Monday, August 01, 2005
Giclee marketing part II
It is time to add some information to previous posts regarding the marketing and pricing of giclee reproductions. Things are changing fast in the field and competition from cheap, chain produced oils and acrylics from China is worrying some artists about low cost alternatives for customers.
First of all, is it just me or after you have see the hundreds of different chinese repros they all start to look the same? It does not matter if it is a french landscape vs an italian coast line, the colors and somehow inaccurate perspective make all this "art" look what it is: mass produced.
Giclee is not mass production. It is meant as a very accurate reproduction of artwork on expensive fine art materials. It is crafted with skill and it should show...
We had a client who came back from Hawaii and was surprised to see galleries filled with limited edition giclee art selling for thousands. His first comment was: "How can they offer a giclee for that much money?". My answer was: "Because they can!". It is all about marketing. Make your art from your heart and skill. Whatever passion and pride you put in front of the canvas, it should also reflect in how you market it.
No one who buys a cheap knockoff from China is in the market for limited edition giclees. And the way the art is presented, the number of shows, the advertising...all these are factors that can make or break a successful launch. "It takes money to make money" is somewhat a true statement. You will need to invest time and resources to make it work. I know of an artist community with about 20 members. No one is selling anything because 100% of their time is dedicated to creating art. When I went there, the attitude I saw was "I am here and buyers will come..". Hasn't history taught them anything? Even Leonardo and Michelangelo had to heavily market their skills, pay many visits and do favors to get work.
Get out there, see gallery owners, call local newspapers and magazines. There are very few businesses out there that open and succeed with no marketing strategies.
First of all, is it just me or after you have see the hundreds of different chinese repros they all start to look the same? It does not matter if it is a french landscape vs an italian coast line, the colors and somehow inaccurate perspective make all this "art" look what it is: mass produced.
Giclee is not mass production. It is meant as a very accurate reproduction of artwork on expensive fine art materials. It is crafted with skill and it should show...
We had a client who came back from Hawaii and was surprised to see galleries filled with limited edition giclee art selling for thousands. His first comment was: "How can they offer a giclee for that much money?". My answer was: "Because they can!". It is all about marketing. Make your art from your heart and skill. Whatever passion and pride you put in front of the canvas, it should also reflect in how you market it.
No one who buys a cheap knockoff from China is in the market for limited edition giclees. And the way the art is presented, the number of shows, the advertising...all these are factors that can make or break a successful launch. "It takes money to make money" is somewhat a true statement. You will need to invest time and resources to make it work. I know of an artist community with about 20 members. No one is selling anything because 100% of their time is dedicated to creating art. When I went there, the attitude I saw was "I am here and buyers will come..". Hasn't history taught them anything? Even Leonardo and Michelangelo had to heavily market their skills, pay many visits and do favors to get work.
Get out there, see gallery owners, call local newspapers and magazines. There are very few businesses out there that open and succeed with no marketing strategies.
