Friday, June 4, 2010

5 Key Elements to Position: 7 Ps to Marketing

Welcome to my blog about printmaking for a discussion on marketing.

Position is the 5th element to the 7 Ps of Marketing for printmaking success.

How do you think you are perceived in the marketplace and within your community?

Positioning is a perceptual place where your artwork and services fits into the market place. Effective positioning will put your printmaking products and services in the minds of your potential customers first.

Positioning is a powerful tool that allows you to create a perception of how you want to be perceived in your reputation as an artist and for the quality of your work. Positioning yourself can lead to personal fulfilment. Being positioned by someone else restricts your choices and limits your opportunities.

That's why it is important for artists to transform their passion into a market position. if you don't define your printmaking products and services, your contemporary printmaker will do it for you. Your position in the market place evolves from the defining characteristics of your printmaking product. The primary elements of positioning are:

  • Pricing: Do you price your printmaking products to reflect the place in which they are available?
  • Quality: Is your printmaking product well produced? Are your editions consistent in print, labelling and do you guarantee the edition number is limited to a specified number?
  • Service: Do you supply your customer with a certificate of authenticity and an artist biography and statement? This will increase the long term benefit for the investor and to contextualize of your work historically.  
  • Distribution: How do your customers receive your printmaking products? Is the artwork delivered in an appropriate time frame? Your distribution is an important part of your positioning.
  • Packaging: How well have you packaged your printmaking product. Can you guarantee it's safe arrival damage free? 

I have de-constructed the term positioning into the key 5 elements for you to employ in your marketing strategy.

To your printmaking success,
Jo Lankester

P.S For a free report on building a sustainable printmaking business go to

P.P.S At least three times every day take a moment and ask yourself what is really important. Have the wisdom and the courage to build your life around your answer.
Lee Jampolsky

Jo Lankester, Echlin St Quarry 2.10pm, 2010, Etching Aquatint, 60 x 80 $270.00 Edition 10
© Jo Lankester 2010


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