Creating a Unique Gallery Brand
Heidi Loewen Fine Art – Santa Fe, New Mexico
Listen to our featured Ask Those Branding Guys radio show podcast: Heidi Loewen Fine Art
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding and marketing of a unique Santa Fe gallery.
Joining us on-air was Heidi Loewen, artist and owner of Heidi Loewen Fine Art offering porcelain and cast art pieces as well as classes. Heidi’s gallery is in a stand-alone adobe building on Johnson Street which she is very pleased with, it allows her business to stand out on the block rather than be among many other artists. Johnson Street is also the home to the Georgia O’Keeffe Museum and the Santa Fe School of Cooking.
Heidi understands how essential branding is for an artist. Glover expanded on the fact that it is key for artists to understand that their work is a product and it may not appeal to everyone; it’s important to know who your target market is.
Heidi’s passion is working in clay and porcelain; at her wheel, she makes ceramics that are decorative rather than functional. In her classes, Heidi encourages participants to enjoy the feel of the clay and create something they can take home with them and share the wonderful story behind how the piece was made.
To promote the Johnson Street brand, merchants have been working together to host an annual extravaganza called the Johnson Street Experience. This year the event is on July 22nd and will include artists, restaurants and the museum, all working together to provide great, interactive experience for visitors.
To get the message out about her own brand and offerings, Heidi works with concierges at a few key downtown properties. She also uses print ads which are working well to attract traffic to the gallery.
Enjoy the show!
Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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Filed in: 7Ps of Marketing • Place • Positioning (Bonus) • Strategy
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