Beyond Christmas - Turning Holiday Shoppers into Regular Patrons

'Tis the season - for shoppers to look for that one-of-a-kind, "it's something they don't have" type of gift, and where better to look than at galleries and crafts fairs and gift shops that carry local artisans' works? Unlike the major retailers, December 26 likely won't be a crazy mob scene of gifts being returned, but you really don't want the day to be too quiet, either.

As an artist, December 26 (and the days following) offer an opportunity to communicate with those who purchased your work - whether via e-mail or a handwritten note (yes, I did say handwritten!). It's a personal thank you that keeps you connected. And, by the way, another thought is to suggest a way in which your patron can further appreciate your art work - such as sharing with them what inspired you to create it. It helps the piece's new owner to create a connection with your muse.

Once you have a way to stay in touch with patrons, you might consider an occasional e-mail or newsletter that keeps you and your customers connected throughout the year. Let people know where you are exhibiting. Share with them an exciting new project, or a place you've recently traveled. Building relationship is key to building repeat sales, and developing a dialog through routine communication helps to build that relationship.

What's In Your Website?

Social media is exploding. After years as an inexpensive and fledgling approach to promoting your business, social media has now coalesced into an important tool to tell people about your business. Used effectively, social media can help "move the needle" so that people can find out about you and become interested in your art.

Effective social media requires an integrated approach: web page, facebook, twitter (when appropriate), and possibly a blogpost can create a seamless promotional program that boosts your visibility.

But before you begin to invest your time and money in developing these tools, keep in mind that the basics of marketing still apply:

(1) Know your target audience

(2) Know the message you want to communicate

(3) Know whether or not you're reaching your audience.

Know Your Target Audience

It's important to have a sense of who is interested in your art. Are you a more traditional artist who appeals to older, more conservative buyers? Is your style typically avant-garde, with a younger or a more affluent customer base? Understanding who finds your art appealing can help you determine the look and feel of your web site, Facebook page, and other tools you use to tell people about your business.

Know Your Message

Decide what is most important about you and your art. Is it where you've exhibited? When you were recently published? Is it a class that you took, or an exhibition that you participated in? Customers want to know about the people they buy things from. Help them understand more about who you are and what has gone into creating your art or literature so that they can better appreciate what it is that you create.


Know if you're reaching your audience

Keep track of your web stats, and use a tool like Google Analytics to get a handle on the number of hits and where those hits are coming from. If you feel as if you're buried beneath the sea of other web pages, then take a look at your home page. Do the first 50-100 words on that page grab attention? Do they help the search engines find you? What about your Facebook page? Do you have the number of "likes" you want and need to grow a business?

As an artist your time is your money - so you want to make sure that you are spending your time wisely - and building a following that will turn into sales.

Want to know more about how we can help grow your arts business? Send us an email at info@arts-and-business.com.