I have an artist client that I have been coaching for quite some time now. She’s invested in expensive and time consuming coaching.
To best define a lucrative Blue Ocean Strategy that will best serve this artist we have taken significant time and effort to analyze this artist’s:
- strengths
- weaknesses
- values
- interests
A Blue Ocean Strategy is a business model that offers a target market a unique value proposition therefore eliminating the competition.
Now, when an artist launches a new business, the artist cannot operate from the belief, “build it and they will come.”
Yes, as an artist, you own a business. Unless you are a commercial artist or teacher with a JOB, you are also an entrepreneur.
An artist/entrepreneur has to build a new business and then let many people know that it even exists and what value it offers, over and over.
Then the target market will size up the business and decide whether or not “they will come.” The market will feel you out and see if they can trust you.
Your job: to be consistent and targeted in your sales and marketing efforts and to be persistent yet observant of results so that you can respond and make adjustments.
As an artist/entrepreneur, referrals will be your most important sales and marketing strategy.
We created a very clean and simple and elegant graphic identity for this client that effectively communicates her unique art education offering for affluent children.
What did my client do? She tacked the word “HOUSE PORTRAITS” onto the existing logo. Huh?
That’s like sticking an advertisement for Michelin tires on top of an ad for Coke.
Whatever solid impression that logo made to prospects, it’s now been shattered.
Why did she do this? “I’m trying to survive.”
Even though I’ve cautioned her about spending money on advertising, she did not consult me before she paid good money for a sign. And because she’s paid for this silly sign she wants to use it.
No matter how much council I offer, how innovative the strategies we devise, or what experience I share, if an artist continues to operate from scarcity they will make missteps that will cost them money and opportunity and undermine their success.
Bottom line. Fear can kill success. Courage can create opportunities.
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