One of the excuses in my book – excuses that keep artists from promoting their art effectively – is “I don't want to bother people.” You know what it feels like to be bothered and you don't want to do that to anyone else.
But don't err to the other extreme. People need to see multiple marketing messages (in a variety of locations) before they act. You need to cover all of your bases. No single person will see the same message across all of the platforms you use.
So, where do we draw the line when promoting our events? (By events, I mean exhibits, sales, openings, open studios, trunk shows, gallery talks, classes, and workshops.)
I propose the following breakdown.
Annoying – Horsefly Buzzing Around Your Head
- Multiple email “reminders” for the same event
- Corrections to those email reminders because you left something out of the first one
- 49 tweets in a row promoting your art
- 15 Facebook updates that tell us how excited you are about something coming up
- Promoting your event on someone else's Facebook page
Informative – Covering All of Your Bases
- Announcement in your newsletter or email
- Postcard sent in the mail
- Feature on your blog sidebar or website events page
- Sprinkling of mentions in blog posts that relate to the event
- Blog post devoted solely to the event
- Special email announcement focused on the event only (no other news included)
- Email reminder the day of or the day before the event
- Facebook event
- A few tweets a day that are varied (varied message, varied time of post)
What have I missed?