Who Else Reaches The Same Prospects as You?
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Ask yourself, "Who else reaches the same prospects I do?"
In my last article, I talked about the importance in marketing of being
personal, timely and relevant.
One of the most powerful ways to be personal, timely and relevant,
while extending your reach, is through strategic cross-marketing. Ask
yourself, "Who else reaches the same prospects I do?" Make a list. Now
go partner with those people.
Of course, saying "go partner" is easier said than done. But the effort
is worth it, because this form of marketing is so powerful.
I've always been a proponent of "partnership" marketing. I recall an
article by Kim Cady that appeared on Empty Easel, Art Marketing Through
Partnerships
, that reminded me how well partnership
marketing can work. Kim, who paints animals, has successfully partnered
with animal shelters, mom-and-pop pet stores, and local animal
groomers. I suspect veterinary clinics would be a good fit too. Her
partners receive anywhere from 20%-50% of the proceeds she makes
because of those partnerships. And that's an important point. You need
to have a mentality of what you can give to the partnership first. Give
first and you'll "get" later. It's a lot easier to approach someone
when you have something of value to give them.
Even the traditional gallery system is an example of "partnering."
Galleries reach people who love art, and artists reach people who love
art. Hence they make great partners.
But who else could you partner with? Get creative. This may sound
radical, but what about partnering with another artist whose work
appeals to the same type of buyers as your artwork?
I look forward to the day that I'll receive an email from an artist
whose work I own telling me about a great new artist she's discovered
whose work I will love! I already respect the artists whose works I've
purchased, so getting a personal recommendation about another artist
would be exciting. That email would get opened and you can bet
dollars-to-donuts that I would be checking out the recommended artist's
portfolio. (Aside: I wrote the original version of this article over
seven years ago....and I'm still waiting for this to actually happen).
You're probably already thinking that you wouldn't want to sell another
artist's works to your customers . . . . remember you have to give to
get. The other artist will be offering your artworks to their customers
too. This type of cross marketing does tend to work best when both
parties have about the same size mailing lists.
Partnering with others is a way to reach a much larger population of
prospects....quite a bit more than you can reach on your own, all while
keeping the messages personal and relevant.
So ask yourself: Who else reaches the same prospects as you? Could you
partner with them in some way?
Sincerely,
Clint Watson
BoldBrush Founder, Software Craftsman, Art Fanatic
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