Artketing is a marketing strategy that uses art to promote a brand or product. It can be used by brands of all sizes, but it is especially popular among luxury brands.
Different ways to use artketing
Here are a few examples:
- Sponsoring artists or artistic events: This can help you to reach a new audience and associate your brand with art and culture. For example, Red Bull sponsors a variety of extreme sports events, which helps to position the brand as being associated with adventure and risk-taking.
- Creating brand exhibitions or publicity exhibitions: This is a great way to showcase your products or services in a unique and creative way. For example, Heineken created a pop-up art gallery in New York City that featured works of art inspired by the beer brand.
- Organizing artistic events: This could include anything from a fashion show to a music festival. For example, Chanel hosts annual fashion shows that are some of the most anticipated events in the industry.
- Producing packaging or wrapping by artists: This can help to make your products stand out on the shelf and appeal to consumers who are looking for something special. For example, Absolut Vodka has released a number of limited-edition bottles designed by artists such as Andy Warhol and Keith Haring.
- Collaborating with artists or designers for product co-creation: This can help you to create unique and innovative products that will appeal to your target audience. For example, H&M frequently collaborates with high-end designers to create limited-edition clothing collections.
- Using art in advertising communication: This could include anything from TV commercials to print ads to social media posts. For example, Dove’s “Real Beauty Sketches” campaign featured sketches of women drawn by forensic artists based on their own descriptions, as well as descriptions from strangers. The campaign was a huge success, helping to boost Dove’s brand image and sales.
How Artketing Can Enhance Brand Identity and Connect with the Target Audience
Artketing can be used to enhance brand identity and connect with the target audience in a number of ways. First, art can be used to communicate the brand’s values and personality. For example, a brand that values creativity and innovation might choose to partner with artists who are known for their experimental work.
Second, art can be used to create a sense of community and engagement among the target audience. For example, a brand might host art events or workshops that allow customers to interact with the brand and with each other in a creative way.
Third, art can be used to tell stories about the brand and its products. For example, a clothing brand might create a video campaign that features stories of people wearing the brand’s clothes and how the clothes have impacted their lives.
The Effectiveness of Artketing in Increasing Brand Exposure and Attracting New Consumers
Artketing can be a very effective way to increase brand exposure and attract new consumers. For example, a study by Nielsen found that advertising campaigns that feature art are more effective at capturing attention and driving brand recall than campaigns that do not feature art.
Another study by the University of the Arts London found that consumers are more likely to purchase products from brands that they perceive to be creative and innovative. Artketing can help brands to create this perception of creativity and innovation.
For example, a study by the Harvard Business Review found that companies that invest in art and culture tend to be more profitable and have a higher stock return than companies that do not invest in art and culture.
Artketing can be a powerful way to market your brand and connect with your target audience. By using art in creative and authentic ways, you can create marketing campaigns that are both effective and memorable.
- Artketing can be used to enhance brand identity, connect with the target audience, and increase brand exposure and attract new consumers.
- When using artketing, it is important to choose the right artist or collaborator, be authentic, create a clear message, and be creative.