Question

Topic: Strategy

How Should I Market An Art Show To An Affluent Crowd?

Posted by Anonymous on 2/8/2004 at 2:37 AM ET 250 Points
I am looking for new and ingenious ways to market an upcoming art show. We are trying to attract a more affluent market - even celebrities...any ideas on how to do this?
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  • Posted by Blaine Wilkerson on 2/8/2004 at 10:42 AM Accepted
    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" clientel to their counrty clubs, restaurants etc. with much success. However, the specifics are unique to each client so rest assured, this is a "customized" and one of a kind reccommendation designed for you and presented only in theis forum.

    If you have problems with celebrities. I MAY be able to help get you some numbers, but cannot promise anything. I know some folks who are represented by the William Morris Agency and they may be able to get you in touch with some celebrity agents.

    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.

    Good Luck!
  • Posted by Blaine Wilkerson on 2/8/2004 at 11:38 AM Member
    P.S.

    I am an artist myself and my firm can produce graphic design and marketing solutions for your promotion. I have a rather lucrative proposition in mind.

    Please send me an email for more info:

    jett_enterprises@cox.net

    Thanks and Good Luck!!!
  • Posted on 2/9/2004 at 5:04 PM Member
    New and Ingenious - tall order but here are some ideas...

    Variation on a them: Art in SPAs, Beauty Salons and/or Gyms and clubs. If you can work out an exchange with the owner to offer their service as a door prize to your exhibit. You will probably need to pay for the "prize" so try to negociate a "wholesale" price.

    Old Real Estate Method - modified: Distribute door hangers in wealthy neighborhoods. You could print a postcard size copy of one or more of the art pieces. If you have the time and money, hire a group of junior high students (they can't get real jobs yet, so are usually a good source) to put them on doors and/or mailboxes in your target area. Do it 2 to 3 times. Have the postcards be different each time. The last drop should be only several days before the opening.

    Social Consciousness: Is your artist interested in social causes and would she be interested in donating her time and or art for a cause? For example if the artist is a painter and would be willing to do a mural for a nonprofit's office where payment would be access to donors? Perhaps have the exhibit at the nonprofit. That way you can do a joint campaign promoting both the artist and the nonprofit. To spur sales think about donating a percentage of the sales to the nonprofit. The donor already has a soft spot for the nonprofit, so if she likes the art, this could be a real win-win.

    NPR/PBS - Our NPR station does realitively inexpensive advertising announcements. If you have the money, this could be a part of your media campaign. Also, public TV/radio have pledge drives and auctions. What about providing a premium for a certain membership level which will increase the artist's name recognition. Each time they announce the premium our station announces the organization which provided it. Or donate one or more pieces for a TV/radio auction. Find out if the station would be willing to trade out for advertising time or a member list that you could use to promote your show. Again see if you can do a joint solicitation assuming there is a win-win situation.

    The Junior League equals affluent women doing good work. You could approach them about doing a private showing and education program for their members. Once they see your work they could become your marketing arm to people like themselves by helping you promote your show or finding other non-cost places to display your work which could increase your visibility in the affluent community and increase your chances of getting a sale.

    Hope this helps...Good Luck!
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