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The New Gallery

How Art Galleries Adapt

to New Collector Trends

The path art buyers take from discovery to purchase is changing drastically. Our research indicates that more gallery goers are looking first on social media to discover the look, feel and experience they want from the art world. Due to this trend, the largest auction houses and galleries have already invested in online stores, social media feeds, affiliate programs and more, creating opportunities for collectors to learn about and buy works directly online.
Integrated campaigns deliver consistent messages through all communication channels to both clients and the artists you represent, and are the true future of the art market.
A brick and mortar gallery in an arts district is no longer enough to attract the necessary foot traffic to sell art. Art festivals, while important, are but another physical touch point. They also don’t offer enough reach to put the right works in front of the right collectors at exactly the right time.

Communication Plan

The best way for regional art galleries to gain more customers is to connect with audiences through an integrated marketing campaign. This strategy aligns your mission, vision and objectives. Integrated campaigns deliver consistent messages through all communication channels to both clients and the artists you represent, and are the true future of the art market.

It is crucial for there to be multiple stages in a promotional campaign to ensure that the marketing message is consistently being received by the greatest number of people in your target market. By being consistent, collectors will better understand your position within the art world and the local scene.

Incorporating an integrated marketing communications campaign into your marketing strategy will synthesize the efforts of your gallery. Building presence and coherence around your gallery, your artists and their work is the imperative. To stand out, galleries need to deliver a consistent message to the art world, including the collectors, the critics, the artists, the aficionados and the hangers on – everyone that might walk through your door to look at, discuss, gawk at or buy the works you’ve curated into compelling shows. When a customer feels like they are part of something real, authentic and creative, they are inclined to come back again and again. Gallery success comes from a dynamic scene and builing community commitment to creativity and art.

Inside the Back Room:
A Gallery Guide To Integrated Marketing

Download this guide for creating an integrated marketing campaign for modern art galleries. Filled with examples of best practices, this guide positions your gallery to attract collectors and artists alike.

Our Role

Green Vine helps galleries to plan, coordinate and execute communications for new openings; we help to tell you and your artist’s stories; and we work to establish your website and social media as the digital home-base for all things creative. We help you establish your image and position within the Denver scene, as well as identify and focus on the right audience for gallery success. The combination of these things allows you to establish your gallery with a clear vision and as a center for what art means within your niche.

The result? A gallery that audiences and collectors will keep coming back to, over and over again.

When Gustave Courbet displayed Le déjeuner sur l’herbe in the Salon des Refusés in 1863, the exhibit opened the door to a marketplace driven by private galleries instead of royal patronage. An equal shift is occurring today.

Artist reception is happening largely online, and individual artists present and market their own work through a dizzying array of media, auction sites, personal websites and patron driven donation platforms. How can your gallery grow in this new environment?

Inside the Back Room: A Gallery Guide to Integrated Marketing walks gallery owners through the changes occurring in today’s art market, combined with clear, concise, and easy to follow strategies for keeping your gallery adapting and growing.