With a passion for artistic expression, Amy Keever opened her first studio in 2012 after years of refining her style as an artist using challenging mediums.
Today, the Amy Keever Gallery in Bentonville is a signature gallery that features her wide-ranging work from glass structures to abstract paintings with welded pieces, torch glass onto copper and paint in a feminine couture aesthetic.
Keever was referred to the Arkansas Small Business and Technology Development Center at the University of Arkansas to explore the best approach to marketing her gallery and art. Working with business consultant Lori Lieblong, she was able to define her audience and stay on track with her vision. She also developed a better understanding of target marketing and online presence.
“Lori Lieblong and I had good chemistry together and I appreciated the most that she honored my vision for the gallery and didn’t try to change it into something that she was comfortable with,” said Keever. “Art isn’t the easiest thing to determine how to market because each artist is different in what the approach should be – Lori knew that well.”
Participating in the Center’s 2023 Marketing Boot Camp, Keever noted it as “the best marketing program I have attended.” Led by ASBTDC marketing consultant Rachel Majors, all her questions were fully answered and Keever looks forward to attending future programs and training that address her needs.
Majors later completed a digital marketing review for the gallery site. Knowing that her customers are looking for the purest version of an artist from their work, Keever recognizes the importance of how to best present an artist and their work online. “No one can truly present your online presence like you can,” believes Keever.
Contemplating what she wishes she had known earlier, Keever notes the critical importance of defining a target audience. Calling it a work in progress, exercises that Lieblong provided helped Keever see it more clearly and in a more organized fashion.
Keever recommends that other small business owners or prospective entrepreneurs work with the Center to address marketing needs. The assistance provided helped strengthen her vision and avoid advice from those not directly involved or aware of her vision.
“It has been my life’s passion to create art and use it as a conduit to spread love and hope to others,” said Keever. “I always say artists get where they are going because of one kind person telling another kind person about the art and the artist.”
The same may be said about one small business sharing with another small business the services offered by the ASBTDC, helping to ensure the success of entrepreneurs in Northwest Arkansas.
Amy Keever Gallery
120 S. Main
Bentonville, AR 72712
amykeever.com