Client: Art by Sehgal
Industry: Art & Creative (Artist's Personal Brand)
Engagement: Growth Marketing Consulting
Background
When I started working with Art by Sehgal, the objective was to build a stronger digital growth engine for artist Abhay Sehgal, with a focus on the US market. The brand had multiple revenue opportunities across original artworks, prints, custom artwork, exhibitions and collaborations, but these opportunities needed to be structured and communicated more clearly. My role was to develop the growth marketing strategy across Meta Ads, Google Ads and email marketing, while also advising on the website and overall brand positioning.
Objective
To develop a structured growth marketing strategy to increase print sales and generate stronger demand across originals, custom artwork and other opportunities, while strengthening the artist’s digital presence in the US market.
Strategy & Approach
1. Building the Website Around the Artist and His Work
One of the key recommendations was to rethink the website experience.
The website needed to do more than be a pure e-commerce website for prints. It needed to communicate Abhay Sehgal as an artist and creative brand, while making it easier for different audiences to discover relevant opportunities.
I recommended restructuring the website to bring the artist to the forefront and create clear pathways across different areas of his work, including:
- The artist and his story
- Originals
- Prints
- Custom Artwork
- Exhibitions
- Projects
This created a clearer ecosystem where potential customers, collectors, brands and curators could understand not only what Abhay creates, but also the different ways they could engage with his work.
2. Building a Lead Generation Engine
With the new website strategy, we focused on creating stronger pathways for discovery and enquiry.
Within approximately two months of the engagement, Art by Sehgal began generating more than 50 leads per month from the existing traffic on the website.
These leads opened up opportunities across higher-value revenue streams, including custom artwork and original pieces.
This demand also created opportunities beyond direct sales, including exhibition leads in Dubai and San Francisco.
This demonstrated that the artist’s digital presence could generate opportunities across multiple aspects of the business, rather than being limited to selling artwork online.
3. Structuring Meta and Google Ads for Print Sales
I helped establish a structured approach to Meta Ads and Google Ads, with both channels focused primarily on driving print sales in the US market.
The focus was on creating the right campaign structure, understanding audience intent and evaluating performance to improve the efficiency of print acquisition.
While the campaigns were designed for print sales rather than lead generation, the traffic and brand exposure also contributed to broader inbound interest in the artist and his work.
4. Building Retention Through Email Marketing
Email marketing was incorporated into the broader growth strategy to create a more structured relationship with existing customers and interested audiences.
The objective was to reduce reliance on one-time website visits and paid acquisition by creating opportunities to continue communicating with people who had already shown interest in the artist and his work.
Results
The engagement resulted in growth across multiple revenue streams and created opportunities beyond direct product sales.
Lead Generation
- Generated approximately 50 leads per month within two months of starting the project
- Increased inbound enquiries for custom artwork and originals
- Generated exhibition opportunities in Dubai and San Francisco
Revenue Growth
- 2X revenue from prints
- Increased revenue opportunities from custom artwork and original pieces
Brand & Partnerships
The stronger positioning of Abhay as an artist and creative brand also contributed to new opportunities, including brand collaborations and deals for Instagram.
Most importantly, the marketing strategy helped expand the definition of growth for Art by Sehgal, moving beyond individual product sales towards a broader ecosystem of collectors, custom clients, exhibitions and brand partnerships.
Conclusion
Art by Sehgal had multiple ways to generate revenue, but they needed to be brought together under a clearer growth strategy.
By restructuring the website around the artist, building stronger pathways, structuring paid acquisition for print sales and developing retention through email marketing, we created a marketing ecosystem designed to support more than just online print sales.
The result was 2X growth in print revenue, approximately 50 leads per month, higher-value custom and original artwork opportunities, exhibition leads and new brand collaborations.
The goal was to build a marketing system that could help Abhay grow not just as a seller of artwork, but as a recognisable creative brand.