As an artist, it's important to understand who your customers are and what they're looking for. This is especially true when it comes to selling prints versus original artwork. By understanding the key differences between these two types of buyers, you can tailor your marketing and sales strategies to better meet their needs and preferences. Today, I️ will share the importance of understanding your customer base and how sometimes we can tailor our marketing to fit those who buy prints and those who buy originals.
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Who buys prints anyway?
Many artists ask, why buys prints anyway? It is important to understand which clients might lean towards prints and which might lean towards originals. Customers who buy prints are often looking for affordable and accessible ways to enjoy and display art in their homes or offices, but may be more on a budget or less knowledgeable about the value of an original piece. Prints also offer the opportunity to collect multiple pieces from different artists or build out a gallery wall without spending an arm and a leg. Understanding these motivations can help artists market their prints to the right audience and price them appropriately.
Identifying the characteristics of original art buyers.
Original art buyers are often more invested in the artist and/or understand the value and have the budget to spend. They may be collectors or art enthusiasts who appreciate the value and rarity of owning an original piece. They may also be looking for a statement piece to display in their home or office, and are willing to invest in a one-of-a-kind work of art.
The importance of pricing and marketing strategies for each group.
Understanding the key differences between customers who buy prints versus original art is crucial for any artist looking to develop effective pricing and marketing strategies. For example, original art buyers may be willing to pay a premium for a one-of-a-kind piece, while print buyers may be more price-sensitive and interested in purchasing multiple pieces. By tailoring your pricing and marketing strategies to each group, you can maximize your sales and build a loyal customer base. You also want to understand that these can be two different groups or can overlap. You want to avoid pricing prints too closely to originals devaluing the original. For more info on pricing check out the membership or this blog!
Building relationships with both types of customers.
As an artist, it's important to build relationships with both customers who buy prints and those who purchase original art. While they may have different motivations for buying your work, they both appreciate your artistic talent and creativity and both contribute to your overall community. By engaging with both groups through social media, email newsletters, in-person events, and more, you can create a community of loyal fans who will support your career and help spread the word about your work. Plus, someone that purchases a print now, might be waiting to invest in an original in the future so you want to make every step of the purchase process a great experience.
These often are two different groups but sometimes their core values and motivations are the same. This is why it is crucial to understand your Ideal Customer. Are your print buyers buying prints because they are cheap, because they want to purchase lots of art at once, or because they love and want to support you but can't afford too purchase an original now. Through understanding who these people are and their motivations you can better understand the difference between your print buyers and your original buyers. You can decide if they need to be marketed too the same way or not.
Leveraging insights to grow your art business.
Understanding the key differences between customers who buy prints versus original art can provide valuable insights for growing your art business. For example, if you notice that a majority of your print customers are younger and more budget-conscious, you may want to focus on creating more affordable prints and showing up on platforms like Tik-Tok. But, if you notice the print buyers are older and just want to purchase lots of work at once and maybe can't afford multiple originals then maybe consider showing up on Instagram or putting prints in local galleries. If your original art buyers are more established and interested in investing in unique, one-of-a-kind pieces, you may want to focus on creating more high-end, exclusive works and selling them in places like galleries or through designers. (see how this can determine your marketing and placement strategies)
In all scenarios, you want to understand your customer, which you can do through my Ideal Customer Worksheet, and meet them where they are. Show up in places where they will be both in person and through technology. By tailoring your marketing and sales strategies to the specific needs and preferences of each customer group, you can maximize your sales and build a strong, loyal customer base.
Learn more about making and selling prints through my friend, Laurie Anne's course Art to Print.