Working together: marketing tips for artists and galleries

Marketing art is an extensive topic that could take several articles to explain in its entirety. Both artists and art galleries have a vested interest in working together to reach the ultimate goal of selling art to buyers with the longer-term anticipation of creating collectors.

Artists need to show art galleries they are worth their investment of time, money and commitment. Art galleries want to ensure their business risks are minimized and that artists understand they can contribute to their own marketing message and ultimate success.

Some of the preliminary marketing tips for artists may include:

Artist statement

Like a biography, this information provides the art gallery with information about the artist, including their background, education and more importantly, their artistic vision. Having this information available at the first introduction to a gallery will give them the initial information they need to decide if they wish to proceed to learn more about the artist. The artist statement should be written in a way that best reflects themselves and the art they create.

In-person introduction

While it may seem more acceptable these days to communicate via email, phone, etc. in reality, the artist should only use these non-personal introductions as a first point of contact. To begin, artists need to ask if a gallery is interested in receiving preliminary information such as an artist statement, along with a few well-selected images. If this goes well, an in-person meeting preferably at their gallery or office, together with showing a few physical pieces of art, would be the next step.

Style consistency

Like any artistic endeavour, the creator should strive to present their work in such a way that it ties directly with their artistic personality. This means there must be that intangible something that personally identifies them with their work; they need to be recognizable. This style consistency is important as it brands the artist.

Art Display, Photo Courtesy of Pixabay

Medium and subject continuity

While there are artists who can work with a variety of mediums and subjects, they may achieve better results if they work within a particular genre. This is because buyers often have a particular subject they gravitate towards. The artist’s medium also plays a role in the visual texture and communicative expression of their work. The continuous application of a particular medium will identify and separate that artist from another. 

Art inventory

If an art gallery is going to promote an artist, they will want to know about the amount of production the artist is capable of attaining at any given time. A gallery does not want to go to the expense and effort to promote an artist only to find they have insufficient inventory to meet the acquisition demands of their buyers. An artist should have an understanding of the amount of inventory they can sustain to meet those requirements. 

Communication skills

Communication is central to the proper functioning of any relationship for things to be accomplished. Good communication skills are required for both parties and include answering phone calls and emails and following through to attend presentations as agreed upon with the gallery. Artists need to understand this is a business relationship, and conducting themselves accordingly will give their representatives the reassurance they need to work with them.

Reliability and trust

When a third party is representing an artist through spending the time and money to promote them, they require the artist to be someone they can count on to deliver what they have promised. Examples would be following through on a commission piece and completing artwork that was agreed upon, in addition to showing up for a scheduled live event.

Art galleries have some marketing tips unique to themselves.

Storytelling about artists

Street Artist at Work, Photo Courtesy of Pixabay

Everyone likes a story and those tied to artists are no exception. There is always a story to be told to build around the artist themselves, and that may include information about their background, education, career path, artistic influences and other pieces of interesting information. If potential buyers are attracted to the narrative of an artist, they likely will be interested to hear about their specific artistic creations.

Art piece background

As an extension to having a story about the artist, it is also advantageous to have a story prepared about the inspiration, influences, background and reasons behind the artwork itself. This can be a fascinating treasure trove of information that should be utilized to communicate a story. If the potential buyer connects with the artist, but not the story associated with a specific piece of art, they still may become attracted enough to explore future work of the artist. 

Artist attendance at live gallery events

Since art is such a personally linked creation, it is not surprising for potential buyers to often need to connect to the artist themselves. One of the best ways is for them to meet the artist and engage with them. This allows potential buyers to ask questions of the artist and to view their work in a live exhibition. Indirectly, it also gives the gallery a chance to show other artists’ works displayed around the gallery for viewing.  

Online artist presentations

Should the artist live elsewhere and be unable to attend a live gallery event, it may be advantageous to hold an online event where the artist can be introduced and pieces of their work presented. Although not quite as engaging as a live event, it can still be an occasion that is well attended, especially if a beautiful online gallery presentation of the artists’ work is shown and the experience is not too lengthy. There will always be attendees who are unable to attend the live gallery events, and this gives them the opportunity to not miss out on meeting the artist and engaging with them.   

There are many marketing options for artists and art galleries, and it can be challenging to identify what they are and how to prioritize them. These preliminary marketing initiatives can assist both groups in reaching their goals of bringing more quality art to buyers. 

By Shantel Susan