Traditional and Non-Traditional Promotional Methods

By John Keaton

Art has been around for centuries, promoting and selling art has been around for just as long. Take a look at some of the old traditional ways of selling art and more modern methods of the masters.

WORD OF MOUTH

Even in a society mesmerized and bombarded with images and text, nothing is more powerful than simple one on one conversation. The Indians were great storytellers and their fables and folklore have been passed down through generations. That is why those stories still exist today. They were “passed” down. Now we have radios, televisions, computers and highly advanced cell phones that basically do the same thing: they communicate. While this may seem like a naïve interpretation of today’s technology, the speed of that information being relayed is the essential difference.

As simple as it sounds, word of mouth is still a viable form of communication as a means to promote and market your artwork. Many people derive pleasure simply by knowing an artist and being, in their own way, a part of that process. They find artists interesting for a number of reasons. We, as artists, are fortunate that we are able to conceptualize and make visible our innermost thoughts and record them visually for all to see. Additionally we can interpret the world around us in ways that others may not. We Communicate.

CHARITY AND NON-PROFIT WORK

In these despairing economic times, while most artists would certainly name themselves as their favorite charity, there is much to be said about allowing the use of an Illustration, Painting, or other visual work by a charity or non – profit organization. This as a double-edged sword, not merely promoting your own work, but in so doing reaching out to the community, locally and globally and in the best case scenario, helping others with your talents. You choose the charity you wish to help, you chose the artwork they utilize, the copyright is yours forever and you have made many new friends. How could that be a bad thing? It is most certainly possible that, as a result of that “gift” of usage, you will find doorways open to you that had not been previously thought possible and you can be certain at the very least you will add a valuable “piece” to your portfolio and your resume and perhaps even more importantly, to your own peace of mind.

THE “RIGHT” ART GALLERY

Galleries exist because of Art; they need artists to exhibit artwork. Artists need Galleries to exhibit their work. That being said, it is extremely important for an artist to find the right gallery for their work.

If you live in a major metropolitan city, you obviously have many more options about choosing a gallery that will best represent you and your work. You will simultaneously and without a doubt also have more artists vying for that galleries interest in your particular genre.

The best approach is to visit as many galleries as possible. This will give you a great “Feel“ for the type of work that is sold there. If you paint abstracts, a gallery that specializes in say, Still Life Paintings or Figurative work is probably not where you want to be. Every gallery has a genre that is more prevalent than another. A gallery, which features photography, may also have works of sculpture for sale that does not mean that they will suddenly decide to exhibit paintings. Galleries also have very specific guidelines on submitting work. I have found the best approach is to simply ask someone at the gallery.

Timing is also a crucial factor. You may paint masterpieces ahead of your time. You may simply not have enough consistent work for a whole show. These are also other elements to consider; preparation, determination and the will to succeed cannot be overemphasized. Do the Research!

THE CAFÉ AS MARKET PLACE

Another extremely viable forum to display and sell your artwork is your neighborhood Café. On your next Cappuccino outing, strike up a conversation with an employee and mention that you are an artist who just happens to have a portfolio of work to show to the manager. More than likely you will find that the management will be very receptive to the idea of having some visual delights on their walls. It is most certainly a positive reinforcement of the community concept. Providing you can both work out the details as far as which works, different sizes, and wall placement, the experience of exhibiting your work can be quite rewarding for the artist as well as the establishment. Traditionally, artists have placed their works in cafes for many years since they are often meeting places for writers, intellectuals, and people wanting to meet others. There is almost quasi-Gallery feel to it and most importantly, there is generally a great deal of traffic. Be sure to pass out your business cards, available here at Eyeoftheart.com to interested parties.
And good luck!

I have found two books that are absolute WINNERS in terms of Marketing Artwork:

This is perhaps the best book written on the Subject of Art as a Business:

THE BUSINESS OF ART
(Third Edition)
by Lee Caplin
(Published in Cooperation with the National Endowment for the Arts)
Prentice Hall Press

This is an indispensable reference to Art Publishers and Art Galleries:

ARTIST’S & GRAPHIC DESIGNER’S MARKET
(Published Yearly)
Published by Writer’s Digest Books
Cincinnati, Ohio