Since the days of the Roman empire and Gaius Maecenas art has been supported by the patronage of wealthy investors or enthusiasts. If you can find a handful of these people you can gain as much as having hundreds of smaller clients. But what’s the key to finding and engaging with these people over a period of time? It’s love.
Do customers love your brand? Do they love their experiences with your platform and organisation? If someone were to ask about you would it be a glowing review every time?
This page will cover how you can improve your art gallery marketing
Take all of the touchpoints between a user and your organisation. A touchpoint is any interaction with your brand -- for example, visiting the website, reading a blog post, receiving a marketing email, talking to a sales representative, signing up for an account. In each instance, the user gets to know you a little more. Lovability is the sum total of every experience across every touchpoint.
Therefore, good sales follow-through, helpfully personalised marketing (but not too creepy), engaging and well-written content and random acts of kindness from your gallery are all things you should be doing to improve the customer experience and make your brand more lovable. Being a brand that exudes lovability requires “a little element of going beyond. A little element of surprise.
A little element of ’This is more than what I expected.’”
We work with our clients to pinpoint and qualify exactly who their target personas are. Using structures like MBTI, we deliver content that resonates with them.
It's not often you find a inbound marketing agency in the UK that can help you develop your site on the HubSpot CMS. We're one of those select few.
We believe in content - it can have a massive impact on your bottom line. But content can stretch much further than just blogging. Video, animation, interactive, we use it all.
Everything we do is tested, improved and tested again. The right stats are important and we improve them with constant testing.
Social media is key to a successful gallery. Instagram is one of the most visual platforms an art gallery or artist can use to engage with the social media circus. It’s pretty obvious that Instagram is all about the images just like a gallery.
The purpose of an art gallery is to display works without distractions, allowing viewers to engage with and experience the art in its purest form. Galleries should be trying to emulate this experience across all platforms creating an effect that frames images and creating a ‘bigger picture’ design.
In social terms, we speak in two metrics - reach and depth. Reach is the amount of people who see a post, while depth is the degree to which people engage with a post. The main purpose of organic social is to increase the depth of engagement, making sure that brand followers are continuously interacting with social content.
In order for the organic social content to feed into a wider marketing strategy, we need to ensure it is engaging, this can be achieved using several methods which all hold merit but what needs to be key is your patrons and the art itself.
We helped one gallery increase their followers organically from 0 to 60k, nothing bought in, no influencers just great content delivered effectively to engage the audience. It took hard work and hard thinking but paid off in terms of sales. If you want to speak to experts in social media strategy then get in touch with us today
The first key for any marketing campaign is to get your objectives right. A lot of art galleries are an amazing position for content, as they has exclusive access to visually appealing works by popular artists, which provides engaging content to utilise across multiple content and social platforms.
But if this is the case why isn’t there an independant gallery the level of the Gagosian on every street? Art is subjective that is a given but many galleries don’t give themselves clear objectives for growth. You need to remember that the market is changing and every customer wants a great experience from knowledgeable staff. This being the case for art galleries we suggest that you have the following objectives
Exposure of artists
Your artists are your lifeblood so ensure that you treat they as the focal point and that your gallery comes second to that. Promote the artwork of your represented artists, helping to build the artists’ reputation within the wider scene and nurture the company’s relationship with the artists.
Knowledge of art
You need to prove that you know your stuff so share expertise behind the creation of art and the context of artistic trends. This will position your brand as an industry expert and highlight the significance of particular artists within your roster.
Exclusive service, inclusive approach
Art Galleries can be seen as elitist and cut off from people, this may e good for some established galleries but it doesn’t help those looking to grow and improve their footfall and sales. You should focus on the events and people within your gallery, and your approach both to patrons and to the wider art market.
By making these core tenants the focal point for your campaign you are positioning yourself in the best possible position for growth.
Everybody knows what a Ferrari is and what one looks like. Any sneaker head knows what a pair of Balenciaga Triple S trainers look like, not every sneaker head can drop £600 on a pair.
There is a constant need within the luxury market to appear aware and in tune with the wider zeitgeist but also appeal to traditional luxuries. You want everyone to know about what you are doing and offering but not everyone to take part.
Exclusivity is fundamental to luxury brand marketing as it maintains consumer desire through scarcity and rarity. If anyone could walk into Louis Vuitton and buy a handbag, Louis Vuitton would lose their appeal to those who wish to have something that others can’t get access to.
Given the Internet’s accessibility and autonomy, many luxury brands worry about losing their sense of exclusivity when it comes to going online.
This, however, is flawed logic.
For luxury brands, the Internet does not represent wider distribution of actual products. It’s a wider distribution of the content that evokes the desire to buy luxury products.
Translated to the offline world, an effective campaign is like running more advertisements on buses, or more TV ads, or having more stores in Central London.
Effective marketing increases the visibility, engagement and scope of your organisation, Not it’s exclusivity.
By creating a luxury customer centric experience for your customers and patrons paired with spreading knowledge and engaging with all audiences you can spread your message without diluting your brand.