Sotheby’s Value of Art video series
Sotheby?s is putting a price tag on art and showing fans how it is done with a look behind the scenes of the auction house’s financial services operations.
In a new online video series, the art curator is sharing insight on how its financial advisors price out art. Delving into its criteria on how it evaluates each piece, the 10-episode series concentrates on each of the 10 standards individually.
“The Sotheby’s The Value of Art is an exceptional piece of marketing,” said Michael Becker, managing partner at mCordis. “It is educational.
“Its transparency informs, creates sense of mystery and inspires trust,” he said. “It is a cornerstone piece that shares the experience of Sotheby’s. The content is sound. As for whether or not this will connect with consumers, this will depend on how they get the word out, the channels they use and the amount of time they take to build a relationship with those they serve. “One piece of content will not drive success, but a complete body of content that is consistently and authentically delivered and shared, re-shared to and with and among those they serve will determine their success. Moreover, their effectiveness of pulling people from paid social channels with teaser content over to their owned channels, what we at mCordis refer to as an owned media causeway strategy, will be critical to their long-term success.”
Mr. Becker is not...