Minding Your Own Business, ART Business, That Is 

This five-and-a-half hour learning intensive will focus on the marketing and business aspects of art. Learn how to create a cohesive packet of marketing materials, the ins and outs of self-representation, the advantages of the limited liability company business structure and advanced tips of working with Web 2.0.  

The day will start with a short session on “Getting Ready” by instructors John Vigg and ellen martin, followed by several sessions. The first, “How to Self-Represent Successfully,” will be led by ellen martin. The second, “Web Dot What?” will be led by Kelly Harman. The third and final session, “Why you Want to Become an LLC,” will be led by John Vigg.  

Course Descriptions

“Getting Ready” - Instructors: ellen martin, John Vigg

Before you can market your art, you need to have a basic packet of materials, including great pictures of your work, business cards, a statement & bio, price lists, and inventory lists. If you’ve already got that all this together, you can skip this class, but if you’d like to learn how to create professional and eye-catching marketing materials, please take this short course.

“How to Self-Represent Successfully” - Instructor: ellen martin

ellen will provide an in-depth review of the many tools available to the artist who is self-representing. A significant packet of handouts is included in the price of the course. This packet includes a list of local media outlets and their contact names; a list of call sites; a list of sites on which you can build an online portfolio and other resources available to artists.

Specific topics will include:

• How to formulate your goals as an artist.
• Where to find “Calls to Artists” and use them to fulfill your goals.
• How to have an online presence without having a web site.
• How to write and distribute a press release.
• How to maximize your presence in every show.
• Why to join local arts organizations and how to maximize your presence in local arts organizations.
• How to review art competitions and enter the best ones.
• How to find alternate jobs in the arts industries.
• How to use social media. 

“Why You Want to Become an LLC” - Instructor: John Vigg

John Vigg chose the Limited Liability Company (LLC) business structure for his new endeavor, The Gallery 13, a photography gallery located on Cookman Avenue in Asbury Park. After realizing there were very few galleries that would accept work from photographers, Vigg decided he needed his own place where he, and the other resident artists he took on, could display their work. The Gallery 13 came to be, with the intent to provide a venue for high-quality emerging photographers and artists with unique perceptions who have yet to acquire mainstream exposure. Vigg's idea was to offer both serious collectors and the general public the opportunity to purchase fine art works at affordable prices. Currently, in the works is The Gallery 13 Photo Club. The club will give photographers the opportunity to have space to work, as well as a chance to hang their work within the space for a small monthly fee.

Even though the LLC business structure is relatively new, it has quickly gained in popularity because of its flexibility, tax advantages and limited liability. John will explain how to become an LLC and why he feels this is the best structure for an artist or gallery owner.

Web Dot What? - Instructor: Kelly Harman

Web 2.0 isn’t just changing the way we create our social networks – it is also changing the way we do business. In today’s Web 2.0 world just about any resource or tool you can imagine is available on the Internet, usually at a fraction of its previous cost. This class will introduce you to many of these new tools and explain how you can use them for your business. We’ll also learn some tips on how to leverage today’s social networks to promote yourself as an artist, build your list of clientele and sell more of your work.

About the Instructors 

John Vigg

John Vigg has been self-employed for 14 years. Since starting Vigg Designs with no capital at 18, he has turned his vehicle marketing firm into one-stop shopping for the corporate automotive industry. After receiving his BFA from Monmouth University, Vigg continued to push trends and technology in his field. From vehicle wraps, to signage and banners, and tee-shirts, Vigg Designs has always stayed on top of the market and dedicated to providing the best customer service. 

ellen martin

ellen martin was born in Manhattan, and by age 10 had moved to Brooklyn where she later received a BA in Art History from Brooklyn College. She has been a Marketing Director, an artists’ representative, an art consultant, and is now a painter. She is a Trustee at SICA, a member of the Art Alliance of Monmouth County, the Monmouth Museum, the Monmouth County Arts Council, the Belmar Arts Council, and has just finished up a one-year volunteer stint as Publicity Chair at the Guild of Creative art. She is also developing art shows for the Mix in Long Branch. Ms. Martin was a Marketing Director at an accounting software company, Deltek Systems, in Northern Virginia, where she also taught how-to classes on software products.

Kelly Harman

Ms. Harman is a serial entrepreneur with twenty years of marketing experience.  She is the owner of Zephyr Strategy, a marketing agency that specializes in Web 2.0 and social media marketing. Harman is currently the President-Elect of Women in Technology.