Marketing Against The Grain Rethinking your Market with Everette Taylor (CMO of Artsy)
May 12, 2022
Everette Taylor, Chief Marketing Officer for Artsy and a trailblazer in making art accessible, shares his insights with Kipp and Kieran. He discusses how to reduce barriers for consumers and engage new audiences by recognizing their diverse backgrounds. The conversation highlights the transformative impact of Web3 and NFTs on the art market. Everette also emphasizes collaboration with creators, advocating for understanding their perspectives to foster an authentic creative community while navigating modern marketing challenges.
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Reducing Barriers to Entry
- Understand your target audience at a human level by having conversations about what intimidates them about the space.
- Look at your customer journey and touchpoints to ensure a welcoming experience, asking if it is helpful or intimidating.
Expanding the Target Market
Artsy expanded its target market by realizing that anyone with interest could be an art collector, not just the wealthy elite.
- Businesses often think too narrowly about their potential customer base, limiting their growth.
Working with Creators
- When working with creators, understand they are crucial, and people engage with your platform for them.
- Build a reputable brand that creators want to be associated with.