Marketing Strategies for Visual Arts - Essay Example

Marketing Strategies for Visual Arts. By [Insert Department: Introduction: Visual Arts UK, is an artsorganization that deals with creative and cultural artistic skills specializing in advertising, design, performing arts, visual arts, music and literature to name a few. The organization operates through various councils in the UK and was established in 2005. It is unique in that it offers employment opportunities to artists in addition to encouraging artistry and creative entrepreneurship. The organization is governed by the UK Commission for Employment and Skills making its work credible and reliable in the markets. With job creation being a key aspect of the organization, it seeks to bridge the gap created between education and industry by capturing those left on the wayside. This allows people to cultivate their skills and create products that are marketable and at the same time creates employment and promotes trade. Business Models: A business model may be defined as the way in which an organization creates, delivers and captures value, (Ostewalder and Pigneur, 2010). It should reflect how the organization works and how they seek to deliver their mission, while incorporating the needs of their members and clients. Art is created by individuals and hence when organizations managing artists have weak business models, then they cannot achieve market stability. The use of proper business models, promotes longevity of the business, encouraging consumer confidence and creating markets based on needs. The most important factor for any business and marketing strategy is promoting sustainability of the artists business. Sustainable businesses are successful and able to maintain their businesses beyond a short term period to enjoy longevity and success. Art has a big influence on society and it also changes the way people relate and view things. The business models adopted by organizations must in addition to being able to market the artist’s products; it must also be able to deal with the artist’s creativity. This has been widely ignored based on the fact that consumers have now become number one and hence artists have to ensure that they meet their demands. This is not viable as most artists create based on feelings, inspiration and ideas and hence not having the freedom to create will make artists feel curtailed. The most appropriate business models must therefore cater to the needs of both the consumer and most of all the artists’ creativity to create better and more inspired creations. Situation Analysis: Artists around the world exist based on their creative elements and their ability to create things which are beyond most peoples imaginations. While this is true, the existence of artists is also influenced greatly by the market structures in existent to sell their products. The visual arts community has grown over time to include artists, experts and also enthusiasts who have developed individual careers and are contributing to the economy. There is a new trend where artists are now becoming entrepreneurs as opposed to the earlier stance of art for nonprofit motives. Persons involved in visual arts are exposed not only to skill development but they are also able to find jobs by matching their skills to available opportunities. The organization thus serves as an entry point for artists seeking access into the market and assists them to develop their skills. Art has developed over time from being hanged on walls to becoming a true factor of influence in any economy. It also goes a long way in promoting cultural diversity by having people from different walks of life expressing their backgrounds through art. Visual arts marketing are unique in that the artists develop an individual way of marketing their products based on their vision and artistic impression. This greatly influences the way in which the artists will easily interact with the audience and also with the customer who will purchase the products. While this is true, there has been little emphasis taken on identifying and studying the philosophical clashes of art for business and art meant entirely to be viewed as art, (Fillis, 2004). Marketing literature has promoted and enhanced market orientation but this has been at the cost of overlooking product centered marketing. In the past, visual arts marketing has been used to market products and artists but the avenue has not been used effectively to analyze the important marketing theory, that would promote productivity. There is a need to ensure that through the visual arts UK, the pros and cons of market demand are taken into consideration and that customers wishes are always placed into consideration (Slater, 2007). There is a need to understand what motivates people to visit art galleries and what makes them make return for a second visit or even make purchases. This is essential as it takes the focus from the visitor’s personal and social needs to realizing that there are other needs that contribute as factors of art enjoyment. With this in mind, marketing strategies must look at the different beliefs, values and motivations behind the love and appreciation of art, both by the creators and the customers. This ensures that the marketing strategy created does not focus on following the available market but one that seeks to create a market that does not exist. This encourages innovation and entrepreneurship as well as developing markets that promote the economy while also promoting arts in general. It also encourages artists to take bigger risks in development and creation and this not only goes to satisfy the customer but also creates a new market that is unique and very competitive. There are various motivations that encourage people to visit museums and art galleries which influence visual arts. These include and are not limited to social recreation, education and in some cases respect for a particular artists work based on past influence, (Falk and Dierking, 1992). Marketing strategies can be used to adopt these needs and ensure that customers constantly have their needs met. It will also promote sales in the sense that visitors are encouraged to purchase art as opposed to merely viewing what is available. Marketing strategies must also focus on the impact that art is having on the audience and what motivates them to enjoy art. There are many factors that influence peoples understanding of arts based on social and motivational factors, (White et al, 2008). Art has a strong foundation in shaping artists attitudes as opposed to the influence lent to them by family, society, economic status and culture. People involved in musical arts are unique in the sense that they not only produce art but they also get the chance to communicate it to their audiences and customers. This brings in the concept that musical artists are viewed both as products and producers seeing that they contribute to both aspects of visual arts. They also have a tendency to show ambivalence to marketing strategies and in most cases this is viewed as business as opposed to being art, (Kubacki and Croft, 2006). Markets and Product Orientation: Many artists view marketing in a negative way, as they have the view that it is irrelevant and relies on strict rules that are aimed solely at selling products. This is opposed to their view that marketing should be aimed at creating markets that can absorb their immediate and future creations and that can provide a consistent customer base. This system is focused mainly on the customer and not the on the artists and it stifles and curtails innovations, (Tauber, 1974). Where artists come up with new products, it is easier for them to develop internal marketing strategies based on their needs and creations. This is effective as is the case with the Visual Arts UK organization, as they are better able to shape the markets from the organization. They are also able to adopt new and creative techniques that not only go to benefit consumers but also act as a motivation for the artists in their creations, (Drew et al, 2008). The research hence proves that market orientation is not by itself sufficient to promote and ensure that there is a stable and continuous demand of artist’s products. This because the world is now a global village and technology is the new mode of marketing worldwide. Increase in technological marketing and product orientation will then need to follow the more advanced systems as opposed to relying on the former means that have proved to be less productive. When comparing product orientation to marketing concepts, it is important to evaluate new marketing strategies that will be effective for particular products. Visual arts require different strategies as opposed to music art but they essentially are the same industry. While this is true, there is need to develop new marketing strategies that will increase customer satisfaction and also promote arts in general. There is a growing interest in measuring the marketing orientation as this gives clear statistics on the productivity and effectiveness of the business, (Saxe and Weitz, 1982). The growing need to carry out research on market orientation had developed an interest and created a situation where artists are aware of available markets. The research is also now extended to small business entrepreneurships and this creates stronger professional relationships between artists in the business and the organizations representing them. While this is admirable and positive in promoting arts, there is a conceptual gap between market orientation and value generation. Other factors however, must also be taken into consideration including product development, innovation, competition and external forces, (Augusto and Coelho, 2007). When developing and promoting marketing strategies and product orientation, it is important not to create customer lust for products as opposed to faithfulness to a brand. This because the former creates a onetime stop shop while the latter seeks to promote constant markets and product growth. Marketing should be continually improved by implementing new marketing strategies and methods. Product orientation will in most cases incorporate creativity in order to help in developing new products and promote products in the markets. Arts in general involve high levels of creative innovation and the artists must in their work be able to engage fully and positively with the public and their audience. There is a growing need to focus on art and aesthetics when carrying out marketing research. This because art promote imagination and allows the artists to focus on society as consumers, (Brown and Patterson, 2000). Most marketing concepts do not match the character, behavior and the concept of the artists as they each have personal and social values. These values have a huge impact on the artist’s creative state and also affect the art that is created and which market it will be aimed at. In many cases, artists creation are a result of their emotions, feelings, needs and ideas and all these combine to come up with an appealing aesthetic concept, (Becker, 1978). It is essential that aesthetic beauty be expressed in a way that deals and reflects the needs of the consumer. Hence, this concept separates art meant for marketing and that meant just for leisure. Product Branding: While every artist in unique in their background and beliefs, they all have similar ideals when it comes to appeal to the end user. This cannot be compared to the comparisons that can be made between creating art for markets and that meant for art’s sake. The situation thereby creates a clash as most artists will not have the heart to transform from simple art to commercial art that requires marketing. Wilde states that, “a work of art is the unique result of a unique temperament. Its beauty comes from the fact that the author is what he is. It has nothing to do with the fact that other people want what they want”, (Wilde, 1881). Artists must be able to create demand for their work as opposed to responding to the available markets already in existent. A good example of this would be the work of Tracey Emin and Damien Hirst who have been able to create individual brands and in essence create demand for their work in general, (Collings, 1999). Damien Hirst started his artistic arts by using creative annoyance by placing fish in a tank full of formaldehyde solution. While this did not appeal to the masses it created a niche and unique market that saw the creative genius behind his idea and those that actually recognized it as art. The art though it may define as gross by some, led to the creation of other famous artists who have gone to be symbols in the industry including Andy Warhol, (Hirst 1997). In addition Damien Hirst was also able to win the prestigious artist’s price the Turner Prize in 1995 and with that usher in the age of marketing of arts. This they have done by creating a somewhat alternative form of marketing that is centered on the artist’s needs and creativity as opposed to merely focusing on the consumer needs in the markets. Hirst can also be credited with promoting publicity for arts by creating videos and films about his art. Art organizations like the Visual Arts UK use the same concept to promote art for their members and in essence promote their creative endeavors and also create a market that not only caters for the consumers but also caters for the innovative needs of the artist. While artists may rely on conventional means of promoting and selling their art, the organization seeks to include new means including selling products on the internet and expanding it to international markets. Recommendations: There is a need to ensure that information on careers and training in the arts is easily accessible to the public who need it. Many people are artistic and although they may not have time to be creative, they may make changes given proper representation and support. The same is also true when it comes to training and work opportunities, although the organizations are working through Councils in the UK, the message is still not loud and clear. The business startup and entrepreneur capacity that can be derived from arts should be tapped to include internet related sales not only within the UK but also worldwide. In tune with this, it is important to ensure that any courses offered by the organization in relation to visual arts are related to the profession and can be of benefit to the end user. This can be enhanced by ensuring that organizations providing education in the arts and employers work in unison to accommodate the new students. The organizations must also partner with employers and other entrepreneurs to ensure that internship positions are available in order to promote career development. Art must not only be used for business as is the case today, the real need for art is leisure and enjoyment. Visual art must have an active role in children’s development and must therefore be incorporated in their education while at a young age. This will means that career advisers at all levels of education must be taught and trained to appreciate art in the sense that it is an expression of a person’s ideas and feelings. Influencing the development of children at a younger age not only creates an avenue for employment at a later date, but also encourages innovation and entrepreneurship. Visual Arts UK also needs to ensure that they support and also encourage skills in people for business through degree programmes and courses related to art. There is also a need to raise awareness for the arts sector by relevant organizations in order to promote visual arts not only in the UK but also in the world. The government must be engaged to develop policy frameworks that are essential in regulating art markets and also those which ensure that artists’ works and concepts are protected. This goes in line with the protection given for copyright and patent infringement, allowing artists to enjoy their skills even when someone else borrows it for inspiration. There is a significant lack of research when it comes to art marketing and there is not enough information and critical research carried out on artistic marketing strategies. Presently, the focus in art marketing is focused on the consumer and there is little realization that the artist and his relationship to his art are also important. This will however not be possible by using the conventional marketing techniques that are available, it is important to venture into new dimensions. Focus should now be on the nature of the creativity and personality of the artist in relation to the available markets. This is not the case, where the markets are based on entrepreneur arts where the artists creates their own market based on what they have to offer and not entirely based on what the consumer needs. This focus creates a balance that allows consumers and artists to each operate on their individual levels while at the same time leaving room for innovation and creativity. There is a definite clash presently between having art for leisure and having art for business, but this should not be the case. Taking examples of established artists like Damien Hirst, it is possible for artists to create their own niche market that caters to a particular type of client. Fashion is art and the continuous reliance on the same thing will lead to a rut at one point. Fashion should therefore be encouraged in order to promote development and most of all create employment. In most cases, what one artist creates becomes the blueprint on which another person uses to advance their creativity. There is no loss when it comes to art as every aspect of art is related to the other. References: Augusto M and Coelho F. 2007. Market Orientation and New to the World Products: Exploring The Moderating Effects of Innovativeness, Competitive Strength and Environmental Forces. Industrial Marketing Management. 30: 98-108. Becker HS. 1978. Arts and Crafts. American Journal of Sociology. 83: 862-889. Brown S and Patterson A. (Eds). 2000. Imagining Marketing: Art, Aesthetics and the Avant Garde. London: Routledge. Collings M. 1999. This is Modern Art. London: Weidenfeld and Nicolson. Drew N, Sarasvathy SD, Read S and Wiltbank R. 2008. 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