Licensing Expo is a wrap!
Well the 2 big spring shows are officially a wrap! SURTEX last month and the Licensing Expo last week. The first thing I can tell you is it was HOT in Las Vegas – I was playing tourist on Tuesday – the first day it hit 100 degrees. Too hot for this artist but I survived. 
Wednesday morning I was a part of the Brand Yourself For Success in Art Licensing panel, moderated by Paul Brent. Kate McRostie and Jay Burch – CEO of the Laurel Burch art line – also participated. It was really interesting to get a variety of perspectives on the topic of branding and the feedback was that artists in attendance learned a lot.
If you couldn’t be with us, don’t forget that Paul did a teleseminar by the same name is available as a replay and transcript. Learn all about it at www.ArtLicensingInfo.com/branding.html.
I had about 2 hours to walk the show – which obviously meant I only saw a fraction of it! There were 73 exhibitors in the Art & Design section. The word on the floor was that attendance was up and people were making good connections – which is fabulous! Two cab drivers told me they heard 20,000 people were expected for the show but that seemed really high to me – will be interesting to see what the final numbers were.
I walked the show 2 years ago and was pleasantly surprised by the change in booth design from the tv and film people. They were definitely more elaborate this year which to mean – is a sign that things are turning around. We have to assume that we are part of the turn.
I had an interesting talk with a friend who was telling me to “check your ROI on each show before you sign up for the next one”. (ROI being Return On Investment) I said these shows build on each other and it’s hard to make a decision on one year’s show before the next. Just last week I closed a nice deal with someone I met at SURTEX in 2010. This is a relationship business and it sounds like some good ones were started at the Licensing Expo.
If you exhibited, we’d love to hear your thoughts. If you blog about it – please let me know and I’ll share the link.
Wishing you much success!
– Tara Reed
Brand Yourself For Success in Art Licensing
Today I am in Las Vegas at the Licensing Expo. I’ll be on a panel of four artists, led by Paul Brent. The class is called, Branding For Success in Art Licensing. Paul Brent, Kate McRostie, Jay Burch and myself will be speaking on the subject.
If you don’t happen to be in the audience, you can still learn about branding for success in art licensing from Paul Brent.
Paul did a teleseminar which is available as an audio replay, transcript and action guide. We even rounded up some great branding freebies as an added bonus. You can learn all about it at www.artlicensinginfo.com/branding.html
Artist Elizabeth Glz, a recent purchaser of the teleseminar had this to say…
After attending SURTEX, I began a planned “retreat” away from my home, my everyday ceramic work and home households to take the time to analyze my career as artist. The perfect time to hear Paul Brent Teleseminar on Branding!!!. I have no words to describe all I learned.
I have been planning this branding issue for a long time and I have some steps taken, already. I am a ceramist since 1996 and I believe I have a well known and recognizable style even in my new mixed media work but I was not sure at all about that.
Now I know I have to focus on what I am going to present for licensing and how I will use this branding knowledge to make this licensing dream happen. I will be working on all the steps Paul Brent talked about. I started today with the tag line. I have a few of them in my profile, but now is what I can understand what is this about!
I can tell you, I am Enjoying this Ride….I use this tag line a lot in my blog and in my collage paintings but it is the time to analyze it in terms of my licensing career I want to star NOW. Well I did some licensing 8 year ago but the payment was just “pennies” although the company sold millions. Now is the time to make this happen, with better deals. Your books are helping me a lot….all of them. Thanks for all your hard work and your creativity to show us the right path!!
– Elizabeth
http://elizabethglz.com
Maybe it will help you too…
Here’s to your creative success!
– Tara Reed
Branding, Promotion and Creativity
First I would like to say that I am not being compensated by The Apprentice for blogging about the show (but if they’d like to, I’m open to discussion!). I just watched the November 4, 2010 episode – Dressed to Kill – and it had too many tie-ins to licensing to not write a little something.
In this task, the two teams were asked to create a 4 page promotional brochure for the Donald J Trump line of clothing at Macy’s. They would be graded on presentation, creativity, brand integration and more.
This is the perfect example of promoting a licensed brand.
During the task, the teams had to create a strategy based on the Trump brand. So the first thing they had to do was define the brand. Things that come to mind are wealth, power, entrepreneur, risk taker, business savvy. According to one group, and Donald Trump, sexual prowess is also part of his brand.
They then had to decide on visuals and copy that would show the products and represent the brand, creating a 4 page promotional piece for Macy’s executives to review.
I highly recommend you watch this episode – if you have on demand on your tv it’s episode 1008 or you can watch full episodes online(this one is available through 12/30/10) at http://www.nbc.com/the-apprentice/
Watch how the teams strategize and make decisions on everything from overall concepts to presentation.
Some food for thought …
- How do you define your brand?
- What lessons can you take from the show and use in creating your own promotional pieces?
- Are you consistent with your message in all areas – from web to print to in person?
Here’s to your creative success!
– Tara Reed
P.S. Need more food for thought? Click on over and get the teleseminar replay by Paul Brent – How to Brand Yourself for Success in Art Licensing.
Art Licensing Girl Identity: Revealed!
When I came downstairs to have my son take the latest goofy photo of me for the blog, I have to tell you I scared him a bit. I had my costume on, showed him the cartoon and said, “I have to look like this.” He replied, “I’m terrified by how much you do! It’s kind of creepy!”
Let’s just say I was pleased as punch!
So just WHY had I created a costume and flipped my hair out (burning my finger on the rarely used curling iron!) and dressed up like a cartoon?
Simple… Paul Brent told me to.
(Or, as I say in the video, he ‘double-dog-dared me’)
I’ve been doing my homework he gave during the Branding teleseminar and know that others are as well. As I prepare for SURTEX I figure it is a great time to step back and look at the big picture: my art, how I present it, what I will be saying and showing at the show… the timing couldn’t be more perfect!
If you, too, want to do a brand analysis, the “Brand Yourself for Success in Art Licensing” teleseminar replay is ready for anyone wanting to to spend the time and money to get big results!
Go to www.ArtLicensingInfo.com/branding.html … I double dog dare you!
Here’s to your creative, and well-branded success!
– Tara Reed a.k.a. “Art Licensing Girl”
Hey artists – what’s your line? and other fun, branding related info from Paul Brent
On Wednesday, February 24, 2010 Paul Brent lit a fire in the soul of many an artist. In his hour long Teleseminar, “Brand Yourself for Success in Art Licensing” he gave us his mistakes to learn from, things to avoid and most importantly – lots of things to do to get our brands up and running or working even better than ever.
Taglines were just a part of it but boy have we been having fun with it in the past two days!
On Facebook, Paul wrote:
I have been talking about tag lines recently. Currently mine is “America’s best known coastal artist” but I have been thinking about updating it. It could be aggressive “Art going coastal” or Biblical “Let there beach art” maybe short and straight forward “Bathroom art” . Requirements are it must be under six words and must have some mention of art, artist, painter, etc. included. Any ideas?
Some responses from the “peanut gallery” for him included:
- “Get Brent Out of Shape”
- “Brent’s Beautiful Beaches”
- “Brent’s Gone Coastal”
- “Paul Brent: Arts a Beach!”
- Skip the bathroom art — you are so much more than that! The original is still the best.
- hah Paul you are funny. (Bathroom art) . How am I supposed to get any work done today… all I’ll be doing is thinking of tag lines… the only thing I can think of is “Better than Sand in Your Crack” (oh no she didn’t.)
- How about “Art from Sunny Florida, while everyone else is experience the global warming”? (oops! That doesn’t follow the ‘six words or less rule!)
- hey Paul..how ’bout..”Coastal art from the heart”
- Brent’s beach art
Here are a few testimonials from people who were on the call…
“I woke up at 4 a.m. this morning with tag line ideas running through my head and thinking about all I need to do to work on my brand. When I went to my computer to jot down my ideas, I saw your email–thanks so much for the lists to help focus on exactly what to do. I am so glad I took this seminar!”
Betty Laur
“I’m amazed by not just the quality and quantity of the information; but also the genuine and friendly personality of Paul Brent. I’m fortunate to receive all this information in the early stages of my development; because I know it will give me the most solid launch possible!”
Brenda D. Baker
“Tara, it was powerful and I have been so busy. All my answers came like a tidal wave that night. All my answers were in pieces here and there. Right in front of my nose and did not see it. After that call in two hours of brain storming, I saw my style, subject, and created a logo and tag line. It just all fell into place. Great class and I’m looking forward to hearing the replay for things I might I missed. ”
Bruce Michael
www.SeasonalArtForLicensing.com
Thanks for all your good vibes! They worked!
I wanted to report in – I gave my 4 minute Teleseminar Secrets Challenge Speech last night and it went really well – or so I’m told! I was a little nervous but nothing like last year!
What I had to do was explain why I thought I should win “Top Vote Getter” for the Veteran Category – meaning I had made more than $1 with Teleseminars. It was supposed to inspire others, show my passion and what I felt teleseminars had done for my business. Would I be a good spokesperson for teleseminars? Did I make sense? Those were the parameters on which we were judged. (No results in just yet…)
When I sat down to write my speech, I thought about how much teleseminars had changed my business – how they have helped me connect with artists and other industry experts who have come on board to share. Most of all, I wanted to show how I felt it has helped all of us – now you can learn in the most remote region in your fuzzy slippers and you don’t have to travel to New York, Atlanta or Las Vegas. (and neither do I! I’m in fuzzy socks – every time!)
I think I got the point across and here is why: a fellow student was giving me feedback on my speech on Twitter (www.Twitter.com/LoydLarue)
First he said: you did a gr8 job @ the challenge.
I of course thanked him!
Then he said: You Are My Everything @Michael Bublé ==>http://bit.ly/7f8PsV ==>this could be your biz song mantra…?? just a thought.
I didn’t understand so I asked for an explanation. (Honestly, I have that song as the ring-tone when Craig calls so to me it was a romantic song)
@LoydLarue replied: I was just thinking of your passion towards your prospect / clients.. “You are my everything” made sense @ the time..lol
So I’d say my love for this side of my business shined through – yippee! I am also happy the speech is over so I can get back to my art and look forward to our upcoming teleseminars. You are coming right?
Wed, 2/17: www.AskAboutSEOforArtists.com
Wed, 2/24: Brand Yourself for Success in Art Licensing with Paul Brent
So… thanks for your support through this challenge, the blog and everything else going on. You are my online everything…
– Tara Reed
Brand Yourself for Success in Art Licensing – teleseminar with Paul Brent
I’m excited to announce that Paul Brent has put together an information-packed hour to get you thinking, strategizing and building your brand for success in art licensing.
Paul Brent understands branding.
An artist, interior designer and print publisher, he began licensing his art in 1988. Bookmarks, bed linens and insulated barware were among his first licensed products. Since then he has gone on to work with many, many manufacturers and grown his licensing business to be the 94th largest in the world, according to License! Global Magazine’s Top 100 Licensor List for 2008 and 2009.
Paul Brent is the most well known coastal artist in the U.S. He has managed to build and evolve his brand to include so much more than beach and sea life and has done so very successfully. The Paul Brent Designer brand has been in the marketplace for over 20 years and shows no signs of slowing down.
I will be facilitating the teleseminar on Wednesday, February 24th at 5:30 pm PST / 8:30 pm EST. At only $57, this could be the best investment of your time and money you will make to help you build your brand in the market place.
This teleseminar is for artists who want to learn to effectively create a brand for their art that will help them grow their business, with emphasis placed on building a brand for the art licensing industry.
- What to expect from a successful branding strategy over the course of the next 30 days to one year.
- What the 9 most common pitfalls are in both a visual brand and a business brand – and how to avoid them.
- Key strategies of branding to help you:
- create and maintain good artist / agent relationships
- protect your copyright
- keep your brand fresh in the market place
- and use your brand to attract attention in the media.
- How to commit to your brand strategy and take the first step.
Go to www.ArtLicensingInfo.com/branding.html for further details or to see the long list of valuable freebies you will get in addition to the hour long teleseminar.
Or CLICK HERE to get signed up!
Here’s to your well branded creative success!
– Tara
P.S. Combine these branding strategies with the SEO (search engine optimization) skills you will learn on the Monthly Ask Call on Wednesday, February 17th and the impact will be even bigger!
Rebranding of a Tiger by Paul Brent
The guest blog post by Paul Brent, Branding: The Tiger and the Gate Crashers , on December 15th was so well received, Paul is offering more thoughts on the matter as the drama unfolds. While the situation is a mess for those personally involved, it does provide some interesting insights and talking points as we all consider our own brands… here is what Paul has to say:
If Tiger Woods would be so inclined, I would offer him this advice from someone who has been observing the branding phenomenon for the past twenty years, “Just change you image to fit reality, Tiger.”
While the golfing industry and several of Tiger’s endorsement partners need a squeaky-clean family-man image, there are plenty of products and entities that would be perfect for Tiger Woods new image. To begin with, alcoholic beverages and energy drink with caffeine and all of those other activities that promise heightened performance both on and off the golf course. A Tiger posing as the Captain or sipping malt liquor with an attractive blond on his arm would be a winning combination. The city of Las Vegas should contract with Tiger to be a spokesperson. Who better to say, “What happens in Las Vegas stays in Las Vegas. I should have played in Las Vegas.” What customer of those products wouldn’t believe in his endorsement?
Brand building and brand management is a personal journey that all licensing properties and artists have to deal with, as Tiger does. Well, maybe you do not have to deal with it so dramatically and not in the eyes of the world. As you develop who you are as an artist, whether a designer of scrapbooking supplies and children’s wear, or t-shirts and surfboards you need to fit the image of someone who relates to their market and consequently the customers who buy your licensed products.
Christian Reese Lassen and Mary Engelbreit are two artists who embody their artwork and who are brands their customers and fans can relate to yet are very different. Lassen, the surfer who paints the ocean and tropical sunsets has veered from his popular under and over ocean scenes painted in exacting detail to many other subjects and a much looser palette knife style. His fans have followed along.
Mary Engelbreit has had a magazine devoted to home decorating and home style recipes. Her loving characterizations of vintage children with charming quips attract a totally different group of fans. Mary has kept true to her initial image and has not changed her style or outlook. Will she allow herself room to grow and change?
Personally, I have progressed in licensing from a watercolor style that has been called “breezy” by one reviewer in the Wall Street Journal to oil and more tightly rendered watercolors with digital enhancement, all the while keeping close to my coastal roots. I feel that my changes can be considered evolution rather than radical change. Many times a new subject matter or new media use was precipitated by a personal experience, sometimes just a wild idea or my take on an incoming trend. Each time I introduce a new collection I think of the story behind the art and how I can talk to customers about the new work. This adds to the value of the artwork and makes them understand how I relate to the art I create.
So, who are you as a brand and an artist? Does your image allow you room to grow or are you constricted into a limited market due to how you define yourself? How you change as an artist and a brand are part of the natural change of life itself. Let’s hope we all manage our changes better than Tiger.
Here’s to your ever evolving brand to help you build your creative future!
– Tara
disclosure: Paul Brent nor I have any vested interest in Tiger Woods, Christian Reese Lassen or Mary Engelbreit – they are simply used as examples in the context of branding.
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