APRIL'S
FEATURED CLIENT
Daniel Garcia: Finding His Voice Through Art  Daniel
Garcia admits that fine artists face a difficult challenge. On
one hand, artists labor passionately to create art that is
true to their deepest self and is an expression of truth as
they see it. On the other hand, artists have the same material
needs that everyone else does and they struggle to keep their
art from being subverted or corrupted by material considerations.
Daniel Garcia, however, understands that there need not be
a conflict. Through technology and innovation, Daniel Garcia
seeks to stay true to his art while working to expose his art
to an ever-growing audience of people who appreciate and support
his unique vision.
 In
2004, Daniel contracted eSynthesis to create a website that would
help him showcase his art. He wanted to keep things simple and
for us to design something that allowed his art to stand out.
The result was dgarciaart.com and
it was designed to be simple, easy-to-navigate and cost-effective.
The website makes it easy for Daniel to showcase
his paintings and for appreciators of his art to view his works
in 3 picture galleries (1) Works
on Canvas (2) Works
on Paper and (3) Sculptures. The galleries are important way for prospective
buers to see Daniel's paintings before they give him a call.
As a result, the website can make it easy and convenient for
both the artist, who can easily show all his work, and collectors
and galleries who can easily examine an artist's body of work.
For Daniel Garcia, however, the website is only 1 part of the
marketing puzzle. Daniel also contracts E-Synthesis to manage
his E-mail campaigns. Every month, the persons on Daniel's E-mail
list receive a brief note from Daniel alerting them to new paintings
available on the website, upcoming events and exhibitions as
well as personal messages directly from the artist. The E-mails
are sent in HTML format which allows E-mail programs like Outlook,
Eudora and Mail to display the message with full color and graphics
without having to open any attachments.
Immediately, Daniel receives a report with valuable data including
the percentage of people on his list that opened the E-mail,
a list of people who opened his E-mail message and how many persons
actually clicked on any links to his website. All this interactivity
gives Daniel a measure of control not possible through other
marketing communication mediums.
Daniel's strategy has worked. The website and E-mail campaigns
have allowed him to single-handedly increase the exposure to
his art and subsequently sell more paintings. His marketing efforts
have also led to cultivating additional relationships with galleries,
organizations and persons who can help Daniel gain even more
exposure.
"The key to marketing
communications is to execute a comprehensive strategy that
is not dependent on any single technique or strategy,"
says Danilo Vargas, president of E-Synthesis. "Marketing
is a powerful tool but it takes commitment and consistency to
achieve great results," he added.
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