Creating Your Contact List

Here's an easy way to gather names for future marketing efforts. You can do this at any exhibit, including the Napa Valley Open Studios which is coming up September 19, 20, 26 & 27.

o Your exhibit guestbook is a potential gold mine. Be ready this year with a centrally located, easy-to-write-in guest book that has enough room to collect this essential info: email address, first name and zip code. That’s all you’ll need to get your email marketing program started this fall.

o Remember, a lot of art sales are not made on first contact, but if you develop a relationship with your visitors, you increase your chances of making a sale in the future. So if they do more than just stride in, browse, and glide out, start the relationship with a chat about your work.

o Man (or woman) your guestbook. Don’t just set it by the door and forget about it. Ask visitors, or have a friend, spouse, or trusted assistant ask them to leave their info in the book if they want to receive updates and exhibit info via email. This way you are getting their permission to send them emails about your artwork & exhibits. In technical lingo, this is called an “opt-in” list. Your visitors have opted to give you their info so you can send them emails.

o They came to your studio for a reason. They like art, they picked your studio by the photo in the catalog or online, you’re a short distance from their home, whatever the reason, they picked you. They showed an interest in your work so reward them by keeping them in the loop about your upcoming shows and the progress on pieces you’re creating. Art lovers enjoy seeing work in progress, so use this to create a buzz about your latest pieces.

o Stay tuned for more on what to say, and how and when to say it.