If you’re like most artists, you probably don’t have the financial resource major retailers have for marketing, but you probably have a grass-roots following the retailer doesn’t have.
Use what you have at your disposal and remember to always have respect for your following.
1. Tell Black Friday blogs about your sale
There’s an entire community of bloggers interested in promoting sales unfolding for Black Friday … help them out by telling them about your sale. They’ll likely be happy to spread the word for you.
If you are contributing to a black friday blog, you will need to have a place where to point interested readers, so decide whether you want to point them to your own blog, one of your social handles, or your store.
2. Create a Facebook event and invite all your friends
The Facebook events are great for spreading the word, because it’s one of the only ways to reach out to a massive amount of people with one swift blow. This is how I started building buzz for wearabl, a side project I started for independent designers. It’s important not to abuse this tool, but it’s extremely effective in terms of reaching people.
Because the tool is based around upcoming events, you will be able to effectively promote your sale, the date, and time limits you’ve set.
3. Use Timely.is to schedule tweets
I’m a huge fan of Timely.is — it gives users the capability to optimize when their Twitter and Facebook updates publish. Unlike products that schedule activity, Timely takes it to the next level by evaluating the activity of your following and scheduling your updates for you. So while you may think people are active on Twitter in the morning, Timely may discover that your specific following is actually more active during the evening. Furthermore, while you may schedule an update to publish at 8:00am, Timely may find that the best time is at approximately 8:08am. Though this seems like a small difference in time, the streams of your following may be so populated that that little difference in time could mean all the difference in them seeing your tweet and not seeing your tweet. And if they don’t see your tweet, then you’re not likely to attract that many retweets or mentions.
In essence, start using Timely!
4. Create a compelling print campaign
If there’s an artistic community in your area, you can spread awareness the old fashioned way … distribute flyers, business cards, and other marketing materials where ever possible.
Make sure your marketing materials are compelling (you have to earn the customer’s attention), then ask business owners if you can leave a post card on their reception area or bulletin board, post flyers around town, and make use of small handheld cards with all the information about your sale so people can take with them.
This tactic is probably the most inefficient of all tactics, but you never know what will work and won’t work in your community until you try it. Give it a whirl.
5. Create a compelling digital campaign
If you have a large following built around your various social handles, consider tying them all together in a massive digital campaign to promote your sale. What you need to start is an image you would like to present for your sale and a basic message you would like to deliver. Once you have those two things, you can move forward and spread the word by sharing those two things with your social handles.
It’s crucial that the marketing materials you use blend together seamlessly and point to one central destination … your store.
6. Draw up a press release
It’s easy to overlook the benefits traditional media provides — including press releases and newspapers. These outlets often have a large readership, giving you a great opportunity to reach a lot of people that may be interested in what you have to offer. Reach out to any local papers as well as the larger names and let them know about your sale.
A press release is a document presenting a news story. In order to be considered you need to follow the standard format of both drafting and submitting the press release … otherwise your story won’t make it to the paper.
This also applies for magazines, though magazines are probably more interested in an articles than a news story.
What works for one artist may not work for another
Remember that there is no standard procedure when it comes to marketing something. What works for one artist or sale may not work for another. It depends on the niche you’re operating in (music, painting, drawing, writing, and more), and what customers interested in buying find appealing. For example, a classical pianist may not find the same results from Twitter as a graffiti artist.
Give it a thought and give it a whirl next year.
image credit: myblack-friday.com