Galleries & Museums
As we begin to thaw out from winter’s grip, and slowly sprout into spring, the arts community seizes the moment, celebrating the change with gallery shows and openings, and festivals that will continue on through the summer.
Using print as a means of promoting these events can be very effective. So, let’s take a look at ways we can use print of all types to enhance the awareness of our events, not only to previous patrons, but to secure, new patrons as well.
GALLERIES
Galleries are a unique model, in that gallery owners wish to provide a representation of the art in the gallery, targeting those that they wish would attend an event, such as an opening or new acquisitions. Let’s look at some of the ways galleries can attract both new and established patrons with print.
Direct mail is still the most effective way to reach your target audience. You can design a mailer to promote upcoming shows and/or artists, have it personalized to the patron that you are targeting, and do it all for pennies per card. You can have your own mail list, compiled from patrons going to a website and filling out the information, or a list that you’ve maintained through a guestbook, or purchased from other arts associations.
For example, say you’re in an affluent area that has a symphony orchestra, theatre arts, or maybe an arts school. You can purchase the mail lists from these organizations to expand your list of patrons.
Large format graphics – once you get the patron in the door, the judicious use of large format graphics can boost the engagement. Granted, the art itself is what you wish to promote, so the use of large format graphics should ONLY be to promote the event or the participating artists. Using retractable banners which can be placed outside and pulled in at the end of the day, or if inclement weather occurs, can be a good way to promote the event.
Promotional print – Having some nicely printed cards or a catalog, which highlight the art pieces and gives artist biographies can be a keepsake, and further the engagement for the patron. Most patrons retain such catalogs, so having them branded for the gallery will insure repeat attendance.
Social media – having a Facebook page is highly effective, but you’ll need to make sure that any artist’s work represented there has the artist’s approval. You can also tie in the artist’s website or their own social media page. During the opening event, have an associate post to Twitter to build engagement, or entice patrons who are not in attendance – a “wish you were here” type of post. This could prompt non-attenders to attend future events.
MUSEUMS
Museums are a different model than galleries, but often have similar goals: namely to attract visitors, develop patrons, and increase revenue. Museums range from art museums such as the Guggenheim, historical museums such as the Henry Ford Museum, to cultural museums such as the Museum of Work and Culture. Let’s look at the various print tools that each of these can use effectively.
Direct mail – museums have a tremendous advantage with direct mail, in that not-for-profit organizations get a much lower per-piece postage rate. Museums often have more than one exhibit going on, so they can actually target their mailing to specific patrons interested in specific exhibits. They can also take advantage of purchasing or sharing mail lists with other cultural NPO entities, such as the symphony or the local theatre.
Large format graphics – museums often have expansive exterior as well as interior walls, where large wall graphics can be hung or applied. Free-standing retractable banners can also be used to guide patrons to the various exhibits, or to the gift store.
Promotional print – guidebooks to the exhibits, or to specific museum events are a good use of the promotional print. A high-end book that works as a companion piece to a major exhibit can be quite enticing for a prominent and affluent patron to own. Make sure it’s printed well, and case-bound (like a regular book), with possibly a less expensive (but more profitable) paper-back edition.
Also, don’t rule out apparel like t-shirts, of fleece, on which you can digitally print high-quality images and messages .
Social media – social media plays a major role here, promoting events and posting images. With Twitter, you can have an assigned hashtag or set of hashtags, and encourage attendees to post their events. Don’t assume that “most” patrons are not social media savvy – you may find yourself losing out on potential ticket sales, or even donations, if you forgo an active social media presence.
Galleries and museums can truly use print of all kinds, coupled with social media, to engage and enhance the patron’s experience, and build a following for future events. It just takes some planning and implementation.
by John Prothero
Prothero Press
http://protheropress.com/
Using print as a means of promoting these events can be very effective. So, let’s take a look at ways we can use print of all types to enhance the awareness of our events, not only to previous patrons, but to secure, new patrons as well.
GALLERIES
Galleries are a unique model, in that gallery owners wish to provide a representation of the art in the gallery, targeting those that they wish would attend an event, such as an opening or new acquisitions. Let’s look at some of the ways galleries can attract both new and established patrons with print.
Direct mail is still the most effective way to reach your target audience. You can design a mailer to promote upcoming shows and/or artists, have it personalized to the patron that you are targeting, and do it all for pennies per card. You can have your own mail list, compiled from patrons going to a website and filling out the information, or a list that you’ve maintained through a guestbook, or purchased from other arts associations.
For example, say you’re in an affluent area that has a symphony orchestra, theatre arts, or maybe an arts school. You can purchase the mail lists from these organizations to expand your list of patrons.
Large format graphics – once you get the patron in the door, the judicious use of large format graphics can boost the engagement. Granted, the art itself is what you wish to promote, so the use of large format graphics should ONLY be to promote the event or the participating artists. Using retractable banners which can be placed outside and pulled in at the end of the day, or if inclement weather occurs, can be a good way to promote the event.
Promotional print – Having some nicely printed cards or a catalog, which highlight the art pieces and gives artist biographies can be a keepsake, and further the engagement for the patron. Most patrons retain such catalogs, so having them branded for the gallery will insure repeat attendance.
Social media – having a Facebook page is highly effective, but you’ll need to make sure that any artist’s work represented there has the artist’s approval. You can also tie in the artist’s website or their own social media page. During the opening event, have an associate post to Twitter to build engagement, or entice patrons who are not in attendance – a “wish you were here” type of post. This could prompt non-attenders to attend future events.
MUSEUMS
Museums are a different model than galleries, but often have similar goals: namely to attract visitors, develop patrons, and increase revenue. Museums range from art museums such as the Guggenheim, historical museums such as the Henry Ford Museum, to cultural museums such as the Museum of Work and Culture. Let’s look at the various print tools that each of these can use effectively.
Direct mail – museums have a tremendous advantage with direct mail, in that not-for-profit organizations get a much lower per-piece postage rate. Museums often have more than one exhibit going on, so they can actually target their mailing to specific patrons interested in specific exhibits. They can also take advantage of purchasing or sharing mail lists with other cultural NPO entities, such as the symphony or the local theatre.
Large format graphics – museums often have expansive exterior as well as interior walls, where large wall graphics can be hung or applied. Free-standing retractable banners can also be used to guide patrons to the various exhibits, or to the gift store.
Promotional print – guidebooks to the exhibits, or to specific museum events are a good use of the promotional print. A high-end book that works as a companion piece to a major exhibit can be quite enticing for a prominent and affluent patron to own. Make sure it’s printed well, and case-bound (like a regular book), with possibly a less expensive (but more profitable) paper-back edition.
Also, don’t rule out apparel like t-shirts, of fleece, on which you can digitally print high-quality images and messages .
Social media – social media plays a major role here, promoting events and posting images. With Twitter, you can have an assigned hashtag or set of hashtags, and encourage attendees to post their events. Don’t assume that “most” patrons are not social media savvy – you may find yourself losing out on potential ticket sales, or even donations, if you forgo an active social media presence.
Galleries and museums can truly use print of all kinds, coupled with social media, to engage and enhance the patron’s experience, and build a following for future events. It just takes some planning and implementation.
by John Prothero
Prothero Press
http://protheropress.com/
