Ten Tips for Art Show Success

A helpful guide for
surviving and succeeding in the
art show world.
Tip #1:
Use a notebook.
Yup - a brand new, very cool big fat three-ring binder from your favorite office supply store.
And dividers. And a good three hole punch. This is going to be your best friend for the next
show season. Here’s how to use it:
Set up one divider for each show. This is where you will insert a Show Evaluation using the
form we’ve developed. Or make up one of your own. The idea is to collect results from each
show so you will learn what sells, who buys, and what to keep doing...or what to change.
You are becoming your own market research analyst, which will help you see what trends
are leading to more sales. And that means success for you!
You’re also going to have a section for resources and you’ll have lots of extra paper for
adding information you collect along the way. By journaling your show experiences, you’ll
rapidly become wiser and you’ll learn from your experiences.
You are going to be so organized, you’ll have a record
of every collector, every sale, and every follow-up
action you’ve taken.
And you’ll know what to do to achieve success
season after season, show after show.
By having everything in one place, you’ll see how
easy it is to be organized and stay organized
to maximize your efforts.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #2:
Know the Show
Do the research. Read, ask, listen. Take notes (and put them in your notebook).
Do you shoot the Tetons in all seasons? They may not fly out of your booth in Florida like
they did in Jackson. Do you paint bold contemporary abstracts? The crowd at the mostlycraft
art show in rural Pennsylvania just might pass you by where traffic would screech to
a stop in Chicago.
Your research will tell you if your art is a good match with the buying public. Visit as
many of your targeted shows as you can and watch other artists. Check out the crowd and
make careful notes about the type of purchases people make. You will soon discover which
shows attract the type of collector who will love - and buy - your work.
Go online and chat with other artists and photographers about their experiences. See the list
we’ve collected in Tip #8.
And a few tips about preparing your slides to submit for jurying:
1. Clear, sharply focused slides are critical.
2. Represent a cohesive body of work, by form, technique or concept in the required slides.
3. Show the work fully.
4. Do not show the frames in the case of flat art.
5. One piece of work per slide.
6. Bold color projects better than pastels, white, grays or blacks.
7. Well-lit, even exposure in all slides is crucial.
8. If you work in 3D, consider indicating scale in one of your slides by including an object
such as an eggor coin if rules permit.
9. Mask empty space in the slide with silver photo masking tape. Or ask the lab processing
your slides do it for you for a cleaner presentation.
10. Don’t let the background overpower or detract from your work.
Many shows require a slide of your booth along with your work. This is an extremely
important image, as jurors are looking for a booth scheme which fits well with other juried
artists. Take care that the shot of your booth is done well: consider having it professionally
shot to ensure quality. Your work may be great but if the booth won’t go with the flow, it
may work against you.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #3:
Evaluate Each Show
Take time after each show to relax, reflect and review. Here’s what you want to learn:
Your dollar volume before expenses and after booth fees, travel, hotel, food and anything else
you can think of.
What sold?
Subject matter (Florals? Landscapes? Horizontals? Verticals?)
Framed or just matted?
More originals or more reproductions (if allowed)
Who bought...and why? Men or women? Younger or older? Was the purchase
for a gift or for him or herself? And for what room in the home or office?
Weather and its effect on attendance and purchasing patterns.
Crowd description and observations about what people were buying.
Your booth layout and location: did either have an impact on sales?
Competition: did you observe a lot of the same type of work? Was price between competitors
a concern?
Your goal after evaluating a show: Learn who buys your work and what they plan on
doing with their new acquisition. Become a profiler and use that to your advantage to
find shows and events which draw a similar crowd.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #4:
Develop a Mailing
List
In your hometown, start by collecting names, addresses and email addresses of friends,
business associates, neighbors, your accountant, insurance agent, dentist, school staff, and
influlential community members.
Computer literate? Enter information into a database or software program that will help you
grow. Not computer savvy? Use simple 3” x 5” cards, alphabetized, saved carefully in a box.
Always keep track of what you sent each contact person: a thank you note, postcard of
upcoming shows, and special events. Make sure you enter what that person purchased or, if
they ended up not purchasing, what they were interested in.
In your booth, have a nice address book with a pen tethered to it and ask visitors to add their
contact information. Sweeten the deal and have a drawing for end-of-show gift for the
lucky person whose name you draw. Immediately after the show, enter all this new
information into your database along with any notes to help you remember these folks.
Now...use this data to send out postcards of new work, show schedules as they become
available, special events like one man/woman shows, new galleries and new retail locations.
Mail holiday cards which showcase your work.
Your goal is to contact the people on your list a minimum of four times per year.
No kidding! The really works and if you’re organized, you can do it and reap the rewards.
To reinforce and expand on what we are recommending, attached is an article from The
Artist’s Magazine which is reproduced with the publisher’s permission.
We’re also enclosing a trial copy of “The Working Artist” software for Windows to show you
how a software program can make your life easier quickly and effortlessly.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #5:
The Booth
Here’s where all your hard work pays off. Your creativity shines in a great booth which
draws visitors in to see more and meet you.
We recommend one big, bold signature piece to capture the crowd’s attention. Choose an
image with the “gasp factor” - the one that makes people stop in their tracks and walk up to
admire your collection. Your friendly presence at the entrance of your booth is equally
important. Please...don’t hide from your public. Be active in your booth: talk with visitors,
move around, dust and adjust your work. Create energy by your movement, which draws
people in. And for goodness sake, make eye contact and smile!
Use lighting if it’s available. Have a table ready with that all-important address book.
Bring an Art Show Survival Kit, a large snap-shut plastic box filled with Hand
wipes.....Glass cleaner.....Paper towels.....Sunscreen.....Hard candy.....Breathstrips, breath
mints, gum...Mini Band-aids.....Mini hand lotion.....Eye drops.....Energy bars.....Excedrin
(melting kind)...Lens cleaner for glasses.....Mini fan and batteries.....Mini Kleenex.....Pens
and pencils...Scotch tape.....Duct tape.....Small notebook......Mini stapler..... Poncho.....
Purell.....Double stick mounting tape.....Water bottle.....Camera for photographing your
booth.....Reading material.
Here’s your must-have checklist:
Your professional booth, cleaned and ready.....Business cards and promotional flyers.....
Calculator.....Change.....Price tags and signs.....Receipt books.....Credit card machine and
slips.....Clear bags for sold items (so show-goers can see your work while your buyer walks
around).....Display items (hooks, cups, etc.).....Racks for prints and cards if allowed.....
Booth sign.....Table and tall director’s chair.....and a nicely packaged collection of your work
ready for sale.
More keys to good sales: Dress comfortably yet professionally. Everything must be kept
clean and neat: bins, mats, sleeves, panels, clothing, tent. Keep it simple: don’t clutter the
booth with too many sizes, different colored mats and different frames. Create a gallery
atmosphere and design. Quality counts: don’t use bed sheets, cardboard boxes, handlettered
signs (unless you’re good!) or anything else that says you are new or low on cash. Reflect
the image of an established professional, even if you’re not. Clearly display your prices:
people hate to ask.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #6:
Follow-Up
We know the post-show-onto-the-next-one syndrome. But your follow-up is so critical to
building your success it cannot be dismissed. This activity makes the difference between a
one-time sale and cultivating a collector.
Write (not email, please) a thank you note to each person who purchased from you. Write
anyone who expresses an interest in your art or who talks to you about possible
commissions. Write anyone who provides leads to people who might be interested in your
work. Write a thank you note to anyone and everyone who helped you along the way: the
show organizer, the artist next to you who loaned you her handcart, the show’s volunteer
coordinator, even the sponsors.
The power of the handwritten thank you note makes you stand apart. Yes, it’s a lot of
work...better get busy!
Finally, organize your stuff. Clean things that need to be cleaned. Update your notebook
while memory is fresh. Add names to your database. Check inventory. Replace items in
your SUrvival Kit. Make notes on your review form and make an honest evaluation: what
worked? What didn’t? And what could you do to make the next one better?
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #7:
Read!
Education is power. We recommend the following:
ArtMarketing 101 by Constance Smith
This book covers is all and is the textbook to have. Many bookstores carry it, order at
Amazon.com, or contact the author directly: 800.383.0677 or
www.artmarketing.com/books In addition, Constance has many other resources
about licensing, business management, internet marketing and more.
Sunshine Artist magazine
Subscribe here: http://www.sunshineartist.com/ Or call 1-800-804-4607.
This is by far and away the most comprehensive publication for artists on the art
show circuit. The website has an excellent archive of articles discussing equipment,
the law, safety, insurance issues, and much more. Their compilation of the 200 Best
is an important issue to read carefully.
Art Fair Sourcebook by Greg Lawler
Comprehensive listings and rankings of the top 600 shows nationwide.
Test drive the book and sUbscribe here: http://www.artfairsource.com/ or call
1-800-358-2045 for more information.
Décor magazine and Art Business News
Discover trends regarding images, color and wall décor are revealed in these widelyread
trade publications. Call Art Business News toll free at 1-888-527-7008; Décor
at 1-888-772-8926.
These by no means are a definitive list of every book and publication devoted to the selling
of art. We like them because of their specific niches and accurate, trustworty information.
Let us know what you have discovered...and visit our website for more.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #8:
The Web
Do you need a website? We recommend that if you have the resources, a website is a good
backup for your show-goers. If you can keep it fresh, current, visually elegant and
professional in appearance, by all means yes! Your website is an excellent back-up for show
goers who looked at your work but didn’t purchase and went home wishing they had.
Residual sales may come from it...but don’t depend solely on the web for building your
collectors. People like to meet the artist and that’s why you’re doing your shows.
Some of our favorite websites include...
http://www.artbizcoach.com Alyson Stanfield has a terrific online program for
building your business. Subscribe to her free weekly
newsletter for upbeat tips for jump-starting your day.
http://www.wetcanvas.com/ Wet Canvas is billed as ‘cyber living for artists’ and
you’ll find a wealth of resources, discussion groups
and networking online.
http://groups.yahoo.com/group/digital-fineart/ Here’s a discussion group for artists
and photographers immersed (or beginning) in the
world of digital creativity and technology.
http://groups.yahoo.com/group/artshow_photo/ This terrific online group was created
by and for photographers who do art shows and is
packed with great tips and ideas. Even through
it is specifically for photographers, artists will learn
just as much about equipment recommendations and
ideas. A must-visit.
http://ArtShowPhoto.com larry Berman and Chris Maher had put together a
terrific website packed with articles, resources and
tutorials for success. Read the articles...some of the
best.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Tip #9:
Collect Resources
More research, but you are the one to gain. Ask your colleagues on the show circuit: it’s a
great network of great people who are eager to share.
Some of our favorite and recommended
resources include...
Art Marketing Consultants:
ArtBizCoach
Alyson Stanfield
720.570.3949
www.artbizcoach.com
alyson@artbizcoach.com
ArtNetwork
Constance Smith
800.383.0677
www.artmarketing.com
info@artmarketing.com
ArtScope
Kathy Vogler
vogkat@bright.net
Gorman Art Matters
Geoffrey Gorman
705.989.4186
www.artistcareertraining.com
ggarts@aol.com
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
Boxes and Shipping Materials
THARCO
800.525.1831
ULINE
800.295.5510
Calumet Carton Company
708.333.6521
www.calumet carton.com
Colorado Container
303.331.0400
Airfloat Systems
800.445.2550
www.airfloatsys.com
Clear Plastic Bags
Impact Images
Central and East Time Zones: 800.328.1847
Pacific and Mountain: 800.233.2630
Copyright Questions
US Copyright Office
202.707.3000: Information, no legal advice
202.707.9100: Hotline to request forms
Volunteer Lawyers for the Arts
212.319.2910
Tip #10:
Sales is Not a Four-Letter Word
You are an artist, a photographer, a creator of visual images designed to enlighten, enhance,
enjoy. But to become successful in the business of art, you’ve got to master a few techniques
of (don’t gasp now…) sales.
There. We said it. Sales. Sales of your work make money. Granted, we can all be esoteric
dreamers, but if you’re at a show or in a gallery, you’re there to sell. This next marketing
installment will give you a few tips and techniques for selling your work without sounding
like a used car salesman.
You have nothing to lose and everything to gain.
If a visitor enters your booth, she is truly interested in your art – and you. That prospective
buyer has seen something that stopped her from wandering down the row and enticed her to
come into your space to see more. This is your opportunity to shine.
There is a delicate balance between jumping a visitor and standing back just to answer
questions.
With a smile, introduce yourself and introduce your work by describing a location, a
technique, an emotion you captured. Engage the customer in light talk. You have nothing
to lose.
Believe in your work and the prospect will believe in your work, too. Believe in yourself, your
vision, your method and technique. Assume this person is a buyer who is interested in you
– your art – and project that positive confidence. Your work has value. Merit. Integrity.
Envision the customer happily taking your work home. You have nothing to lose.
Imbue yourself with the courage to get to know the buyer’s “hot buttons” and identify
whether she is looking to satisfy wants or needs. Wants or needs. Very different motivators
but equally emotional. After all, a purchase of art is an emotional decision. If she buys it
with her heart, she will complete the purchase financially. An incredibly composed
panoramic photo of a slot canyon where she hiked with her friends will capture her heart and
memories. And your shot is so much better than the one she took with her point-n-shoot, she
just has to take yours home. She needs that photo to remind her of one fantastic journey.
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141
We’ve seen too many exhibitors pre-judge a prospective buyer and turn a disinterested
shoulder. Can you really tell a potential buying customer by his clothes, his walk or his
attitude? Maybe some of the time. But not all of the time. By making snap judgments, you
simply don’t have enough information to make assumptions, especially ones that may turn
into an expensive mistake. You have nothing to lose.
Is your style a bit unusual? Not for everyone? Highly abstract oils sandwiched in between a
sea of landscapes? Don’t assume that a visitor doesn’t like your style or won’t buy the piece.
What you don’t know is that the visitor’s next door neighbor absolutely loves bold abstract
paintings and has been looking for a piece just like yours for the bare brick wall in her
entry.
So the customer has come to your booth and expressed interested in your work. You have
opened and maintained a good dialog with the buyer and listened carefully and actively,
showing respect for her opinions. By asking questions and learning about her, you have
identified the nature of her interest, her growing emotional attachment to a piece and
focused on her needs. Plus, carefully crafted questions permit the customer to develop her
point of view and make a decision. You’ve now reached a rather intimate relationship with
the buyer. It’s going well. Now…how to turn a prospective buyer into a buying customer?
It’s easy for a prospective purchaser to walk away if you don’t ask for the sale. Sounds
harsh, but using a little psychology of selling softens your approach and reinforces the
safety of the relationship. Your mantra for an assumptive close: ‘I assume you are going to
buy this photograph because I know you have already purchased it emotionally. You really
do need this photo.’
Try sending up a few ‘test balloons.’ Statements to validate the buyer’s choice can
encourage a pending decision.
“It really makes my day when someone becomes so attached to a piece.”
“You know, this is what it’s all about: people falling in love with my work.”
“I can tell you’re visualizing that print in your home.”
“That’s one of my favorites, too.”
Look for approving body language: a finger on the side of the nose is a sign of careful
thought, open palms signal total acceptance, rubbing palms together means action. Be alert
to eye contact, smiles, conversations with companions and react accordingly. These are all
signs that that a sale is imminent.
If a prospective buyer is giving all the right signals but is still hesitating, it’s time to find
out the barrier to a purchase. Is it price? Size? Inability to make a decision? It’s best not to
ask directly (although you may want to scream, “Well, why not?!”) but perhaps give your
buyer a little space. Begin a dialog with a new visitor to your booth, keeping eyes and ears
on your prospect. Don’t hover but don’t walk away, either. Put a little activity into the scene.
Take the piece outside the booth so your buyer can get a distance viewing. Hold it at eye
level, wear a big smile, and ask “So?”.
Now, give your buyer two opportunities to say yes. For example,
“You know we do accept both MasterCard and Visa. Which would you like to use?”
“Credit cards and checks are both accepted. How would you like to take care of this?”
“Would you like me to wrap this now so you can take it with you or may I ship it to your
home?”
“If you’d like, I can mark it ‘sold,’ take care of the details now and you can come back later
this afternoon to pick it up. That way, you don’t need to lug it around the show.”
Avoid the temptation to put a piece on hold. If the buyer is serious, you can create urgency
for completing the sale at that time. A dialog might sound like this: “You know, I really
can’t hold an original piece of art. To be honest, this is such a good show and many of my
collectors know I am here and come to see the new work available. If someone wants to make
a purchase, I really can’t prohibit that. I know you understand. I can tell you are quite
taken with this piece and I can’t promise that it will still be here an hour or a day from now.
I’d hate it if you were disappointed. Should we wrap it up for you now?” You have nothing to
lose.
If the prospect is still on the fence and you can’t close the sale right there, give her your cell
phone number, hotel or contact information during the show. “If you go home tonight and
decide that this is just what your living room needs, please give me a call tonight and we’ll
arrange a meeting for tomorrow. The show doesn’t end until Sunday and you know where
to find me. But honestly, I can’t put a piece on hold.”
Still can’t close? You did your best. Plus, you’ve met a new customer who loves your work
enough to come close to buying. And that’s terrific. If the piece doesn’t sell, mail a photo of
the painting with a thank-you note letting her know the piece is still available. If it does
sell, still mail a thank-you note to keep her curious about what new work is coming and
where you’ll be exhibiting. This will ultimately create urgency in the prospect’s mind and
plant the seed of your work’s value.
Always provide a visitor with a take-along postcard, flyer or reminder of you that exudes
your unique style and personality. Ask visitors to sign your guest book for follow-up direct
mailings and make sure you have put those mailings into your calendar so you don’t miss
that important marketing opportunity. Cultivate and follow up. You don’t have to spend
thousands on a brochure; just spend the energy to get something out regularly.
Selling something you have created can be gut wrenching and exhilarating at the same
time. Watching your beloved original leave your booth can be as emotional for you as the
purchase was for the buyer. But you chose this profession – or perhaps it chose you. And if
you’re in the business to make a living, learning selling and closing techniques are as
important as learning how to use the tools which make your creativity shine. Visit a
bookstore and wander through the business department. Or visit Amazon and peruse the
504 titles of books about selling and read their reviews. There’s bound to be something there
that speaks your language and motivates you within your comfort level. Many books are
clearly targeted to insurance, real estate and corporate salespeople; however, there are gems
that speak of relationship selling, Socratic techniques and gentle approaches more
appropriate for creatives.
Take advantage of the next show to practice, play and perfect your own personal techniques.
Don’t get discouraged if results are not immediate. Set a goal for a show – try to close one
sale in ten attempts and see how you do. Be flexible and creative. Once you become
comfortable and confident, we know you’ll be pleased with the results.
After all, you have nothing to lose.
Show Evaluation
Show: ____________________________________________________________________________
Dates: ___________________________________________________________________________
Booth location: ____ Great! _____ Adequate _____ Lousy
Comments: ______________________________________________________________________
__________________________________________________________________________________
Gross dollar volume: _______________________________ Expenses: _________________
What sold? _____________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Who bought and why? _____ Male _____ Female _____ Gift _____ Self
Comments: ______________________________________________________________________
Weather: _________________________________________________________________________
Crowd: ___________________________________________________________________________
Competitors: _____________________________________________________________________
Could’a, Would’a Should’a ______________________________________________________
___________________________________________________________________________________
___________________________________________________________________________________
Booth photo:
Copyright 2004 Fine Print Imaging www.fineprintimaging.com 800.777.1141