Marketing Monday: Off-line Tactics

 

 

2day we’re going take a break from twits & upd8s and take a look at the other part of your marketing strategy…how to develop an off line strategy that compliments and supports your on-line efforts.There are three key elements to this strategy:

  • Your list
  • Your list
  • Your list

In the past we relied solely on one time mailings of our show schedule or post card to those on our mailing list frequently with little or no results. I know from my own experience how ineffective single  direct mailings were while at the same time helping me feel like I was “doing something”.  However, now that we have a very interactive Internet it is possible to combine off-line and on-line tactics to produce an effective strategy for drawing followers to both your blog and your booth by using a combination of off-line and on-line lists. This next series is designed to help you understand and develop such a strategy.

For an artist the foundation of this strategy is building a list of relevant people, people who like art, will probably buy it and are willing to give you information that will keep you connected. The question has always been how to get that information in a way that is not intrusive or intimidating and time consuming especially during a busy show.There are two basic ways to get that information for artists:

  1. Gather it at shows or galleries
  2. Gather it through an opt in on your web site/blog

To work well you will need the following basic information:

  • Name
  • Address
  • Zip
  • E-mail

You will also need to have a Privacy policy  prominently placed on your list.

Later in this series we will address how you can use this information in your marketing.

How to build a list and not offend your buyers

Regardless of whether you are meeting people at a gallery opening or an art fair the process can be intimidating and awkward…remember the most important thing that can help you is that you are in the early stages of building a relationship. It is also about giving them the the opportunity to decide if indeed they want to connect with you.

Be a greeter
If you are at a gallery opening welcome visitors in be gracious then let them wander.
At an art fair do the same mingle with your visitors be approachable, listen and observe to find clues about them and their interest.

Make the conversation about them
At an opening or an art fair reach out to visitors find out their interests, why they are at the opening, look for common threads that could connect the two of you. Once you find those threads find out the problem they are looking to solve by visiting you. Everyone has a problem looking for a solution all you need to do is uncover the problem then solve it. Your visitor may be looking for a painting that works in a certain space or something that will connect to them spiritually. Your job is to show them how your work will help them.Ask them what drew them to visit your booth or gallery show. Listen to find if they resonate with your vision, if they do you then share some of yourself, describe in personal terms what you are saying with your work.

Give them a reason to connect with you

  • Tell them about your blog, and newsletter if you have one (and your should).
  • Have an example to show them and tell them how you protect privacy…show them your privacy policy
  • But most of all tell them why you want to stay connected with them and how doing so will help them, it could be subscriber only promotions, or preshow visits etc.
  • Don’t push..approach the subject like you would do someone you just met and thought you might like.

Make it easy and give them the choice
If after you have chatted with them and they still are not sure give them a card or other promo material with ALL of your contact information on prominently displayed.  Here are some more ways.

  • Add a place on receipts for their e-mail address
  • Have all of your contact info on your receipt
  • Provide a way for them to visualize your work in their home, have a hand out or some info on a hang tag
  • Tell them you will want to follow up with them to help them find the best location or use for your work.
  • Send them a thank you note when the buy and direct them to your blog
  • Send them home with something extra that says you want to stay connected and how important they are to you

Finally, remember that the average person/consumer needs to see something from you 7-9 times before they actually buy, at least that was the old way based on random sales. You greatly reduce that by building a relationship.

 Marketing Monday: Off line Tactics

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