Guerilla Marketing an Art Show in San Antonio

I’m starting to get a bit nervous.  Not because I get shy around people I don’t know or clumsy around fragile works of art.  Not because I don’t know what to wear or who is going to help that night.  In the effort of full disclosure, I do get a bit claustrophobic…and by the way that truly is what is is, not Enochlophobia…when surrounded by people in a tight space.  No, what I’m truly nervous about has to do with slaving over pans of Baklava until midnight before the show and running out of it at 7pm.  I’m nervous that the Mediterranean Feta appetizers will look more like an empty plate by 7:10.  I’m nervous there will be a lot of people at this show and I won’t make enough food.  This is probably why we have a freezer full of leftovers from nearly every pan of enchiladas or cherry cobbler I have made.  My mixing spoon is always bigger than the stomachs I’m feeding.  Luckily, I know this, but it probably still wont stop me from 10-traying this event.  Of course, now that I have written this, clouds will form over San Antonio and will will rain the entire night of the show, forcing everyone to stay home. 

What does this have to do with Marketing?  Everything, but I won’t get into that now.  Let’s get straight to the plan.

The last time I promoted an “Event” rather than a book release or a website birth, was in 2002 for a signing.  Lucky for us, we knew someone on the local paper, so we were able to get a nice article, and believe it or not (I can’t), in that relatively short time ago, people still read papers.  We had a pretty good turn out for a little bookstore. 

Do artists and bands still plaster bright orange copies of show promos on telephone polls around campuses?  

Hours spent with a stapler that jams up after about the eighth shot, and you don’t have a screwdriver, so you have to resort to cannibalize  somebody’s well thought  planning of a thumbtack and cover their dance lessons tear-off number that they probably put a lot of work into, at least lots of cutting….. That’s not really the way I want to spend this Saturday.  So, good thing the millennials came along with their Face Book. 

For the last week or so I have been plastering my bright orange e-poster like I have a magic stapler…and I guess I kind of do.   Yesterday I mentioned to Gordon that I had invited about 10,000 people to the show.  And, I had.  Will 90% of them even see it?  Probably not.  But in that 10%, if 1% of them come, that’s ten more people.  This is how I did it, we’ll see how it works:

Three weeks before the show:  Get post-cards, set up website home-page for the show announcement with complete details and links back to the FB page, the FB event, the show space, the Etsy store and Google maps with directions.   I also starting posting information about the show to the FB page…I know, I know, we only have 43 fans.  Whatever.   I also contacted a dozen art-focused newspaper reporters and e-zine editors.  No response yet…but maybe they will come to the event. 

Two weeks before the show:  TO BE CONTINUED…………

A Busy Weekend, Almost Over….

I’m not sure if it’s the quality of the video or the platform I’m using, but it took two hours to upload the new video of Gordon’s sculpture.

Process of the Second Carousel Horse:

This is my first video posting with the Canon Power Shot SX200.  My only complaint is the same as the last camera:  There is audible clicking when I use the zoom feature.  I would think that they could eliminate that annoyance.   

It’s posted to the website, FB and by default Twitter.

Thank you FedEx

We got a box of books!  But, I’m not sure I can sell them.  The covers are much different than the last batch and my proofs.  They are much darker and the contrast is higher.  This really is disappointing.

Etsy, part two

Yesterday I spent a few hours getting the shop open on Etsy.  After I recruited the artist to assist in the photography, it went pretty quickly. 

I listed eight pieces to start, ranging in price from 65.00 to 72.00.  This is the low end of our price point, but it’s part of a strategy to offer affordable art work.   After Paypal and Etsy fees (totaling about $5.00), we net just enough to pay my hourly fees.   I’m kind of kidding.

The necklaces are very special pieces.  Gordon goes through phases when he will make two or three and then work on the sculpture for a few weeks.  After two years I have 20 available, so they are limited. 

So, last night, after having the shop open for about 6 hours, we sold our first piece.   I had broadcasted it all over Twitter, so it’s possible the sale came from there.  I should ask the buyer where they first found us.  Here is the piece that sold:

I think having Twitter, FB and the website reinforce any effort I could make in trying to sell these pieces.  Other than time and the yearly website fee, the only fees we have are the direct sale fees from Paypal and Etsy.  What would it cost to host this type of effort before the internet?  Way more time, I know that.   Walmart took away the Mom and Pop, the internet can bring them back…it’s just a matter of-----maybe I have been reading too much Tim Farriss and GaryV.   Nah.

The Nomad Sculptor Etsy Shop

Etsy

Last week I was introduced to Etsy.com by accident.  One of the many FB groups I belong to had a mention of it at just the right moment….Where have I been?  What a great site to showcase not only Gordon’s work, but my father’s. 

For those of you who don’t know, my father is a pretty remarkable wood turner.  I’m thankful to be his favorite daughter because I have his work all over my house.  His pieces are tight, thoughtful, and a little funky.  I love them, and not just because they came from his mind, hands and workshop, but because they are really wonderful.  Now that he is retired, he has a little more time to work in the shop.  We have been thinking about ways to sell them.  It looks like Etsy might just be that great opportunity.

Here are two pieces that I kind of commissioned him to make for me:

Above is a Mortar and Pestle I sketched out for him and he went above and beyond.  He used a rough chunk of wood.  I love it.

These two pictures are of the patchwork bowl he made me.  We were talking about cleaning his shop one day and he mentioned that he had a lot of great scraps of wood from projects.  He said he didn’t want to throw them away.  I think this is a great piece and I have one more like it.  Whether he uses scraps or cuts wood just for this patchwork look, I think it’s great. 

My next project for him is to make hair pins.  I use them everyday, but I’ve never had a handmade one….on Etsy, artists are selling theirs for $60-$110. 

But before I work on Dad’s site, I need to focus on the NomadSculptor site.   For the last two years, Gordon has been making (stringing and hand-tying) beaded necklaces, many showcasing his own tiny sculptures as pendants.  Now that he has 30 or so, we have decided to let some of them go.  It might be a great opportunity for someone to purchase Gordon’s work, who maybe can’t afford a $400 drawing or $3500 painting.   I liked the idea of including a signed gift card to guarantee authenticity, so we will be including that with every piece.  So far, I have listed two necklaces and now that I have the process figured out, it shouldn’t take long to list the rest.  For the most part, it’s the photography that takes the most time. 

I have two necklaces listed so far.  http://www.etsy.com/shop/NomadSculptor

I’m really glad I had the time to get this up and working before the show.  I love the idea of being able to offer something, still a work of art in it’s own right, for a more approachable price point.   And, I’m wearing mine right now.  ;-)

The month ahead….

Today I updated the website, added an event to the FaceBook page and sent the postcards out!   We have a lot of BIG art to transport, a lot of food to prep and show supplements to create.  I love to plan, so I know everything will work out fine.  I’m looking forward to meeting people and having a great time at the show opening! 

Once again, I have to recommend Webstarts.  They are so easy to work with.  I just changed the entire home page on the site and it took me twenty minutes.  Awesome.