With high-quality, custom printing available through desktop
technology, many signature promotions can be cost-effectively produced
in-house using inkjet printing on both porous and nonporous surfaces.
They can also be outsourced by utilizing the on-demand services of
digital printing companies such as Lulu.com or Blurb.com.
Print-on-demand allows illustrators to produce only what they need at
any given time without the financial burden of printing a large run.
a way to create a bridge between the print and online environments,
illustrators are utilizing quick response (QR) codes. Employed in print
materials, QR codes allow instant access to web-based, audiovisual
enhancements such as interactive landing pages, bonus materials, gaming
components and other supportive promotional elements online, each
engaging and entertaining an audience on many fronts. The QR code
featured in this article links to a video book trailer
) for my book Experimental Painting
monetized trailer has been embedded from YouTube onto my site, my
publisher’s landing page for the book, many industry association sites
and every promotional venue that advertises my book and associated
online and on-ground workshops, lectures and webinars. It has also been
shared through-out the industry via Facebook, Twitter, LinkedIn and
other social networking sites. The video is also featured on my
monetized blog Confessions of a Mixed Media Artist
). In addition to bringing global attention to my
fantasy-based, mixed-media work, the print and e-book, video trailer,
associated webinars and workshops, publisher’s landing page with bonus
materials and my blog cumulatively serve as a brand-building promotional
initiative that also generates income through book sales, print and
online magazine article licensing of the content and work-shop, lecture
and speaking engagements, as well as other opportunities.
To bridge the print and online promotional environments, this QR code links to a monetized video book
trailer (cyrstudio.com/workasplay.html) that promotes my recent book Experimental Painting.
sound, motion and interactive elements, the Internet provides an
exciting array of promotional venues and presentational outlets for
illustrators to share their artistic vision. From portfolio-based
websites, animated slide presentations, electronic books, online
magazines and blogs to podcast interviews, video biographies and
step-by-step process demonstrations, artists can cost-effectively
communicate with a worldwide audience almost instantaneously. With the
employment of social media, syndication opportunities through RSS
newsfeeds and online sharing create the potential for promotional
initiatives to go viral. With social networking sites, artists can
successfully build their fan base by cultivating a vibrant and robust
community that spans continents, strengthening brand recognition and
market value over time.
In addition, many online venues, such as
Google AdSense, offer monetization opportunities by hosting ads, banners
and the like within creator-owned content on a blog, video or website.
This allows artists to capitalize on the online traffic gained through
their ongoing promotional efforts. As content creators, illustrators can
also participate in corporate affiliate programs that offer a
percentage from purchases made on an affiliate site that is either
hosted by or directed from an illustrator’s site. Affiliate programs are
available through a vast array of online retailers, from known
booksellers like Amazon to art supply dealers like Dick Blick. Through a
dynamic presence on the web, illustrators are discovering unique
opportunities for not only promoting their work, but also funding their
projects and initiatives with subsidiary income generated by their
ongoing promotional efforts.
To have a rich and rewarding career for
the long term, illustrators must venture out from the traditional
nomenclature in search of new ground to stake their claim. By embracing
entrepreneurial thinking and promotional innovation, they not only
create a breeding ground for imaginative and thought-provoking artistic
content, but also open the doorway to a global communications presence
that penetrates a marketplace on many fronts. For those that are willing
to forge the new frontier, there is a unique opportunity to make a lasting mark on the world. As inventors, managers and promoters of their own intellectual properties, illustrators hold the map to the labyrinth. ca© 2013 Lisa L. Cyr, Cyr Studio LLC, cyrstudio.com