Written by Art Licensing Coach J’net Smith
Invest in a dynamic Art Licensing web site.
You need an Art Licensing web site that is designed to clearly communicate what you do for potential manufacturing and licensing partners. Here me clearly—your fine art or crafter website won’t work for your licensing business.
It is critical for your business to have a web site that focuses on your target audience. In Art Licensing, that audience is your prospective licensees, the manufacturers who will license your art. The consumers who purchase your art in stores are a secondary audience. Of course, your fans and consumers are very important, but you can create a very cluttered web site trying to appeal to more than one target audience.
Creating your web site is as important as those large four-color brochures of the past. It is truly the most crucial business communication tool you have or will create. So make sure your web site is ready for business when you are.
The overall objective is to target manufacturers in the various industries that you want to reach. Think about that and how your website can reflect that audience. Talk to them in their language and make sure you are addressing their needs. Keep it simple, easy to navigate, very functional and up to date. If you want to generate business, I can’t stress all of these points enough.
Start by showing your art in collections, and enough collections that a manufacturer can really get a sense of who you are and what you do. Manufacturers can quickly review your art and determine if they like your style, and if your designs may be a match for their company.
But think about this…it may be what you say (OR DON’T SAY) on your site that will help you win new business, or lose it on the spot. Specifically, a manufacturer is going to want to know what you can do for them. So, you need to include specifics about your experience level and capabilities. Never include your resume and artist statement—they’re too lengthy and totally inappropriate for this type of audience.
About Jeanette Smith
Jeanette Smith is the consummate art licensing coach. In just six short years, J’net turned Dilbert™ from a relatively unknown syndication-based comic strip into a 200 million dollar a year global brand. Then in 2000, J’net translated and expanded on her extensive experience to train, advise and license all types of creators. She has helped hundreds of artists, graphic designers, painters, photographers, authors, illustrators, design firms, fine artists, creative companies, non-profits and agents to maximize the power of their brands and talents.
From her early days in New York building new divisions for such corporate giants as Official Airline Guides, MacMillan Publishing, Paramount Communications, and VIACOM International, to her six years of work at United Media spearheading the astronomical growth of Dilbert, Jeanette has compiled a long list of satisfied clients and has gained an enormous amount of respect and experience in marketing, licensing, advertising, PR, agenting, negotiating, and much more.