Spalenka for Chester College

The power of the Blog has turned marketing on it's head. When you have large companies showcasing and catering to the creators of intimate and niche Blogs you come to the conclusion that either these corporate entities have run out of ideas to promote their products and services or they realize the potential in one of the smartest and influential online mediums of our day. I compare the Blog to an individual zine or  magazine that can be updated daily or weekly. When the creator of this publication has something unique to say and can tap into the mind set of their niche market it is truly amazing the numbers of people that will come to see what is up.

Utilizing the Blog as a promotional tool for artists is crucial.Updating it consistently is crucial. During my Artist As Brand workshops we look at what makes up a successful Blog. It really can be a fun and enlightening process when you truly devote some time  to this medium. More importantly it seduces the viewer into your world.

This article, Marketing's New Rage: Brands Sponsoring Influential Bloggers in WWD (Women's Wear Daily) by Cate T. Corcoran showcases how Barneys New York, Gap, Coach and other big brands are collaborating with bloggers to create new and controversial forms of advertising for a more social age. They might invite a blogger to guest blog, sponsor a series of daily outfit posts featuring their product, create or request a video of the blogger talking about the brand or wearing the product or even ask the blogger to design for the brand.

You don't have to be picked up by another brand to showcase your own unique art empire! Of course Blog alignments are important, but that is a story for another time. Bottom line is: Blog's Have Power. Use it.

To artist empowerment,

Greg

Raise your arm if you love self promotion!I don't see many hands. When I was illustrating full time aspiring illustrators would always ask me how I promoted my work. In the 80's it was generally through source books like American Showcase (now gone), The Workbook, and juried annuals like the Society of Illustrators, Communication Arts, American Illustration. They were really the only promotion available except for direct mailing of postcards and other material. During the 90's the internet kicked in and the website opened the new doors of high tech marketing. The last decade the digital world has kicked into high gear with all sorts of social media from Blogs to Twitter to Facebook.When I talk about promotion now we are looking at a hybrid. I call it High Tech/High Touch marketing. They work hand in hand creating a synergy.Much or your promotion these days will come from your own volition. The source books, juried showcases, and community websites are all valid exposure (any promotion is good promotion) however meeting your fans firsthand will take it all to another level. This is happening across the arts spectrum whether it be with musicians, actors, dancers, writers, artists, talented individuals are reaching out to the public and creating their niches. How you reach out can be a way of making a unique promotional splash!Check out this article by Carolyn Kellogg, Book Tour? More like a Safari about a Texas-based couple who celebrated the simultaneous release of their debut books this fall by jumping in their car for an 8,500-mile, 27-day, do-it-yourself tour.Now that's the spirit!Moving out of your promotional comfort zone may be a challenge for some, but pushing the possibilities of advertising can be fun too. Simply approach it with the same creativity you bring to making your art. Who has some cool out of the box ad stories to share? I will talk about unconventional promotional strategies in the coming weeks.To the new box,Greg