OPEN STUDIOS MARKETING
© Janet Simpson and Jackie Warren
Consider . . .
If you were visiting an artists’ studio with the idea that you would buy something IF you found the “right” piece at the “right” price, what would you like to see, how would you like to be treated?
Not all visitors will buy during the weekend. They might like to research. Just because they don’t purchase anything on this weekend, does not mean they won’t contact you later. Everyone visiting your space is a potential collector.
Developing a client base is an ongoing task for you. You are developing a professional relationship with people you hope will become collectors of your work.
Be kind, some people are just looking and enjoying this unique, free event. Our goal is to introduce them to the idea of collecting.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Make an attractive display of your work. Group your pieces where they are well lit and easy for the visitors to see. You have one chance to make a good first impression. Show your best work in a cohesive way and in an appropriate setting. Memories will stick with people, whether they are good or bad. Make sure the Open Studios experience is a positive one in your space. Get rid on any clutter. Respect your work. Consider space, placement, light (light, light, light!) glare, and interaction with adjacent work. Hang your work a few days early if you can so you can make adjustments. Indicate titles, dimensions, media, and price. Finish the work to sellable condition – sign it and make it display ready. Many of the frustrations with Open Studios arise when an artist’s expectation is to sell work but they set up their studio simply to exhibit their work. To sell the emphasis is oriented toward how best to meet your customers’ needs.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. The average person is squeamish about asking how much something costs. Don’t make them ask. Price your work to sell unless you want to keep it. Mark your pieces clearly with a price. Have work in several price ranges (if possible). Buying art is a big step for many people.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. If you display sold or not for sale work, have a sign-up list available so you can contact them when a similar piece is finished. If you do commissions have information posted on how this process works.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Put yourself in the position of your guests/customers. Understand their needs and wants and determine how to best satisfy them. How can you make them comfortable and put them at ease? Welcome people as they come in. Let them know you are the artist. Give them an introduction that is non-threatening but also informative and open ended. Not, “What do you think of my work?” “Can I help you?” “Let me know if you have any questions?” Instead, give them a thread to work from to develop questions/opinions. Give a one-sentence introduction to your work (series content, medium, chronology, whatever). Avoid using jargon that may be unfamiliar to your customers.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Give people a reason to linger. Post biographical information and a narrative about your work. Set up a display of your working materials and your artistic process. Run a continuous-loop slide show of additional works to extend your effective gallery space. Consider providing music, food, anything that is fun and interesting.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Make the visit as convenient as possible for customers. Consider parking and how to make it easy. MAKE SIGNAGE. And make it clear along the entire path to your studio. There will be plenty of studios for people to visit. They shouldn’t have to go on a treasure hunt to find you.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Never close your studio. Not for a day and not even for a few minutes during the day. It is disrespectful of your customers’ time and it infuriates them. They will never return. Find someone to help you.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Invest in business cards to distribute at your space. People hang on to these for years. Provide contact information. Have a clear, easy way for people to reach you after your weekend. It is very tough to make a purchase decision in two days, particularly for emerging collectors who may be less experienced in the purchase of art or uncertain of their own tastes. Sales may happen in the future. You may have to nurture your visitors a bit. Be sure to use your mailing list. Invite guests back. Send them updates on your work and shows.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS. Provide every opportunity for the customer to “succeed” at your space. Make plenty of information available for them to read and take. People like to research/learn when they do not have someone looking over their shoulder. Many are shy or uncertain about asking questions.
If you want to sell: MAKE IT EASY FOR YOUR VISITORS AND FOR YOURSELF. Have realistic expectations. If this were easy we would not be having events like Open Studios. Do your best. Keep in mind making art is your real job, but selling it may keep you employed.
Nothing is written in stone. Make this event work for you. HAVE FUN!