Question

Topic: Strategy

Marketing For Hotel And Artwork

Posted by Anonymous on 12/22/2009 at 7:29 AM ET 250 Points
my sister is an artist and she is a middleman, she buys art paintings in bulk and she want to sell them to a hotel. what are the marketing strategy she should take inroder to achieve effective sells of her paintings?
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  • Posted by CarolBlaha on 12/22/2009 at 7:49 AM Accepted
    She needs to be in front of the designer.

    There are two tiers of designers to this sale. First, a chain developes a standard for everything -- there is latitude, but in a previous biz I worked at-- chains would call out "types" of products that can be used, but not necessarily specific vendors. This gave all the hotels the flexibility to be different, but the "feel" the same. So there is a big difference between walking in the lobby of the Hilton vs Eco Lodge. Yet, every Hilton is different. Those are called building standards.

    Sometimes the in house design team will develop an
    "art package"- for example every Ruby Tuesday has that kind of art that is pretty much the same. They are ordered centrally and shipped with the rest of the interiors -- it's a big part of the brand.

    If there is flexibility as in the first paragraph, a local designer is (there is almost always a local architect/ designer) retained will be given the building standards. The standard are sometimes loose, too loose, as I have been in situations where corporate (say Hilton) has come in and said the product selected doesn't meet standards-- and the owner has to pull it out and replace it.

    So she can go to the designer and present her service. There are firms out there that have extensive catalogues for these designers, so udnerstand the competition. The hotel does not handle this, unless it's a onsy twosy thing. There are also hotel management firms -- that own and run multiple hotels. They are the ones who hire the designers. There are also designers that specialize in hospitality design that she could call on.

    If you are in the US, she should go to a show like HD Design in Vegas (spring). It will educate her very quickly on this sale and how other firms market this service. www.hdexpo.com. There is a way to search exhibitors by type of product-- you'll see several in there for artwork. This one goes staight to one.
    https://hde10.mapyourshow.com/2_3/search.cfm?sub_cat=160%7CARTWORK%253A%252...
  • Posted by CarolBlaha on 12/22/2009 at 8:04 AM Member
    Is she the middle man (dealer) as you say in original post or the artist?

    She can go to the hotel owner or the one she has an established relationship and ask if they are making the decision or who is. And go to them. Sell her reputation and established track record.

    The value she brings is to make sure the "feel" is consistant-- for example, avoiding that someone buys something they like-and it's a nice piece -but is not consistant with the interior you are trying to create.

  • Posted by CarolBlaha on 12/22/2009 at 8:18 AM Member
    yes-- the correct term is called "price point". While they have an overall budget for an art package-- the art in the main lobby as art in one price point- -which is different than in the individual rooms. Sounds to me she's already on her way to the contract.
  • Posted by CarolBlaha on 12/22/2009 at 12:08 PM Member
    yes, the public areas would have upgraded art. You may even have an original piece in the lobby. The suites have an upgrade over the regular rooms. The lobby may have more expensive art than the breakfast area.

    I would take this as a consultative sale approach. She's so close to this deal already. They know her, trust her and are asking her to do this. All she has to do is close the deal. She already knows the client and she'll get the rest of what she needs with owner input. I'd get her in there sooner -- while they are hot on this. Don't let them cool down.

    When she does her proposal, make note you have an overall budget, but it is broken down by grade (instead of grade call it level A,B) and in what area.

    For example, of the 100% budget, maybe 25% is lobby, 25% regular rooms, 10% suites, 5% restaurant, etc etc. This will work even if they won't share real budget #'s. You then put # to the pieces -- she can do packages that are good, better and best.

    So that lobby 25% means less art for more money. And the regular rooms mean more art for less money. I would start with any number and review with management. I don't know the type of hotel this is, a budget hotel won't be putting the importance on the lobby as an Omni. Then tweak-- you may find that only 22% for lobby will give an extra needed 3% more to regular rooms. And keep tweaking. And of course she's going to have to tour the areas to decide placement.

    Hopefully that makes sense. I would design this service to be turnkey for the hotel. You select, purchase, and oversee placement. Do a mock up of a suite and guest room to get prelimary Ok that you are moving in the right direction. This is a big project and I wish her the best for profitability.
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