Growth-oriented gallerists examine every aspect of their businesses as they observe competitors thriving and recognize the potential in the art market. This attention to detail encompasses everything from the scheduling of exhibitions to the subtleties of gallery and museum labels. In a competitive landscape filled with discerning collectors, closing a sale is an intricate art form in itself. While some artists may bristle at the concept, branding can serve as a valuable strategy for galleries. Enhancing exhibit captions, signage, and all communications can leave a favorable impression on clients.
Artist appearances at gallery openings and celebrations continue to draw significant foot traffic and can now be complemented with digital elements. The pandemic ushered in a greater acceptance of virtual events, enabling audiences from all corners of the globe to attend and experience exhibitions in real time rather than reading about them later. This shift has also coincided with the rise of a younger generation of collectors, who are often deeply interested in contemporary art. Although some may not have the financial capacity to purchase artwork, their enthusiasm can drive attendance at events.
Hiring a professional marketer with knowledge of art can enhance client engagement. Publishing programs in digital and print formats can serve as tools for maintaining connections with collectors. Although email marketing may seem basic, evidence indicates that it remains an effective means of fostering client relationships. It's essential to provide informative or entertaining content that encourages recipients to look forward to your messages, keeping them engaged enough to open and read them. A well-crafted email might even prompt a phone call or an in-person visit from a client.
Building strong client relationships is fruitful over the long term, as it increases the likelihood of repeat purchases. Collectors with an interest in an artist are more likely to attend that artist's exhibition. However, if you represent multiple artists with similar styles, you can broaden a collector's appreciation for your offerings and strengthen your relationship with them. Some gallerists opt to make cold calls to previous clients when hosting a relevant show that might pique their interest. Though selecting the right moment for these personal outreach efforts is subjective, such connections can enhance sales.
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