Marketing para empresas del sector del arte





Seminario Marketing para empresas del sector del arte
MADRID – 10 de Septiembre de 2015
de 09 a 14 horas
A las 11.00 habrá coffee break y networking

Lugar: Jardines de Sabatini(Apartamentos)

9.00 · Start me up Coffee PROGRAMA

9.20 · Apertura por The Art Market – Agency

Bloque 1: Estado del Arte Online y herramientas para adaptarse a él.

9.30 · “El Arte online en números”
por Andrew Mitchell del Fine Art Team de Hiscox
Andrew Mitchell se unió al Art and Private Client Team de Hiscox en 2010. Antes de unirse a Hiscox, Andrew trabajó para un banco de inversión internacional en moneda extranjera después de graduarse en el Mansfield College de Oxford. En diciembre 2013 Andrew fue nombrado Asegurador del Fine Art team.

10.00 · “Mejorar rendimiento y ventas: programas de gestión y páginas web”
por Josep Maria Vidaña de Label Grup
Fundador y CEO de LabelGrup, empresa creada en el año 1985 con el objetivo de dar cobertura a las distintas necesidades en tecnologías de la información a pequeñas y medianas empresas. LabelGrup integra todas esas capacidades en una plataforma diseñada para dar respuesta a las necesidades emergentes en el ámbito de la computación en la nube (Cloud Computing).

10.30 · Networking Coffee gracias a “Tendencias del Mercado del Arte”

Bloque 2: Marketing web y promoción internacional de catálogos

11.00 · “Entendiendo el SEO y el Pay Per Click”
por Abrahám Villar, Consultor de marketing online
Abrahám Villar es consultor de marketing online con especialidad en posicionamiento en buscadores SEO/SEM, analítica web y estrategia en redes sociales. Tiene certificaciones de Google Adwords Search & Display Certified Google Analytics Individual Qualification.

11.30 · “Conoce a tus competidores y sus armas online”
por The Art Market Agency
The Art Market Agency es la primera agencia de marketing especializada en empresas del sector arte. Ofrece servicios de comercialización internacional para mejorar la recepción de ofertas para sus lotes desde mercados internacionales, a través de la implantación de pujas “real time”, la promoción de catálogos en plataformas globales y el desarrollo de auditorías de negocio y de estrategias web.

Bloque 3: Presente y futuro del Arte Online

12.00 · “Promociona tu catálogo en plataformas internacionales”
por Juan A. Rodríguez
Head of Sales Spain y fundador de The Art Market – Agency
Más de 10 años de experiencia en marketing digital en los sectores de Turismo y Arte, a finales de 2014 creó The Art Market – Agency para ayudar a las empresas del sector arte a posicionarse en el sector del #arte #online. En 2015 fue elegido por para dirigir las ventas del primer buscador de subastas del mundo.

12.30 · “Del catálogo y la nota de prensa a la web y las redes sociales”
por Angélica Millán, Enrique del Río y Bárbara Vidal

Procedente del mundo de la museología, Angélica Millán es una apasionada del arte, experta en su versión contemporánea e interesada en las nuevas manifestaciones artísticas. Conocedora de la escena artística contemporánea y del mercado del arte, estudia los beneficios de la web 2.0 y las nuevas tecnologías.

Enrique del Río es Historiador del arte y MBA Entrepreneurship por la UCM. Fundador y CEO de WeCollect Club. Cofundador de, primer diario de arte en español y consultor en diferentes proyectos online. Antes fue fotógrafo publicitario para agencias como McCann-Erickson y Young & Rubicam.

Bárbara Vidal es socióloga y periodista cultural. Diplomada en Curaduría de Arte y Directora de comunicación de ArtMadrid Feria de Arte Contemporáneo. Gestora cultural y comisaria independiente, cofundadora del colectivo ElPezGlobo/Industria Cultural para la promoción de artistas contemporáneos.

14.00 · Visita opcional al museo de coches de Jardines Sabatini

Buying the first work of art always instils respect. A difficult feeling to define that mixes vertigo with adrenaline. But over uncertainty and caution, a pleasurable sense of connection, understanding, and desire prevails. That work that, once seen, stays in the mind, reappears in the memory several times a day and seems to tell you that it is willing to be part of your home, is the perfect candidate to make the decision.

In the first steps, many collectors do point out that one does not start from an established plan, but rather that one acquires pieces based on taste and the connection one feels with them until, after time, they realise that the volume of works that accumulates can be labelled as a "collection". For example, this is how Alicia Aza explains it:

“I was not aware that I was collecting until many years later when a third party named me as a collector and talked about my collection. In 2005, I became aware of what collecting means and decided to articulate a collection with an identity of criteria and formats”.

Marcos Martín Blanco, co-founder, with his wife Elena Rueda, of the MER Collection, shares this same opinion:

“Collecting has been a passion, driven by a visceral state that encourages you to do so. The collection, in terms of acquisitions, has not been particularly complicated because, let's face it: it is easy to buy because they are all beautiful things and you have some clear idea of where you want to go, but at first those preferences were not so clear. It is with the time that a criterion is being formed”.

It is not always this way, of course, but for the buyer who starts out on this path, the personal connection that entails the first piece is essential. There it is the germ of a lasting relationship that is not limited to a simple aesthetic question but is an open window to knowledge, to exploration, to a world that is often unknown to us and awakens our fascination. The seed of that connection is purely sentimental, and it is precisely this impulse that determines the first acquisitions. The first piece is never forgotten.

Art Madrid'20, photo by Ana Maqueda

Exceeding the usual recommendations made by advisers and agents, rare is the occasion when the art lover decides to buy by pure investment. These paths usually open later, when the volume of pieces is large enough. In addition, there are those who are a bit against this classic concept of the traditional collector, approached from an eccentric, elitist and little accessible vision. On the contrary, art buyers are, above all, art lovers, sentient beings and permeable to creative stimulus who, at a given moment, decide to deepen the relationship they already have with art to take a piece home.

It is not that hard to overcome that small psychological barrier that turns the visitor into a buyer if one approaches the matter from a more personal and intimate perspective than from social consideration. Small-format works, graphic work or serial photography are of great help for this, whose price range, generally more affordable, allows a closer comparison to the daily basis expenses. In this way, the purchase of art falls within the range of feasible activities and becomes something close and possible.

Art Madrid'20, photo by Marc Cisneros

At that moment, a different relationship with art begins, based on pure experience and coexistence with the acquired piece. Perhaps it can be seen as an act of daring, but on many occasions, it is more a matter of necessity and transformation. Collectors also agree that the acquisition of an artwork is an exercise on personal analysis and opening up to a new field of knowledge that was previously alien to us. Alicia Aza explains that the reason she acquired her first piece of video art, by Sergio Prego, is because she did not understand it and because she saw it as a challenge and an opportunity to self-improve. This open window to knowledge creates new connections and bonds with creators, as one of the most fascinating parts of the process. Candela Álvarez Soldevilla explains that

"I think the most interesting thing in the art world is talking to artists. They are people with a special sensitivity to listen and understand.”

And Alicia Aza also says:

"I can share the satisfaction of being able to count on many artists in my circle of close friends today, and that is a long way to go."

Thus, with works that seem acceptable within the horizon of expenses that each one considers affordable, it is easy to find a piece that catches us. Since then, our home also evolves into a space in which art has a permanent place and presence, and there is no doubt that this transforms us inside.

Art Madrid'20, photo by Henar Herguera

Jaime Sordo, owner of Los Bragales collection and founder of the 9915 Contemporary Art Collectors Association, has always defined his relationship with art as a true passion and a vital necessity. For buyers who start on this path, he has the following recommendation:

“It is an essential condition that they feel the need to live with their passion to enjoy the works. Another very important aspect is that before making decisions for purchases, they are informed, so it is necessary to read specialised newspapers and books, visit exhibitions and museums and a lot of contact with galleries, which is an important and very specific source of information of the artists they represent. Finally, the presence in national and international art fairs. All this generates information and training.”

Indeed, fairs have become a good place for discovery because they condense a wide offer and allow diverse and global contact in a concentrated way. For this reason, many new generation buyers start in the context of an event such as Art Madrid, whose closeness and quality constitute a unique opportunity to meet, soak up and feed the passion for art.

(*) quotes taken from various interviews published in public media between 2013 and 2019.