Alain Briot

Marketing Fine Art Photography

• Broschiertes Buch

Produktbeschreibung

Many photographers have considered selling their work to make a profit and help defray the high costs of equipment. However, they often don't have the business and marketing knowledge required to successfully sell fine art photographs. In Marketing Fine Art Photography, Alain Briot teaches you how to take control of the selling process and increase your profits. He offers practical, up-to-date and field-tested marketing techniques from the viewpoint of a fine art landscape photographer who earns a living from the sale of this prints. His approach is based on offering quality not quantity, and offering something unique rater than something that is mass-produced. After a series of trails and errors, Briot devised a marketing system that allowed him to get out of debt, pay for a state-of-the-art studio, and purchase his first home, all from the sale of his photography. He has taught fine art photography marketing to numerous students in seminars, through one-on-one consulting, and through his Marketing Mastery tutorial DVD. Topics include: - Defining fine art photography - Wholesale, retail, and consignment - Knowing your customer - Where to sell and how to price fine art - Fundamentals of marketing and salesmanship - Profitability and honesty in business - Packing and shipping fine art - Common marketing mistakes - The unique selling proposition (USP)

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Produktdetails

• Verlag: rocky nook
• Seitenzahl: 320
• Erscheinungstermin: Juni 2011
• Englisch
• Abmessung: 254mm x 205mm x 25mm
• Gewicht: 1045g
• ISBN-13: 9781933952550
• ISBN-10: 1933952555
• Artikelnr.: 32152142

Autorenporträt

Alain Briot is one of today's leading contemporary landscape photographers. Originally from Paris, France, he attended the Academie Nationale des Beaux Arts where he studied drawing and oil painting from 1977 to 1980. Briot then began his study of photography at the American Center in Paris. After visiting the American Southwest, Briot became enthralled with the artistic potential this landscape afforded and in 1986 he relocated to the U.S. He began his study of photography at Northern Arizona University, earning his Bachelor's Degree in 1990 and his Master's Degree in Visual Communication in 1992. From 1995 to 2002, Briot lived at Canyon de Chelly, Arizona, in the heart of the Navajo Nation. Living there allowed him to become intimately familiar with Native American arts and culture, which is evident in the frames and matting designs he uses. Briot's goal is to create the most exciting and beautiful photographs possible. His equipment—be it cameras, software, etc.—is chosen for the ability to make this possible. Alain Briot is a columnist on the highly respected Luminous Landscape website, and is a popular teacher of photography workshops. He currently lives and works in Phoenix, Arizona with his wife Natalie. Learn more about Alain at www.beautiful-landscape.com.

Inhaltsangabe

Downloadable Resources;
Selling Fine Art Photography;
Chapter 1: Taking Control of Your Destiny;
1.1 The Best-Kept Secret;
1.2 What is Marketing?;
1.3 The Goal of Marketing;
1.4 Why Marketing is Indispensable to Success in Photography;
1.5 Crucial Questions;
1.6 Photography Must be Your Career in Order to Succeed;
1.7 Market, Market, and Market Again;
1.8 The Breakthrough;
1.9 Skill Enhancement Exercises;
Chapter 2: What is Fine Art Photography?;
2.1 Defining Fine Art Photography: A Checklist;
2.2 Art Movements and Personal Styles;
2.3 Handling Criticism;
2.4 Counterintuition and Irony;
2.5 What If You Cannot Do All of This?;
2.6 Terminology;
2.7 Conclusion;
2.8 Skill Enhancement Exercise;
Chapter 3: Wholesale, Consignment, or Retail?;
3.1 Selling Wholesale;
3.2 Selling on Consignment;
3.3 Selling Retail;
3.4 Retail and Wholesale Comparisons;
3.5 Skill Enhancement Exercises;
Chapter 4: Quantity or Quality;
4.1 Quantity or Quality;
4.2 A Comparison of Quantity-Based and Quality-Based Marketing;
4.3 Skill Enhancement Exercise;
What to Sell and Where to Sell It;
Chapter 5: What to Sell;
5.1 The Difference Between Prints and Products;
5.2 Product Variety;
5.3 Tips on Selling Framed and Unframed Prints;
5.4 Items You Can Sell Besides Framed and Unframed Prints;
5.5 Packaging, Protecting, and Presenting Your Products;
5.6 Other Important Considerations;
5.7 Conclusion;
5.8 Skill Enhancement Exercise;
Chapter 6: Where to Sell Fine Art Photographs;
6.1 Selling to Stores (Wholesale);
6.2 Selling through Galleries (Consignment);
6.3 Selling through a Representative (Consignment);
6.4 Selling on the Internet (Retail);
6.5 Selling in Your Own Home Gallery (Retail);
6.6 Selling in Your Own Brick-and-Mortar Gallery (Retail);
6.7 Selling at Art Shows (Retail);
6.8 Selling Stock Photography (Retail);
6.9 Selling to Books and Magazines (Retail);
6.10 Selling by Advertising in Magazines (Retail);
6.11 Conclusion;
6.12 Skill Enhancement Exercises;
Chapter 7: How to Price Fine Art Photography;
7.1 Pricing Based on Expected Sales Volume;
7.2 Pricing Based on Actual Costs;
7.3 Pricing Based on Leverage and Reputation;
7.4 What is Leverage?;
7.5 Should You Offer Limited Editions?;
7.6 Summary of Things to Consider When Pricing Your Work;
7.7 Product Cost Calculation Forms;
7.8 Conclusion;
7.9 Skill Enhancement Exercises;
Chapter 8: Best Sellers;
8.1 Two Main Approaches to Creating Best Sellers;
8.2 The Best Seller Creation Process;
8.3 A Gradual, Multi-stage Process;
8.4 Involve Other People in the Selection Process;
8.5 What Makes a Best Seller?;
8.6 Best Seller Examples;
8.7 Conclusion;
The Fundamental Aspects of Marketing, Salesmanship, and Business;
Chapter 9: The 26 Fundamental Principles of Successful Marketing;
9.1 The Difference Between Marketing and Salesmanship;
9.2 Principle #1 - Hard Work Alone is Not Enough-You Must Have a Plan;
9.3 Principle #2 - Do What Others Are Not Willing to Do;
9.4 Principle #3 - Decide Between High and Low Volume;
9.5 Principle #4 - Generate a Large Demand for Your Limited Product;
9.6 Principle #5 - Control the Volume of Sales by the Price;
9.7 Principle #6 - Spend at Least 50% of Your Time on Marketing;
9.8 Principle #7 - Develop an Interactive Marketing Plan;
9.9 Principle #8 - Implement the Four Legs Approach;
9.10 Principle #9 - Market or Nothing Will Happen;
9.11 Principle #10 - Market in Both Good and Bad Times;
9.12 Principle #11 - Know Why You Are Successful;
9.13 Principle #12 - Do Not Try to Please Everyone;
9.14 Principle #13 - Final Profit, Not Income, Is What Matters;
9.15 Principle #14 - Know and Apply the 80/20 Rule;
9.16 Principle #15 - Know your Average Sale;
9.17 Principle #16 - It's a Free Country!;
9.18 Principle #17 - Raise Your Prices Regularly;
9.19 Principle #18 - Build a Contact List;
9.20 Principle #19 - Take Advice Only from Those Who Are Where You Want to
Be;
9.21 Principle #20 - Do Not Reinvent the Wheel;
9.22 Principle #21 - Shows and Other Direct Selling Venues Are a Great Way
to Start;
9.23 Principle #22 - Pricing Determines Everything You Do;
9.24 Principle #23 - People Buy Art for Emotional Reasons;
9.25 Principle #24 - Display a List of Unique Factors;
9.26 Principle #25 - Your Customers Must Know How They Will Benefit from
Their Purchase;
9.27 Principle #26 - Study the Fundamental Salesmanship Principles;
9.28 Skill Enhancement Exercises;
Chapter 10: The 26 Fundamental Principles of Salesmanship;
10.1 Skill Enhancement Exercises;
Chapter 11: The Seven Fundamental Principles of a Successful Business;
Selling Your Work at Shows;
Chapter 12: How to Sell Your Photographs at Art Shows;
12.1 Finding an Audience;
12.2 Why Art Shows?;
12.3 Doing Art Shows;
12.4 Displaying Your Work at a Show;
12.5 Packing and Transporting Your Work;
12.6 Setting Up an Outdoor Office and Frame Shop;
12.7 Finding Art Shows;
12.8 Accepting Credit Cards;
12.9 Where to Get Your Show Equipment;
12.10 Conclusion;
12.11 Skill Enhancement Exercises;
Chapter 13: Show Booth Examples and Layouts;
13.1 Examples from Actual Show Setups;
13.2 Show Booth Layouts;
Chapter 14: Packing and Shipping Your Photographs;
14.1 Shipping Companies;
14.2 Calculating Shipping Costs;
14.3 Tools;
14.4 Confirmation of Delivery;
14.5 Insurance;
14.6 Fill;
14.7 Labels;
14.8 Packaging Artwork for Shipping;
14.9 Conclusion;
Personal Skills;
Chapter 15: Fine Art Photography Skills;
15.1 Technical Skills;
15.2 Artistic Skills;
15.3 Marketing Skills;
15.4 Personal Skills;
15.5 Skill Enhancement Exercises;
Chapter 16: The 25 Most Common Marketing Errors;
16.1 Skill Enhancement Exercises;
Business and Marketing Tools;
Chapter 17: Business Tools;
17.1 What You Need to Conduct Business;
17.2 Skill Enhancement Exercise;
Chapter 18: Marketing Tools;
18.1 Special Offers;
18.2 Testimonials;
18.3 Certificates of Authenticity;
18.4 Price Tags;
18.5 Collection Signs;
18.6 Email List Sign-Up Form;
18.7 Business Cards;
18.8 Gift Certificates;
18.9 Promotional Items;
18.10 Skill Enhancement Exercises;
Chapter 19: Marketing Venues;
19.1 Traditional Marketing Venues (Non-Internet Based);
19.2 Internet-Based Marketing Venues;
19.3 Skill Enhancement Exercise;
Chapter 20: Vitae, Biography, and Artist Statement;
20.1 Your Curriculum Vitae;
20.2 Your Biography;
20.3 Your Artist Statement;
20.4 Skill Enhancement Exercises;
Chapter 21: Warranties and Unique Selling Points;
21.1 The Importance of a Warranty;
21.2 Unique Selling Points (USP);
21.3 Skill Enhancement Exercises;
Conclusion;
Less is More;
Art is Not a Commodity;
Art and Business;
Start Slow;
Multitude and Quality;
What Comes Next?;
Alain Briot Workshops, Tutorials, and Mentoring;
Appendices;
Appendix A - Art Questionnaire;
The Questionnaire;
Appendix B - Resources and Materials;