Lee Shiney attended my book signing and talk in Wichita, Kansas. He writes:
You were talking about keeping in touch with buyers, using mailing lists, etc., and my dilemma had always been that often I didn't know who bought work because it was cash and carry out of small shops. There was no record of the actual buyer.
This realization incited him to take action to find out who was purchasing his art.
Lee created a packet to attach to the back of his art.
The card inside the packet serves as a Thank You, but also asks for a closer connection to the buyer. Lee is being proactive – trying to track down his buyers while they're excited about their purchase and probably wanting to know more about the artist.
If you go to www.leeshiney.com/register (as requested in this card) you can see what Lee's buyers will see.
The final card gets hand-signed by me and goes in a little plastic bag along with more than one business card (to share with friends, maybe?) and attached to the back of a work. The whole presentation was created with the idea of making them physically take something off the work, almost like a gift, and be specific about a call-to-action.
Taking It a Step Further
You might also add to your packet:
- How to hang/install the piece
- How to care for the art
- Images of other art they might be interested in
- A bio or story that is warm, funny, engaging about you
These Packets Have Their Place in Your Marketing
Lee's tactic probably wouldn't fly in a gallery situation. Dealers wouldn't want you to make this connection with purchasers (THEIR clients) – outside of their watchful eye.
This works for coffee shops, restaurants, and wherever else your work might sell without your having a record of it – without stepping on an agent's toes.
Do you have a twist on this or do something similar?