🎉17 The Holiday Art Marketing Playbook

You’re listening to the Art Marketing podcast
and today’s episode is a tripod, of sorts, really. Yep, got three legs. If you don’t like photography, fine by me. You could consider it also a stool at your
favorite bar. The beer’s extremely cold, and the game is
on, and about to start. What are the three legs, then? You get it, right? Today’s episode, I would argue, is right on
time, it’s late, and it’s early. Profound, right? It can’t be all three. To which, I want to respond, “Yes. Yes, you can,” but I want to explain that. If you’ve been listening to this podcast for
any period of time, or especially if you listened to the first episode, we sort of just launched
this thing not knowing what its voice was going to be, not knowing exactly what direction
it was gonna be, just knowing that we wanted to make it about hardcore art marketing tactics,
not esoteric fluffy business, but hardcore tactics. Learn by practitioners who are in the trenches
doing this stuff every day that artists can put to use right away to start selling more
art online. That much we knew for sure. What I think we didn’t know, as a result of
coming out with the content for a lot of these episodes, and for titling them, and for going
through all those motions, is that we would end up, as I suppose a little happy accident,
as a windfall of sorts, we would end up sort of articulating what it is that we believe
as a business at our storefronts. Like why we exist, what we see is the opportunity
for artists out there for the coming years, right? Which episodes am I talking about? What do I mean? I mean the greatest time ever to be an artist. We believe, as a business, that 2017 and the
years to come are absolutely the greatest time ever to be an artist selling art online
or any small business entrepreneur. I mean, anybody, just about, right? As a result of all of the disruption, like
we covered in that episode, I believe it’s episode number 15. All of the disruption that, call it the internet,
social media, or the computer we all have in our pockets at all time, has brought. It presents an opportunity to reach more people
and more countries than ever before, right? That’s a foundational episode to what we believe
as a company. We believe it is the single solitary greatest
time ever to be an artist. Okay, I get it, Patrick. I believe that. What’s next? What’s next is episode number 13 and 14, the
collectively, the does-my-art-suck test. Now, that provocative title aside, this was
also a foundational episode for us. Why? If you’re an artist that wants to run their
own art gallery online and believes that it’s the greatest time ever to be an artist, the
next important step that you need to do is you need to validate that the particular art,
the particular niche, the particular style, medium, that you have chosen is something
that the market wants, is something that you’re going to be able to sell. You work on attempting to sell if offline,
right? In those episodes are a bunch of the steps,
strategies and tactics you can use to figure out if what you’ve got is something that the
market wants if you’re ready to start selling it online, and make that investment, and get
going on that phase. Okay, great. Let’s say you’ve been through those phases
and you’re ready to go. It’s like, what do you do at that point, right? What comes next? That’s what brings us to today’s episode. Today’s episode is entitled, “Art Marketing
Playbook” or “The Art Marketing Playbook”. I’ve got to see what we’re going to title
it, but this is another foundational piece of what we believe is part of our thesis. If you’re going to start selling your art
online, if you know that the market wants your art, and you’re going to be able to sell
it; you’re then into the active marketing phase, right? In this active marketing phase, you’re going
to work a daily, a weekly, monthly, yearly at incrementally building your followers,
building your email list, building your website traffic, and building that business, right? Building that business. It’s the long game. It takes patience, perseverance, endurance,
but bit by bit, day by day you get better. That’s a huge part of our thesis. All of that marketing you’re going to do,
in our opinion, is going to fall into one of two buckets. We believe, bucket number one, is holidays
are going to come along. Call that Black Friday, or Cyber Monday, of
Christmas, or Valentine’s Day, or Mother’s Day, or made up holidays, more on that in
a moment. You’re going to have those holidays where
you discount your art and you go for a sale. The rest of the year, bucket number two, is
going to be the romance marketing you do throughout the year. The non-salesy stuff that you put out there
to provide value that creates inspiration, that’s for entertainment purposes, for enjoyment,
for beauty. All of these things that are designed, what
we call romance marketing collectively, to increase people on your email list, to increase
your followers, but more importantly than that, to develop and build and audience that
knows, likes, and trusts you, right? That’s inspired by you, that loves your art,
that wants to get to know you more, that really appreciates what you do, that loves what you’re
putting out in the world. All of those fantastic things, right? The big picture idea is if you do that throughout
the year, you’ve built up, in the bank so to speak, the know, like, and trust, the admiration,
the respect, the love, if you will, of your audience. That gives you the audacity, that gives you
the opportunity to go back to bucket one, and have a big sale, and ask for the sale,
right? That’s the big picture thesis of what we do
at Art Storefront. What we believe and what we instruct everyone
that comes on platform to be doing. You romance market throughout the year, you
pick the holidays that work for you, you do the sales, but that’s it. That thesis doesn’t really change all that
much. You’re going to just be doing that day in
and day out throughout the entire year and the tactics here and there are going to change,
but more or less, that’s the big picture thesis. Now, when I was getting ready to record this
episode, I read a couple of things that were just too good and I thought dovetailed too
well. I want to present them. I found this out by I borrowed this technique
from Gary V., Gary Vanderchuck, and his jam was that he goes, and pulls up his phone,
I’ve got a iPhone, and goes into the app store, and looks at the top 100 downloaded apps. Or I think it’s 200 in the list. Top 200 downloaded apps, every single solitary
day, and I’ve made this my daily practice too, because I think it’s so smart. I go in there and I look every single solitary
day. A couple of days ago, the why is, you want
to see where attention is about to move to, right? Constantly, as marketers, searching for attention,
where is the attention, what are the new apps, can I get there before everyone else, can
I learn how to storytell on that platform, and then can I come teach you guys how to
do it, right? Or blog about it, right? [inaudible 00:06:52] called Alibaba Express. I knew what it was, but didn’t understand
how it was not on the list at all and all of a sudden moved up to number two. Was just like, out of nowhere. I was like, okay. Obviously, this is going to take some delving
into, so delving into it, I did it. For some quick context for those that don’t
know what Alibaba is, Alibaba started his business a while back to … Basically, a
business to business, a B2B business, that served as the intermediary between all factories
primarily in China, but also surrounding Asia and all of the wholesale buyers. Let’s just say you had a swimming pool business
and you wanted to get 1,000 or 5,000 giant white inflatable swans to sell as swimming
pool ornaments. You would need to find a factory in China
to manufacture those for you, so you would go to Alibaba and there would be all these
manufacturers. They’d say, “Look at my awesome white swan. Put in 1,000 piece order and we’ll send them
to you for this dollar amount,” right? That’s where it started. Since then, and also building on that greatest
time ever to be an artist, disruption. Alibaba has realized, wait a minute, we don’t
need to just sell wholesale and 1,000 pieces minimum order, 500 pieces minimum order, whatever,
10,000. We can also sell direct to consumer, right? They came up with Alibaba Express, which is
now a B2C business, a business to consumer business. It’s basically their version of the Amazon,
right? Looks a little bit different, not quite as
sophisticated. Highly recommend you check this out, by the
way. Go into the app store, the Google Play store,
download Alibaba Express and look at it. It wants to be Amazon, it wants to take over
Amazon, in certain cases it already has. More on that in a second. Downloaded it, checked it out, and started
going down the rabbit hole on it. I read this article on Tech Crunch, which
I’ll put in the show notes, which is artmarketingpodcast.com. This is going to be episode 17, I believe. It’s “Alibaba smashes its single day record”. We have Black Friday, we have Cyber Monday,
we have Christmas. In Asia, they have what is called Singles
Day. What does that mean? It happens on 11/11, since then by the way
they’ve stretched this thing out to cover multiple days, as marketers tend to do. This is literally a nine year old made up
holiday invented by a guy, excuse me, named Daniel Zhang, whose now the CEO of Alibaba,
but at the time, I guess, he invested he was working for another online retailer mall or
whatever. Anyway, this one just went down. It’s 11/13 when I’m recording this. This thing went down on 11/11. The stats are that it did $25.3 billion in
one day. Let me read that, $25.3 billion in one day. Obviously, that number is crazy, Micky Mouse,
big, so we need some context to understand it, right? What do we do? You’re in the U.S., on Black Friday, on Cyber
Monday, last year. We did basically, combined, $6.5 billion. Made up holiday, in China, $25.3 billion. Huge holidays established in America, Black
Friday, Cyber Monday, $7 billion. $6.5 billion. For how long have we been hearing that China
is going to take over the entire world. From militarily, economically, they’re going
to be the dominant world power. That’s always sounded like hyperbole and that’s
always felt like hyperbole, but now when I read this stats, it’s like, whoa. That’s a crazy amount of sales volume. My goodness. Why am I telling you this whole story? The salient detail in all of this though is
they’re an online merchant at the end of the day, right? Just like every artist is trying to sell their
art online. You’re an online merchant, yes, albeit, a
little bit smaller. What did Alibaba do in this situation? They invented a holiday, they did crazy discounting
on the holiday, they had some scarcity, ie., the discount’s going to end, and they had
a massive windfall of cash, right? The point in that is we can copy that as individual
artists and as online merchants. We can absolutely copy it. What about the Amazon version? Let’s just talk about his really quickly because
I think it gives some of you more context. Amazon is an online retailer. Amazon’s like 500 businesses, right? Amazon, at the end of the day, is an online
retailer. What normally happens? Where did the name Black Friday come from? The name Black Friday came from, historically
speaking, all retailers would normally be, up until this point in the year when Black
Friday comes, they would not be a profitable business, right? They would be operating at a deficit and then
Black Friday would come and because of the sales volume, they would move from the red
into the black and they would be profitable for the rest of the year. Essentially, they make all of their money
and all of their profit in the fourth quarter, right? What was interesting is that Amazon published
its third quarter data and they’re a retailer that’s not supposed to traditionally crush
the third quarter and they absolutely crushed it. They beat their expectations. They blew them out of the water. Why is that? Well, if you delve into the report and you
look at, a huge, huge contributor among other 5 million businesses that it has, was Prime
Day. What Bezos did is he looked to China and he’s
like, wait a minute, nine years ago they invented a holiday, look at the sales volume. I’ll take one of those too. He came up with Prime Day. Another made up holiday out of the blue. What did they do on Prime Day? Same thing. Discounted heavy, gave it scarcity, and it
worked. It worked for Amazon. The point is that, I’m sure they’re probably
the two biggest retailers on the world. Amazon and Alibaba Express, if not in the
top five. The techniques and the tactics they used,
we can all use as individual online merchants and put to our advantage. Today’s episode, The Art Marketing Playbook,
we’re calling it a playbook, is a playbook that we advocate that you run and that you
use to handle your holiday discounts. I’m really excited about this episode. We’re really proud of it. Where we got this, our Marketing Playbook,
too. Fired up just to present it in general. Now, quick housekeeping, before we get into
it. This was originally … The whole presentation
is, just by its nature, a bit visual. Is it going to go over well as a podcast,
I absolutely think it will. I hope it will. Is it potentially better as a video? There’s an argument there because there is
visual and there’s some visual assets and resources that go along with it. I’m going to link artmarketingpodcast.com,
this is episode number, I think again, 17. If you want to watch the video, you prefer
to do that visually to be able to download some of those resources and do all that, just
come to the show notes, the video will be there. In fact, I’ll just … Yo know what? I’ll link right to the presentation on Facebook
Live, so you can just watch it that way. I’ll link to that if you want to go and check
it out that way, but let’s just get into it and see how it goes. You can let me know from there. We started this thing at the top, right, with
this notion of the tripod or the stool. This notion that this episode is going to
be right on time, early, and then also late. Or whatever that combination is. Why do I say that? I say that because as I record this episode
right now, 11/13, and I’ve got this handy … I’m going to put this in the show notes
too, but I’ve got this handy dandy page made with countdown times to when all the holidays
are. I think it serves as good motivation to get
your butt in gear and get all your Is and Ts dotted and crossed and get ready for these
holidays. Just for context, there’s 10 days until Thanksgiving. Right now, there’s 11 days until Black Friday. There’s 14 days until Cyber Monday. There’s 42 days until Christmas. At the time I record this. When you listen to it might be different. The important point of that though, why this
podcast is both right on time, late and early is this playbook represents some fundamental
steps we believe that you should take when you discount for the holidays. The great thing about the holidays is there’s
always another one coming up, right? They’re constantly coming up. I want to dive right into this thing and,
to do so, I’ve given you the analogy, right? I believe that holiday marketing can be thought
of as a soccer field. Soccer was always my sport, it’s my jam, I
love it. Just like a soccer game, there’s a finite
amount of time, right? There’s a clock up there, 45 minute halves,
once it’s done, it’s done, the game is over. In the soccer game, the goal is to score goals,
right? The goal for you guys is to make sales. Picture a player on the field, right? That player on the field is your holiday art
marketing strategy, tactics, everything mashed into one. That’s your player, that’s what you’re trying
to do, you’re trying to get him to score goals to make sales. What do most artists out there do? They think that their holiday campaign is
Lionel Messi. For context, he’s the greatest soccer player
of all time. It’s disputable, but I believe that he is. What most people do is they just think that
their art marketing campaign, their one email, their one Facebook update, is Lionel Messi
and he’s going to score all the goals for them. The reason that is a flawed idea is that it
doesn’t take into account the opposing team, right? Stay on the soccer analogy, there’s an opposing
team on the field. What is that opposing team? It’s the holidays and all the craziness that
brings. Going shopping, ugly sweater parties, Christmas
parties, your spouse’s Christmas parties, the holiday plays at schools. It’s internet, it’s YouTube, it’s cat videos. It’s everything. It is all of the noise and distraction, which
is amplified and magnified times 10 during the holidays, right? If you put Lionel Messi on the field and think
you’re going to score a bunch of goals and make a bunch of sales with just one activity,
one email, one Facebook update, you’re in trouble. You do that, you’re going to lose. What do you need to do? You need to put some other players on the
field to help Lionel Messi. What those other players on the field are
going to do is they’re going to work together as a team and they’re going to help you score
more goals, make more sales. What do I mean? What players am I talking about, right? I’m talking about coordinating your holiday
marketing campaign, this is the playbook. Email, Facebook, both organic and Facebook
ads, Instagram, both organic and Instagram ads. Instagram stories, YouTube, phone calls, postcards. Whatever you have at your disposal is your
team and how they work in conjunction, is how you actually win, is how you get noticed,
right? It’s just understanding how to put all those
pieces on the board, understanding that they all need to be working together, they’re all
in the boat, rowing in the same direction. If you do that, it can be insanely, insanely
effective. I think what we establish is the basics that
you need to be able to run this. You need a proper website, equipped to sell
art, take transactions, take credit card. You need an email service provider, ESP. Mailchimp, Aweber, Constant Contact, Drip,
whoever you use. You need an email list, don’t worry about
the size as long as you have one. Even if there’s one, you can run this. You need a Facebook page and an Instagram
account. You need a Facebook ads account and then you
need your email list uploaded to Facebook. That’s what we consider the basics to run
this. I think regardless of where you are, why I
love this playbook. Regardless of where you are, how sophisticated
you are in terms of your marketing acumen, how much of that stuff on the list that you’ve
got set up, you can still use this playbook, right? What I love about it is all of it takes practice,
so you just break off what piece you can, you run what part of it you can. You do it once, you get better, you do it
again. Holidays are going to continue coming up. There’s more, and more, and more of them. That’s what’s awesome about it. What I want to do is I want to go through
the steps and the why. This can feel really complicated, but if we
break this down into the steps, I think we can make it sound easy, which it is. Let’s talk about what the big picture game
plan is. We know we have a holiday coming up, right
now, as we sit, at this moment in time, we’ve got the fourth quarter, which is the single
solitary greatest time to be selling art. More often than not, we see more art sold
in the fourth quarter than sold in the other three quarter combined. If not, it is certainly the best quarter to
be selling art regardless of who we are, based on customer data. The big picture game plan is the holidays
are coming, you’re going to pick one, you’re going to create discount, you’re going to
give that discount scarcity, meaning the discount is going to expire, it’s going to be one week,
or 24 hours, or 48 hours, we’ll get into that in the second. Then the third step is that we’re going to
do a coordinated email and then blast all channels simultaneously. That’s the game plan and it sounds easy enough,
right? There is actually quite a bit of nuance involved
in it and I think this playbook, and I’m going to outline it to you, has some incredibly
tactical parts to it. More than we could potentially ever cover
in more one podcast episode, but I want to really hammer the steps as best as I can to
give you the good initial bite of the apple, so to speak. I stay throughout this thing on the soccer
analogy. I break this playbook down into stages of
the game. I call stage number one, Preseason Training/Off
Season Training. This is what you do before the holidays are
even coming close. Number two, I talk about the Warm Ups. These are the warm ups right before the game. Picture, you’ve arrived at the field with
your team, you’re running around, you’re stretching, you’re doing all that. Number three stage is the Offer. This is the actual discount that we’re going
to send. They call that the game. Number four is Resending Your Email to unopeneds. More on that in a second. That’s halftime. Then step number five is the 24 Hour Warning,
right? I call this the last minutes of the game. Let me go through what each one of these steps
are and what they entail. First, a note on preseason training. The line summer bodies are created in winter,
right? Something that you should be doing regularly
all throughout the year, we covered this a little bit, is emailing your list romance
content, ie., non-salesy stuff. You should be doing this well ahead of the
holidays. You should be doing this all year long. It bears mentioning. Let’s focus it to today, right? There’s three levels here, so which one are
you at? You’re either someone that’s been regularly
emailing your list romance type of content, non-salesy stuff, throughout the year. Let’s say at least once a month. You could be somebody that you sent some emails,
some romance content, but you’ve done so incredibly infrequently. Or you could be person number three, you’ve
never emailed your list at all, this is going to be the first time you do it. I want to tell you what to do for each of
them. What not to do, and this is critically important,
is to have the first time you’ve ever emailed your list, have it be a buy my art salesy
type of email. Don’t recommend that. That’s usually not where you see the best
results. What we do recommend that you do ahead of
sending any offers, discounts or deals is send some romance content. Send some updates about your, or some of your
imagery, talk about a new series, talk about what you did in the studio, but do not say,
“By the way, 30% off, buy my art today,” right? That’s not going to work if you haven’t warmed
up your list. Now, a great way to do this, one of the ways
that we like to do this, is tease the fact a sale is coming, right? This is before the sale is even going to happen,
you would send an email. I’m giving you an example of the email, that
has non-salesy language in it, that says, “Cheers,” and I’m just going to say me, Patrick. “Hey, cheers, it’s me Patrick. Patricksphotography.com PS: the holidays are
coming. I don’t discount often, but when I do, it’s
around the holidays. Stay tuned for future emails,” right? Let’s just say it’s the month before we’re
going to have our particular discount. Let’s say it’s Black Friday. The month before I would send four emails
that would just have images of my photography, in all of them, in all four, I would put a
PS in there that says, “The holidays are coming, I don’t discount often, but when I do it’s
around the holidays, stay tuned for the future emails.” Discounts are coming, they’re not far off
now, the big sale is coming soon, right? Some sort of a way to tease it. A great way to do that is the PS. If you’re ahead of the sale enough, this is
something you can do. For the purposes of the video, that I mentioned
earlier, I actually invented my own fictional photography business called Patrick’s Glamis
Photos. Glamis is this place in the bottom right hand
corner of California. It’s got sand dunes, it’s where that Star
Wars with Jabba the Hutt was filmed and I like riding motorcycles out there so I have
photos of it. The visual portion of this, I actually go
through this entire process and actually author the emails with the subject lines, with the
photo, with everything else. I’m just going to keep rolling from the audio
standpoint, but for instance, in this email that I did with the actual Glamis thing. Subject line is: Motorcycles, dogs, and sunsets. Dear Steve, the only thing better than a wheelie
in Glamis, motorcycles, wheelies, is nothing. Patrick” I sent a cool image, non-salesy language in
the PS. I have, “I don’t have sales often, but when
I do, the discounts are steep like the Glamis sand dunes. Stay tuned and as always, ride safe,” right? If you see the visual example of this email,
again you can see this thing in the show notes, you can even download the images in the show
notes if you like. You’re sending content ahead of the sale,
important step of the playbook. You’re sending content ahead of the sale,
but you’re teasing it with the PS. In the PS, you’re just letting people know
a sale is coming. There’s no percentage discount off, there’s
no 20-50%, there’s no buy my art now. The psychology here is important. You’re just priming the pump, so to speak. Making people aware that a sale is on the
horizon. I think regardless of where you are, whether
you have three emails on your list or 30,000, this is a great technique to do ahead of a
sale and so few people do it. Don’t just have the sale, have the discount,
warm them up. Even if you just do it in one email it’s effective,
but ideally, you’re sending often enough that you can do it a couple of times. That’s stage one. Preseason training, right? That’s what we believe that you should be
doing. Let’s talk about stage two, this is warm ups,
right? This is where you email your list, and you
let them know the deal is coming, and you give them more details about it. Before, it was just a real light teaser, right? Like, hey, this thing’s out there, it’s coming. Now, it starts to get serious. In stage number two, and again I want my visual
example here as we podcast, “I’m done with wheelies for at least the next 48 hours. Why? I need to get the store ready for the craziest,
stupidest, nutsest sale …. ” I didn’t say nutsest. “Ready for the stupidest, craziest sale I
have all year. Some store favorites are available like ‘Wheelie
Time’, here.” In the email I have a couple of my best sellers,
right? “Speak soon.” In that email, I’m letting people know the
sale is coming really, really quickly, right? It’s going to happen in the next week and
I’m teasing it. The important thing is that you have some
personality in there, you let them know that it’s coming. That’s the warm up. That’s stage number two. Now we’ve got anywhere from 5, to 10, to 2,
but at the very minimum 2, emails just letting people know that the sale is about to happen. All right. Now we’re at stage number three, this is the
offer. A quick pro tip here, it doesn’t matter what
your offer is. That’s not the subject of this podcast. Maybe you’re a free shipping person, maybe
you don’t like discounting your originals, maybe you have sculptures and you would never
discount, whatever you do. Whatever you end up doing, 20% off, 30% off. You get your discount available, boom. You let them know the sale is on. You can save 20% off store … This is what
I used in my example, and again, my visual example is, “Start your engines, the sale
is on. Hey, Steve, it’s Monday. From now until Friday we’ve gone full tilt. Take 20% off store wide. Use the coupon code ‘Wheelie Time’,” right? Again, here, the key is that you have a deal,
it lasts a finite amount of time, it’s going to expire, and there’ a nice discount, right? That’s the offer. The next step, the all important step, the
step so few people take which is so important, is the resend your email to unopeneds. Most email service providers make this really
easy to do. You set them to say, send this email in 24
hours, and only send it to the people that did not open the first email, hence the resend
to unopeneds. This works so fantastically well. People are busy, they’re not going to open
your first email. Most people didn’t even see it. They saw the subject line, they blew it off,
they were at a holiday party, they had too much egg nog the night before. You resend again and oftentimes that’ll be
the one that they open, right? You do this step. You send the email to the unopeneds, right? Step number five is the 24 hour warning, what
I call the last minutes of the game. This is the email that you send that says
the deal is about to expire, right? It’s the last email in this sequence that
you send. You say, “Hey Steve … ” I don’t even know
what I have in my example. We’ll say, “24 hours left until the sale leaves
the desert. Wanted to send a final reminder that the sale
is about to ride off. You’ve got 24 hours left to lock in your biggest
discount of the year.” That is an absolutely critical step as well,
to let them know it’s about to expire. You’ll find, what I always find, is you get
the most amount of people to react. We’re human beings, we’re procrastinators
by nature. They always react end up reacting at that
last 24 hour email, so if you don’t remind them that it’s about to expire in 24, 48 hours,
whatever it is, you’re not going to get there. Let’s sum all of that up. You’ve got five to seven emails, all hyping
up and promoting a single offer, right? I would say that alone, that step alone, is
more than what 98% of artists out there are going to do. I’ve subscribed to hundreds of your email
lists, I see what you do for your marketing. If you do this part of the playbook, if you
do it and only it, just that, you’re going to win. Everything that we went over is free. It’s pretty easy to do, but it’s also the
collegiate level. It’s not even the collegiate level, it’s the
high school level. Let’s talk about going pro, right? Why? Why do you need to go pro? This is so important, this is also part of
our thesis, and in my presentation I have the cover of a Steven Pressfield book that
I think I mentioned on this podcast before, I don’t know if I have or if not, but the
title of said opus is, “Nobody Wants to Read Your Sh*t”. I think you can figure out what that means. Nobody wants to read your, yes. This is just the truth. Nobody’s going to read your email, nobody’s
going to click your links, and nobody’s going to buy your art. They’re too damned busy. There’s too much noise. The holidays are too crazy. If you want to have them read your email,
to come to your website, to buy your art, you need to be remarkable, you need to make
them read your emails. You need to make them read your emails, and
to do that you need to be remarkable, and you need to understand the power of coordination. How do you do that? You coordinate all of the players on your
team, back to our soccer analogy, to all be broadcasting the same message at the same
time. All of those stages of the game that I just
went over, all of them are going to have the same language, same place, same time. You get them all working together like that,
if you consider them and you think about them, all those players, all on the same team, all
moving in formation. You do this and you’re going to win. You are literally at war this holiday season. I am at war. We are all at war as marketers and it’s a
war of attention. So marshal your forces, get them ready to
go, and a line up to attack. You’re literally Braveheart and that line
of barbarians. That’s how you’re going to attack, to get
the attention, because it’s that hard to do. Again, what we’re going to do now is we’re
going to talk about the stages of the game again, except now we’re going to level up. One of the things that I thought about doing
this, that I presented when I originally did it, is for each of the stages of the game,
there is a beginner, there is an intermediate, and there is advanced. This is just kind of how I’ve broken them
up. The idea in all of this is that no matter
where you’re at, no matter what stage of the game, no matter your marketing acumen, you
can run a part of this playbook. If you just start doing the stuff that you
can do, the next time you’re going to take on another task, you’re going to take on another
task, and then the next thing you know you’re going to be at the advanced level rather than
at the beginner. Warm ups, we’re jumping all the way ahead
to stage two of the game, because the holidays are right around the corner, your preseason
training’s over, you’ve missed it. Depending on when you’re listening to this,
you can get back to it in Q1, get back to the preseason training. Now, we’re going to talk, we’re going to start
with stage two of the games, which again remember is warm ups. This is right before the game starts. What does the beginner do? You’re going to email your list, you’re going
to do an organic Facebook post, and you’re going to do an organic Instagram post, all
coordinated with the same message. When I say organic Facebook post and organic
Instagram post, just a regular post which is free, right? You’ve got the email, this is another one
these areas where you really need to have the visual aid, so you guys need to check
out the show notes to get this. You send an email with a certain subject line,
a certain language, a certain image. You also author an organic Facebook post. Similar subject line, similar language, similar
image, right? You do the exact same thing for Instagram. If you do just that, all of which are free,
all of which pretty much anybody can do, you’re well on your way. What would the intermediate step be, right? Let’s say we just talked about the pee wee
soccer team, now we’re going up to the high school level. What you’re going to do is all of those same
things except you’re also going to add in an Instagram story, right? The Instagram stories are so powerful. I’ve got these Instagram story in front of
me again, visually it says, “For the next 48 hours I’m going to be in my trailer,” because
when you go to Glamis you stay in a trailer, “cooking up my biggest sale of the year. Get ready. Keep an eye on your email.” Now you’ve got an email in their inbox and
you’ve got an organic Facebook post, if you catch them on Facebook, and you’ve got an
organic Instagram post, if you catch them on Instagram, and you’ve got an Instagram
story all talking about this one sale that’s about to happen. That’s a heck of a way to warm up your list
and a heck of a way to get their attention, right? If you’re at the pro level, if you’re Chelsea,
if you’re Manchester United, or if you’re Barcelona, one of the best football teams
in the world, soccer teams in the world, what are you going to do? You’re going to do all of the above. You’re going to have your email, you’re going
to do your organic Facebook posts, Instagram posts, you’re going to do an Instagram story,
but you’re also going to run Facebook ads and Instagram ads, right? Again, whatever you have in your arsenal,
you’re actually going to run here if you’re a pro. You’re going to do snail mail, YouTube, Pinterest,
Snapchat, phone calls, whatever you have that’s specific to you and how you’ve marketed and
built your audience, you’re going to hammer all of them, right? You’re going to have all of those platforms
firing, all at the same time, all with the same message, all with the same imagery, except
you’re also going to have ad dollars, which means people are actually going to see your
posts because you get throttled otherwise. In my presentation, I go, “Why? Why would you do this?” I’ve got a picture of Fire Marshal Bill. I used to love Fire Marshal Bill. I don’t know if … In Loving Color, old thing,
and he goes, “Let me show you something.” What I utilize at this point is there’s this
viral video on the interwebs of four guys in a circle all with giant ball peen hammers,
the biggest hammer you can imagine. They’re pounding in this spike for a tent. They’ve got it perfectly timed where they’re
all going boom, boom, boom, boom. It’s a miraculous thing. It’s one of these things that you need to
see it. The point is that by coordinating all this
stuff and hammering in all of these various different venues, all at the same time, is
how you actually get attention. It is the only way that you can get attention. It’s too dog gone hard otherwise, right? That’s the magic of the playbook, and understanding
this technique, and putting it together. Let’s talk about stages number three and four. We just covered stage number two, which is
the warm up. In number three and number four, you’ve got
the offer and then you’ve got the resend to unopeneds, right? I combine those into one stage. Again, the beginner, the intermediate, and
the pro is pretty much all the same steps. A little bit more, right? At the very least, as a beginner, you’re going
to email your list, you’re going to resend to unopeneds, you’re going to have an organic
Facebook post, you’re going to have an organic Instagram post, all coordinated, again. Same images, same message. Again, show notes, images of all of this and
as I’m presenting this podcast I’m actually looking at the work that we did on this. It’s like, you’ve got the actual email with
the subject line and the imagery, and then you have the exact Facebook ad, the exact
Instagram ad, or organic post, which eventually become ads. You’re going to do all of that and you’re
also going to … If you’re intermediate, you’re going to do the story. If you’re pro, you’re going to have the ads
running, again, at the same time, right? All of those things all firing, in conjunction,
working together. Last stage, right? The fifth stage. The 24 hour warning. Again, beginner, intermediate, advanced. The one nuance, which I would say is relatively
new and yet is so incredibly powerful for this one, is the Instagram story portion. You can do this for free or you can do this
as an ad, but you should do some combination thereof. When your deal is about to expire, let’s just
say you’re doing Black Friday and your deal expires Cyber Monday, right? The 24 hours, or 48 hours if you want, before
the deal expires, you’re going to start dropping tiles in Instagram. It says, “The deal expires in 24 hours. 23 hours. 22 hours. 21, 20,” and so on and so forth. You can author these tiles or create these
tiles. Photoshop if you’ve got the chops, if not
you can use one of the online editors which also works really well. This is such an incredible opportunity to
create scarcity and show the countdown. Look, if you don’t want to do the 24 hours,
you can do it in 20 hours, in 10 hours, in 5 hours, in 1 hour. You get time time about how much is left in
the sale, you use some of your art, and you kind of countdown however you can. Now, if you’re really aggressive, Instagram
will actually let you do one of these things an hour and you can just have it go dut, dut,
dut, dut, but it just ends up … It’s such a powerful usage of Instagram stories as as
countdown clock, a countdown timer. I saw it being used the last holidays by the
people that were really good at it and, man, it plays on your sole; especially if you don’t
want to do the hour countdown with the Instagram stories, you could also do, let’s say, you
did a limited edition run of 10 prints, just a for instance, you could say, “10 are left.” Then pick another moment in time, “7 are left.” Pick another moment in time, “3 are left. 2 are left. 1 are left.” Every time you’re continuing to highlight
the art, it’s magic. It’s magic. Instagram stories is an incredible one. I hope that translated and I hope that came
through. I do encourage everybody that listens to this
to check out the video, because you’re going to get all the visual aspects of it and you’ll
really start to see it. This playbook is fundamental to everything
that we teach at Art Storefront and it is insanely effective. This thing works 100% of the time that it’s
tried. It all ties back to the big, overarching concept
of attention and it is so difficult to get attention, especially now. The distractions are insane. Back in the say … When I say back in the
say, you can even go back two or three years ago, right? You could get away with sending an email or
two and maybe make some sales and do well. Now, because the landscape we live in, because
attention is such a commodity, you have to be hammering in every venue possible that
you can, and all at once with a coordinated message. If you understand that concept and you take
not just your one email or two emails that you would’ve sent three or four years ago,
but move it up to 10, 15, 20 different content touches, when you think about all of those
various different content touches, in all of the various different venues. Quick aside, yes, we’re hammering Facebook
and Instagram. Most artists out there, that’s what they have,
that’s what they’re good at. By all means, if you’re kicking but on Snapchat,
or Pinterest, or YouTube, or anywhere else where there is attention, hammer the message
in there too. Absolutely do it. That’s the playbook. I’ll say two things. One, I do some consulting on the side and
I ran this exact playbook for a huge sale that they had a couple of weeks ago and used
it to a T. They’re an e-commerce merchant, but a completely different type of business,
and it worked crazy well. I think we more than doubled what they did
last year and that’s all based on just how much attention we’re able to get. It just works no matter what you’re doing. Also to sum up, the holidays are going to
come, there’s always another holiday coming. You do what parts of this playbook you can
do. You’re not ready to start advertising, that’s
okay, don’t start advertising. Just get all the organic stuff in. Even if you just get to see how all the pieces
work, even if you’ve got two people on your email list, whatever the case may be, this
is the new way to market, the new way to capture attention, and the holidays are coming. I know when you’re listening to this, this
is a fantastic opportunity to get it going and give it a shot. I think that’ll probably be the longest episode. I hope that all worked. I hope that all clicked. If you’re enjoying it, I love, love, love
if you would leave a rating on iTunes. I think we’re up to 32, 33, so we’re really
rolling. We’re really proud of those. The holidays are coming. Use the playbook, run it, hammer it. Good luck.

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One thought on “🎉17 The Holiday Art Marketing Playbook

  1. 03:34 – Active marketing phase
    04:31 – Romance marketing
    06:01 – You're an online merchant – Alibaba story
    12:55 – Quick housekeeping
    15:34 – What do most artists out there do?
    18:50 – The holiday game plan
    20:00 – Preseason training
    21:29 – What NOT to do
    24:56 – Warm-ups
    26:03 – Offer
    26:49 – Resend
    27:29 – The 24hour warning
    29:02 – Nobody wants to read your sh**
    31:13 – What does the beginner do?

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