Gilded Expressions L-R: Mr. Archie Javellana, Park Inn – FO Manager; Jang Yap; Leilani Dusaban; Rabby Nuevo Park In , Marketing Manager, the Artist, Jojo Vito, Ms. Portia Familiaran, CG Gisona and Engiemar Tupas
GILDED EXPRESSIONS, A ONE-MAN ART EXHIBIT AT PARK INN BY RADISSON BACOLOD
Contents
Jojo Vito, a Bacolod-based artist, celebrated his birthday with a bang by opening his one-man exhibit titled “Gilded Expressions” on March 22, 2023, at the Park Inn Hotel by Radisson Bacolod. The exhibit, which will run until June 30, features the artist’s latest sculptural pieces made of fiberglass, wall art mixed medium of organic materials and resin, huge jars, and his famous mask creations. The works are rendered in metallic colors, and some feature golden capiz, shells, barks, and twigs, all locally sourced from Negros Occidental.
The event was a hit, attended by the artist’s friends, bloggers, media, and art enthusiasts who couldn’t wait to see Vito’s latest creations. The ribbon-cutting ceremony was led by the artist himself, along with the FO Manager of Park Inn Hotel, Mr. Archie Javellana, and Madam Portia Familiaran, wife of Bacolod’s Vice Mayor and a close friend of the artist.
The Artist with the Negros Occidental Tourism Officer, Ms. Cheryl Decena
Featured Pieces at Gilded Expressions
For his latest exhibit, Vito decided to explore new mediums and techniques, opting to create sculptural pieces and wall art using organic materials and resin instead of traditional paintings. The exhibit features various depictions of mother and child as well as family, laminated in metallic shades, giving the pieces a distinct and eye-catching character.
Vito had always been fascinated with art. Even as a child, he would spend hours drawing and painting, experimenting with different colors and materials. As he grew older, he started to realize that art was more than just a hobby for him – it was his passion, his calling.
After finishing college, Vito decided to pursue his dream of becoming an artist. He started small, selling his paintings at local art fairs and exhibitions. But as his reputation grew, so did his ambitions. He began to experiment with different materials and techniques, pushing the boundaries of what was possible in art.
Artist’s colleagues from the University of St La Salle Bacolod: Dr. Jojo Bayona, Dr. Rowena Banes (Dean, College of Arts and Sciences), the author (Rowena Graciano), Department Chair of Accountancy, Leah May Mijares Santiago, and Archie Valderama (Gilded Expressions)
One of Vito’s most stunning pieces is the “Adlaw”. It’s a humongous wall art made of fiberglass with golden capiz shell inlay, and rendered in a very glossy finish. The first time I saw it, I was blown away by its sheer size and beauty. It’s the kind of piece that commands attention and would make a perfect centerpiece for a wide space, or a stunning backdrop for a buffet or a front office of a hotel.
But what I love most about Vito’s art is the way he incorporates different organic materials into his pieces. The “Familia Maharlika” is a family abstract rendition inlaid with various organic materials and finished with a glossy coat that makes it look luxurious and expensive. The way he combines different textures and colors to create a unique work of art is truly remarkable.
Another thing that sets Vito’s art apart is his love of ornamental plants. He often incorporates them into his pieces, like the shape of monstera leaves adorned with metallic butterflies. It’s a beautiful way to bring nature indoors, and I always feel a sense of peace and tranquility when I look at these pieces.
The Artist with his first buyer during the ribbon cutting ceremony, Ms. Julia Estrella-Javellana, SM Bacolod, Mall Manager (Gilded Expressions)
Another crowd’s favorite piece of Vito is the school of fish wall art. It’s a metallic-colored rendition of a group of fish swimming together, and it’s absolutely stunning. The way the light reflects off the metallic surface creates a shimmering effect that’s mesmerizing to watch.
What is admirable about Vito’s art is his willingness to take risks and experiment with different styles and materials. He’s not content to simply reproduce the same kind of work over and over again – he’s always looking for new ways to express himself and push the boundaries of what’s possible in art.
It’s exciting to hear that Vito is preparing new batches of art pieces to add to his existing collection. I can’t wait to see what he comes up with next, and I know that whatever it is, it will be beautiful and inspiring.
The Artist, Gilded Expressions
Jojo Vito is a self-taught artist who is known for his unique and innovative art pieces that showcase his creativity and skill. He has earned numerous accolades for his works, including the 2017 Annual Gawad Kalinga Bayanihan Arts Award and the 2018 Tourism Advocate Award from the Province of Negros Occidental. Jojo Vito is not just an artist, but also a man of many talents and achievements. Apart from his exceptional skill in creating unique and innovative works of art, Vito holds a Ph.D. in Business Administration and is a university professor. He is part of the YAL College of Business and Accountancy teaching team, where he teaches in the marketing and entrepreneurship programs.
In addition to being a professor, Vito is also an award-winning travel blogger, business coach, and freelance trainer. He has received numerous awards and recognition for his work, including the Kerala (India ) Blog Express and several winnings in Thailand Tourism Authority Annual Awards.
Despite his busy schedule, Vito manages to find time to create his signature mask creations, which he is known for in Bacolod City and beyond. His works have been sent to various parts of the world, showcasing his talent and creativity on a global scale. Vito’s passion for the arts and business has led him to explore various avenues for his creativity. He has used his knowledge and expertise to create unique marketing strategies for his art exhibits and has even collaborated with local businesses to promote art in the community.
The vibrant marketing team of Park Inn by Radisson Bacolod (Gilded Expressions)
Overall, Jojo Vito’s “Gilded Expressions” exhibit is a testament to his talent and artistry as an artist. The exhibit showcases his ability to create unique and captivating works of art using organic materials and resin and highlights his signature mask creations that have become a staple of his art. The event was a huge success, with great sales and a positive response from attendees and the media alike. The exhibit will continue to run until June 30, giving more people the chance to appreciate Vito’s exceptional works of art and his unparalleled artistic style.
One of the buyers of Jojo Vito from the Province of Aklan, requested to meet the artists
with Bago City Counselor, Hon. Mayette Javellana (Gilded Expressions)
The Gilded Expression Art Exhibit was the brain child of the renowned artist Jojo Vito. The exhibit showcased the many crafts of the said artist from paintings to sculptures, to mosaics made of various materials, all of which are “Obra Maestras”.
Defining the target market
The target market of the said exhibit does not limit to artists and collectors alone. Judging from the extra ordinary style of Jojo Vito, it can surely capture the interests of those who have the taste for aesthetics and art uniqueness of all the pieces being displayed on the exhibit. Price is not an issue since the crafts itself is priceless.
Business owners and young professionals alike may acquire the taste for his handy works because of its style and stunning perfection. Architects and Interior Designers are possible clients as well for they are the personas with grate taste in high quality works of art. All available art pieces could be a wonderful decorative to hotels, restaurants, resorts and even houses. Developers are also considered as prospect clients for redefining creative designs on model houses and units to attract clients as well.
Set Marketing Objectives
The goal is always to attract as many possible clients as the exhibit can. Massive awareness of what the exhibit is trying to introduce to the public is one way to acquire clients. Below are the possible and doable marketing objectives to showcase/ package well the exhibit of Sir Jojo Vito;
1. To tap with local government units in the City/ Region. Inviting guests such as politicians and high ranking officers in the government sector is one way of making connections and attracting possible market. It cannot be denied that the beauty of the crafts displayed on the exhibit perfectly suits to be displayed on offices of City Officials.
2. Tapping with Schools/ Colleges/ Universities. Inviting school administrators and sending proposals on conducting art classes to students who are art enthusiasts. With this “The Gilded Expression Art Exhibit” will be a talk of the town to school, giving opportunities to students to explore their talents with the guidance and help of the artists Jojo Vito.
3. To create a massive social media campaign using all avenues available in social media. Facebook is very common to almost everyone of different ages. Creation of facebook pages, instagram, twitter and Youtube accounts are less expensive approaches in widening the reach of product awareness. Multiple sharing of posts displaying the works of art on Jojo Vito could create product recall to any individual who encounters the post.
4. Tapping with printing press, radio stations and local TV stations. Advertising is an investment. If you want to be famous you need to have the budget to do promotions. Still, newspapers are part of someone’s breakfast. Radio stations might sound traditional but we cannot deny that many still enjoys listening to radio stations. Not all enjoys netflix so it pays to post ads on local TV stations.
Select digital marketing channels
Social media is very doable and cost effective to be used as avenues of advertising the business. Below are some example of possible channels which could be used to further promote the crafts being displayed on the Gilded Expression Art Exhibit;
1. Facebook. Who does not have a Facebook account? Almost every Filipino has it and its a less expensive channel to further spread awareness for the Art Exhibit. Multiple post sharing, video sharing and even reels creation advertising the exquisite gallery of Jojo Vito. However posts should be catchy, pictures and videos being posted should be of high quality reflecting the beauty of the crafts. Proper management of the page is a must to avoid deletion.
2. Google. This search engine is the most frequently used avenue on the net. Placing ads here, could reach possible market outside the country. Collectors from all parts of the globe could lay an eye to every craft of the exhibit capturing interest and possible sales. It may be pricy but business do take risk and the crafts of Jojo Vito is woth the risk.
3. Instagram. Although this is not the most commonly used social media platform still millions are using it. Same with facebook this will widen the reach of the exhibit to further promote the works of art available at the gallery of Jojo Vito.
4. YouTube. Videos are very catchy. Vlogs are attractive most of the time. People are always interested on the whereabouts of someone. YouTube channels could offer a vast opportunity to clearly describe the extra ordinary pieces of Jojo Vito. A high end camera is needed though and a creative mind is required to conceptualize interesting videos.
5. Twitter. Another avenue almost the same with Facebook and Instagram. Posts can be placed here showcasing the marvelous works of the artist Jojo Vito.
Craft Content Strategy
The goal is to catch attention, To be noticed and be appreciated. In creating videos, vlogs, posts on line, the author of the post or ad should not only creative but informative at the same time. The content should have the following points for it to be considered effective;
1. Availability of the craft. How could you possible sell if the viewers will have no clue on where to buy it? Reachable lines and emails should always be available for client inquiries .
2. Creative and catchy contents. Ads and post should be based on what is new and trending. Go with the flow as many usually say. Create videos which showcase not only the pieces of the exhibit but also the life of the artist. His challenges and his endeavors will catch the interest of the viewers. Curious minds will somehow wants to know how a simple man became an iconic artist who is the brainchild of all his creations known to many.
3. Not too lengthy videos. Videos at 25 minutes tops should be considered. Lengthy videos might bore some audience.
4. Quality content. Not all catchy videos and posts are of good quality. Social media posting should always have a good content. Informative and interesting, this should always be taken into consideration. People love to read juice contents and possible sharing online of the posts could be achieved.
Optimize online presence
The website of The Gilded Expressions Art Exhibit clearly defines what kind of an artist is the man behind all the art work being displayed on the exhibit. The author of the article never failed to mention as well other details of the artist not limited to his posted videos regarding his travels, ability to train business aspirants to start their own business, etc. The artist is an influencer at the same time capturing the interest of his viewers though his art, skills, travels and shared knowledge.
As an opinion to the posted article, it may be beneficial if most of the crafts of Jojo Vito were posted their. A popping link could help which incase it will be clicked by the reader it will redirect them to a different page showcasing all the work of art of Jojo Vito. The gallery of the artist should be put into emphasis. Along with it, reachable contact numbers and emails should always be available for concerns, inquiries of possible clients/ buyers. Short videos on behind the scenes of selected creations of Jojo Vito will surely capture the interest of its readers. Witnessing the artist in action is a must see. Links on Facebook pages should be readable and noticeable as well.
Plan Social Media Strategy
Manipulating the various platform available is a challenge but doable. Below are the doable social media strategy;
1. Facebook page creations. Creating multiple pages of the artists gallery could be impacting in terms of awareness of his art. Massive sharing can be done. These pages should be link to available facebook groups available for multiple sharing of posts with contents about the artists new creation and possible exhibits. The admin of the page should always keep an eye on the comment section targeting concerns and inquiries.
2. Youtube uploads. Along with the exhibits of the artists uploading videos of his travels and interests is a plus. International tours are captivating. Tapping with other influencers and creating video content alongside with other influencers. Combined ideas are always effective. The viewers and followers of those influencers could be possible clients as well and might follow the pages and channels of the artist.
3. Website management. The link of the artist’s gallery and exhibits should always be available to his facebook page and other social media accounts. The website should always contain enough information bearing pictures of the artist’s creations and short videos of his gallery and crafts.
Budget and resources.
Always prepare a budget analysis prior making any decisions in terms of producing an exhibit, venturing to costly ads and other operational expenses. The business should never be burdened by financial issues. Assessing the resources available and then incorporate it to doable and effective marketing plan. Facebook is an avenue which is cost efficient but with huge impact on the popularity of the artist and its craft. Creating EX deals to Radio stations, example the artists will avail radio advertisements to local radios in exchange of art pieces to be donated to these radio stations and will mention them every exhibit. Less cost but it widens the range of reach to further promote the artist and his works.
Measurement and evaluation
Constant Monitoring of the posted contents on all social media is a must. Reading reviews and comments will serve as guidelines on how attractive and effective the posted contents are. Also, bad reviews somehow helps for it shifts the focus to weak points in terms of online marketing.
Every after event or exhibit, it is wise to gather opinions from the attendees. A short review of the event will help the artist and his team analyze the point to improve for the coming events.
Entertaining social media comments is helpful as well. Engaging to the viewers thoughts and opinions will make them feel valued. A valued client often stays and even recruits other clients.
Feedback is everything that is why the artist and his team should always be open to criticism and unsolicited opinions. People will always have something to say. But also replying to feedbacks, the team should always be cautious. Cyber bullying should be avoided.
The above review and comments on the shared link about The Gilded Expressions Art Exhibit are our opinion and inputs gathered together based on what we have observe on the shared article.
Submitted by:
Jeramy Nalzaro
Bertrand Tuvilla
Joan Mae Generoso
Marketing Plan for “The Gilded Expressions Art Exhibit”
Target Audience- The millennial group (born between 1981 to 1996). According to the 2020 edition of The Art Basel and UBS Global Art Market Report, High Net Worth (HNW) millennials (ages 27- 42 years) are now the fastest-growing constituency of collectors, actively participating in the art market by buying or selling artworks. We will also target millennial art enthusiasts and businesses such as hotel and restaurant managers, architects and interior designers.
Marketing objectives- Use Instagram to drive 1,000 visitors to the website each month and complement physical visits to art gallery that would eventually convert to sales.
Digital marketing channel- Instagram has reported 2 billion monthly active users, of which 46% were aged 25- 44 years as of January 2023 according to Statistica.com. Since our target market are millennials, Instagram is a potential game-changer for the art gallery. It will allow us to build a large follower base and convert them to collectors. We will combine captivating Reels and photo posts with the relevant hashtags.
Content strategy- Artist interview, giving behind-the-art exclusives and virtual gallery tour through reels and video posts. With this content, we can share bits of information to our target market about our artist, his inspiration, the process of making the art pieces and the result. Because behind- the- art information feels more authentic, we can show our artist’s dedication in making his masterpieces.
Online presence recommendation- Enhancements on the website- Include photos on the author’s description of art pieces so that the reader can actually see what was being described. Include map location where the art gallery was held. Include contents from the buyer’s viewpoint to help validate the message in the follower’s minds that the artist’s work is worthy of collecting. We may include photos of art pieces displayed by the buyers in their homes or business sites. Also, include links for previous articles written about the artist, share button for Instagram, and website visitors count.
Social media strategy- Include artist’s social media account in the website and Instagram posts. Potential buyers would want to know the artist personally and they can do that through following his social media accounts (eg. Facebook). In Instagram, use hashtags including the artist’s name, medium or style, gallery name and location tags.
Budget and resources- 40%- content creation (blogs about artist interview, behind-the-art exclusives and buyer’s testimonials); 20%- content management (keeping the website updated of the upcoming art gallery events and remaining art inventories); 20%- graphic design (since we are marketing art pieces, potential buyers would expect a superior visual appeal on our Instagram account and website); 20%- video production (for interview, behind the scene and virtual gallery tour)
Measurement and evaluation- Compare website visitors count before and after launching Instagram account. Upon actual visits to the art gallery, include survey on how did our potential buyers know about the event (website, Instagram, from previous buyers, etc.). Create horizontal analysis by comparing this current event’s sales against previous art gallery sales.
The Gilded Expressions Art Exhibit is an event that intends to display Dr. Jojo Vito’s works and attract art enthusiast and collectors from Bacolod City and surrounding areas. A digital marketing plan with specified goals and objectives, target audience and marketing channels, content strategy, SEO strategy, paid advertising, metrics and measurement, budget and timeframe, and review and adjust has been designed to accomplish this.
The target audience for the exhibit includes art enthusiasts and collectors of Bacolod City and nearby areas as well as tourists visiting Bacolod City during the exhibit period. The primary target of the digital marketing campaign is to boost show awareness and attendance by 50% over last year’s exhibit. The second objective is to generate leads for possible buyers of Dr. Jojo Vito’s artworks, as well as to sell at least 20% of the shown artworks before the end of the exhibition. The marketing channels will include Facebook and Instagram ads, email marketing, social media marketing on Facebook and Instagram ,and influencer marketing through collaborating with local art bloggers and influencers to reach the target demographic. The content strategy will concentrate on producing visually appealing and educational information about the exhibition and Dr. Jojo Vito’s artworks, sharing behind the scenes content of the exhibition’s preparation and installation, and revealing the narratives and inspirations that led to Dr. Jojo Vito’s artwork. For optimizing the online presence, the SEO approach will be used and this include keyword research, on page optimization, and link building to optimize the website and content for search engines. To target the Bacolod City audience, local keywords and phrases will be employed. Site enhancements include more attractive images and videos of art exhibit, as well as the creation of more online material in the desired channels. In terms of social media strategy, promoting visual materials, reaching a broad and diversified audience, and driving traffic through Instagram, Facebook, Pinterest and TikTok are all important. By implementing the following strategies; behind the scenes blogging, collaboration with local influencers that have a huge and dedicated follower, engagement tactics such as launching contests and giveaways with hashtags, testimonials and reviews and finally, instructional and inspirational features. A budget allocation plan must be developed to ensure that the plan is maximized. Establish a budget for each marketing channel and a timetable for implementation and execution. Metric and measurement will track website traffic, social media interaction and email open and click – through rates to determine the performance of the digital marketing plan. Ticket sales and attendance at the exhibit, as well as the number of leads produced and sales made throughout the display period will be tracked. Finally, the digital marketing strategy will be examined and tweaked on regular basis to improve results. Marketing approaches will be altered based on the performance of each channel as well as overall progress towards goal and objectives. Following this internet marketing strategy, the Gilded Expressions Art Exhibit is projected to be a success, showcasing Dr. Jojo Vito’s talents to a wider audience.
The purpose of this evaluation is to assess the effectiveness of the campaign and provide insights for future improvements. The social media engagements of the campaign were assessed by tracking the metrics on Facebook and Instagram. The posts shared on both platforms received positive engagement rates with comments expressing the admiration for the artwork. The overall satisfaction rating was 4.7 out of 5, indicating a highly successful event. The attendees appreciated the artist interviews conducted on social media which allowed them to connect with the artist’s vision and gain deeper insights into the network. The campaign encouraged the use of event-specific hashtags on social media platforms which garnered over 1,000 posts combined. The user-generated content shared by attendees showcased their experiences and generated excitement among their social circles.
As one of our partners in this school assignment is connected with Globe, we are suggesting a Virtual Hangout to fully maximize the potential of a digital marketing campaign if another “Gilded Expressions Art Exhibit” version 2.0 will be in the works. Live streaming of the art exhibit is also possible for a wider range of audiences that can identify themselves or will be converted to become an art enthusiasts.
Prepared by: Jona Villagomeza, John Villagomeza, Christine Terrenal and Amy Grace L. Otañes
Marketing Plan for “The Gilded Expressions Art Exhibit”
Target Audience- the millennial group. As revealed in the 2020 edition of The Art Basel and UBS Global Art Market Report, High Net Worth (HNW) millennials (ages 27- 42) are now the fastest-growing constituency of collectors, and at the top end of the market, they buy more art and spend more on it than any other demographic. We will also target art enthusiasts and businesses such as hotel and restaurant managers, architects and interior designers.
Marketing objectives- Use Instagram to drive 1,000 visitors to the website each month and complement physical visits to art gallery
Digital marketing channel- Everyone knows now that Instagram is a potential game-changer for artists. It allows artists to build a large follower base and convert them to collectors. We will combine captivating Reels and photo posts with the relevant hashtags.
Content strategy- Artist interview- giving behind-the-art exclusives and virtual gallery tour. Encouraging engagement and connection beyond the gallery walls creates a tighter-knit community around local exhibitions and brings the wonders of the gallery into homes around the world.
Online presence recommendation- Include photos on the author’s description of art pieces, include map location where the art gallery was held. Offer a mix of content from the gallery’s perspective, the artist’s viewpoint, and from third parties, such as collectors or press, to help validate the message in the follower’s minds that an artist’s work is worthy of collecting. We may include photos of art pieces displayed by the buyers in their homes or business sites. Also, include links for previous articles written about the artist.
Social media strategy- Include artist’s social media account. Connecting on social media through your personal profile page allows you to get to know each other more personally. Personal relationships grow trust and make clients and prospects more comfortable buying from you as an art dealer. They can see from your profiles all the things you may have in common outside of a love of art. Use hashtags including the artist’s name, medium or style, gallery name and location tags. Include share button for Instagram. According to the Hiscox online art trade report 2022, Instagram is still the leading social media for discovering Art and artists. LinkedIn with 26% and TikTok with 10%.
Budget and resources- Instagram post (1 per week)- Regularly communicating with your customers and prospects is essential to building relationships. You know what they say – out of sight, out of mind! Blogging (1 per week)- Blog articles are essential for driving website traffic, improving SEO, and getting prospects engaged with your website.