Three-tiered Approach to Art Marketing Works Out

Recently, I received an email from an Art Print Issues reader, Mary Erickson. She is a remarkable person and a talented successful artist who generously took her time to write me with some good news from the art market frontlines. 

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I applaud her both for the quality of her art and her sensible smart approach to getting it to market. Many visual artists can model Mary's strategy for their own art business. Having art available as originals, giclees and open edition prints affords the widest range of potential buyers.

As Mary says in her email, she has work available in three price ranges. I believe in giving people what they want instead of trying to force them to buy what you have. Mary's marketing, production and pricing schemes fit well with that philosophy. Here is what she had to say:

First, I enjoy your newsletter. Thank you for your limitless information and efforts. I just wanted to give positive feedback to the state of the art economy. I have three tiers of sales - low end, medium, then high end (originals). The last few years have seen a complete loss of the low end items. In addition, my wholesale print sales to frame shops had decreased significantly. The middle income spenders have been more considering, weighing purchase decisions carefully, and often spending the lower of two choices. Because of news of the state of the economy, early on, I planned to work with more galleries that sell my originals, so my high end sales have soared, and made up for much of the losses I felt in the other sectors.

The past few outdoor shows in Florida have shown significant increase in the lower tier sales, in addition to the medium end pushing upward, and the high end maintaining. Last weekend in Venice was by far the best weekend outdoor show I have had in my career. Frame shops are calling in small orders, and it seems the ball is rolling again. It may be a tentative step, but as long as nothing disastrous happens with our stock market or security, we may be in for a steady climb. One can only hope!

My goals over the last few years have been to put myself out there more, work harder, keep a good attitiude, plan for the best and to be sure the quality of what I send out is the very best I can do. It is keeping me in the game so far!

If you noticed, the last two images in the slideshow are photographs. They are taken on the property owned by Mary and her husband, John Edmondson, known as High Ridge Gardens. It is an artists' retreat and bird sanctuary. Visiting the Website makes one ache to go their to commune with nature and be creative.

Thank you Mary for your most positive feedback and your inspirational story. Best wishes for continuing great success with your art career and your splendid plans for High Ridge Gardens!

P.S. There is still time to register and win the free Milton Glaser "To Inform and Delight" documentary. Having had the chance to preview it, I can say it does a great job of both informing and delighting us with Glaser's impressive oeurve, talent, charm, wit and wisdom. You cannot watch and not be impressed.

P.P.S. Also, apropos of this post, there is also time to take the "How Do You Get Your Art to Market" survey. It is 10 multiple choice questions and will take two minutes.

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