online art market, manage your gallery, artists,. art,. new types of galleries

F-selling fine art

Skills for Selling the Luxury of Fine Art

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http://www.galleryfuel.com/

Selling art takes special skill that should be continuously trained and nurtured in your gallery staff. This article will highlight some important skills your gallery sales staff must have to sell a luxury like fine art to today’s affluent art collectors.

The Online Art Market and What It Means For Your Gallery

Art galleries have increased competition from all the online art platforms that have popped over the last few years.  Here we will look at the online art market, how art collectors are buying art online and what your gallery business needs to do stay in the game and remain competitive.art gallery ecommerce

Progress of the Online Art Market

The entire art world has been working to improve their business models to stay relevant and offer more to demanding consumers.  Auction houses, art dealers, artists and museums are all operating with a more digital business model.  E-commerce plays a big part of this strategy.  Today, art collectors are beginning to embrace buying artworks online without having seen the work in person.  Enormous investments have been made by newly established online art platforms, such as Auctionata, Artspace, Artsy, Paddle8, just name a few.  Over the last few years, many have failed and others are just beginning to see success.  It will like take more time before the real winners in this market are named.  Partnerships are forming to increase presence and services.

Overall the online art market is growing at rate that retail e-commerce experienced about 10 years ago.  This makes sense as art collectors are have had a decade to get comfortable buying a variety of items online and with the first real digital age generation entering the work force and buying first homes.  Many art gallery owners have resisted including e-commerce on their gallery website with the excuse that online buying will never replace the experience of seeing artworks in person.  Never say never…..

It still holds true that seeing works in person is best and is still preferred by collectors.  However, collectors are more and more willing to purchase works online, sight unseen, from sellers with good reputations, services and return policies.

Who is Buying Art Online?

Common Missed Opportunities of Art Gallery Websites

I spend a lot of time looking at art gallery … [Read More…]

Facebook art gallery page

Facebook’s New Rules Will Make Promoting Your Gallery More Challenging

As you have no doubt heard, Facebook is under … [Read More…]

Gallery Marketing

Marketing your fine art gallery is critical for finding new collectors. Today, an art dealer has so many more tools to increase awareness of the gallery and its artists, but at the same time collectors are changing the way they view and buy art.  It can be difficult to keep track of all the rapid changes and how they affect your gallery business. Here you will find information, creative ideas and techniques your fine art gallery can use to attract, education and nurture art collectors.

Easy Steps to Audit Your Art Gallery Website

Auditing your art gallery websiteAn effective website can be a great asset to your gallery business.  It is the “go to” place for prospective buyers and journalists.  It is a good idea to do regular audits to make sure the site is functioning to its maximum potential. This is especially true if it is maintained by multiple staff members or outside … [Read more…]

Direct Mail: The Old Master of Marketing

?????????????????????????????????????????????????????Galleries and other small businesses are still trying to keep up with the latest and ever changing new technologies to help reach target customers. And many of these technologies are great tools, but your clients are just as overwhelmed by the amount of digital information they see daily as you are.  Marketing through … [Read more…]

Creating a Marketing Plan for your Art Gallery

Art Gallery Marketing PlanEvery year is filled with opportunities to connect with new collectors and artists, sell more art, and grow your reputation as a cultural leader of your community.   A strong and comprehensive marketing plan is a key element in the growth of your gallery and your artists’ careers. Here’s the best news: It doesn’t need … [Read more…]

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Art-gallery-website-opportunites

Common Missed Opportunities of Art Gallery Websites

I spend a lot of time looking at art gallery … [Read More…]

Facebook art gallery page

Facebook’s New Rules Will Make Promoting Your Gallery More Challenging

As you have no doubt heard, Facebook is under … [Read More…]

The Gallery Business

The art world is evolving to provide many more options for art collectors.  Art dealers must also adapt their business to work smarter and more efficiently. Here you can learn about important issues, industry trends and creative ideas for running a fine art gallery.

Your Gallery’s Brand Position: Friend or Foe

Art gallery brandingAs a fine-art dealer, consider how your current brand helps your gallery stand out from the competition in the minds of art collectors. Brand positioning, when done well, can be a true friend instead of your business’s greatest foe. Typically, the first things that come to mind about branding are the visual elements, … [Read more…]

Planning for a Happy (and Profitable) Holiday Season

Art gallery holiday marketingHow successful has the holiday season been for your art gallery? Planning early can make all the difference. It’s time to start now because once the season hits, you, your staff, and your collectors will all be busy wrapping up the year and spending time with family. The holidays can be stressful, but good planning … [Read more…]

Future Possibilities: The Art Gallery Business Model

Art gallery business model for the 21st centuryThe current art gallery business model has many shortcomings that conflict with the way today’s art buyers expect to do business. A few pioneering galleries are stepping outside the white cube by embracing the advantages of the Internet for selling and increasing awareness about the gallery and its artists. These … [Read more…]

Museum Evolution and Lessons for an Art Gallery

Museum Evolution and Lessons for an Art Gallery

gallery lessons from art musuemsArt museums have been in a state of evolution for years, redefining their missions and communicating their benefits to the communities they serve. They have invested a lot of time and money into research to learn how to stay relevant. As a result, we are starting to see significant changes to how museums engage with … [Read more…]

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Facebook Pages: A How-to Guide for Art Dealers

How to use facebook for your art galleryIt is almost impossible to find someone today who has never heard of Facebook. In fact, over 800 million people worldwide are using Facebook, and the business community is taking advantage of Facebook’s popularity in increasing numbers. Tools like Facebook’s pages application can help fine-art galleries build an online community of gallery fans, connect with existing and prospective art collectors, and gather insightful information to help target their marketing efforts. If you’re new to Facebook, below you will learn about key elements of this marketing tool that will benefit your gallery. Just follow the step-by-step guide to learn how to set up a Facebook page to promote your business.

Facebook Pages vs. Profiles

There are two different ways to have a presence on Facebook: profiles and pages. A profile is meant for individuals to use to connect with family, friends, and acquaintances. Pages, however, are intended for businesses and include functionality specific to promoting your brand, services, and artists. They are public and are accessible to search engines like Google. Another difference between the two is that a profile requires mutual acceptance; adding fans to your business page does not. Anyone can “like” your gallery page and become a fan. Art dealers should also know that Facebook can remove your personal profile if it discovers that you are using it promote your business. You must establish a fan page in order to use Facebook for business.

Creating a Facebook Page

Creating a Facebook page is simple.

  1. Go to www.Facebook.com. If you have an account already, sign in and click on “Create a Page” located at the bottom of your profile home page. If you don’t have an account, go directly to the “Create a Page” link at the bottom of the Facebook home page; at some point in the set-up process you will be asked to create a free account so that you can manage the page.
  2. Follow the set-up wizard by choosing from one of six business classifications. For art galleries, the best choice is either “Local Business or Place” or “Company, Organization or Institution.” You will be able to change your classification later if you change your mind. The main difference between the two is the type of information visible in the information section of your fan page.
  3. Next, the wizard will ask for your gallery name, a photo or logo, and other basic information and suggest that you add fans from existing contacts. After these basic steps are completed, the skeleton for your page is created, and you can then work on adding features to reach out to existing fans and attract new ones.
  4. Suggested settings: Explore all the options in the menu along the left column of your new page. A few to make note of:
  • Wall Tab Shows: Select “all posts” so your fans can see what other fans are saying. You can remove any inappropriate posts.
  • Default Landing Tab: Decide what you want to appear when people first land on your page. This could be your page wall, information tab, or a survey or custom welcome page that you create. Choose whatever you think is best for your fans.
  • Posting Ability: Checking “users can write and post on the wall” and “users can add tags to photos” is a good place to start and will encourage fans to interact with your page. This also enhances the viral marketing benefits of using Facebook, by allowing a fan’s friends to see the post, potentially drawing more people to your page. It’s like a referral. This feature also gives you the opportunity to respond to both positive and negative comments.
  • Managing Admins: You can designate people from your gallery staff as administrators for your page. It’s helpful to have multiple administers of your page to keep it active if things get busy in the gallery or if someone is unavailable. You might designate specific duties per administrator.  For example, one person could be responsible for keep the photos up-to-date, another may create events and monitor fan interactions.

Save changes after each step.

Features and Functionality to Know About

There are many features and functionality that can enhance the user experience and your ability to reach your fans. Some include:

  • Communication Tools: Facebook recently upgraded its page functionality to allow users to sign in as a page or brand rather than as themselves, keeping the two separate. You can switch to “Use Facebook as page,” which is found under the account settings pull-down menu at the top of your profile or in the right-hand column on your page. This useful feature allows you to post on other profiles and business pages as your gallery—a great way to build awareness of your gallery and grow your fan base. You can also “like” other pages, which helps broaden your reach. In addition, you can receive email notifications when a new fan joins your page. All of these features enrich the way a gallery can communicate with new and existing visitors.
  • Photos: Facebook has added the option to include a scroll of photos at the top of your page, placing important images front and center. You can highlight your current exhibition or showcase photos from recent events. You can also share recent work from featured artists by creating photo albums for each artist.
  • Videos: Videos help engage, educate, and entertain fans. You can upload videos of artist lectures, recent showings, or interviews with collectors at an art opening.
  • News Feed: The news feed, or the wall, is another way to communicate directly with your fans. Your posts show up on a sidebar news feed of your fan’s profiles when they log into their account. Be advised that with Facebook’s new enhancements, Facebook controls what shows up and when; it determines what is newsworthy by gauging interactions and comments. Your feeds may not be in chronological order either. Many users do not like this and Facebook may change that in the future.
  • Measurement: Either through Facebook’s own application, Insights, or through a third-party program like Crowdbooster, gathering data about your page’s activity is essential. Analysis provides the information you need to determine whether or not fans are engaged and if the content you are offering is helping you reach your goals.

To the Point

Setting up a Facebook page for your fine-art gallery is not a scary thing. Follow the steps above and have fun with it. Get fans quickly by uploading your current gallery database to see who is on Facebook and invite them to your new page. Also, explore some of the available applications to help you increase interest and engagement. One of the greatest benefits of having a page is that people are on Facebook almost everyday and can access their news feeds directly from their smartphones, giving you a chance to connect with them as frequently as your next post. Does your website get that much action from your collector base? With just a little time and planning, art dealers can use pages to increase their presence on the Internet, drive traffic to their website or into their gallery, and build a community of engaged potential art collectors through targeted outreach.

For more information about how you can use Facebook to grow your gallery business, check out these other Gallery Fuel articles.

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