Whenever you have an exhibit opening or similar event, you can’t expect to send one thing in the mail and have an impact.
People typically have to see the same information multiple times—in multiple ways—before they will act on it. Here are 7 steps you can take to get the word out early and often.
1. Start blogging, tweeting, and Facebooking about the event as soon as it’s set. On your blog, for example, you might first post about the event details in an announcement. Then, you can mention it once a week in the context of other posts. Your message shouldn’t be too focused on promotion. Instead, your goal is to keep the event in the forefront of your readers’ minds.
2. If your event is out of town, search for bloggers and artists on Facebook in that area. Send them personal messages saying you’ll be in their town and extending an initial invitation. It’s more fun to travel for business when you are going to know others at your destination.
3. One to two months out, send a “Save the Date” notice in an email message to those who have opted in for your email list.
4. One month out, post the details as an Event on Facebook and LinkedIn.
5. Two weeks out, send a postcard invitation to your mailing list with all of the event details. Remember with your messages that you are inviting people—not commanding them–to attend. I think we forget sometimes to issue polite invitations.
6. One week out, start tweeting about the event on Twitter at least once a day. Be careful not to become a pest.
7. Two days prior to the event, send an email reminder.
FINAL WORD: You can’t send one announcement for your art event and expect it to be effective. We’re busy people! We need to be reminded. Mix up your delivery methods as described above, and you’ll be much more effective with your promotions.
Art Marketing Action Podcast
The podcast is an audio version of this article.