Artists in the Marketplace – Atlanta Style

AIM Atlanta starts in one week. We occasionally offer Saturday classes. Artists ask for them throughout the year. The reason we don’t offer them more often is because they usually aren’t as well attended as the weekday classes.

AIM Atlanta was formerly known as the “Marketing Bootcamp” for artists. It was a two-day session with a lot of info packed in. The information was great but I wanted to add something new…something that wasn’t being discussed in our arts community but had already been embraced by the startup community for years: lean startup (lean marketing).

“Lean startup” is a method for developing businesses and products first proposed in 2011 by Eric Ries. Based on his previous experience working in several U.S. startups, Ries claims that startups can shorten their product development cycles by adopting a combination of business-hypothesis-driven experimentation, iterative product releases, and what he calls “validated learning“. Ries’ overall claim is that if startups invest their time into iteratively building products or services to meet the needs of early customers, they can reduce the market risks and sidestep the need for large amounts of initial project funding and expensive product launches and failures. – Wikipedia 

There are some basic tenants of lean marketing that can be directly applied to the an artist’s (or an arts org’s) marketing strategy. We cover this more in depth in AIM. Bottom line is that lean marketing saves artists money and time. It will connect directly to patrons/customers and it works with the types of social platforms we see evolving in today’s economy.

One other important item to point out…

Traditional marketing makes certain assumptions about your position in the market. For businesses (or new products) entering the marketplace traditional marketing is of little use. Chances are that you don’t have a 10% market penetration. If you do, you don’t need this class. Traditional marketing assumes that you have an established client base. Do you? Or more likely, you need to build that base. Lean marketing incorporates customer development. Without patrons or customers, you really can’t determine the value of your creative offering. You need a starting point. You need feedback.

This isn’t easy. Marketing. Building a patron base. Let C4 Atlanta help you get the basics down. Let’s learn together.

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