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Buying and Selling Fine Art Online

Buying and Selling Fine Art Online

Citiți previzualizarea

Buying and Selling Fine Art Online

Lungime:
126 pages
1 hour
Lansat:
Aug 22, 2014
ISBN:
9781310229077
Format:
Carte

Descriere

Marques Vickers’ ”Buying and Selling Fine Art Online” is a concise reference source for artists enabling creative entrepreneurs to maximize the expanding sales capabilities of the Internet. This edition details important exposure strategies, existing and emerging sales opportunities and valuable promotional outlets. Over 500 useful reference websites are provided referencing art marketing, website design, sales and promotion outlets.

This guide stresses the importance and urgency of cultivating a vibrant social media presence via active postings and participation with content, social networking and weblog websites. These activities supplement an artist website with videos, feedback capabilities and resources to cultivate new and return buyers. The book stresses the importance of personalization and an artist’s articulation of their creative vision.

Practical advice and supplementary consulting sources are offered on every aspect of website design, effective promoting through media exposure, direct mail and the cultivation of a potential and existing client base to establish long-term sustainability.

Concrete and instructive sales advice is provided on the most direct online sources available today for artists including online art galleries, eBay, Amazon and Etsy marketplace stores, auction houses, design industry outlets and barter exchanges. A chapter stresses alternative income sources including giclée reproductions and licensed art images.

CONTENTS:
What Art Selling Outlets Are Profiting By Online Sales
The New Gallery Business Model For Selling Online
Breaking Into The Art World’s Closed Circle
Global Selling Opportunities

Chapter #1 A Fresh Dependency and Integration of Social Media
How to Personalize Social Media Follow-Up
The Three Categories of Social Media Best Suited For Artists

Chapter #2 An Artist’s Website
Attractive Packaging
Your Role in Creating The Design Concept
Designing and Personalizing Your Own Website
Evaluating Your Website Host
Memorable Domain Name
Clarity of Vision
Make Your Site Simple to Navigate
How The Cellular Phone and Tablets Affects Website Layouts

Chapter #3 Drawing Traffic To Your Social Media Pages and Website
Qualifying Your Website Viewers
Search Engines and Indexes
Where and How Often Should You Submit Your Website Pages
Buying Traffic and Ad Words Programs

Chapter #4 Cultivating Media Exposure and Email Marketing
Strategies For Sending Out Press Releases
Bulk Email Press Release
Specific Media Submission Guidelines
Direct Mail and Permission Based Email Selling Lists

Chapter #5 Alternative Income Sources
Giclée Print Technology
Self-Publishing
Licensing Opportunities

Chapter #6 Who Buys Art? Online Art Gallery Sales Outlets
Identifying Primary Buyer Groups
Repeat Art Buyers

Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces

Chapter #8 Consigning and Selling Through Auction Houses
The Process of Consigning
Growing Role of Auction Houses

Chapter #9 Barter Exchanges and Cashless Transactions
Trading Fine Art
Internet-based Barter
Joining A Barter Exchange

Reference Category Listings
Art Industry Mailing Lists. Art Weblogs, Artist Website and Portfolio Services, Automated Social Media Marketing, Barter Trade Exchanges, Bulk Email Services, Content Community, Currency Converters, Digital and Video Imaging Software, Digital Encryption Technology, Domain Name Brokers, Domain Registration Services, E-Commerce Shopping Carts, Social Networking Websites, Fine Art Marketplace Websites (Painting, Drawings, Sculpture, Photography, Handcrafts, Fashion and Jewelry), Large Format Printing Research, News Media Search Engine Submission Sources, Pay Per Click Traffic, Press Release Services, Search Engines, Weblog Websites, Website Design Software, Hit Counters, Host Comparisons, We

Lansat:
Aug 22, 2014
ISBN:
9781310229077
Format:
Carte

Despre autor

Visual Artist, Writer and Photographer Marques Vickers is a California native presently living in the San Francisco Bay Area and Seattle, Washington regions.He was born in 1957 and raised in Vallejo, California. He is a 1979 Business Administration graduate from Azusa Pacific University in the Los Angeles area. Following graduation, he became the Public Relations and ultimately Executive Director of the Burbank Chamber of Commerce between 1979-84. He subsequently became the Vice President of Sales for AsTRA Tours and Travel in Westwood between 1984-86.Following a one-year residence in Dijon, France where he studied at the University of Bourgogne, he began Marquis Enterprises in 1987. His company operations have included sports apparel exporting, travel and tour operations, wine brokering, publishing, rare book and collectibles reselling. He has established numerous e-commerce, barter exchange and art websites including MarquesV.com, ArtsInAmerica.com, InsiderSeriesBooks.com, DiscountVintages.com and WineScalper.com.Between 2005-2009, he relocated to the Languedoc region of southern France. He concentrated on his painting and sculptural work while restoring two 19th century stone village residences. His figurative painting, photography and sculptural works have been sold and exhibited internationally since 1986. He re-established his Pacific Coast residence in 2009 and has focused his creative productivity on writing and photography.His published works span a diverse variety of subjects including true crime, international travel, California wines, architecture, history, Southern France, Pacific Coast attractions, fiction, auctions, fine art marketing, poetry, fiction and photojournalism.He has two daughters, Charline and Caroline who presently reside in Europe.

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Buying and Selling Fine Art Online - Marques Vickers

BUYING AND SELLING FINE ART ONLINE

Published by Marques Vickers at Smashwords

Copyright 2015-2019 Marques Vickers

TABLE OF CONTENTS

Preface: The Online Revolution Continues

The History of Internet Sales

What Art Selling Outlets Are Profiting By Online Sales

The New Gallery Business Model For Selling Online

Specific Online Changes Over the Past Decade

The Shifting Balance of Power Between Artist and Seller

The New Role Changes Between Artist and Art Gallery

Breaking Into The Art World’s Closed Circle

Global Selling Opportunities

ARTIST SALES TOOLS

Chapter #1 A Fresh Dependency and Integration of Social Media

What is Social Media?

Three Primary Factors That Maximize Social Media Reach

#Hashtags

How to Personalize Social Media Follow-Up

The Three Categories of Social Media Best Suited For Artists

Content Community Websites

Social Networking Websites

Non-English Language Social Network Websites

Weblog Websites

WordPress.com

The Frailties and Fallacies Behind Being Liked

Abusing the Numbers

The Laws of Online Survival

Automating All of Your Social Media Outlets Together

Chapter #2 An Artist’s Website

Attractive Packaging

Your Role in Creating The Design Concept

Third Party Designers

Designing Your Own Website

Personalize Your Website

Exhibit Your Artwork Images

Limitations of Display Monitors

Image Terminology

Make Certain That Your Entire Index Page Loads Within Four Seconds

Evaluating Your Website Host

Technical Support

Set Up Fee/Monthly Fee

Hard Drive/Space

Uploading File and FTP Access

Common Gateway Interface Additions

E-mail Boxes and Pop 3 Aliases

Statistics

Bandwidth

Other Considerations

Memorable Domain Name

Why Control Your Domain Name

Clarity of Vision

Layout Harmony

Make Your Site Simple to Navigate

Attaching Visual and Audio Clips

Global Considerations

Protecting Your Online Images

Encryption Software

How The Cellular Phone and Tablet Revolution Affects Website Layouts

The Most Important Layout Design Distinctions

Present and Future Advantages of Mobile Designed Websites

Chapter #3 Drawing TrafficTo Your Social Media Pages and Website

Qualifying Your Website Viewers

Search Engines and Indexes

Where and How Often Should You Submit Your Website Pages

Paying For Search Engine Submissions

Reciprocal Links and Website Rankings

Web Beacons

Backlinks

Buying Traffic and Ad Words Programs

Overpaying For Non-Buying Traffic

Electronic Magazines

Chapter #4 Cultivating Media Exposure and Email Marketing

Strategies For Sending Out Press Releases

Bulk Email Press Release

Third Party SMTP Bulk Email Services

Pitching Your Story

Specific Media Submission Guidelines

When Should You Publicize Yourself?

Press Release Services

Purchasing Mailing and/or Media Lists

Direct Mail and Permission Based Email Selling Lists

Long Term Objectives For Direct Mail

Integrating Direct Mail With Email

Chapter #5 Alternative Income Sources

Giclée Print Technology

Giclée Production Process

Large Format Inkjet Printers

Self-Publishing

Licensing Opportunities

Legal Considerations With Licensing

Greeting Cards

Chapter #6 Who Buys Art? Online Art Gallery Sales Outlets

Identifying Primary Buyer Groups

Repeat Art Buyers

Art Galleries (For Artists)

Hotels and Restaurants

Interior Decorators/Designers

Corporations and Local Businesses

Advertising Agencies

Publishers

Architects/Real Estate/Property Managers/Builders/Developers

Public Agency Commissions

Chapter #7 Selling Via eBay, Etsy and Amazon Marketplaces

EBay Auctions and Merchant Stores

Etsy Merchant Stores

Amazon Marketplace Stores

Chapter #8 Consigning and Selling Through Auction Houses

Who They Represent

The Process of Consigning

Seller’s Reserve

Appraisal Days

Itemized Reporting

Payment to Consigners and the Rate of Seller’s Premium

Growing Role of Auction Houses

Chapter #9 Barter Exchanges and Cashless Transactions

Trading Fine Art

Internet-based Barter

Trade Dollars

Bitcoin and Cryptocurrencies

Taxation of Barter Transactions

Joining A Barter Exchange

Reference Category Listings

Art Industry Mailing List Services. Art Industry Weblogs, Artist Website and Portfolio Services, Automated Social Media Marketing Websites, Barter Trade Exchanges, Bulk Email Services, Content Community Websites, Currency Converters, Digital and Video Imaging Software, Digital Encryption and Watermark Technology, Domain Name Reselling Brokers, Domain Registration Services, E-Commerce Shopping Carts, English Speaking Social Networking Websites, Fine Art Marketplace Websites (Handcrafts, Fashion and Jewelry Specialization), Fine Art Marketplace Websites (Painting, Drawings and Sculpture), Fine Art Marketplace Websites (Photography Specialization), Large Format Printing Research, News Media Search Engine Submission Sources, Pay Per Click Traffic Services, Press Release Distribution Services, Search Engines, Weblog Websites, Website Design Software, Website Hit Counters, Website Host Comparison Services, Website Hosting Services, Website Translator Services and Website Troubleshooting Services.

The Online Revolution Continues

The Internet continues to narrow the gap between the creative artist and art buyer. The traditional sales channels of galleries, art fairs and auction houses remain the principal selling outlets for fine art. Through their own online presence, each has expanded its global markets and reach. As artists become more proficient in their online selling expertise, so too will their exposure and selling options.

The History of Internet Sales

Direct online access is a transformation that has evolved significantly with the expansion of Social Media.

Since the beginning of the new Millennium, the Internet has shifted the terrain of the art world significantly. Starting in 1999 when I first began writing on the subject of selling art online, venture capital funded art retailers, short on credibility and staying power, generated most of the prominent activity.

Their default rate exceeded over 70% following this period and mirrored the steep decline of the NASDAQ stock exchange and other well-publicized dot-com busts. A three-year period of excessive hemorrhaging became a reality check. Following the identical pattern of economic cycles in other business sectors, the thinning out process was foreseeable.

What Art Selling Outlets Are Profiting By Online Sales

Once the frenzy surrounding these resellers subsided, the true influence of the Internet began on art sales.

How is that influence manifested today? For starters, legions of long standing brick and mortar galleries have shuttered their storefronts and chosen to consolidate their marketing efforts online and by exhibiting exclusively in international art fairs. Walk-in buyers remain serviced by surviving retail art galleries. But many art transactions today are often conducted without the purchaser physically viewing the work before purchase.

Auction houses have thrived with their online presence and have expanded their client base notably and globally. Online bidding has made auction attendance redundant as evidenced by the declining number of floor bidders. The auction industries cumulative selling volumes continue to escalate impressively.

The New Gallery Business Model For Selling Online

Smaller, leaner budgeted art reselling websites have emerged and are selling art in all price point categories. These success stories follow the elemental business model that revenue must exceed operating expenses. This strategy is in marked contrast to the previous venture capital funded operations that overspent acquiring visitors (not buyers) and operating under financially flawed business models. These failed ventures attempted to acquire instantly what sustains the art industry establishment: 1) relationships 2) sustained industry exposure and 3) credibility and continuity.

The reason many of today’s online selling websites have escaped major media notice is they have modest budgets, small staffs (often one individual) and with their financial limitations, do not invest in ostentatious art trade publication advertising. As any art observer will note, editorial direction usually has a direct correlation to advertising outlays.

Specific Online Changes Over the Past Decade

The most essential rule an artist should understand about thriving in his chosen profession is that the process is long-term, fraught with detours and persistence becomes your best asset. Individual artist websites and social media constitute the backbone of the fundamental shifts taking place within the art industry.

Other direct changes include:

•More individuals (from all income brackets) are investing in fine art, creating the largest collector and art-buying base ever

•Marketing opportunities and the sales of art related by-products such as licensing, reproduction art, greeting cards, Giclées and royalty-free photo

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