What to Do Before, During & After an Art Trade Show
Planning on exhibiting at Artexpo New York 2011 (or any other art trade show, for that matter)? Below, you’ll find some useful tips to help you maximize your exhibition, both before, during and after the show.
What to Do Before a Trade Show
Plan Ahead!
- Ideally, you should begin planning for a trade show event 6 months in advance—but it’s never too late to jump on board.
- Gather the names and contact info of everyone who has ever expressed interest in your work, including current collectors and target galleries.
- Decide on a budget and stick to it.
- Plan for advertising, listings and invitations.
- Prepare for shipping, delivery dates, framing deadlines and set-up/take-down dates and times.
- Define and select your target audience so you can tailor your message and marketing campaign directly to the needs, concerns and interests of your prospects.
- READ THE EXHIBITOR MANUAL! Everything you need to know about exhibiting in this particular trade show is available in the exhibitor manual.
- Don’t be afraid to ask questions. Show organizers have all sorts of information that new exhibitors benefit from knowing. Contact us at info@artexponewyork.com
- Ask show management for a comprehensive media list, their media plan for the show and press release opportunities.
- Research the convention center. Know where the closest business office, shipping center and other important locations are. It may save you time down the road.
- Have all of your information, data and materials on a back-up disk in case your flyers/brochures run out or presentations falter.
Spread the Word—Advertise!
- Advertise your trade show participation. Generate brand awareness so your target audience will recognize you at the show.
- Use show logos from our Exhibitor Resources page to promote your booth.
- Find out which publications are planning a show edition and obtain their deadline for submissions.
- Mail, broadcast and/or email announcements about your product/service, focusing on what’s new.
- Talk to editors, submit photos and arrange interviews or editorials. Inform your audience about your product, and establish a relationship with the media and your prospective customers prior to the show.
- Advertise in the official Artexpo New York Show Guide. Our beautifully designed Show Guide will be distributed to thousands of trade attendees and consumers to help them navigate through the aisles of Artexpo New York. Capture the buyer’s attention with an ad that expresses your signature style and delivers them to your booth. The Show Guide will also be posted on Artexpo’s website. Reserve your ad space early for best selection.
Create a Press Kit
- To market your work, it’s important to have a professional Press Kit that includes: i. Interesting and timely information ii. A one-page company biography iii. Corporate structure/executive staff chart iv. Sales figures v. Complete product information—specs, distribution methods, pricing vi. Photos vii. Key contacts
- Once it’s completed, post your press kit on your Web site along with the latest company news (blogs are a great way to keep clients up to date and informed).
- Make sure your press kit is available in the media/pressroom on-site at the show.
Send Out Invitations to the Show - Creating a show invitation is an extremely important part of your exhibition! Be as creative as possible; make the piece stand out from everyday mail.
- Make sure the invitation is of good color and quality card stock. Boldness and higher contrast often work best.
- Select a piece of work to present on the invitation—one that best represents your series or body of work.
- Place your name prominently on the front of the invitation.
- Get invitations in the mail about three weeks before the show.
Write an Artist Statement
- An artist statement offers prospective clients a view into your world and your work—but don’t get overly personal. Explain your work in an intelligent manner.
- Educate, but don’t preach. (How would someone else explain your work?)
- What is your series based on? What are its elements?
- Mention important influences, artists and writers that will establish a context for your work.
- Discuss your process or technique, especially if it is particularly unusual or important to understanding your work.
- Be confident but not cocky.
- The statement should be one page, maximum!
What to Do During a Trade Show
Booth Presentation/ Exhibit Display Set-up
- Be creative and unique in your booth presentation. Make your exhibit display memorable. There are hundreds of other exhibitors selling similar products—what makes you stand out? See my recent post on Hanging Art for more information.
- Post your name and/or company on the wall somewhere noticeable. Many sign shops make custom vinyl letters that rub on a wall temporarily and can be easily removed without damaging paint or walls at the end of the show.
- Stack brochures around your booth for visitors to take home.
- Designate a desk or table to properly conduct business and present contracts, price lists and other necessary documents.
Customer Relations
- Be enthusiastic! People are attracted to confidence and a positive attitude.
- Listen to your customers. Focus on their wants and needs.
- Ask qualifying questions. Find out who your customer is, who they work for and what kind of buying power they have.
- Remember the old adage: “You never get a second chance to make a first impression.”
- Be prepared with a few concise statements that will quickly and clearly explain your product/services.
- Have giveaways in your booth. For instance, you could raffle off a prize. People come running when they hear the word “FREE!”
What to Do After a Trade Show
Network…
- Follow up! The most important part of the trade show is gathering all of your leads and contacting them immediately.
- Results may not be immediate, but keep your faith and continue to follow up.
- Make sure your brand name stays familiar through post-show press. Place ads in post-show issues with Art Business News.
- Create surveys and measure the success of your show efforts.
- Review your budget plan and make appropriate adjustments.
- Reflect on the latest marketing plans, products, services and trends you discovered at the show. Use this information to make any appropriate changes to your business and increase your sales.
- Make plans to exhibit at Artexpo 2011!
23 Responses to “What to Do Before, During & After an Art Trade Show”
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Wow that’s really good info on art trade shows.
One other thing that I found particularly useful during the show was using lightbox signs . The art work really stands out and looks attractive in this format, especially if its backlit. Its totally worth giving it a try!
hi,i will like to know if african art and craft are addmitted to the expo,expecially nigeria art.
if you do,please i wiil be glad to have an invite to the expo.and on time too.
Hello Isaiah, I am Mark Shapiro with the Artexpo New York show staff. I will be able to help you exhibit your work at Artexpo New York in 2010. Please forward to me your email address and telephone number.
[...] statement, and do everything you can to spread the word about your upcoming exhibit (read “What to Do Before, During & After an Art Trade Show” for more information). In that vein, the easiest thing you can do to promote your Artexpo [...]
Hello
Aside from exhibiting paintings, do you also accept pen & ink artworks on display?..or any other form of art for that matter?
Yes we do! We accept paintings, editions, sculpture, glass, multimedia, etc. If you’re interested in exhibiting please email debbie@artmarkettools.com
Hi,I would like to know if different styles by one Artist would be accepted at the solo booth and secondly when works are sold can they be replaced with new works? If yes, where would the new works be stored?
We have storage on site for the SOLO exhibitors and yes, you may show different styles, however I recommend that you stick with what you paint best.
Hello, iam from Nigeria.I will be in New York by 15th of march, will like to know if i can still make prints of my works before the show starts?
Thanks for article topic you chosen here.very useful post
I would like to know if in addition to the SOLO space would be possible to lease a satellite space on a hall or lobby for an tall sculpture of the artist that holds information of the booth and drive traffic to it?
Interesting and very kind to share these informations!!
many thanks
I almost thought I was on the wrong page seeing 2009 comments….. The current Exhibit is 2011 ~ Questions and answers should be directed to the current year, don’t you think?
I think it would be Very Helpful to get the Exhibition Manuals sooner than 3 months from the exhibit… You mention above we need to start planning 6 months prior, so the manuel would help in expediting our plans ~ Just a thought
Especially if we haven’t exhibited with you before, like me. Shipping is a huge question that need planning more than 3 months to go.
Claudette, this blog post was originally written by Artexpo CEO Eric Smith in 2009, but the content remains as relevant for exhibitors today as the day it was posted. The advice here is timeless and very useful! Let me know if you have any further questions.
Re the Exhibitor Manual – you’re spot on! It’s being refined as we speak. Stay tuned, it’s coming soon! If you have questions about shipping, though, your Sales Manager should be able to help out.
Do you accept photography?
Thank you for the opportunity to exhibit, additionaly I have a lot of work to do making up cards and getting them addressed.
once again Thanks,
Alphonse Lane
is there internet access at the show ? is there electric outlets available when is the set up time for the show do we set up the day before? will we need to bring our own ladders to hang work. are nails allowed what are the show hours ?
do you have a press mailing list and/or emailing list to share with us out of towners ( Seattle WA) thanks NN
George has a good question. One I just asked the Solo rep. Is there internet access in our booths at the show? I will be handling payments through Pay Pal and need internet access in order to do that on site. Please blog if it will be available so others that are considering the same thing for Sales, which we all want, can consider options ~
Claudette has a great point.
It would be great to have wifi available to us at the booths not just for payments but for many other reasons.
After lot of stress, finally, i will be exhibiting in PIER92, but textile from Africa are they accepted?
Charles: yes, you are welcome to bring your African textiles.