A couple of years ago I visited a prominent gallery on business. While I was there UPS brought a box with a painting, which the owner immediately opened. After admiring this painting for a few minutes he made a digital photo, excused himself for a few minutes, went to his desk and sent an alert about the painting to his collector base. Within 20 minutes this painting was sold.
Today when I met with an artist friend and happened to ask if she was emailing new paintings out to her collectors she mentioned that promotion was an afterthought and that she always intends to do it but never gets around to it.
During this disadvantaged economy it's critical to increase your personal promotion activities and create some planned spontaneity. In other words, make sure you're notifying your collectors (or your gallery as the case may be) of new works for sale. Its important to keep your name and paintings in the public eye.
I say spontaneity because I believe this type of promotion must not appear as a regular planned event, such as a weekly mailing, newsletter, etc. Too much frequency will become too much, but its important when you have something noteworthy... let the world know.
Its a basic we all forget. We assume everyone know's what we're up to, when in fact we're not top of mind with most.
Comments