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Shows and Exhibits
Art Marketing Circle IV: Shows & Exhibits
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OK, on to the article…..
We’re continuing our members-only series outlining our Circles of Art Marketing framework. If you’re a new member, or missed what we covered previously, I recommend you catch up on the series at the following links:
Alright, with that out of the way, let’s take a look at Art Marketing Circle IV - Sales…
You will notice this Circle of Art Marketing, Sales, has a marked difference in flavor.
For your business, this is the circle where everything comes together. Your activities in all of the circles outside of this one, you attempt to pull people ever closer until they finally enter this circle. In other words, in those outer circles, you generate demand. And all of your efforts in the circles inside of this one, you must push to get your work to the point it is worthy and ready to be presented for sale. In other words, in the inner circles, you create supply.
This circle, Sales, is where supply and demand (hopefully) meet.
Sales is where the inner three circles meet the outer three circles. It’s where your product meets your true fans. And, the most important takeaway to remember about this circle is this:
Somebody must be actively selling your art.
So far in this series, we’ve looked at:
This week we’re going to take a look at Shows and Venus. Let’s dive in……
Shows and exhibits offer you a way to show you art at special events that typically have their own salespeople and can, potentially, have a lot more buzz around them due to the fact that they are special events. Some examples would include:
Invitational Gallery Exhibits
Art Association Exhibits
The great thing about shows and exhibits is that there are many of them you can enter or apply to without being permanently represented by a gallery. In some ways, it can be a way to be “discovered.” For example, if you join Oil Painters of America, and are juried into their national (or regional) juried exhibit, your work will be shown in a well known gallery that already has their own salespeople and who have every incentive to sell as much art as they can. Your work will be guaranteed (if juried in) to be shown in this gallery, and the normal art that gallery displays will be down for the duration of the exhibit (typically). This can be a way to be discovered by a gallery and new collectors that you wouldn’t normally reach. It can also be good for your resume and provide you with several different interesting updates you can share with your own newsletter list (the fact that you entered it, the fact you were accepted, the opening night, any awards, if the piece sold or not, etc).
Near the end of my time in the gallery business, some of these invitational shows had grown so big and prestigious that it was sometimes hard to get art from our regular artists because they were saving all their best pieces for the “show circuit!” To compete, we ended up having to start a special annual invitational exhibit of our own! (Remind me to share the story of the time David Leffel showed up on opening night unannounced, looking like a rockstar, complete with sunglasses and a posse).
Thanks so much for reading! Next week, we’ll move out to the next circle, True Fans.
See ya then!
PS - If you need an art website BoldBrush offers two solutions. We run FASO Artist Websites (The easiest way and fastest to get art online and ready to sell) and, for those who want a more customizable option (with a steeper learning curve), we now offer our own flavor of Squarespace websites bundled with BoldBrush’s marketing resources.
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