Marketing Your Art Through Art Shows and Festivals
Marketing Your Art though Art Shows and Festivals
If you are a budding artist, one of the easiest ways to market
your work is to sell it yourself. And one of the best ways to do
this is to exhibit in Art Shows and Festivals. Following are
some hints for getting started:
Finding the Shows
Many states and localities have Art Leagues and Associations
which list local Art Shows. Make sure to start with these
organizations. For nationwide listings, try either Sunshine
Artist (artandcraftshows.net), artfairsource.com or
festivalnet.com. Once you identify the shows that interest you,
you can write or email the contact person of each show for an
application.
Filling out Applications
The first thing to note on an application is the deadline. Many
shows will not accept entries received after that date. The
application will outline the show regulations and fees required.
Art Shows vary extensively in rules and regs. Most of the better
(i.e. potential for sales) shows limit artwork exhibited to that
which is hand-made. Any reproductions, even 2-dimension prints,
may be limited or not permitted at all. Make sure to read the
application completely before applying to the show!
A Note about Fees
In most cases you will need to send two separate fees with the
Art Show application. The first is known as a "Jury Fee" or
"Screening Fee." This fee is non-refundable, and must accompany
the application. Jury Fees generally range from $5 to $30.
The second fee is the "Booth Fee." This is the fee you pay for
space at the show. A standard booth space is 10 foot by 10 foot.
Depending upon the size and quality of the event, the Booth Fee
may range from $25 to $400 or more. Some shows require this
check upfront with the application. Other shows request the
Booth Fee upon your acceptance into the show.
After the jury has reviewed your application, you will receive
one of three replies: A Letter of Acceptance, A Letter of
Rejection, or a Stand-by (Wait List) Notice. The first two
replies are self-explanatory. The "Wait List" letter simply
means that your work did not quite make the first cut, however
you stand a chance of being called in to do the show should
someone else cancel. It is your choice to remain on the Wait
List or to withdraw from the show altogether.
Slides
In most cases, 35mm slides of your work will be required with
the application. Some shows are starting to request electronic
scans, however many still require the slides. Either way,
quality is requirement number one. Whenever possible, you should
spend the money to have your art professionally photographed.
Remember that this is the only view the art show jury will see
of your work. Two dimensional artwork should fill the slide area
-- no matting or framing should be visible. Three dimensional
artwork should have a very simple background which compliments
the art.
Many shows, particularly outdoor shows, will require a "Booth
Slide" or photo as well. In this case the art show is looking
for a picture of your entire display. It goes without saying
that this picture should look as professional as possible. To
get a good shot of an outdoor display with canopy, try taking
the photo on a slightly overcast day (to eliminate hard shadows)
and leave the top of the canopy for nice lighting. Your display
should be clean, simple and free of clutter.
Booth/Display
Canopy -- If you are planning to do outdoor shows, you will need
a canopy to protect you and your work from the elements. This is
not the place to save money. Buy the best canopy you can afford.
Talk to any artist who has ever lost $1,000's of dollars of work
to wind, rain, etc. and he/she will confirm this. Two of the
better canopies are the TrimLine Canopy by the Flourish Company
and the Light Dome Canopy. Canopies are offered with many
options, including see-through material for skylights and doors,
awnings, carrying cases, and more.
Display Panels -- For two dimensional art, you
will want standing panels so that you can hang your framed
pieces. You may also want a "flip bin" or two for matted,
unframed prints. The panels should be fabric-covered, as plain
grids tend to have an unprofessional look. Some of the best
panels come from ProPanels.com. This company also makes
pedestals for displaying three dimensional work. The Flourish
Company makes panels which attach to their canopy.
Weights -- Weights are a necessity for canopies.
You never know when the wind will kick up, and canopies can turn
into flying parachutes. All four legs of the canopy should be
weighted. Sand bags and cement blocks work, but a nicer look can
be achieved using 3"-4" pvc pipe. Just cut 2-3' sections of
pipe. Cap one end and fill with either cement or sand. Then cap
the other end with a screw eye hook in the cap. This way you can
secure the weight to both the top of the canopy rails (using a
rope) and the bottom of the canopy legs (using utility ties.)
Weather -- Make sure to plan for the elements!
This may mean rain gear, sunscreen, extra clothes and the like.
Also, your art work should be transported/stored plastic bins as
opposed to cardboard. Consider purchasing a heavy duty dolly.
Not only will this make getting your display from the vehicle to
the display area easier, the dolly can also serve as an above
ground table for storing artwork behind your booth.
Hotel arrangements
If you are planning to exhibit out of town, make those hotel
arrangements as soon as you are accepted into the show. While an
art show alone usually does not fill all the local inns, you may
find that other events are in town for the weekend to coincide
with the art show. This may make finding last minute lodging
difficult.
Payments
Consider in advance what forms of payment you will accept. While
"cash only" is a nice arrangement for the artist, it generally
results in lost sales. If you plan to accept checks, make sure
to check identification when accepting the check. If possible,
try to get a merchant account before the show so that you can
accept major credit cards. This will definitely improve your
chances of sales. Most banks offer merchant accounts, though
these days you will probably find better terms and pricing
online.
Marketing Materials
Even if people are interested in purchasing your work not all
customers will make purchases at the show itself. It is
important to let them know how to reach you later. At very
least, have professional business cards ready. (Try
vistaprint.com.) If possible, also take flyers, brochures, price
lists and other materials which you can hand out. And don't
forget sales slips/receipts.
An "Artist Statement" (telling about you and your work) should
be posted in your booth. People want to learn about you!
Attitude and Presentation
One the day of the show, make sure to SMILE! Purchasing artwork
is a joyful occasion for most people. Few will transact with a
grouch! It is also important to make a good impression on the
show committee. One sure way to *not* get into future shows is
to growl at a committee member. One last note, dress
comfortably, but neatly. The paint-stained clothes should be
left at home. You are in "selling" mode now and should dress
accordingly.
About the author:
Artist and Designer Kelli Swan specializes in Pencil Drawings
and Graphic Design Services. Her artwork is available through
http://www.pencilplace.com. Her Horse Lover Gifts and Dog Lover
Gifts are at: http://www.cafepress.com/kelliswan. Kelli's
Graphic Design Services are listed at
http://www.cygnetgraphics.com and her Gift Ideas are at
http://animallovergiftplace.com.
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