Missed Opportunity to Build an Art Hub

By Carl Woolston • March 2nd, 2009 • Email This Post • Print This Post

This last weekend my wife and I attended an art show put on by a community art co-op here in town.  The co-op is put together of local artists who share costs to be able to market and sell their art together.  They had everything from oil to photography.  Now, I’m no art buff but I do enjoy an occasional stroll down artistic lane.

As we entered the show, there were several of the artists there to greet us, some food to nibble on and even a good atmosphere.  But boy was there missed opportunity!  Midway through our stroll I ran into an old friend of the family who also happens to be a marketer.  We had a brief but engaging conversation about the lost opportunity.

Here were some of their critical mistakes:

1)      They did nothing to capture my name or information - There are a lot of ways they could have accomplished this.  They could have given away a piece of art for a drawing and captured my data, for example.

2)      They didn’t look at themselves as an ART HUB.  That means that getting my attention (or the attention of any consumer) is very difficult nowadays.  They needed to capture my data and keep me engaged through relevant content.   What about a blog about current events or new artists?  What about sales during Christmas or other holidays?  What about pictures of new art on the blog?

3)      They didn’t make me feel as part of their community - I just came, said hi and then I was gone.  I didn’t feel like I wanted to contribute.  Maybe they could have had a photography or oil class.  Maybe sponsor a photography contest and give prizes away to local businesses.

Missed Opportunity!  I wanted to connect.  I was interested.  But they didn’t ask for permission to market to me or give me something to do or even engage me with valuable future content.  I hope we all learn from their mistakes.


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