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| The Importance of Personal Outreach With Your Collectors By Ginny Butcher |
| When FASO began the AMP marketing help, I decided to do as much of it as I could manage. Following the AMP marketing has been a game changer. Personal outreach to collectors seemed to be key.
The year had begun well, but with all the shutdowns, it had taken a bleak turn. I started by watching a webinar with Donna Nyzio.
I was so pumped from that, I decided to put together an online version of a pop up show for my best collectors.
I named it Art For Dessert, chose a date, and made a plan. I wanted food and fun to be involved.
I traded goods with a friend who makes beautiful cookie kits to be painted (with food coloring) by my collectors. Each kit had two frosted cookies nestled in confetti, a mini paint palette with food coloring and a brush.
Then I personally emailed each collector to tell them I was sending them a surprise (the cookie kits) and needed to make sure I had their address right. This served two purposes. It eliminated the collectors who didn't respond and gave those who replied a heads up and created some anticipation. |
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I wrapped the boxes in plain newsprint, put a business card on it and a note about no peeking till show time, and sent them out.
Then I made an invite that looked like a paper invite and sent that via email. It had the date, time, and brief description. I also included a timeline of mini events leading up to Art For Dessert.
I made a video studio tour and sent that out the day before the show/sale.
Next I curated a private collection consisting of paintings with these collectors in mind. I created a discount code. I sent the email with the link to the private collection and the discount code just before show time.
I was really enjoying myself at this point and mostly focused on people having fun. I hoped to sell some art, but really wanted to make it fun for people and something they'd remember.
I only invited a few people, despite having many newsletter recipients. Only a handful made purchases, but sales were much more than they had ever been in the past. I learned that it is well worth cultivating those loyal collectors. It turned out to be the best "studio sale" I've had, more than doubling the income from my previous best sale.
Soon after Art For Dessert I followed the AMP advice of emailing a collector the image of a painting I had just finished. I felt awkward, but did it anyway. To my delight, she bought it!
Per AMP, I've been telling stories in my emails, (it's hard) and getting a great response, including a commission!
With all that FASO is doing through AMP and the other resources they offer, I feel as though I have a whole marketing team behind me as well as a coach. |
| Editor's Note: If you want to start selling your art, a professional and secure website can be your most valuable tool. FASO is the easiest way to build and maintain a gorgeous website, we also include amazing marketing tools that automate many common marketing tasks for you. Every FASO membership comes with our amazing guide to marketing and selling your art called The BoldBrush Art Marketing Playbook (or AMP for short). So what are you waiting for join our art community today! Sign up today for a free, no obligation 30-day trial. |
| This article is by Ginny Butcher, guest contributing author for FineArtViews. Ginny earned a fine art degree and has continued her education through workshops, mentoring and online instruction over the years. She's participated in local, regional and national shows and enjoys teaching workshops locally. She offers individual classes in the field or at her home studio. Her work is currently shown at Deselms Fine Art in Cheyenne, Rich Haines Gallery in Park City, Utah, the Nicolaysen Art Museum in Casper, and at her studio in Glenrock, Wyoming. |
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