Marketing of Esteban Del Valle Essay Example

Introduction

As an interdisciplinary artist, Esteban Del Valle is focused in the artistic works and the potential to promote the visibility of his efforts into a collective imagination. Notably, the design and the creation of the murals and other artistic work has acted as a powerful tool of emancipation, freedom of expression, social activism and propaganda for Esteban Del Valle. In addition, Esteban Del Valle creates murals for the sake of advertising or simply enhancing a beautiful image on the wall. As a form of business therefore, Esteban Del Valle has been able to attract a large number of customers both from the local and international markets for the products. A major category of the customers that Esteban Del Valle deals with include the online buyers as well as the gallery buyers. The business's websites, online art galleries, social media and the digital stock sites have all enabled Esteban Del Valle to sell art online as never before. The business has even developed new income streams through internet driven technologies. The selling possibilities for Esteban Del Valle have been endless because the business outlook has been bright in the current booming online art market.

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Various marketing factors have been able to influence the ability of the Del Valle to sell online and these have included the marketing trends. Majority of the art market report for the second half of the 2017 and the first half of 2018 agree that the current uncertainty in the politics and economics greatly affects a high-spending. In another circumstance, the changing pattern, galleries reserve high-dollar art pieces in their stock with an aim of avoiding the flooding as well as the market and low prices. The buyers are more confident with the mid-market prices.

Competitors forms integral component of the market. For this case, Del Valle business is established in a midst of numerous existing and upcoming artists all battling for the same resources and opportunities within the same scenario. However, the various favorable marketing forces makes Del Valle a business that threatens many businesses.

Objectives

Growth and expansion is ultimate objective of any business organization that operates and competes within an industry with prevailing marketing forces and actors. As an established business in the industry, Del Valle's primary objective is to increase its customer's base, brand identity and finally the sales. The most important activity within our art business be`sides the creation of the art is to market and self its creations. Without the sales and marketing, there is no business and may be more of a person or hobby. In this sense, therefore, our business aims at increasing the sales to the existing clients and customers, expand the type of distribution channels where the arts are available, sell more arts within the business existing distribution by 3 per cent in the next 3 months, and developing its brand and increase brand awareness within 3 months.

A final objective of the business is to keep or maintain the present level of the portrait generated through the contract, in addition to the maintaining the historical levels of the sales of arts work that is created through owners.

Strategy

This business is aware of the fact that it is not possible to appeal to all the customers in the market. Fundamentally, there are many consumers in the market who possesses different and variety of needs, values and behavior when it comes to the type of arts they want. Esteban Del Valle therefore attempts to be choosy about the customers, recognize the suitable part of the market and build relationship with the market that the company can serve in the best way possible. The primary customer segments involve individuals who love artist for personal and decorative purposes organizations or agencies that use artistic works for communication, advertisement or aesthetic purposes. In order to build right relationship with its customers, Del Valle aims at employing three strategies namely market segmentation, target marketing and market positioning. Broadly, these strategies involve the identification of bases for segmenting the market, developing profiles for each segment, developing the measures of the segment attractiveness, select the segment and finally developing the positioning for the target segments.

Tactics

The business recognizes that the target marketing plays a crucial role in attracting the customers that will develop a long-term relationship with the business, and who will remain loyal and want what the business offer. One tactic that the business intend to use is researching its target audience so as to assess the typical characteristics of the members of the target group. This will include the demographics such as the age, income, education, buying habits, location and lifestyles. After researching, the business intend to come up with a positioning statement that outline and identifies how the brand will be positioned in the market in 2019. The statement will put into words what makes the brand important and how differentiated it is from what the competitors provide.

Actions

The business will further create an SMS marketing campaign plan bearing in mind that the current marketing strategies have been influenced rapid advancement in technology. The business believes that it is important to reach its customers anywhere at any given time. The SMS or the email marketing campaign will therefore provide an ideal opportunity for a personalized channel of communication with new and existing customers. The business intends to use this method to target more customers through an increased communication between the business and customers. Studies have shown that the message from the context-driven marketing and business purposes are read within 15 minutes. As such, the business will be able to enhance an effective relationship with its consumers.

Control

The business therefore intends to integrate the Google analytic as a tool to help monitor it progress towards the achievement of the marketing plan. The Google analytic provides a crucial role in turning the business insights into actions. It offers a tactical insights to the companies in such a way that it can keep track of its actions. The method is considerably easy to use and the users can sign up for free without the necessity to pay the monthly charge unless they have reached advanced stage. Through such integration therefore, our business will easily gather valuable insights of the ongoing progress and thus facilitate them keep track of various 25 categories of the online performance such as the audience, acquisition, behavior and performances. Del Valle will therefore keep its online track, return on investments and sales of its artistic creations and murals.