October 10, 2011 | Alyson Stanfield

Start Promoting It NOW

So you're driving around the neighborhood and suddenly you spot something different. A new business has opened up.
You can't remember what used to be in that space, but suddenly it's a new restaurant or gift shop.
When did it open?

Back in June I stopped by the Golden, Colorado Visitors' Center to pick up pamphlets for my workshop peeps who were coming in from out of town.
I came across a small card with a business card stapled to it, which announced that Local Market would be opening soon. It was probably printed on a home printer, but it was enough to catch my attention.
I was excited! We're a sleepy little town and a new local market is big news.
A little later, I drove by the new space for Local Market to see where it was going to be. It was easy to spot because there was a temporary sign. A big sign in the front windows (it's really a small space).
I found out that Local Market, which I could walk to if necessary, would be opening in late August.
I waited patiently, but enthusiastically.
That means they were promoting it at least 2 months before their opening.
Local Market didn't just suddenly appear in a vacant space. They let people know they were coming.

Your Takeaway

Don't wait to start promoting something.
The more people see something, the more they will look forward to it and the more likely they are to act on it when the time comes.

  • Post future events on an online calendar (Facebook, blog sidebar, etc.) NOW
  • Blog about your 2012 exhibit NOW
  • Talk about your upcoming open studio NOW
  • Send save-the-date postcards about your event NOW
  • Add updates for all of these on Facebook and Twitter NOW

What are you waiting for?

12 comments add a comment
  • This simple truth was just the message I needed to hear. Thank you!

  • Alyson,
    Thank you so much. Today’s blog post is better because of you. Appreciate your creative, consistent, informative reminders and advice.
    June

    • Alyson Stanfield

      June: Thank YOU. I appreciate your being here.
      Are you saying your blog post is better? How so?

    • Dear Alyson,
      Thank you for asking. This morning I made a post on Iris No. 15, titled, “Amazing Brush Discovery.” It’s mainly about a painting challenge I faced.
      But, your earlier post on, it’s never to early to promote, encouraged me to also explain in first paragraph the reason for my focus on flowers, an upcoming Oct. 2013 exhibition.
      Here is the link: http://junerollins.wordpress.com/2011/10/11/amazing-brush-discovery/
      So appreciate your social media expertise and ideas.
      June

  • I do a twist on this with new galleries/shops that take on my line of wearable art jewelry. I send a “share package” that is filled with information they can use to learn about my oeuvre and encourage them to create an area (or a shrine) to show off photos of the work and other tidbits. like a small sign showing me at my singer sewing machine treadle that I have converted into a bench grinder.
    Through this action, I encourage them to pre-sell my line and gather emails from anyone who wants to know when the first (and future) shipments arrive and create a small fan club of my work which gives my representatives a terrific “reason” to contact those clients and get them back into their shops and galleries.
    You are so right, Alyson – it is never to early to create buzz!

  • 6 ways to promote your retail business before you open

    […] Stanfield, a business coach for artists and an art marketing expert, for this idea which I read at her blog […]

  • Thank you! I have been worried that inviting people early may have been hurting my upcoming show, in that people may forget (I do plan more reminders). Thanks for the encouragement; I think I might have made the right decision.

  • Great advice. Thanks Alyson.
    Will definitely find a way to mention it in each blog post leading up to my exhibition (have one in March). Also, making a little ad for the sidebar of my blog or website is a good idea too. Thanks again!

  • […] never too early to start promoting an event! People need to see a message at least 7 times in order to act on it, […]

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