Artist PR and Marketing: 5 Things to do Before Your Exhibition

So you're having a show...and now you're thinking about a little marketing and promo to get the people in the door and sell some art. When I start talking to my clients about press releases, postcards, blogs and email campaigns…well this is generally when I begin to see their eyes glaze over. And rightly so…artists are not marketing agents. “Do I really need to deal with that? Can’t I just go back to my studio and paint?” they ask. Well yes and no. While I’m not advocating that artists also need to be become experts on marketing and promotion, I do think artists need to understand a bit about the marketing process, why it’s important, and how they can help ensure they get the exposure they need.

If you are exhibiting at an established gallery, of course, the gallery will usually provide some of the marketing to promote your show. You can also hire an arts manager who can help you oversee and meet marketing deadlines, but it’s my belief that the artist needs to take part in the process of promoting themselves. It is, after all, your career and a show is a team effort.

Here are 5 things that need to be done BEFORE your show. I hope these will at least serve as a guideline or checklist when you are considering marketing and PR for your big event.

1. Press Releases: To be sent out at least 2, preferably 3, weeks before your show. Needs to follow an established format for submission. Press releases don’t just need to go out when you have a show. A new body of work, a change of location or a big commission can also be the subject of a press release.  Here is another nice link on formatting your press release.

2. Postcards:  These are fantastic marketing items. Postcards can serve many purposes as announcements, invitations, and business cards. Almost all galleries will provide postcards and do a direct mailing for upcoming shows…but keep in mind; galleries are in the business of promoting themselves. Ask the gallery if they will be providing you with a couple hundred cards to mail to your own mailing list. Include family, friends, past contacts and potential clients. Postcards announcing your show need to be created and printed 3-4 weeks before your show and mailed 1 week to 10 days prior to your opening.

Postcards and tri fold cards can serve as business cards which you can leave with any new gallery you visit or with any alliances you make. You can provide a stack at different venues to promote yourself. In these cases, where you might be using postcards to promote yourself throughout the year, I recommend creating your own cards for personal use and using a “generic” type of layout which includes a few of your signature pieces, some text about your work, and of course, your contact info, website address etc…

3. Email campaigns:  Email campaigns can be useful if you have an established mailing list but these days when spam is such a problem the effectiveness of email campaigns in and of themselves has decreased. Nevertheless, email campaigns to your already established list can supplement your direct mailing and serve as quick reminders of your show dates. Again, like press releases, email campaigns don’t just need to only announce an opening. Topics for email campaigns can be any type of news you wish to share with your contacts.

4. Post news to your blog or website: Of course, this is obvious. Blogs are even better sources because they are immediate streams of news and updates.

5. Advertising: The gallery at which you are showing will generally do some form of advertising including all of the above but also taking out ads in print publications such as newspapers, magazines, journals etc. You can do this too. While the other forms of promotion listed above are relatively inexpensive, print advertising can cost a bit more depending on the publication. Check with the gallery to see where they are advertising and consider taking out some ads of your own.

6.  Get out there: Ok...I know I said there was going to be 5 tips but this one is important too.  Community and networking is extremely important.  We can't be islands.  Go to other gallery openings, seek out other artists, subscribe to newsletters, blogs and generally make some friends. It's fun and worth getting out of the studio now and again to see what's up in your world.

It’s important to market yourself consistently through out the year and remember it is a process. Be fearless, persistent and consider ways of going beyond just your portfolio and artist statement. Good luck!

Comments

[Jan Blencowe]

Lisa,

This is a teriffic site with tons of great info. I'll be linking to you from my blog Art&Life. I'm having a 2 person show in July at the Tracy Art Center, Old Saybrook so this was a very timely piece for me...good to know that I'm on the right track with marketing/promotion!

Thanks,
Jan Blencowe

[Jonathan Kendall]

Excellent article! Thanks for the tips!

[Lisa]

Thanks for the kind words. I glad to know you are enjoying the blog!

[freiluftmaler]

Hello, thanks for that summary of things not to forget !!
Martin