Know-How Exchange : Strategy

First of all, if getting the names is not a problem, I would move forward with a direct mail invitation to an Open-House event.

I have recommended this style of appraoch many times to people wishing to attract high income and/or "affluent" clientele to their country clubs, restaurants etc. with much success.


Regarding approach and intimacy:

1. I would recommend hosting a semi-formal Open-House with food, open bar, pianist etc.

2. Have BRIEF vocal presentation, with, of course, examples of your "best" or even the complete collection of artwork. Having the artists attend the Gallo event would be a definate plus!

3. Have brochures arranged on a table with a person there to answer questions. Not just any brochure,...I would have them screen printed or computer printed onto pieces of canvas. This would be a spectacular way of standing out and making sure everyone will not only remember you but talk about that "cool gallery with those canvas brochures/business cards". Your local print shop can do this for you.

4. As far as approach: Mail invitations much like the ones you would use to announce a wedding...very nice stationary, ink, print, personalized, and perhaps a little picture card (made of canvas) of the gallery. Request an RSVP so you can plan your catering.

Attire: I would suggest semi-formal.

By sending the "wedding" style personalized invitations, you will exude class and intimacy. The semi-formal attire will make people feel a bit more comfortable to "come as they are" rather than dust off the old tux and gown. ( Given your target demographic, I doubt you risk anyone showing up in flip-flops and cut-offs)!

Give a short welcoming speech and a summary of the featured artists, future plans, etc. Inform everyone where printed information is located and there will be staff available throughout the event to answer questions. Perhaps the female staff can all wear a particular "crystal" necklace (colored) and the men, who can certainly where the necklace if they wish, can perhaps wear a matching crystal lapel pin or a custom-made tie for identification. This will avoid tacky name badges and exude a type of creative style... the exact "subliminal" type message you want to send out...being an affluent art gallery.

Have the champange and/or wine glasses engraved with the gallery name (and let eveyone take them home!).

Then, just let everyone mingle, eat and check it out!

I hope this is along the lines of what you are looking for.

If you need get mailing lists, I suggest joining your local chamber of commerce (usually around $300). They can give you zipcode and specific demographic address lists to send out your invitations. The post office offers discounts on postage for bulk mail as well!

Good Luck!