Nik,
The last 18 years - I am a professional advertiser. Painting - this is my hobby. The truth seems to be stronger than a profession
Your plan is good, but it should be brought to the specifics (except, perhaps, use to advertise on this website)
The procedures are standard: the allocation of principal and additional target groups of your recipients, development of the concept of promotion (including, what differentiates you from those dealers), the creation of promotional and advertising materials (tools), the definition of communication channels through which these materials to reach these target groups. The formula is standard, the implementation whenever individual.
Yes, another important point: the advertising campaign does not end up as long as the dealer deals for this product. "Seasonality" is admissible, termination - no.
And of course, the rights of Eugene, referring to the quantity of "goods". Because overhead costs per unit of product (or the act of sales) are divided by the value of RK count of goods.
Forgive me for the introduction of "me" in the holy temple of art
Regarding mechanisms, besides those mentioned them yet the sea: for example, scientific or pseudo-scientific conference on the author, articles in foreign journals, their release (which I prefer more), charitable PR-actions, mobile stands for quick presentations and, conversely, permanent presence in the right places, souvenir products (promotional copies, calendars, cards, etc.). The latter, incidentally, may be not only costly, but profitable.
Hopefully not tired longueurs.
If you like, two weeks later, after the holidays, going to give you a textbook on advertising.
On the most important question I almost forgot to answer. Yes, of course, this requires investment. But, in my opinion, significantly lower than if you buy the product already promoted the authors.
Plus - so nice to do everything in their hands, adding to the talent of the artist's own skills are some more
P.S. I have a plane a few hours, if you do not have time to answer any questions, do it in two weeks.