Peter Rossing found a great way to differentiate Muse Art and Design from the many AM stores in downtown Portland. Every six weeks he opens a new art exhibit in his shop, complete with a reception and refreshments. “I wanted the local art community to say, ‘Hey, this store really supports us,’” he explained. “For me, each exhibit is another opportunity for guerilla marketing.”
It sounds expensive: Rossing creates a stack of full-color postcard invitations for each exhibit. He mails them to a custom list he’s developed, and hands them out to customers and others throughout the neighborhood. He provides them to the displaying artist gratis so that she can invite friends and family. For the reception he serves wine and snacks, and fresh flowers decorate the table. He pays a PR consultant to stay in touch with the media.
“It doesn’t cost that much and what I spend is worth it for the exposure,” Rossing told us. “I create the postcards myself so I can control the message. There’s a printer next door who gives me a deal. I can put on a nice spread with a decent wine and food for about $75. All the newspapers have calendars, and our PR person makes sure we’re listed. All of it works together to spread the word about Muse Art and Design.”
The exhibit idea is not without its flaws, Rossing assured us. The logistical challenges associated with changing an exhibit every six weeks can be overwhelming; sometimes he questions his sanity. Maybe he should – despite the additional planning it requires, he recently opened “The MuseRoom” where the store will host demonstrations, classes and artists’ salons. (Visit MuseArtandDesign.com to see the schedule.)
It works, I guess, because after three years Rossing has his system down to a science. Here is his advice for doing something similar in your own store.
Commit to the exhibit idea for a year, and change the artist on a monthly or bi-monthly basis.
Plan your schedule several months in advance. You should be ready to hang and promote the next show before the current show is over.
To recruit artists, talk to your customers. The ones who provide descriptions, photos, or a Web address are great candidates. Artists who are new in town or new to their craft are especially appreciative of the chance to have a show.
Be up-front with the artists, pointing out that the greatest benefit to them is visibility, not necessarily sales. That being said, do offer to handle transactions through your register, and help the artist make a sale when a buyer is right there ready to purchase.
If you feel you must take a commission, keep it low. Showing and selling artwork is a way to give back to artists, not to extract more cash from them.
For the safety of the artwork, hang exhibits when your store is closed. Allow, but don’t require, artists to assist with the hanging and the taking down.
Hang artwork as close to eye level as possible and make sure it’s well lit.
For the reception, present unique snacks and beverages attractively. Provide wine and beer, in addition to non-alcoholic beverages. People buy art when it touches them personally; they are more in touch when they are relaxed.
Guests at the reception may be in your store for the first time. Turn them into new customers by making sure the register is on and someone is working it, even if it’s after hours.
|
