What marketing approach gives the best ROI when I want to reach buyers who can afford expensive original art?

The highest ROI approach is consistent, year-round marketing to your entire audience rather than trying to isolate and target only wealthy segments. With every marketing effort, you must constantly ask yourself about return on investment—you have finite time and energy to invest. While you could spend a year sending messages to 5,000 interior designers across North America and Europe, that effort likely won’t provide as good a return as building your overall marketing presence consistently. Focus on the basics: growing your social following, driving traffic to your website, building your email list, and marketing regularly throughout the year. This lifts your entire audience bell curve and creates more opportunities for those serendipitous high-value sales through indirect connections. The data shows this approach works better than attempting to directly target wealthy buyers.

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Asked by an artist selling expensive originals · Answered by Patrick Shanahan · art-marketing-podcast · 2021-02-03