minimum. The website has more copy but still I try to write it informatively and put a fun slant on various topics….and again – great color photographs of the paintings. Our mailing list continues to grow and we are planning a newsletter in keeping with our plans to open our own gallery this summer.
Image From: bobbrowninc.com
How has marketing changed since you first got involved in the field? I just spent 5 days in Texas with several women who are at the top of their fields in marketing and started out the same time I did. We continually observe that the basic principles never change although the tools and terminology do. I find that whatever strategies I use are common across both time and business. It is important to know who your audience is, to find them (research), to stay in touch with them in creative and personal ways (social media is much better than the old days of direct mail), to respond quickly and appropriately to every contact, to list build, and to make personal contact whenever possible to build relationships with those who represent your target markets. I would say the biggest change if the opportunity to present information more creatively and quickly and the ability to manage and direct the dispersement of information more efficiently. But, in the end, it still has to be the right stuff sent to the right people in a unique way that sets you apart and to include personal contact as a component whenever possible.
Image From: bobbrowninc.com
What tips do you have for a small business with little to no budget to run a successful social media marketing campaign? What avenues would you recommend they focus on?
Social media marketing campaigns don’t cost much but they do take creativity, time and repetition. I would recommend building a list of anyone who can help you gain either repeat or referral business and also prospects for new business. Post and send often on your mailing list and Facebook. Take advantage of the website programs available to design your own site. I have a friend who charges me a very nominal rate to post and update all my data after I assemble it. The highest and best use of my time is selling and Bob’s time is painting. But we both recognize the importance of keeping our brand in front of our market and social media is a very important factor in making that happen.
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I read this article and found it both practical and useful. Does Janet Aubry ever write about or teach marketing for artists? The paintings are absolutely wonderful – I can see why she decided to promote the work. Bob Brown’s art is a marketing person’s dream.
Thanks for your response about Bob Brown Art. To answer your question, I do not teach courses in art marketing currently but as you can gather from reading about our business and my background it is a natural step forward for me. I have a lot to learn but have had a number of artists approach me to do ‘for them what you do for Bob Brown’. While I am exclusive to him and honestly don’t have time at this point to promote other artists I can see that day may one day come. I believe once we open our new gallery we will do a lot of different events and certainly a marketing clinic to help artists promote their work is on the list of things we may do.
I just wish to say your article is surprising. The clarity in your post is simply nice and I can assume you’re an expert on this subject it seems. Well let me subscribe to your feed to keep updated with forthcoming posts. Thanks and please keep up the gratifying work.
Fantastic article. Will read on…
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