The other day I was talking to a very nice lady who runs an art gallery and has for about 30 years. When I stopped in, she said that; “I’ve been waiting for you for 30 years to stop by, where you been?” I’m sure she says that to everyone, and yet, maybe it isn’t my fault for not going in sooner, maybe her branding and marketing was incomplete. She offers many services there such as framing, art supplies, and has all sorts of nifty gifts and art for sale in her gallery. Most of those who display their work are also customers. She has built a nice little eco-environment of customers and sellers.
Still, she does so many things, you can’t really peg exactly what she does. It appears that she will do whatever you need if you are an artist in good standing, and if you will avail your best art to her gallery, and get everything framed there as well. That’s great, but is she a picture framing company, a gift shop, and our gallery, or does she specialize in art supplies? Have you noticed very big box stores that sell art supplies, also sell art, but you can tell that is not their primary business. Have you noticed how careful they are when they are branding their stores? It matters very much doesn’t it?
Recently, I went to a talk with a university professor which was held in an art gallery. The art gallery had aligned itself with a local artist group with over 200 members. They only put the finest pieces in the gallery and a sell that art down at the Marina. The educational venue was to bring future artists, club members, and the local college professor in charge of the art department into one room. There were also art enthusiasts, those who purchase art, customers of the gallery for instance.
In this case they were doing a little branding weren’t they? The place to go for all of your art needs, which would include art education, networking, and access to the local art community, namely all the artists. Not only is this brilliant marketing, but it is excellent branding. They often have seminars, talks, get-togethers, and networking meetings there. It keeps the gallery in business, continually drives referrals, and it is a brilliant piece of local branding. If you own an art gallery, or run a local art group, you should consider the synergies of getting together and creating a community-like brand. Please consider all this and think on it.