Glad to see someone else saying 'spend money to make money' as far as advertising goes.
In fact, just this morning I had a renewal form for a listing in Galleries magazine and I've decided to renew it though I have doubts about it's use last year. But hey, it's only £50 so all I need is one mid-size sale to make it worthwhile (or a new gallery contact).
Got me thinking about last year too...
I really focused on the art fairs and probably spent about at least £1000 on the fees, not including my travel, packing and sustinence costs. A *complete waste of time*! I learned the hard way and will just focus on letting galleries take my work to the big fairs.
I am only doing one fair myself this year (and one charity weekend event that was really good last year). On the whole, finding new galleries has been far more lucrative as I have 4 new ones, one of which has me as their best-selling artist in only 2 months of being open.
Basically, still spending money - going to spend the same amount this year but split between a couple of events and new advertising instead of the fairs.
And pricing was another thing I thought about. I also gave up the idea of prints after a failed company earlier this year and gave up printmaking years ago. (though I still do monoprints occassionally) I just decided I didn't enjoy the entire process of multiples or nickle and dime income. And I'm happier!!! So my painting prices have to reflect the fact that they are the only income source. This year I decided to hold out and keep my prices on the higher end despite other artists around me doing discounts. Well... another artist in my building and I ordered a 120x150cm canvas at the same time. She did a painting quickly for an exhibition and priced it at £550. It sold. (her work is very popular but she's less confident of her prices though she has been selling her artwork for a long time) I did my painting and it was shown to several interested collectors and a company, but I wouldn't lower my price of £1000. In the end a collector (who already spent £850 early this year on one of mine) came and bought it off my studio wall for the asking price.
My lesson learned - the collectors *are* out there and we need to value our work. (plus I didn't have to pay gallery commission on my sale! heehee) And the piece acted as a 'show piece' which impressed potential buyers until it was sold. So having a painting around for a while isn't necessarily a loss - I may get a large corporate commission (still being discussed) because they lady was able to see that particular painting. So you could end up with commissions plus a sale in the end.
This year - aim for new galleries and exhibitions. Art fairs are getting out of hand and I think even buyers are sick of them. If a gallery wants to take me, fine, I'm not out of pocket.
Advertising - I've created a new website for local artists and plan to promote it big time this year. So that will be nearly free, will bring a lot of artists more exposure, and increase traffic to my studio (which is in a gallery, so they can see several local artists in one visit).
Painting to have extra work - ABSOLUTELY! This is a big thing of mine. I couldn't find any new galleries if I didn't know I had about half a dozen paintings to give them should they say 'yes' to me and ask to keep the work I have brought on the day of the interview. And folks, this does happen! Plus I never say no to a show, so the fact that I've had extra work around means I was able to say yes to 3 last-minute opportunities this year. One of these resulted in my second largest sale of the year.
Thanks Diane for making me sit down and have a real think about the past year and what I want out of this year.
Tina.
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