by Natascha Wernick
Who are your customers?
Know your customer so you can target market them directly.
How will you sell your art to customers if you do not know who they are?
Good business people know exactly who their customers. They know where they eat, where they shop, what they are watching, where they like to view their art and how they like to buy their art. The more you know your customer the more likely it is that you can target them directly.
Create a customer profile that describes your ideal customer. This will help you understand their needs and learn how to attract them.
Who wants your product?
Good business people are customer-focused not product-focused.
There are many benefits of looking at the customer rather than the product when designing your business including:
- Clearer direction
- Increased revenue
- Increased conversion rates
The more you learn and understand your customer the more your business will benefit. Not all customers are equal. Developing a profile of the different types of customers you see in your business is an important step.
Customers are the reason you are in business.
They are the ones that help you support your family, go on holiday and live the life you choose. But, how much do you really know about them? Why not spend half an hour on your Art business and create your customer profile using the questions below.
1. Make a list of who has purchased your art from you in the past and who you think will buy from you.
eg. My relatives, my friends, a lady from Sydney who works in an office, a shop owner who wanted something for behind her counter, a dentist, a young couple who bought a feature piece for their lounge room.
2. What types of people are they? eg.
- friends and relative
- office owners
- shop owners
3. Ask yourself what attitudes and attributes these groups have in common.
Identify their :
- Where they meet
- What they need
- Who do they report to
- People they see
- Who are they
- Where are they
- What are the worries and concerns in their lives
- What are the worries and concerns re their business
4. Evaluate customer groups:
Who are the most profitable?
Easiest to reach?
Don’t try to be all things to all people.
Develop client profiles for target markets.
5. Customer profiles
Use this handy table to learn more about your customers.
Who are they?
What do they need?
How do the find out about you?
Where do they come from?
Frequency of purchase
$ per annum
Hopes and desires
Develop marketing initiatives to suit target markets. Consider where and how you have reached your customers in the past.
6. Using your customer profiles determine:
- Where is the best place to reach your customers?
- What is the best message to give them?
- What is the best medium to reach your customers?
Spending time to do this exercise will assist you in reaching more of your customers.
Did you know that Colour in your life now offers a range of Business Coaching services?
We are dedicated to helping you make a sustainable business out of your art.
If you want to make a business of your art, reach more customers and sell more work then talking to us should be on the top of your list of things to do.
The Colour in Your Life “marketing machine” is now reaching TV stations in 50 different countries with a social media footprint of 10’s of millions of viewers on YouTube and 75,000 +followers on Facebook. We have filmed over 250 artists in 7 different countries!
We spend our days promoting and supporting artists. Let us guide you.