Look what I found in our archives -- an excellent article from artist Ginny Herzog from March, 2009. You remember 2009 ... scary days for our country and art fairs.
Ginny has now been doing shows for over 30 years and continues to be enthused about the life style and her ability to earn a living standing on street corners across America.
"Hi Connie,
Here are some of my thoughts on the Art Fair Business. It requires:
1. Creativity
2. A positive attitude
3. A gambling mentality
Yes, this is a great business, but you need to have a creative, positive attitude with a gambling mentality to survive.
1. Creative - continually coming up with different ways of marketing, depending on the economy. Bringing more affordable work to the market without compromising the integrity of your work. I may have some questions for you regarding blogs, as I see this as a possible tool to get the word out about new "ventures" and experimental marketing ideas.
(Ginny sent me this info in September, as you can see since then I have been blogging my little heart out -- actually for two years now. I do believe it is a great way to keep yourself in front of your customers.)
Mailing out postcards has been an effective marketing tool for years for me. However, More customers are reluctant to give out their postal addresses, instead, preferring email contact. So I am trying to put the contacts in folders by geographical locations. Two programs I am considering for email marketing are iContact and Constant Contact. Have you used either one?
(Ginny, I have had a Constant Contact account since 2004. It is an excellent program as it continually updates my contacts, takes care of spam, unsubscribes, subscribes, etc, and worth every penny. I currently have over 11,000 subscribers from all over the country.)
Also, I am thinking of self publishing a book of my images. Many of my most passionate collectors are architects, engineers and designers. I don't have the finances to invest in publishing but love the idea of self-publishing. One companies that interest me are Blurb. http://www.blurb.com/, and Lulu. http://www.lulu.com/en/products/.
I will look into others, as well. Have you had any experience with publishing?
(I have done promotional work with an author whose books are published by a traditional publisher. But I have done lots of research in the publishing business, including self-publishing. You might want to take a look at this book for more ideas: The Frugal Book Promoter by Carolyn Howard-Johnson. Self-publishing on demand seems ideal for your purposes. You might check out this link also: xlibris.com. Also, I'd search Amazon.com for books on the topic. I'd bet there are online discussion groups on this topic.)
2. Positive attitude - I believe artists today need to have a positive attitude in order to survive, particularly with all of the negative news and energy in our business. Rejections from shows and poor sales constantly beat the artists down. But if you can't keep a smile and positive attitude in your booth, it will be difficult to sell yourself and your art.
(There is a thread on this site where they are talking about "snarling" artists. Yes, you know who you are. Somehow, I'm thinking, snarling at customers doesn't quite work:) Constantly staying positive is sometimes pretty hard, but this is partly a hospitality business, not a place for the asocial or introverts.)
3. Gambling mentality - We need to try new markets, new approaches to reaching our customer base, new body of work - all with possibilities of failure but with opportunities to learn and move forward from mistakes. Each trip to a show is a gamble.
(You are right on that one, Ginny. Each application, each trip, each approach to a customer is a gamble. I sometimes think art fair artists are so addicted to this business because of what Buckminster Fuller calls "intermittent reinforcement." Bang, bang, bang, winner, bang, low end sale, bang, bang, more money, etc., keeps us coming back for the "winner".)
You are someone who uses all of the above, Connie. And, I admire you for that.
Ginny"
Thanks Ginny, for the thoughts above. I appreciate hearing from you and wish you great shows this year.
Visit Ginny's website: www.herzogart.com to learn more about her and view her work.
What would you like to share? Write me a blog post and I'll see that it gets good exposure. Your fellow artists are definitely interested in what you have to say.
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