Emma Blyth is a highly successful Western Australian artist who is renowned for her paintings of the Australian landscape and lifestyle, and her unique style featuring vibrant colours and large brushstrokes.

Emma’s success had been built around selling her work through her gallery and exhibitions, but she realised that an online presence would provide new opportunities to showcase her work, engage with her fans and sell her artwork.

inhouse group developed an innovative marketing strategy for Emma that incorporated the use of social media and methods for customer engagement that maintained her authenticity and a personalised approach. Our premise was that purchasing art is a very subjective and personal process, and by providing an insight in to what inspires Emma’s artwork, what she is like as an individual and behind-the-scenes peeks in to how she constructs her art, this would increase customer engagement, loyalty and ultimately sales.

We first refreshed Emma’s logo by incorporating her artwork, basing it on Emma signing her name with a paintbrush, thus emphasising the authenticity of her brand. We then developed her website and online store with a design that featured her art as the hero, provided a personalised feel (including a Journal component) and social media integration.

Emma’s website encourages visitors to “Like” each of her individual works, her Facebook page and her journal entries. Each time a viewer “Likes” one of her artworks, this is published to their Facebook profile and promotes Emma directly to the user’s friends, using peer recommendations to promote her work.

The other crucial component of Emma’s marketing and customer engagement strategy was the use of social media to interact with her fans. Emma had little experience with Facebook, so inhouse group mentored her in the types of content to post and how best to engage her customers. By empowering Emma to use Facebook effectively she was able to maintain the personal approach that is crucial to providing true engagement with her fans.

In conjunction with an innovative approach to building “Likes”, a Facebook advertising campaign and Emma’s personalised approach to using Facebook, we were able to obtain 1,200 highly engaged “Likes” within a matter of weeks.

This strategy has resulted in Emma developing a large group of highly engaged customers and increased sales, both through her gallery and via her website to customers around Australia.

Visit Emma Blyth’s website here or Like her on Facebook