THE BUSINESS OF ART: 6TH OF 12
Sarah Edmonds is the marketing manager for Pegasus Art, a freelance arts marketing consultant and a watercolour painter. Sarah studied a short course at the Slade School of Fine Art followed by a degree in marketing and has worked in the industry ever since; www.sarahedmonds-marketing.com
What does authenticity mean to you? It’s a bit of an overused marketing buzzword, but there is enduring value in brand integrity and making considered choices as you navigate your career. It’s common sense that authentic brands resonate with, and attract the right kind of customer, ultimately creating more connections and making more sales. Rather than taking the scattergun approach of trying to attract everyone, brands with a specialism or a niche are more likely to: a) build quality subscribers which then convert into sales; b) garner loyalty; c) create ambassadors for their brand which is reflected in organic referrals; and d) encourages repeat business. Aside from all that, authenticity is central to your integrity as an artist, beautifully illustrated by our
