[SOLO] exhibitors: take note! Artexpo New York 2010 Exhibitor Karen Kohtz is a seasoned exhibitor with excellent advice to share. This is her first guest blog for Artexpo. www.karenkohtz.com

Artist, 2010 exhibitor & guest blogger Karen Kohtz

So, you’ve made the decision to be a [SOLO] exhibitor at Artexpo. Congratulations! Your action has already set you apart from the majority of other artists. Taking this step tells me you believe in your creative voice, and you are confident in your talent.

[SOLO] is a tremendous opportunity to “show who you are” as an artist, and take it to another level. Being clear about your vision is the most important thing. Next, you have to ask yourself: how are you going to show that vision to the world?

3 THINGS TO CONSIDER WHEN PREPARING YOUR BOOTH

1) WHAT IS YOUR STYLE?
As a well-seasoned artist, you likely have an array of expertise. All of these skills have brought you to this point in your artistic career. One of them should stand out above all others. This is what you should focus on.

Let’s use Picasso as an example. In work from his early career, you often find pen and ink drawings of nudes and landscapes—but this is not what we think about when we think of Picasso as an artist. We recognize him for his Cubist style. This is where he made his mark. As you prepare your booth, you want your collection of work to portray one theme that best represents you.

2) BE CLEAR AND CONCISE IN YOUR SELECTION.
Bring only your best original work. When making this selection, ask yourself: do my pieces complement, rather then compete, with each other? If your art studio looks anything like mine (creative madness) the discerning eye of another may be helpful. Find a fellow artist or person you respect in the industry to bounce ideas off of. In the end, you will make the final decisions, but an objective outsider may help in making the right ones.

3) REMEMBER, LESS IS MORE.
Don’t make the mistake of hanging too much in your booth. Allow adequate spacing between each piece so it can be viewed properly. Artexpo has been kind enough to provided storage space close by for your additional work. Feel free to bring extras for back up; just don’t hang it all at the same time.

Here is another example for you: Neiman Marcus vs. a lower-end department store. At Neiman Marcus, high-end designers have an area in the store for display. The clothes are spaced generously between each other on the racks for viewing, and a stunningly dressed mannequin is always an eye-catcher. The presentation is extremely appealing.

In lower-end department stores, however, the experience is very different. You often see tons of clothes packed together on round racks. The racks themselves are placed so close together it is hard at times to even maneuver around them. In their attempt to show you everything, you can’t find anything!

By the way, which of these two stores do you think is justified in commanding the higher price?

Artexpo is now just a few months away, and I am sure you are in the heart of your creative process. You have “stepped up” with passion for this event, and I admire anyone who has the courage to put themselves out there for all the world to see!

Interested in growing your business and expanding your knowledge base? For more than 30 years, Artexpo New York has offered the finest education seminars for artists, galleries and trade professionals—entirely free of charge. As we gear up for our 2011 Artexpo Education Series, we’re excited to welcome both new and returning speakers, who will deliver expert perspectives on a wide range of timely topics, including:

Litsa Spanos, President of Art Design Consultants, Inc.

Lisa’s award-winning, retail/wholesale art gallery specializes in corporate and residential art consulting.

Lisa’s AENY 2011 Seminars:

• Selling Art to Corporations, Hospitals and Designers
• Innovative & Low-Cost Marketing Ideas to Boost Your Gallery Revenues
• Bringing New Buyers Through Your Door with Special Events

Rick Barnett, Senior Vice President, Business Development & Founding Partner International Artist Management Group (IAMG)

For over 15 years, Rick served as SVP of Retail Development, designing and developing the Thomas Kinkade worldwide retail gallery chain, building the business to 400+ galleries and owning seven galleries himself.

Rick’s AENY 2011 Seminars:

• The Top Ten Check List for Sales Success
• Licensing
• Marketing & Branding

Free Webinar, Oct. 20th
If you’re interested in meeting Rick and the IAMG team, you’re welcome to join a free webinar on October 20th at 11 am PST. IAMG says their team will be announcing a new retail concept that could drastically change the art industry and help you increase your margins. Sounds exciting to me… To register, visit www.iartmg.com

Me, chatting up artist Sylvia Chait at Artexpo New York 2010

Could you use a little promotion for your artwork/business? If you register to exhibit at Artexpo New York 2011 now, I can help you gain exposure for your work right up until the show doors open in March—starting today. Artexpo has:

• 18,000+ fans on Facebook and Twitter
• An active blog followed by artists & industry professionals
• A high-traffic website (167,032 page views in the month of March 2010)

Once you’ve registered to exhibit, you can think of Artexpo—and me, your Director of Social Media—as your own personal PR firm. Send me press releases about your latest works, upcoming shows, charity work, and anything else you care to share with our sizable fine art community online. As Artexpo’s Social Media Maven, it’s my job (and my pleasure!) to post information and updates about your work, so the media and other artists, galleries and publishers can learn more about what you do.

Social Media aside, it pays simply to be listed on our well-respected, high-traffic website! Many Artexpo exhibitors tell have told me they’ve made new business connections just from having their name/gallery listed on artexponewyork.com. Here’s what 2010 exhibitor Karen Kohtz had to say:

“The architectural firm that contacted me after the show never actually attended Artexpo. They had gone to the Artexpo website, went through the Exhibitor List, clicked through to all the artists’ websites and found my work that way. Just being connected with Artexpo and the Artexpo website opens so many different avenues for exposure. There are millions of artists’ websites out there—how else are they going to find you?”

At Artexpo, we’re here to promote you and your artwork—before the show, at the show, and long after (you can still read all about March 2010 exhibitor Karen Kohtz on our website, for instance). Once you reserve your booth for Artexpo New York 2011, just shoot me an email at christine@artexponewyork and we can get to work promoting your show together.

Questions? Email me, or drop a comment here.

Summertime is by far my favorite time of the year. I love the sunshine, the swimming pool, lemonade and most importantly… my ‘creative time’. I enjoy envisioning the upcoming fine art season. The month of August is a time for groundwork, research and homework. Many fine art galleries are preparing for their opening night galas. The large auctions houses like Sotheby’s are organizing ‘works on consignment’ for their brisk fall season art sales. Painters and sculptors around the world are preparing to participate as exhibitors in fine art fairs.

You may be asking yourself as an art professional, “How am I preparing for the upcoming fine art season? What can I do now to make sure I catch the art sales wave during September, October and November?”

Try these four easy and painless activities:

1. Mine for New Leads. It’s your job to find new ‘hot’ trade and consumer buyers. If you are an art gallery director or gallery consultant, you should be preparing yourselves by matching your gallery’s ‘stable of artists’ with new leads. Here are a few ideas:
   A) Always ask your clients for referrals. This is the easiest way to stimulate sales growth.
   B) Trade your gallery leads with other neighboring art gallery owners and work with them together on split sales.
   C) Specialized directories: these are sales lead directories targeted to a list of individuals according to profession. This is a great source if you are specializing in a certain style of art. For example, medical artwork to doctors or interior architectural renderings to interior designers, engineers and architects. Hey, this is your commission check and the fall season is the most important time of year throughout the art world! So your preparation time is a must.
2. Clean up your Database. It’s the old 80/20 rule… in this case, 80% of your fine art sales will come from 20% of your database. Keep it clean and don’t over burden your laptop with dead weight. And as you lose the dead weight of non-buyers, you will need to constantly add new “hot” prospective buyers everyday. I was taught in the fine art sales game that an art consultant needs to contact a new prospective buyer 3-5 times before an art sale is made. It’s true!
3. Ramp up Online. Creating and maintaining your website should be a top priority this summer. A website is more important than a business card these days. Give your prospective art buyer the opportunity to learn about you, your artists and especially about your business. As I see it, the beauty of our fine art industry is this: we are visual businesses and websites are tailor-made for the visual experience. If you would like to visit a professional fine art website with all the bells and whistles, just have a look at artexponewyork.com
4. Promote Testimonials. Over the last few decades of selling artwork, I have noticed a constant in our fine art industry and that constant is third-party testimonials. Yep, it has not changed! Why? Because everyone has an opinion and fine art is very subjective. Always ask for testimonials from your collectors, testimonials from fine art magazine editors, testimonials from fine art publishers and my favorite: testimonials from other artists. An artist with an opinion will always make you laugh, but to an art collector, a testimonial from art insiders is the gospel truth. Use their quotes on your website! You won’t be sorry!

Now the summer is half over and you look tan, trim & very healthy! Let’s order another iced tea by the poolside and get to work preparing for the best fine art season of the year. Shall we?

-Mark Shapiro is an Artexpo New York Sales Manager.

Click to download

This year, Artexpo New York will be even easier to navigate—thanks to the new Artexpo New York iPhone app. An invaluable tool for exhibitors, attendees, artists & art industry professionals alike, this free, interactive app is like a Rolodex, Artexpo floor plan and an events calendar rolled into one. Get yours now.

The Artexpo New York app has all kinds of useful features, including:

1. Floor Plan
   Easier to carry than a map, our Floor Plan helps you find your way around the show floor with ease. Zoom in to see areas up close, and scroll up and down and side to side for different views.
2. Exhibitor Directory
   Everything you need to know about Artexpo exhibitors—right at your fingertips. Browse our exhibitors, look up their booth numbers, and view our Floor Plan to find them at the show. You’ll also find a complete listing of exhibitor contact info that allows you to view artists’ websites, or call/email them right from your phone. Our Exhibitor Directory is a year-round networking reference you’ll use long after the show is over.
3. Events Calendar
   Stay on top of all the exciting events and education offerings at Artexpo, with our easy-to-use Events Calendar. Browse upcoming events, read the course descriptions and speaker bios, and plan your day!
4. Watch Our Live Twitter Stream
   See what people are saying about Artexpo! Contribute to the discussion yourself by including #Artexpo in your tweets.
5. Read Artist Highlights
   Learn more about Artexpo artists by reading Artwork of the Day artist highlights from the Artexpo New York blog. You’ll see beautiful original works and find artist bio info, quotes and more.

The Artexpo New York app can be used on your iPhone or iPod touch and can be downloaded for free. Download yours from the web here, or do a quick search for “Artexpo” in the App Store on your phone.

Once you have the app, feel free to tweet how you feel about it!

Artexpo New York 2010 is three months away, and we already have well over 100 innovative exhibitors signed up — both for the main floor and our SOLO pavilion! It’s shaping up to be a truly terrific event, complete with Art Battles: the Original Live Art Competition; our informative Education Series; and more. If you haven’t signed up, now’s the time to register your booth and get your work in front of 25,000 eager art buyers, publishers and consumers. If you’re already registered to exhibit, it’s time to start promoting your show!

First and foremost, you’ll want to download our custom logos to use in your press releases, invites, advertising and more. And of course, you’ll need to create a press kit, refine your artist statement, and do everything you can to spread the word about your upcoming exhibit (for more information, read “What to Do Before, During & After an Art Trade Show“). Right off the bat, though, the easiest thing you can do to promote your Artexpo show is to send us your images and background info.

Think of the Artexpo team as your informal P.R. agent. Send us your images and info, and we’ll promote your exhibit on our site, in our blog and via social media platforms like Facebook and Twitter. Sound good? Here’s what to do: if you haven’t already, please email 1-5 high-resolution digital files (at least 1024 pixels on the smallest side) of your artwork to images@artexponewyork.com. Please be sure to include:

1. Artist name(s)
2. The title of each work
3. The medium
4. The publisher name
5. The size(s) of your work
6. The price of each piece
7. Any additional info you feel would be interesting for readers to know about the artist, the publisher, and/or the work, i.e. a brief bio, a few lines about what inspired each artwork, etc.

Easy as pie. It’s never too early to start promoting your exhibit, so put us to work for you today. That’s what we’re here for. I look forward to receiving your images!

Questions? Drop me a line below.

Artist Advocate Magazine, Winter 2009 Issue

Do you subscribe to Artist Advocate Magazine? It’s a terrific publication devoted to getting artists in front of galleries that sell original artworks. It’s also a great read, with helpful, industry-related articles–for instance, an interview with Artexpo CEO Eric Smith in the Winter 2009 issue.

The interview goes into Artexpo’s history–and Eric’s role in it–and also explores the value of trade shows in today’s growing online art marketplace. You can read the full article here. For now, here are a few highlights–starting with a few words on selling art in person:

Trade shows are a proven ground for any product, not just art. As an artist, there’s no better way to sell a piece you’ve just painted than by standing in front of it, meeting a gallery owner, and telling your story about the piece right there. Every work of art has a story behind it, and that’s a really strong part of the appeal. Then there are the colors and textures of the piece. Seeing a work of art in person versus on-screen is a whole different world. There’s nothing better than seeing it person.

And here’s a little blurb about our SOLO show, where countless emerging artists have been discovered and launched their careers:

One of the biggest developments with Artexpo is that we now have many artists in the show representing themselves independently, especially in our SOLO pavilion. It’s a less expensive booth space that’s designed for emerging and career artists to put their work on a national stage in front of art industry experts, buyers, and consumers. From the perspective of someone running the show, it’s a wonderful thing to see an artist get discovered, and in the SOLO pavilion we’ve had many, many artists who’ve been discovered.

That’s the point of exhibiting: to have somebody find you, take you under their wing, publish you, represent you in their gallery. We really do have a huge turnover. A lot of our SOLO artists get discovered, and they don’t come back because they now have representation by galleries and publishers. Some of them do come back, though — for instance, if they’ve found two galleries to represent them, and now they want 10.

You can visit the SOLO and main floor sections of our site for more information. I also encourage you to read the full Artist Advocate interview and share your thoughts, comments, feedback below.

Mehron Zadeh is the General Manager of Deljou Art Group, the world’s leading publisher of fine art, renowned throughout the industry and internationally. Deljou has been exhibiting with Artexpo for 25 years. Below, Mehron shares his thoughts on exhibiting with Artexpo over the years.

Mehron Zadeh, General Manager, Deljou Art Group

“The positive effect Artexpo has produced in both sales and exposure for our business has been undeniable, a success for certain.

“We first heard about Artexpo in the early ’80s through other exhibitors, I would say about 1983. At that time, there were only a few trade shows which catered to our industry. Artexpo was certainly the one that stood out as a great marketing vehicle for our art business. We began exhibiting that year.

“Through Artexpo, we were really effective in getting our name recognized and having our original artwork seen by many professionals in the industry. Networking was very important to us then, and the show was a good vehicle for this goal. As far as selling artwork, it took a few shows to see substantial results–but we knew from the first show that Artexpo would be the right fit for us.

“For an industry without an association of its own, Artexpo has been able to play a major role of bringing the industry together. Artexpo has created an environment where, as an exhibitor, we can reaffirm our existing business relationships, identify new customers and potential partners, and scope out the competition.

“Artexpo has also become an additional platform for our clients and potential clients to see original artwork in person, beyond coming to our gallery. It is very important to see the quality of artwork up close, as this builds our clients’ trust in our work and creates an enthusiasm and appreciation for the artwork unmatched by internet marketing.

“In comparison to the other industry trade shows we have been exhibiting at, Artexpo has been the only one in the U.S. to attract International clients. This of great importance to our business. Artexpo’s recently increased emphasis on education seminars and open-table discussions is another positive development, from which both attendees and exhibitors benefit greatly.

“While we are all faced with decreased consumer spending, it is now prudent to spend more on marketing. In a slower economy, with fewer consumers in the marketplace, it is essential to take advantage of any opportunity that provides such great exposure.”

Learn more about Deljou Art Group at www.deljouartgroup.com

To reserve your booth for Artexpo New York 2010, click here.

Eric Smith - CEO of Artexpo New York and Art Market Tools

One of the most exciting things about Artexpo is that each year, the event attracts dealers exhibiting Warhol, Haring, Chagall, Rauschenberg, Lichtenstein and many other historical, mid-career and emerging artists. We are now placing those high-end dealers at the front of the hall in their own pavilion – our brand new Premium Pavilion.

The Premium Pavilion is an inviting, prominent display area located just inside the entryway of our airy new exhibition space at Pier 94. The space is set apart from other exhibitors and is limited to just 30 exhibitors and 100 booths. This prime booth space occupies 1/6 of the floor at Artexpo and includes:

* 10′ hard walls
* Truss lighting system
* Upgraded furniture package
* Distinctive carpeting
* Museum hanging (no more than 2 pieces may be hung vertically)
* Premium signage
* A VIP lounge
* Prime booth placement

We are looking to fill our Premium Pavilion with dealers representing modern and contemporary paintings and prints. Interested? Check out the floor plans, drop me a comment on this blog, or email me directly at eric@artmarkettools.com.

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!