Kendra Hinzmann of Oshkosh, Wisconsin writes:
“I am the director for a fine art exhibit space within an upscale retirement community. This new venture was mostly set in place as life enrichment for the residents, but I really wanted to include the community as well.
“I got on board with the local Gallery Walks (over 40 local businesses) that occur monthly. That proved to be a good move and attendance had been building with the last shows at 80 and 100 (including public) respectively. I was thrilled to have booked an internationally known artist for November. He is very prestigious in the art world and thought the community would be as ecstatic as we were to have him. He generously donated his time for a great presentation and an art piece for a silent auction that would benefit our non-profit.
“I feel like I used all the correct avenues—tying it to another community event that pertained to the show’s holiday theme, printed press releases, inviting pillars of the community, Chamber of Commerce advertising that went out to 1,600 recipients, and on and on. I was shocked at our lowest turnout yet!
“Do your readers have any ideas to salvage and re-promote this show (without the artist present) that ends Jan. 15?”
Kendra,
I too own an upscale gallery, and unfortunately, I think your show may have become a two-fold victim of a poor economy (many novice collectors are scared of potential high prices of well-known artists) and a tough time of year (depending upon what day in November you scheduled).
I suggest trying after the New Year. I tend to promote a “Last Chance” private invitation to everyone, including those that did show up. Be sure to include a link to your press release (PRLog?) and newspaper/magazine review of the show, quotes from the artist on the opening.
They will feel like they really missed a great event, and are more likely to show up for the last week of the show!
The last week of December your community is likely to be filled with a lot of visitors who are sick of being locked inside with their relatives and want something to do that can include the whole family. I’d try to find a way to market to that audience – here’s something great to do that’s inexpensive and fun (especially if it is free). First two weeks of January are also dead times in the media world. That’s another good time to try to drive in some business. Ask the TV folks if you can come on and talk about the show and bring a piece of art with you that last week of December or first week of January, or if they’ll do a live shot from the gallery. tie it to the economy – we’re all looking for inexpensive things to do with our families, etc.
1. If the artist paints on a theme (e.g., nature, human portraits, alleyways), find community orgs in alignment with that theme and reach out to them.
2. Develop local contacts on Twitter and Facebook and send a string of interest-building notices there.
3. Have you done the media angle about the unusualnes of yur venue?
Shel Horowitz, author of Grassroots Marketing: Getting Noticed in a Noisy World and four other marketing books, http://www.frugalmarketing.com
All of the suggestions here are stellar.
And here’s one more idea you can mine:
Has this artist given you an artist statement to work with? If yes, is this statement written in first person, and is there a human interest story in there?
If he has, and there is, I’d use this as a jumping off point to conduct a telephone/recorded interview that opens up his personal story around why he makes art, how he started, what inspires him.
And if he doesn’t have an artist statement, I’d do the interview anyway.
And then I’d get that audio up on your website; use it as a narration with a slideshow of his art work in your gallery and put that up on YouTube; pitch it to a local radio station to play segments of the interview or to a local journalist for writing a story.
Offering people the story behind the art brings the mystery into their living rooms where it can become irresistible.
We could partner! I have a brand NEW low cost ($1.50 ea) brainteaser/learning tool/puzzle, I invented and am trying to market to retirement communities. Some use it for bingo prizes, but you could use it as a promotional item for your project.
Everyone enjoys getting something for nothing, don’t that!
Hi I love it when a plan comes together
and i see some people have gave you
some really good advice. i think the christmas
party invite might do good but
use post cards and set up a capture page
for serious enrollise and have it where
they have to enroll early get a specia;l code
to present in person only to clailm their
Fre Plasma TY or something up scale like a FREE
Painting signed by the artist. welll you get theideal
PS: Post card work really well inside those
envelopes that look like wedding invitations.
Good luck i want to see this work great
so i will add lets all pray as well
that will really ensure your success.