Second in a series exploring the elements that lead to a successful show.
Tell people about the show.
I was strapped for time this year, but I still did a pre-show postcard mailing to my retail customers. Factors beyond my control resulted in my NEW postcards not getting printed in time to send out. But I used that as a "hook" to attract my customers to my booth anyway. My postcard read "My new postcards weren't done in time to send to you. Come by my booth #210 and I'll give you one!"
As each customer made a purchase, I'd ask, "Did you get a postcard from me for this show?" If the answer was no, I'd have them sign my address book for next year's show. If the answer was yes, I gave them my new postcards--and they were pleased! Such a little thing, but noteworthy.
My postcard also referred to the big feature article in the April 2006 issue of AMERICAN STYLE magazine. You can still order copies of this issue at the bottom of this page: https://www.americanstyle.com/Backissues/Back_Issue_Order_Form.html
This article told a wonderful story about me, my studio and my artwork.
If I'd had my act together a bit more, I also would have run ads in a few area and regional newspapers. And I would have sent out press releases announcing my new work and designs. But I am just one person, and sometimes I can't do it all.
The artist who takes the time to at least notify their CURRENT customers about an upcoming show will come out ahead in the end. I find most people prefer a beautiful postcard. But cyber-savvy customers may enjoy an e-mail notice. If you are unsure whether or not their mail program can handle html coding or a jpeg, then send a pointer to an url on-line where you can post the invitation and/or image. It's considerate, and people with older or slower connections will thank you for it.
In fact, if you sell high-end work, it might even be worth a phone call, or sending a free ticket to the show. For the customer who traditionally spends hundreds and even thousands of dollars collecting your work, an $8 ticket is a small price to pay to encourage them to visit your booth.
One friend who used to manage a huge gift show said that when an exhibitor complained of a slow show, the first question she asked them was if they had done a pre-show mailing. And usually the answer was "no". A penny saved, a dollar lost.
Remember, one great image for a postcard mailing. If you can only find time or money to photo one great new piece year, that's all you need for a great postcard.
Keep the message simple and to the point. Too much information and either the font gets too small to read or the message is lost. Refer people to other sources for information if you have to. For the League of NH Craftsmen's Annual Fair, I figure all the other artists are using the LNHC postcards with info about the fair. After all, I'm not the only artist there my customers collect. I refer them to the League's website for fair info (directions, times, etc.) and keep the message about my work.
Offer them a reason to come--either new, new, new (see yesterday's blog entry) or some small gift (pretty postcards to keep or send to a friend in my case this year) or some other incentive. (I've already got a great idea for next year!)
And ONLY promote the next event on your calendar. I made the mistake of listing three events on one postcard one year. What a disaster! No one came to any of them. A friend in the music biz said to NEVER give your audience a chance to skip a performance. Always focus on one event at a time. Don't fib--no one likes that! But always give someone a good reason to come NOW. The last chance to watch you demonstrate, the last chance for several years to buy your seconds, the last time you'll be in this particular studio, etc.
So remember to TELL your customers about your show, and they'll do their best to meet you there.
