Understanding the arts audience will allow you to identify your target audiences easier. People engage and become interested with art for all sorts of reasons and bring varying levels of experience, knowledge and expectations to their engagement.
People engage with art because it offers them real benefits. Focusing on the benefits that your printmaking products offer will help you to identify and clarify who might be your target audiences. Highlighting the benefits within your marketing mix will help sell your printmaking products from the onset, establishing a relationship with your target audiences and influencing their thinking.
Think about what benefits your printmaking products could give to audiences, some benefits could include:
- pleasure
- investment value and commercial profit
- decoration
- interest
- life style association
- work place enjoyment
- status
- entertainment
- commemoration
- passion
- cultural identity
The art world also offers some barriers to engaging with art which can lead to people buying non-legitimised art, such as furniture, design objects and mass produced prints to satisfy their needs for aesthetic stimulation. Some of the barriers of engagement may include:
- exclusiveness
- elitism
- feelings of inferiority
- feelings of feeling intellectually or financially inadequate
- money
By applying these benefits and possible barriers to your printmaking products, you will be able to identify new target audiences and develop creative ways of reaching them
To your printmaking success,
Warmly,
Jo Lankester
P.P.S Seize the moment of excited curiosity on any subject to solve your doubts; for if you let it pass, the desire may never return, and you may remain in ignorance.
William Wirt
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