Introducing a better way to promote an art exhibit.

Posted on Posted in Advice for Writers, Copywriting, Marketing for my clients
I have a lot of experience promoting man pointing at a painting on a pop-up gallery, while other patrons look onart.
The trick is to get people to come to the gallery.
And usually that involves planning events and parties revolving around the art.
The problem is that people show up in droves for art openings, but once the opening reception is over it’s hard to get people to stop by and keep looking.
Phil Noll is a nature photographer who has an exhibit at the Karen Wray Gallery in Los Alamos, NM.
When people walk in they are stunned by his photos. And they have a million questions about how he managed to capture those images.
So we planned a walkthrough of the exhibit and Q&A session with the artist.
We wrote an article that was published in both of the local papers (one paper published it a few days before the event, the other one delivered it hours before the event). We sent the article out as an email blast. And we shared the email blast on the gallery Facebook page.
Plus Phil shared it several times on his personal page.
We had no idea how many people to expect. I have to admit, I was a little nervous while I waited for 5:00 to arrive. (But I always get a little jittery before events… I want to know that my press releases brought in lots of people!)
We were all pleased when people started to arrive. The main room was packed full of people. There may have been more people at this event than there were at the opening reception.
(That gives me an important clue about the market we’re in. Los Alamos is full of well-educated… and well-off… scientific types. They want to LEARN stuff.)
Once the room was full Phil went from photo to photo and told the story of how he got that image. He gave tips on using the camera, told stories about getting stuck knee deep in snow or mud, revealed his secrets about how he achieved special effects, and he did his best to explain why the light looked so incredible in some of the photos.
My favorite part was how he told us how often there were 50-60 other photographers herding around a certain overlook. Often they would pack up and leave before he took his picture… or they would all be looking in one direction and he would find something incredible just by looking the other way.
It was informative. It was entertaining.
A lot of people in the marketing world call it “infotainment.” And I want you to use it in your business as much as possible because it is powerful.
People lingered after the presentation was over… asking questions. Phil (who totally rocked it, by the way) stuck around and let everyone look at his camera and his camera backpack.
Anyway, if you would like to try using infotainment to increase your sales, give me a call.

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