{"id":14799,"date":"2024-05-21T21:02:47","date_gmt":"2024-05-22T01:02:47","guid":{"rendered":"https:\/\/artbusinessnews.com\/?p=14799"},"modified":"2024-05-21T21:02:47","modified_gmt":"2024-05-22T01:02:47","slug":"using-merchandise-as-an-effective-art-marketing-tool","status":"publish","type":"post","link":"https:\/\/artbusinessnews.com\/2024\/05\/using-merchandise-as-an-effective-art-marketing-tool\/","title":{"rendered":"Using Merchandise as an Effective Art Marketing Tool"},"content":{"rendered":"

A shared experience amongst artists is that no one ever gave us a proper business education or tools to operate as a brand.\u00a0 Schools don\u2019t teach tools to help us and unless you\u2019ve spent the time to self-educate or have had a trial by fire experience, you are out there just trying to make it work.\u00a0 I went to school for art and started a business while in college and had to find my way through the darkness, facing obstacle after obstacle.\u00a0 As artists, we often lean heavily into a do it yourself approach to everything.\u00a0 We create our own path by necessity.\u00a0 This is certainly a strength, but also something that holds back progress by trying to handle everything ourselves.\u00a0 Developing an additional revenue stream for artists can be a daunting task and one that\u2019s often done poorly, or haphazardly just to have something to sell.<\/p>\n

An important first consideration is determining who your customer is.\u00a0 What types of products would they use on a regular basis?\u00a0 Are there trends you are seeing amongst peers in what they are carrying around and using?<\/p>\n

When starting your journey, it\u2019s important to learn the difference between fully custom and promotional products.\u00a0 Promotional products are meant as giveaways or marketing tools, whereas fully custom merchandise is intended to either be sold or, if still intended for promotion, to represent your brand more faithfully by having more control.<\/p>\n

\"\"<\/p>\n

Promotional products take an existing item, such as a water bottle that has a logo put onto it within restrictive, set sizes.\u00a0 Fully custom merchandise allows the control to design it, and print it exactly how it\u2019s been envisioned, while offering a level of customization that makes it more unique.\u00a0 Well-designed products can serve as a tactile manifestation that represent your identity and serve as an extension of your brand.<\/p>\n

Either option can be effective.\u00a0 The question is, how would you like to be seen and represented?\u00a0 If choosing promotional product options, look into items that could really be used.\u00a0 We\u2019ve all gotten mountains of cheap promo products at events that never made it out the door.\u00a0 An item that gets thrown out right away is not serving you well and can be a waste of time and money.<\/p>\n

There is no catch all solution for everyone, but there are some constants to take into account.\u00a0 We put so much time into developing our aesthetic, but often rush how we convey our message in other mediums.\u00a0 Adding merchandise to what you offer can be a positive and supportive side of your journey, but it takes energy and planning to execute properly.\u00a0 Good, well thought out, quality merchandise will always rise above the noise.\u00a0 \u201cArtist\u201d can mean a lot of different things, so let\u2019s try to break down some ideas or approaches based on some broad ranges.\u00a0 Art oftentimes has to be adapted or adjusted to fit a new medium for merchandise.\u00a0 You may approach painting in oils vs acrylic with a different mindset or approach, and executing good merchandise requires the same thought process.<\/p>\n

Traditional Artists<\/strong><\/h3>\n

If you are a painter or traditional artist by trade, it can be tough to find products that represent your art properly.\u00a0 Your style and medium can influence what options are available that are capable of faithfully representing your work in a direct application.\u00a0 A painter may investigate offering high quality giclee prints, screen printed posters, notebooks, coffee mugs or full color tote bags.\u00a0 A sculptor could investigate making items such as enamel pins, pvc keychains, or other items that still convey a physical form beyond a flat, printed item.\u00a0 Unless you are looking to adapt your art to spot, solid colors, a lot of product options could be limited to items produced in cmyk.\u00a0 If you\u2019d like to make t-shirts, you may need to use DTG (direct to garment) printing as opposed to silk screen printing.<\/p>\n

\"\"<\/p>\n

Digital Artists<\/strong><\/h3>\n

If you work in digital mediums, such as vector or raster images already, creating merchandise can be a lot easier.\u00a0 Each product will have specific requirements to adapt to, but if your art already exists in these formats, finding ways to convert them is much easier.\u00a0 Digital artist\u2019s options are vast and can easily include desk mats, acrylic charms, enamel pins, shirts, patches, tote bags and more.\u00a0 It\u2019s easy to find templates online or minimum specs needed within the digital realm.\u00a0 If you work in vector and want to make an enamel pin, seeing that the minimum line weight for metal lines in a hard enamel pin is 0.3mm can be as easy as adjusting stroke weights to work.<\/p>\n

Galleries & Dealers<\/strong><\/h3>\n

I\u2019m sure you\u2019ve exited through the gift shop more times than you can count, and the items often found within a museum gift shop can focus more on the general public than an artist trying to focus their branding.\u00a0 Items such as coffee mugs and tote bags are staples at gift shops, but instead of choosing a stock tan tote bag with the gallery logo on it, what if you were able to add in your brand as a sewn in woven tag, do custom-colored handles and print in full color?\u00a0 Which one sounds more interesting and visually appealing?\u00a0 There are options to go beyond the expected and the pricing is typically comparable.\u00a0 Making custom coffee mugs can also be taken a step further if you can justify an initial larger order amount of a few hundred pieces per design.\u00a0 Adding printing on the handle or to the underside, etc. can be little touches that make your coffee mug stand out.<\/p>\n

\"\"<\/p>\n

Some great examples we\u2019ve seen work well in a gallery or museum is when they are able to make pins based off of a specific exhibit’s work.\u00a0 Meow Wolf is a great example of a museum store that hits all of the branding checkmarks, while representing the vibe of the exhibit.\u00a0 Depending on the work you have on display and licensing, it can be trickier to incorporate merchandise based on an artist\u2019s work, but it can be an exciting way to integrate the exhibit into a gift collection.<\/p>\n

If you are catering to higher end clients as a dealer, it\u2019s good to think about matching the quality of the items you make to be on par with something they\u2019d use.\u00a0 No one shopping for expensive original art is needing a $0.30 pen with the gallery name on it.\u00a0 Look into higher quality options that will align with your customer better.\u00a0 A quality product that gets used will easily deliver 10x more impressions than a cheaper item that goes unused or discarded.\u00a0 A higher end product that is given out less often can still provide more value than a cheap item given to everyone.<\/p>\n

Ultimately, it\u2019s important to focus on the way you\u2019d like your brand to be seen and represented.\u00a0 Spend time thinking about your brand story and then execute it, using good quality merchandise to support your vision.\u00a0 As creatives, we need to give similar attention to the way we are perceived and represented.\u00a0 How can you build up your footprint? You can do it by creating strong, supportive, intentional merchandise that is true to your mission.<\/p>\n

_______________________________<\/p>\n

Author\u2019s Bio:<\/strong><\/em><\/p>\n

Greg Kerr is the Owner of Alchemy Merch<\/a>, which creates custom merchandise for creatives and companies. Alchemy has made over 4 million custom products for artists, brands, and creatives in all fields. Greg guides artists and corporate clients through the process of creating quality custom merchandise that helps them achieve their goals of increased brand awareness, customer loyalty, and more. Alchemy eliminates the pain points of sourcing materials, production, quality control and design that most people encounter when making promotional products versus investing in custom merchandise. Prior to expanding his business and evolving it into Alchemy, Greg founded Pin Game Strong, making custom enamel pins for artists and corporate clients.\u00a0\u00a0<\/em><\/p>\n

Art and creativity are in Greg\u2019s blood. He is a musician and performs in a heavy hardcore band. He first started creating merchandise for brands while touring with his punk rock band in the early 2000s. The belt buckles he made for the band caught the attention of other musicians and soon turned into Greg\u2019s first foray into custom merchandise.\u00a0<\/em><\/p>\n

Greg earned a Bachelor of Arts degree in Digital Art from Temple University.\u00a0\u00a0<\/em><\/p>\n

All images courtesy of Alchemy Merch and Greg Kerr.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

A shared experience amongst artists is that no one ever gave us a proper business education or tools to operate as a brand.\u00a0 Schools don\u2019t teach tools to help us and unless you\u2019ve spent the time to self-educate or have had a trial by fire experience, you are out there just trying to make it work.\u00a0 I went to school…<\/p>\n","protected":false},"author":5,"featured_media":14800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":"","_wp_rev_ctl_limit":""},"categories":[948,1083,405],"tags":[1173,1793,1795,1794],"class_list":["post-14799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-artist","category-featured-articles","tag-art-marketing","tag-art-merchandise","tag-marketing-advice","tag-marketing-tool"],"yoast_head":"\nUsing Merchandise as an Effective Art Marketing Tool - Art Business News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/artbusinessnews.com\/2024\/05\/using-merchandise-as-an-effective-art-marketing-tool\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Merchandise as an Effective Art Marketing Tool - 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