Branding Santa Fe Indian Market

June 9, 20150 Comments

SWAIA's Santa Fe Indian Market is the Nation's Largest

SWAIA’s Santa Fe Indian Market is the Nation’s Largest

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 Contact James Glover at (505) 501-1330 or email Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on KVSF 101.5 FM.

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