As I’ve gotten better, I’ve noticed something. At the highest rated art shows come the best of the best artists. This is a problem. What are your chances of “selling well” at a show in which potential buyers have to compare your art against the top? I’ll go ahead an answer for you... jack squat. You are now a small fish in a large pond. You are nobody. Unless you are the best in your medium at that top rated show, it isn’t going to work. The actual buyers are going to peruse their medium of choice, and among that medium they will go back and buy from the best. Chances are, even if you get in, you will just fall somewhere in the pack and thus be overlooked.
This epiphany came after I got into two of the top rated shows this year. I called it. I’m like a NBA player who called his shot. I walked the show. I came back and told my husband “There is one painter better than me.” Out of the 15 or so in my category. I have no problem am seeing or admitting when another artist is better than me. Damnit. He’s here. I’m toast. I’m casually friends with him, so I would stop and visit as all artists do. By the end of the show, every artist in my medium had a near zero show, and the single guy I cherry picked as better than me sold 6 originals for around 45-50,000.
Same exact scenario at the next one. I’ll spare the details. I picked 1 artist in my medium that was better than me and she sold her socks off and crickets from nearly everyone else in that medium.
The buyers are only going to the best.
So why does everyone sell kidneys on the black market trying to keep up jury fees to get into these top rated shows? It’s backwards. Even if you get in, who cares...
You know where the money is at? Glad you asked. Middle tier shows in locations that are up-and-coming that have not had a large historical art show the last 30 years. At the new shows, in cities that are expanding, are an ocean of homes whose people have blank walls, who have not gone to the same art show year after year after year after year after year... I could go on another 15 times to show you what it is like for someone who has lived in a city with a historic show for 25 consecutive years. That market is done. It’s ran it’s course. The buyers who have dispensable cash have already bought 3 years ago. Go to a young city, a newish young show, and then... be the top dog. Be the best artist there. Be the big fish in a small pond. Be the best booth in your medium, and hey, it’s not that hard because the show probably got 250 applications for 175 spots.
Don’t do first year shows. Don’t even do shows that have started 3 years ago. Find that 5-10 year show that is now big enough to draw a crowd, but not so big that it receives 1600 applicants of kardashian hot shots. This one simple change in direction may lead to a new outlook.
That’s my plan. Don’t copy it.
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The concept that you are a better artist than someone else or someone else is better than you and that is the basis of selling something is ridiculous. I sell wildlife and bird paintings. Not one of my customers would buy a bold abstract from my exhibiting neighbor to hang on their wall. It has nothing to do with who is good. We are both good at what we do
I also have people waiting for me to open opening day. to see my latest offerings. They are repeat customers every year and buy again. Would they come anyhow if I didn't send an e mail telling them I will be at this show? I don't know but it doesn't hurt.
Exactly- 3 different artists who are, lets say, watercolorists, could all be doing completely different subject matter that appeals to completely different markets. Being the "better" artist is not always the most important factor!
I appreciate your advise on the smaller shows. But, and it's just my opinion, people are going to buy what they like. If an artist they like doesn't have something that moves them, they'll pass. If you have something they like, you've got a chance. I don't think it's about who's better or worse (in your eyes). Beauty is in the eye of the beholder. I often have a piece that I am sure won't sell and yet it's the one that's a hit. And the opposite is true, the piece I love the most will just sit there and grow moss. It's a crap shoot. While we all have competition, it's really about what speaks to the buyer/collector. Shows are expensive and hard on your body, so I get it. But don't get jaded. It may be more about marketing than popularity.
I’m still trying to understand the relationship between mailing lists, and websites as a valid use of my time.
Let’s say I create a mailing list. The next time I come to that city, I am going to email them and say “hey come check out my new work at X show!” ... when in reality, they went last year, they will probably go this year and on and on anyway. Now, if they do come to the show, they will most likely walk the show, right? What if they see an artist better than me, do they shun them because I sent out a generic mailing list reminding them to come back to the same show they came to last year? Do they automatically buy from me? No... so I don’t see the relationship between mailing lists or any of that. It seems people send reminders telling patrons to come to the same show they came to last year...lol..what a brilliant business model!
Could I update my new work on the mailing lists throughout the year and maybe people will buy from my website? I doubt it. Looking at a two inch box on an iPhone hardly causes people to spend 6k on a painting. You have to see it in person.
I just don’t see the value. Maybe I am missing somehuge glaring point. My impression of who sells or not is that there is one artist who sells really well in each medium, because they are the best one there, not because they have mailing lists. If you are “somewhere in the middle of the pack” good luck tramping around the country barely scraping by continually bitching with other artists how the art market is going downhill and it’s not like the good old days. I think taking a step back, getting away from the notable prominent art festivals, deliberately chasing new shows might cause you to be the best artist in your medium there and kill it, if you are the caliber of artist who can get accepted to the high end shows, and especially if it is in a new city who have empty homes.
Keep in mind Dori that we are all playing against lots of odds...weather.. customer appeal...economic conditions and market. Your game plan makes sense and most likely will work but you have been juried into some top shows, which tells me your work is quite good. I find it hard to understand that a "competitor" has the same coloring, style as yourself. Hindsight is always 20/20 but I'm wondering if your are not underestimating your work. My experience is most people have an appeal to the art then they ultimately buy the artist. The art does not sell itself. My questions would be are you engaging enough with follks come into your tent. How does you display look? and ultimately what is your attitude when greeting your customers...do you have a smile on your face and present an excitement?? I might be totally wrong but give my thoughts some consideration. Warmest and good luck. Robert
Judy Christian > robert casariettiJuly 16, 2018 at 12:48pm
Dori,
I'm too busy to post much today, but I believe that you are pretty close to spot on with your thinking. Best wishes.
How many of your better artists were return customers from their mailing list and how many were gallery owners that buy a few works every year to pick up at the show. How many put some thing on follow me on facebook? What advance work did you do?
Replies
The concept that you are a better artist than someone else or someone else is better than you and that is the basis of selling something is ridiculous. I sell wildlife and bird paintings. Not one of my customers would buy a bold abstract from my exhibiting neighbor to hang on their wall. It has nothing to do with who is good. We are both good at what we do
I also have people waiting for me to open opening day. to see my latest offerings. They are repeat customers every year and buy again. Would they come anyhow if I didn't send an e mail telling them I will be at this show? I don't know but it doesn't hurt.
Exactly- 3 different artists who are, lets say, watercolorists, could all be doing completely different subject matter that appeals to completely different markets. Being the "better" artist is not always the most important factor!
I appreciate your advise on the smaller shows. But, and it's just my opinion, people are going to buy what they like. If an artist they like doesn't have something that moves them, they'll pass. If you have something they like, you've got a chance. I don't think it's about who's better or worse (in your eyes). Beauty is in the eye of the beholder. I often have a piece that I am sure won't sell and yet it's the one that's a hit. And the opposite is true, the piece I love the most will just sit there and grow moss. It's a crap shoot. While we all have competition, it's really about what speaks to the buyer/collector. Shows are expensive and hard on your body, so I get it. But don't get jaded. It may be more about marketing than popularity.
Let’s say I create a mailing list. The next time I come to that city, I am going to email them and say “hey come check out my new work at X show!” ... when in reality, they went last year, they will probably go this year and on and on anyway. Now, if they do come to the show, they will most likely walk the show, right? What if they see an artist better than me, do they shun them because I sent out a generic mailing list reminding them to come back to the same show they came to last year? Do they automatically buy from me? No... so I don’t see the relationship between mailing lists or any of that. It seems people send reminders telling patrons to come to the same show they came to last year...lol..what a brilliant business model!
Could I update my new work on the mailing lists throughout the year and maybe people will buy from my website? I doubt it. Looking at a two inch box on an iPhone hardly causes people to spend 6k on a painting. You have to see it in person.
I just don’t see the value. Maybe I am missing somehuge glaring point. My impression of who sells or not is that there is one artist who sells really well in each medium, because they are the best one there, not because they have mailing lists. If you are “somewhere in the middle of the pack” good luck tramping around the country barely scraping by continually bitching with other artists how the art market is going downhill and it’s not like the good old days. I think taking a step back, getting away from the notable prominent art festivals, deliberately chasing new shows might cause you to be the best artist in your medium there and kill it, if you are the caliber of artist who can get accepted to the high end shows, and especially if it is in a new city who have empty homes.
Keep in mind Dori that we are all playing against lots of odds...weather.. customer appeal...economic conditions and market. Your game plan makes sense and most likely will work but you have been juried into some top shows, which tells me your work is quite good. I find it hard to understand that a "competitor" has the same coloring, style as yourself. Hindsight is always 20/20 but I'm wondering if your are not underestimating your work. My experience is most people have an appeal to the art then they ultimately buy the artist. The art does not sell itself. My questions would be are you engaging enough with follks come into your tent. How does you display look? and ultimately what is your attitude when greeting your customers...do you have a smile on your face and present an excitement?? I might be totally wrong but give my thoughts some consideration. Warmest and good luck. Robert
Dori,
I'm too busy to post much today, but I believe that you are pretty close to spot on with your thinking. Best wishes.
How many of your better artists were return customers from their mailing list and how many were gallery owners that buy a few works every year to pick up at the show. How many put some thing on follow me on facebook? What advance work did you do?