Case 2

MARCUS JACKSON, Infinite possibilities

Group 7: Keely, Morgan and Zac

OVERVIEW AGENDA - Preliminary Research - Insights - Personas and Strategy - Conclusion and Q+A

RESEARCH GRAFFITI PARK Interviews Older women Tourists, Father and Son, Husband and Wife, Three Men, Quiet Offline People, Young Girl What and Why they buy Value of local artists Being from a place and doing work about the place or the feel of the place to give tourist a reminder or memento of their trip “Places with culture” with art that “match{es} the vibe” Unique and Unusual “Different than what everyone else has” Want to know who they are buying, get a name and a story “Who should I buy?”

How they buy Buying things “in the moment” On the street, at vendors during markets, festivals, etc.

Buy based on the experience of things Etsy and Online Buyer: collects from places traveled, will seek out new through similarities from those followed

RESEARCH SURVEYS Art Sellers Research (28 participants) 42.9%self identify as a part time artist or hobbyist 96.4% sell via online sources including website, Facebook, Instagram, Behance Only 21.4% sell through exhibits, shows, or galleries -

Art Buyers Interest (103 participants) 86.7% would be interested in buying paintings primarily 97.1% would buy from an Austin artist, but only 10.7% were Austin residents Almost 85.5% would spend upwards of $500 for art In looking to buy art, 29.4% look online at websites and social media as well as word of mouth Another 68.8% buy from galleries, exhibits, shows Only 13.7% would be interested in commission custom work

AUSTIN ART ALLIANCE and Local Galleries Categorized your work as commercial art As such, it might be well suited for reproduction and reprint on things like Magnets, Mugs, Prints, Socks, sold through an online storefront like ETSY, and your other digital channels Need to focus on one particular genre (portrait, landscape, abstract) for purposes of segmentation and positioning

RESEARCH EVENT PHOTOGRAPHERS and WEDDING PLANNERS Commissioned paintings aren’t so popular anymore, but live-painting is getting semi-popular REALTORS/CUSTOM BUILDERS “People do visualize art in certain places in their new homes” Financial status determines what the new buyers look for Upper end might buy name artists but a lot buy locally Many are budget conscious (want to pay a little less, may not commission pieces) Local artists are frequently asked about “{buyers} definitely ask about local artists especially when we are looking at others homes for sale”

INSIGHTS 1.

Travelers and tourists want local work and they want it to mean something/connect to Austin a.

Marcus is a local artist, with a warm personality - well suited to talk about work and sell in person b.

Capture the vibe with portraits and rock paintings in smaller pieces to take home c.

Unique contact points will create experiences with the work that will drive people to buy

2.

When people buy a house for the first time, they want to make it into a home. a.

Art and decorations are a great way to do this b.

And if they just bought a home, they have enough money for some of Marcus’s more expensive pieces, where as tourists and passersby on the street will be looking for a lower price point

3.

If they can’t buy today, they want to know what to buy for tomorrow a.

With an online portfolio that spans across media, people have a wider access to Marcus’s work b.

Creating connections with the arts community online will allow Marcus’s brand to spread

PERSONA Austin Tourist

Tourist STRATEGY Invest in merchandise to sell as a vendor - Use portraits and rock-n-roll style work on small merchandise like coasters, mugs, fridge magnets, socks, etc.

- Spend some time selling in popular tourist places - South Congress, Graffiti Park, Guadalupe, Downtown (buying on the spot in a way to use the art as a reminder or memory will spread awareness fast and build your brand)

PERSONA, First Time Home Buyer

Home buyer STRATEGY Partner with realtors and builders (and stagers) - Get your work familiar with local realtors to suggest to new buyers - Try to be included in staging for home sales (people are willing to buy work if they can see it, interact with it, connect with it face-to-canvas)

PERSONA Online Art Fan

Online STRATEGY Build online presence - Update your Facebook, website - Take your Instagram off private and use it with hashtags for posts and updates on new work - Create a Behance account - Connect with an online artist community and art enthusiasts looking to exchange ideas and work (creating a persona for yourself online and connecting with artists and enthusiasts will create a name for yourself)

MARCUS JACKSON To build your brand, to sell your work, and to get you, eventually, around the world!

Building your brand Get people to own your work, know your name, and have an experience attached Invest in the online world of art and keep a consistent image across platforms to solidify your image Diversify the work you produce with size and material to engage buyers on the spot to take home Selling your work Finding the contact points to meet people at a time that they are willing to buy Letting customers see your work as a part of their lives Getting you around the world Building a loyal and future clientele that will spread your name Let’s get you able to sustain yourself with your work, let you paint as you like, when and where!

THANK YOU! Any questions?

Group 7 Keely, Morgan and Zac