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| Street Commercials are springing up as a trend of guerrilla marketing. This is part of a flyer for Chicago Chalk Champ, Shaun Hays, who uses 3D artwork to promote businesses and organizations across America. |
As a professional Chalk Artist (aka: Madonnari), I am often approached by Trade Shows, festivals, event coordinators and business owners asking several questions that I'd like to address here. I will address the top ten questions you need to know when considering chalk art. I include these details in my standard contract and fees.
10. Q - How messy is this going to be / What kind of cleanup am I looking at?
A - In the immediate area, it will be a beautiful mess! Remember the artist is usually working directly on pavement (concrete, brick etc) and the pigments from the chalks have a wide array of stain-ability and adhesion to porous surfaces. In my experience, prepare to have the area blocked off to foot traffic (per the artists discretion) and power-wash the area off after the event is over. Water pressure will not always remove the pigment so a detergent may be necessary.
9. Q - I heard these can take days to complete. Will you finish in time for prime photo opportunities?
A - I am known as a speed art champion, however, it is imperative that your time-frame is closely analyzed otherwise your artist may not be properly prepared to finish when your audience is at their peek. Talk with your artist about when you wish the final product delivered. Let's say your event runs from 9am to 5pm and is outdoors. Your audience peeks from 11am to 3pm. I would schedule delivery for 1pm, but as an artist I would shoot for delivery of closer to noon. This gives your peek crowds time to see the finishing touch ups being done and the rest of the day for amazing photos, interviews and social postings. Those who arrive later can always see the photo highlights from the artists / advertisers booth nearby.
8. Q - How do I make the most of this attraction?
A - First thing you should do is wet their appetite. Tell your potential attendees to come see it! Get on Twitter, Facebook, email and whatever way you reach your followers and announce it! For example: "Do not miss the amazing 3D chalk art illusion at (the event)! Get your picture taken standing inside the world of Master Chalk Artist, Shaun Hays!" Schedule a "Meet the artist" Q and A time. Contact your local media to cover the display and interview your artist. (IMPORTANT: Make sure your artist knows how to handle him/herself for live coverage and can plug your event/product well.You are looking for someone who knows your cause or product and can endorse you without turning attention solely on themselves.) Once the event is over, use the photos of your team inside the artwork in your e-newsletter and in prominent viewing spaces around your office/ waiting areas. Use your imagination...the photos will have people talking all year round.
7. Q - I'm not an artist. How do I know I'm getting a great artist for the job?
A - You don't need to have a degree in art appreciation to understand why people are amazed by this art style. It's combining the amazing colors, perspective and fun of art with the mind bending entertainment of great magic/illusion. The real trick is choosing an artist who can pull it all together and make you look great! If an artist doesn't understand your motives, listen to your concerns or have the experience to back up their ideas...you lose! It is important to look at an artists experience: time in the field, awards and titles earned, his/her portfolio (collection of their past work) and endorsements. Sometimes it's ok to use a lesser experienced artist, but be wary of claims that have not been proven "on the ground".
6. Q - Why should I hire a professional chalk artist for my upcoming event?
A - Events need to be run professionally and have huge bang for the buck in order for attendees, sponsors and coordinators to be truly happy. Acquiring the right artist, design concept and ambiance to match your event will make your event simply...unforgettable. I still remember the first time I saw a large chalk painting in a public setting. It was remarkably vivid and stopped everyone in their tracks. It was simply brilliant! I heard a businessman nearby say to his colleague: "This is marketing genius." Remember, many of the Fortune 100 companies have been using professional artists like myself for impressive grassroots-to-media coverage. I have even seen so-so works of art go global because of the huge trend. The fact is, its worth far more than traditional banners or ads that run for $100's or $1000's of dollars during your event because everyone wants to see it, post it and best of all...savor it. (See #5)
5. Q - How can I justify using budget money for something that will just wash away?
A - Actually, that's what makes it so valuable. A university study shows we attach huge value on something that is being taken from us. Simply put when people think of the beauty being "erased" they feel like it's a crime. As a result, they try to take it all in right then and there. They unconsciously categorize the moment as "high importance" and it becomes nearly spiritual to them. Not many advertising techniques will create that effect. Remember, when you hire a chalk artist, you are hiring an advertiser, designer, entertainer and personality rolled into one. Event coordinators need to realize that the time to do this is right now. The fans of 3D chalk art are everywhere and growing.
4. Q - What should I plan on spending?
A - Before you hire a professional chalk artist for your event, think of the costs and work involved in any effective advertising campaign. Months of work and re-work, meetings etc, and most will never appreciate your sacrifice. You could end up spending $1000's. Now, what would you spend on public entertainment for a whole day? Media coverage? Prime placement for traffic in a trendy and fun environment? Spokesperson? I think you see what I'm trying to do here: it's about value. A great chalk artist will create an experience of emotion with the added bonus of viral marketing photos tagged with your product/event/cause and even message embedded in the picture. You should pay whatever it takes! (seriously) However, you want it simply put: $1000 - $1500 total expenses should cover it for a LARGE, fantastic and original 3D chalk art work for most outdoor public events by a true professional. (non chalk art festivals). Amazing 2D works can be much cheaper yet effective. Prices are adjusted according to your needs, so discuss your art and pricing thoroughly with your artist. Get your concept and pricing in a contract signed by both parties. I've heard of pricing going five figures for seriously outrageous works. I have done small works outside storefronts for a few hundred and exchanged services too, so don't be afraid to ask, but treat your artist well. It is very hard work, requires elite skills and a good one will be worth more than you can imagine!
3. Q - How do I choose a subject matter?
A - If you have a graphic logo or current ad campaign, that's a great place to start. Ask yourself: how do I want the public to feel about my company/organization? What is my strongest sell point? What's the theme of this event? Who is my buying audience? Once you have done this, contact your chosen artist and ask them for a free consultation over email or phone/Skype. Don't be surprised if you are asked to pay a fee for on site consultations, but I usually do the first for free. Trust your artist to help you design the concept...they should know what they are comfortable handling. Space, surface, weather and time-frame will dictate much of the work. I offer free design and most consultations in the pricing. Not all ideas translate well into 3D art and this is where experience really pays off. If you want to, look online at some 3D chalk art to get some ideas. Your picture should be fun and send a message, Sometimes, all a person sees is a picture of a friend interacting with the illusion. Your image should make people want to change their plans immediately to come get their picture taken. If you've embedded a message (even a feeling, like most McD's commercials do) you have just used the power of viral marketing on the internet to promote your idea/product!
2. Q - I'm concerned about weather. What do you do about rain and cold?
A - Great question! I call it planning for the WCS. (Worst Case Scenario) Weather happens and like all your event needs should be addressed before the event. There are many ways to handle the threat of weather: For chilly days (the artist is on cold pavement all day) outdoor propane heaters are a good fix not only for the artist but onlookers who wish to warm up while watching or waiting for their turn at a photo. If the weather is too cold it will effect the chalk/pastels not to mention your artists poor fingers and toes. You should not attempt an outdoor work below 45 degrees but honestly anything under 60 is just too cold in my opinion (and I'm from Chicago). Cold weather and precipitation can force you inside. Inside chalk art should be done with care taken to insure that cleanup will be swift and neat. Use of special canvas and artist papers is one way to make it possible in nearly any environment. You can still get the desired 3D effect if you have the same space available for the artist and onlookers. (Remember, the idea here is to place it in a high visibility area. Consider your flow of traffic.) In most cases, a small rain delay can be handled outdoors with a plastic covering, but only for a short while. Too much rain and you will run into multiple problems including being unable to finish. (unacceptable!) I have drawn under large event tents as well, but I suggest it not be under a colored or striped tent as that can adversely effect the outcome of photos. Lights would have to be set up over a large area to compensate. (See why experience is crucial?) A good Professional Chalk Artist will cover WCS in their consultation.
1. Q - Can I make money off of this to compensate, cover or even profit from this investment?
A - YES! Depending on your goals, there are several way to do this: Photos, Sponsors and the residual advertising from viral marketing.
- I allow photos freely at my events, however the 3D effect doesn't look correct unless you take the picture from an exact point. At some events we have a photographers booth in that location. In order to enter the painting you must pay for a print and/or digital copy. (Sending them to mobile devices or emails allows you to harvest contact information and send advertisements etc. later!) Once I am done with the work, we open a gate to allow a person or group under our direction to pose in creative ways, making the illusion complete. You can include this in the price of admission or charge per photo ordered. The money made can be significant off larger crowds.
- If you are looking for a large sponsor for your event, add the chalk art as part of their benefits and advertising package. The chalk art can combine their logo and yours or a similar idea. Great exposure can draw great sponsor dollars.
- If you collect contact info, send out a coupon later for anyone who bought a print. Also, ask to be tagged in the photo online. i.e. "Posting to Twitter? Use the hash tag '#youreventname' and be entered into our drawing!" This will encourage people to market for you!
In many cases I show up, handle all the details of the above list and give my clients headache free awesomeness. If you are interested in a free consultation, contact me: shaun@shaunhays.com and visit my main website: www.shaunhays.com. Interested in becoming a chalk artist? I can help. Want to try your hand at competitive chalk art at my festival in 2013? Subscribe to this blog and get updated information as it unfolds. Did you find this information useful? Incomplete? Comment below and tell me your thoughts.
