Making the most of your 2010 art fair season.

Despite the lackluster economy and poor art show sales throughout the past year, January 2010 brings in the opportunity to start afresh.

Let’s just think about it for a moment – you really can’t do anything about this economy, it’s just a fact of life. Things are gradually improving, albeit slowly, but don’t let poor art show sales get you down too much. Instead, look at each show as an opportunity to make connections – with other artists, potential collectors, gallerists and dealers.

Get out of your comfort zone

If you are exhibiting at an art fair then you need to put in every drop of energy to get out of your comfort zone and talk to people. You can’t afford to let any visitor to your booth leave without acknowledging them and at least making an effort to strike up some conversation. Remember that selling is a relationship thing. People prefer to buy from people they know and trust. It does you no good whatsoever to sit in the back of your booth reading a book and expecting people to just buy your art.

I understand why artists do this. It’s more comfortable. It is difficult to get out and actually promote yourself. However, actively engaging the visitors to your art fair exhibit makes the difference between leaving the show with one hundred contacts for follow-up or just one.

Think of each art show as a networking opportunity

Think of art fairs as big networking events. Don’t make sales your priority. Make people your priority and sales will follow. Put the emphasis on talking to people, getting to know them, letting them ask you about your work, and making a good impression. This makes people willing to join your email list, give you their business card, and occassionally buy from you right away. When you get back from an art fair, follow up one or two days later with personalized emails, notecards, or phonecalls to the people you met. This is how you start relationships that can flourish into lifelong partnerships. Think longterm.

I am no stranger to the world of art festivals. Starting in January 2010, I have lined up almost 40 fairs in Florida to visit. My goal is to introduce myself personally to as many artists as possible, explain a little about my company and show the quality of the art printing and giclee services we offer. Do I plan on selling to artists directly at those shows? Not really, I may take a few orders, but my priority is getting to know the artists personally so that I can serve them better by knowing their real needs.

Stop wasting your time and money

Each art fair season I talk to literally thousands of artists, so I get a good idea of the sentiment at art fairs. I also get an up close view of artist-visitor relationships in progress. I am truly amazed by the lack of enthusiasm on the part of many artists. I enter a booth, receive no welcome, and when I ask about work I am given a cold answer that makes me feel that I’m actually bothering the artist for daring to ask about the work.

Why do you even bother going to a show with this attitude? It’s a great way to waste your precious time and money. I know it’s art and that a lot of people may not “get it” but you need to be able to explain what it’s about to anybody. You should have a 30 second “elevator pitch” just like any other business owner.

The last thing I want to do is discourage you. I love art. That’s why I’m in this business. But it frustrates me that obviously talented artists ruin their chances at so many art fairs because they just want sales rather than relationships with people which then lead to sales.

So here’s what I say – welcome in the new year with a resolution to make more connections at your next art fair. Be positive, you’re doing what you love! Let your enthusiasm shine through, be confident. There are no rules in art – you are the expert in your own field of creativity. So go out there with a positive attitude and remembering that your art career spans a lifetime, so take a long term approach to each new connection you make.

I hope to meet you at one of the Florida art fairs this season. I’m starting with the Las Olas Art Fair in Fort Lauderdale on the first weekend in January. I’ll have sample giclee print packets for any interested artists so make sure to say hello! Good Luck!