There are many ways a gallery can market its art, its artists and its events, and there are many factors that contribute to the effectiveness of the marketing activities of galleries. As with all businesses, at the centre of all marketing decision-making, a gallery needs to know who its customers are, where their customers are, and what their customers want.
To help measure the success and return on investment of marketing activities, a gallery will need to create a marketing strategy supported with marketing plans and measurable performance indicators and targets. Marketing should be seen as a continual and evolving investment, with short, medium and long term returns depending on the activities undertaken. If collectors do not know who you are and what you do, the cannot buy from you.
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