Self-promotion is an ongoing process of building up a name which will be recognized and will introduce you to new clients, but will also remind old clients that you are still there, and available.
It is important to spend some time, money, and do it constantly, on self-promotion.
- Open Your Studio! On a regular basis have your studio/home exhibitions, or rent high
end conference rooms in Hotels or convention centre.
by doing so, you can gradually build a database of names which you can break down into prospects and
customers.
It is a good idea to produce coloured invitations mailed to
individuals.
How do you announce the show when you don't have a data base of
names?
Here is the most effective method proven by artist Graham Scholes.
- Make up a 4 x 5 white card stock with copy in a formal font,
something that exudes confidence and prestige. It's the kind you may
expect to see for an announcement of a profession person such as a
Dr, Lawyer, Dentist, etc.
(Color Rack Cards-Get 10% Off!
 )
- Set out the particulars about your upcoming
exhibition... do not call it a show... unless you are a performer.
- Drive around the different districts of your city and pick the middle
to high end areas.
- Go directly to the post office and see what postal code these
areas fall into.
- Check with the authorities and ask what it cost to
mail out a single card (check that the standard card size recommended
by the post office) - (no envelope and no addresses to be written),
to all the addresses within those postal codes. This the most
inexpensive method of mailing announcements which have a very
professional touch.
-
You then bundle the number of cards for the given postal area, (pick
three or four) and the post office will deliver them to every
household.
- Make sure you have a guest book for the attendee
to write in the address information. Do this three times at least and
before you know it you will have a data base for very little spent
energy and a most reasonable cost that will choke a gallery owner.
-
Remember to have a little sign stating: "If you wish to have an
invitation to Graham's next exhibition please sign the guest book".
The secret to this whole procedure is consistency and building buyer
confidence.
Keep putting your name in front of them and they will come.
- Media Relations. If you think that you have done something special or unique with your work, send a press release to magazines, newspapers, radio stations and online newsgroups. This kind of exposure is free and will help increase public awareness of you and your work.
The media is always looking for new and interesting stories, so you may get the chance of being exposed and for free!
- Attend shows. It is important to show up whenever a show or an art fair is on. This way you can get your name out and this is also a good opportunity to make contacts.
- Contests. It is important to take part in competitions and not necessarily to win. Contests and juried shows always provide good exposure to art dealers and the public, too.
Before entering a competition, consider the cost, time, venue, juror, prizes, etc.
-
Web promotion .
If you have a web page or you are listed in a webpage, why not promote it by submitting to search engines for free?
Banners are another interesting and inexpensive way to let the world know you are there...
they cost as little as one cent each!
Check this site out!
Why not get a domain name and your own website?
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- Artcards. For only a few dollars you
can get cards printed for your upcoming show or event.
 You could send cards to potential buyers to show them your new works or simply use them as a reminder.
-
Find an art gallery.To find galleries you need to do leg work, go there and look at the gallery. Ask yourself:
Will my work fit in?
Find out what the gallery needs, when do they look at
work, how do they want to see it, what do they want? If you can't go to the
trouble to do this, they won't think very highly of you as a business person
and that is what you must be to sell your work.
Galleries have enormous
overheads and must sell $10,000 minimum orth of work a month to make a go of
it if they are paying rent, employees and all the other expenses associated
with a gallery. This is not big money to a gallery, but is big money to most
of us, we would all be quite happy with half of $10,000 in sales....the
gallery owner is not making half to take home by a long shot and times are
tough.
So you have to sell yourself and your art to them and help them
sell it to the customer.
Think about your work, be able to talk
intelligently about it and why you make it and what it means to you.
If you
are making florals and 25 other people in the same gallery are making
similar florals, it is a tough sell. Your work needs to be distictive but
still you.
Hardest thing is to make work to sell, make it because you love
it and then sell it. You just need to ferret out the right galleries. This
takes time and energy.
[by Barbara Mason]
There are many books
on the market about how to sell your work, how to market, etc. If you can't
afford to buy them, check them out at the library!
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