Listen to our featured Ask Those Branding Guys™ radio show podcast: SWAIA
2015 Santa Fe Indian Market
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding
strategy for a venerable New Mexico brand.
Joining us on the show was Dallin Maybee, COO of The
Southwestern Association for Indian Arts, better known as SWAIA. The mission of SWAIA is to bring Native arts to the world by
inspiring artistic excellence, fostering education, and creating meaningful
partnerships. SWAIA exists to
support the artists and their needs.
SWAIA’s
annual signature event, Santa Fe Indian Market, has been going strong for
94 years. The Market hosts 900+ Indian
artists from across the country and brings 150K – 200K visitors to Santa Fe
each year. The festival includes film, fine art, performing art
and an artist supply show. This year
there is a new component called the Indian Market Edge, a contemporary show highlighting
less traditional art forms.
One
of the challenges SWAIA is working to overcome is cultivating new
collectors. They are leveraging the
strength of their brand and taking it to new markets where they don’t have any
exposure today and are participating in regional, national and international shows.
Maybee
shared that he is also focused on how to be smarter about growing the
Brand. Since the Santa Fe India Market
is already a major event, he is working to take artists around the US and the
world to bring the SWAIA brand to consumers who would not otherwise be exposed
to it.
Looking
for new ways to engage both artists and visitors, SWAIA has updated their
website and are creating new avenues to reach those who the traditional booth
does not appeal to.
Maybee’s
tip to artists – stay true to yourself.
Create the art you care about rather than trying to create pieces that
may be more commercially successful.
Enjoy the show.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact James
Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday
at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2015 Once a Day Marketing™. All rights reserved.
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