Fine art and jewelry are sold online and has been for years. Yet there are still in-person opportunities for unique engagements with regional crowds, fans, and patrons that many artists miss. Recently, I had a conversation with metalsmith Michele A. Friendman (link) to talk about her need to continue with the art show circuit as a way to truly engage with her clients and audience. Online is handy but is a completely different structure. It frees up time and expense from traveling to shows, but it’s missing that human element – the in-person conversation that leads to collectors and fans for life.
Just like in sales, retail shows are INBOUND LEADS. Make the most of the opportunity to build a relationship to get to the next conversation with them and the next. Artists—you are celebrities to us, just like authors, podcast hosts, and keynote speakers. We want you to notice we are your fans. We want to tell people we know you and why we are fans. Allow us those opportunities by engaging with us when we tag you.
Here is the episode that inspired this post:
Here are ideas you may want to consider if you do regional shows and conferences.
- Improve selling skills:
- Practice engaging with customers, even if you’re naturally introverted
- Learn to tell the story behind your art and your journey as an artist
- Develop confidence in discussing and selling your work. How would you tell their story and sell their art if you were your friend? Practice on video with Zoom or your phone to improve.
- Enhance customer interactions at art shows:
- Greet visitors to your booth with eye contact and a smile
- Be accessible and ready to answer questions
- Consider not displaying prices to encourage engagement
- Offer to let customers try on or handle your art (when appropriate)
- Build long-term relationships with customers:
- Take photos of customers with your art (with permission)
- Collect contact information and social media handles
- Stay in touch between shows through social media or email
- Invest in professional photography:
- Have high-quality images of your work for your website and marketing materials
- Consider scheduling regular photoshoots to capture new pieces – grouping it will save money.
- Develop a solid online presence:
- Create and maintain a professional website
- Be active on social media platforms
- Post the photos you take of people visiting your booth and tag them. Keep them engaged!
- Share your art and behind-the-scenes content regularly.
- Network with other artists and industry professionals:
- Attend art shows and events
- Join artist communities or organizations
- Collaborate with complementary artists or businesses—if you are a jewelry artist, how about a joint show with a fashion designer that complements your work?
- Be open to opportunities:
- Engage in conversations with booth visitors, even if they don’t make an immediate purchase
- Be receptive to potential collaborations or unexpected opportunities (like a podcast interview)
- Continuously improve your craft:
- Dedicate time to creating new work, even during busy show seasons
- Stay updated on trends and techniques in your field
- Plan your show circuit strategically:
- Build a loyal customer base by returning to successful shows
- Consider a meal event or meet-up for your regional customers/fans. Let them be part of “the in-group.” 3 bottles of wine don’t cost much.
- Review existing stats for your regular shows to ensure they are still worth the effort and expense.
- Research and apply to new shows to expand your reach
- Where do you want to vacation? What opportunities are there? Visit with past artists at those shows for insights.
- Prepare marketing and sales materials:
- Create postcards with your contact information and website
- Develop an engaging artist statement or bio to slip in the bag or package.
- Do brown-handled gift bags have your branding? Consider a sticker with your website or a rubber stamp you can do ahead of time—ALWAYS BE BRANDING.
- If you are shipping their purchases, account for insurance and slip in your card, magnet, etc. to stay top of mind.
- Email them after to see if they received it.
- Ask for reviews.