Increasing the number of customers who buy the art featured in your gallery requires creative thinking. You must find ways to get in front of your target market ––people who want to buy the pieces for their home or offices. Besides bringing more art lovers through your doors, find ways to introduce your offerings to people who never set foot in your gallery.
Hold New Openings
Every time you introduce a few pieces of art by a new artist, hold an open house. Send press releases to the Events or Art section of your local newspaper to get publicity about the opening and your gallery. If you buy more pieces from an artist you already represent, hold a VIP event and invite buyers who already bought the artist’s work, as they are more likely to buy additional works.
Targeting Local Buyers
If you carry the work of local artists, use marketing tactics that take advantage of the artist’s local following. This helps you sell pieces to people who have heard of the artist and want to support someone they know is from the area. Develop ad campaigns that include messages about the importance of buying local artwork to take advantage of the ongoing trend to spend money in local businesses.
Sell to Businesses
Rather than just waiting for people to come into your gallery, make appointments with local businesses that need artwork for their lobbies, dining areas, offices and conference rooms. Bring a book containing photos of the work you currently offer, or better yet invite the prospective buyer to your gallery for the meeting. Be prepared to tell the story of the artists you represent and talk about their work. Offer your services as a consultant to recommend pieces that fit with the prospective company’s style, décor and branding.
Use Digital Strategies
Set up Facebook and Twitter accounts, and post messages about new artwork you bring into your gallery. Invite people to new artist opening events to create a buzz. Encourage followers to share information about your gallery and the artwork you feature with their friends, which expands your market to new potential buyers. Post photos of the artwork you represent on your social media pages, and share stories about the materials used to create each piece as well as the inspiration behind it.
Some buyers need a bit more time or convincing in order to make a purchase. To encourage them to take the next step, offer qualified buyers a chance to enjoy the piece of art in their home or office for one month at no cost. If they like the piece and get used to seeing it in a prominent location every day, they won't want to give it up once the month ends and will be more inclined to buy it.