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Media is a powerful tool to build relationships, boost visibility, influence decisions, and create lasting impressions for success and growth.
Let’s look at the facts before we talk what to do;
FACTS ABOUT MEDIA
• 81% of consumers’ purchas- ing decisions are influenced by their friends’ social media posts. (Forbes)
Engage with Local Media
Compile a list of local media out- lets and editors. Invite them to your studio or gallery for events like:
• Exhibition openings
• Art workshops
• Community art projects
Identify national media outlets and art critics who specialize
in covering the arts. If you’re confident in your work, reach
out to them with press releases
or invitations to your events. For example, in the UK, you could contact editors at The Guardian or The Times who cover the arts..
Encourage Reviews
• 66% of consumers have been inspired to purchase from a new brand after seeing media images from other consumers (Stackla)
• Consumers are 71% more likely to make a purchase based on media referrals. (Hubspot)
• Conversions increase 133% when mobile shoppers see positive reviews before buying. (Bazaarvoice)
• 78% of consumers say com- panies’ media posts impact their purchases. (Forbes)
• 56% of consumers say they’re more influenced by media images and videos when online shopping now than they were before the pandemic (Stackla)
WHAT TO DO?
Depending on your art business, there are many ways to make your work and brand newsworthy. Here are some strategies to help you build a strong media presence:
Professional Website
Having an attractive, profes- sional website is essential for standing out in the art world. A well-designed website not only showcases your portfolio but also communicates your story and vision to potential clients and the media.
Make Your Website Media-Friendl y
Your website should include
a Press Room page with press releases, high-quality images of your artwork, and details about your exhibitions or projects. This makes it easy for journalists to access the information they need to feature you.
Press release
Write a press release whenever there’s a reason to do so, such as:
• A new art collection or exhibition
• Winning an award
• Hosting a workshop or event
• Collaborating with other artists or brands
• Participating in art fairs or festivals
Reach Out to National Media.
recognition from respected organ- izations.
Leverage Social Media
Social media is a powerful
tool for artists. Platforms like Instagram, Pinterest, and TikTok are particularly effective for showcasing visual art. Post regu- larly, engage with your audience, and use hashtags to increase your reach. Share behind-the-scenes content, time-lapse videos of your creative process, and updates about upcoming projects.
WHAT TO EXPECT FROM THE MEDIA?
Praise for Your Work and Brand: Media coverage can highlight your unique style, creativity, and contributions to the art world.
• Positive Reviews: Expect detailed reviews that emphasize the strengths of your work and exhibitions.
Be active on review platforms and encourage clients to leave positive reviews. As Bazaarvoice noted, conversions increase by 133% when people see posi-
tive reviews. Media reviews, in particular, can significantly boost your visibility and credibility.
Host Grand Openings or Special Events
Organize grand openings
for new exhibitions, seasonal showcases, or even anniversaries of your studio. Invite media, local influencers, and loyal clients to these events. These gatherings are excellent opportunities to generate buzz and build relationships with the press.
Celebrate Media Relationships
Stay in touch with local and national media by celebrating milestones like their anniversaries or holidays. A simple gesture can go a long way in maintaining strong relationships.
Get Awards
Winning credible awards or receiving positive write-ups in reputable publications can en- hance your reputation as an artist. However, avoid awards that are “pay-to-win,” as they can harm your credibility. Focus on earning
• Catchy Titles and Captions:
Media features often include attention-grabbing headlines that draw readers in.
• A Launchpad for More Features:
Being featured in one media outlet can lead to opportunities in others, creating a snowball effect.
While every artist’s journey is unique, the key to standing out is to demonstrate your professiona- lism and the value you bring to the art world. With a solid media strategy and the right tools, you can effectively boost your repu- tation, reach more clients, and significantly increase your sales.
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