Internet Marketing Helps Dunedin Artist Bust Myths on Selling in Down Economy

I recently embarked on a new career — fine art.  It has been a longtime passion, yet hidden and un-pursued.  When a series of events led to a layoff last year, my husband and I collaborated on a financial plan to help launch my new endeavor. While this isn't anything new — lots of folks experience layoffs, career starts, hobby-turned-business — the marketing piece intrigued me.  

As an experienced saleswoman and educated on a Master's level in marketing, I knew the market for art can be vague and hard to define. Especially in these recession or 'post' recession times.  Galleries are closing and the Internet makes the barrier to market entry very low, which cuts out the middle man, but also creates a huge number of competitors on a global basis.

Which raises the question, “How does an emerging artist compete without expert representation?”  

Last weekend was the culmination of interesting and rewarding efforts by my friend Steve Graff.  Steve proved this:  one can reinvent him or herself by planning, a lot of hard work, and a little luck.  He is a commercial artist by trade, trained in the science of good design.  But Steve's work goes beyond science.  It is truly original, fresh, and inspiring.

On Friday, Oct. 19, 2012, Steve presented a body of his work at the Waterfront Gallery in Dunedin.  With the help of his partner, Jack, they invited more than 40 friends, neighbors, and co-workers from Bruce Barry's Wacky World Studios in Oldsmar.  I chipped in with some cold-calling and collateral distribution at the local realty office, with a designer, the Chamber of Commerce, and several others, along with Internet event promotion through venues such as the Dunedin Patch.  We offered a menu of wine and hors d’oeuvres.

As dusk settled in, the lights glittered in the gallery, and the weather was balmy.  One by one people began to show up.  My son Bryan Mullins, also an artist and co-worker with Steve, played DJ with an eclectic mixture of mellow oldies and soft pop rock.  It set a magical tone to the entire place.  We propped the door open and folks wandered in and out, music and laughter wafted on soft gulf breezes (I wax poetic….)

Once we had a decent crowd we encouraged patrons to enter the raffle, proceeds to benefit the Suncoast Seabird Sanctuary for the rescue of injured birds.  Steve donated a print of his original artwork, and local merchants donated gifts, cards, and jewelry.  Waterfront Gallery donated a blown glass ornament.  The raffle generated excitement.

By the end of the night Steve had sold a notable amount of original art and over the weekend gained a commission for new pieces.  The gallery owner Daniel Friese, also an artist and photographer, stopped in during the opening and commented that this was a remarkable turn-out for an emerging artist.  The gallery is operated by his son Ryan. They just recently produced a coffee table book entitled "Dunedin" with photos of downtown Dunedin businesses and landmarks. 

I learned a lot during this whole process.  It was an experiment of sorts answering questions such as:  what works and what doesn’t, are galleries still an equitable venue, how do people shop for art, what will they pay in bumpy economic times, do people buy from an obscure artist and why? 

The answers to these and more next time….