It does not make sense for an artist to spend all of this time, effort and money planning and executing a marketing program and then not determine if it was effective or not.  The artist will need to determine whether the marketing materials/message were received, did they go to the proper person, were the materials/message complete and did the materials convey the right message and clearly?  There are only two ways to find this information out. 1. If there were any sales/inquiries that were generated. 2. Or for the artist to follow-up and speak with the appropriate person, when no response is forthcoming from the prospect. 

After the follow-up, through careful questioning and quantitative assessment, it can be determined what needs to be done better, differently or what needs to be eliminated (if ineffective or unnecessary).  These are ongoing adjustments that should be done to improve the overall effectiveness of the artists’ marketing program.  Also, this evaluation process should be done after each execution of the program. The measure of success of a marketing campaign is called R.O.I (Return On Investment). I would not worry too much about this, but the idea of this is, did the marketing campaign generate any telephone calls, emails and any other inquiries or hopefully sales?  The overall results of the program needs to be analyzed against the amount of money expended.  Adjustments to the marketing program will then need to be made and tested again. 

Marketing is a cumulative effort and it requires that it be ongoing and consistent, in order to be successful.  It is unrealistic for the artist  to believe that this can be achieved in one mailing, one ad or in one simple program. Any successful marketing program will require repetition and an artist’s marketing program is no different.  There are no short cuts, as effective marketing and promotions takes time.