Distribution
In the previous parts of this series, I walked you through the process I use to create a theme for your show and how to create both an online and a physical flyer. That leaves you with two different types of distribution and they are both very different. The first type is the distribution of postcards on the street and through snail mail, and the second type is distributing the online version of your flyer.
Online Versus Meatspace
If you have a postcard printed for your show, it is an exceptionally versatile tool to get the word out. Don’t buy into the myth that you only need a presence online. I am a huge advocate of the power of social media, but if you hang all of your promotional efforts on the web, you’re missing a lot of opportunities to pack your show.
An attractive postcard will grab the attention of people who may not even be interested in art shows. The right postcard will reach people that don’t know about you or the venue. If you have the time and the budget to print postcards, it’s worth the investment. If not, then flyers can be printed fast and very cheap and are a good alternative.
The Street Team
So once you have a postcard, flyer or poster printed the first obvious place to distribute your printed pieces are the actual venue where your show will be held. After that, it helps to brainstorm on places you or your contacts might have access to. If you have a “Street Team”, meaning some supporters who are willing to help you distribute your materials, then they may have ideas and connections you don’t have and they should be part of the brainstorm process.
Some suggestions for where to distribute art show postcards, flyers and posters:
- Other galleries
- Book stores
- Art stores
- Libraries
- Coffee shops
- Universities
- Laundromats
- Merchants who are peripherally related to your art theme
- Friends who can hand them out at work
You should always ask for permission to place your flyers, posters and postcards in an establishment. Some places may have a location you can set a stack of flyers and postcards. Other places may have a bulletin board you can pin or staple your materials. If you are lucky to have a venue in a college town or just a city that supports events, there may be public locations to post flyers, posters and postcards. Walk around and have plenty of materials with you… even better, set out with your Street Team and canvas the area. Always be respectful of the laws, merchants and other people who are trying to promote their own event.
When you approach the date of your opening, you and your Street Team can hit the pavement again and hand out flyers and postcards to people at popular events. Make sure your Street Team is briefed on the basics of your show in case people ask questions. If you want to go the extra mile, your Street Team can dress similar or have a theme that fits with your show. Handing out your flyers or postcards can become a promotional opportunity in itself!
Snail Mail
Again, don’t discount the power of receiving a postcard in the mail. Not everyone is sitting patiently behind their computer waiting for you to engage them. Even if you’ve contacted people by other means, a postcard can reinforce your event in their minds. In fact, in this environment, a real postcard has additional authority because so few people are taking the time to design, print and send them.
I think you should send press releases to news sources, instead of postcards, but postcards are great to send to individuals who are connectors in your field. Whether they come to your event or just talk to other people, this is a good opportunity to inform your peers and the community about your art show.
So who do you put on a postcard mailing list? Here are a few suggestions:
- Artists you admire
- Community leaders
- Journalists
- Gallery owners
- Merchants in related fields
- Friends and family
- Politicians
- Business leaders
- Anyone who has helped you either create the artwork or who is helping with your event
To make the postcard look as professional as possible, I would advise printing the names and addresses of your recipients on address labels. If you set up a database of names and addresses (and keep it current) the next time you have a show the time you save will be worth the set-up. Remember that there is a special lower rate to send postcards and you should take advantage of that. Send out postcards several weeks before your show so people will have time to make plans and so you get the maximum benefit of word-of-mouth.
One of the biggest decisions you will make is how many postcards to print. Keep in mind how much time you have before the show, how many contacts you have, how big your street team is and how motivated you are to get them distributed. Postcards can be used after your show to put in your press kit or to show people the style of work you do, so even if you overprint, they can be used for other purposes.
I’m sure some of you have ideas on where to distribute flyers and postcards, please share those below. My next article will be on distributing flyers online.
- How I Prepare for an Art Show Part 1: The Venue and Timeline
- How I Prepare for an Art Show Part 2: The Art Show Theme
- How I Prepare for an Art Show Part 3: Designing Posters and Flyers
- How I Prepare for an Art Show Part 4: Poster, Postcard, and Flyer Distribution
- How I Prepare for an Art Show Part 5: Online Marketing
- How I Prepare for an Art Show Part 5: Press Releases
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