Here we will look at some potential steps to take early, so your business makes the most of the shopping season.
October is the time to start planting the seed in your collector’s and prospect’s mind that art could be a memorable gift for the holidays. You want buyers to know what you offer and how easy you make purchasing art as a gift. Or for themselves.
Holiday Marketing Plan for the Art Gallery
As you build your gallery’s holiday marketing plan, be specific about what holiday promotional activities you will implement for each marketing channel. Let’s look at few ideas.
- Send holiday greeting cards to all those who have purchased from you in the past to remind them of your gallery and say thank you.
- Promotional postcards and mailed gallery invitation can be more productive during the holidays, especially for more affluent collectors. They stand out over the flood of email your clients will be receiving during the season.
- Use a single gorgeous image, clear message, and always include a call to action. Modern Postcard is one of my favorite resources, although you may have an excellent printer locally too.
- Define your plan for email communication, timing, and messaging that is attention-grabbing, entertaining and informative.
- Decide if you will change your email template design to be visually festive during the season and get that ready to go. For example, you may want to use the footer as a place to promote gallery gift certificates throughout the holiday season.
- Most importantly, segment your mailing list for targeted and interest relevant communications to warm and hot leads. These could come directly from gallery sales associates vs. the gallery itself. Your prospects may respond more favorably with that little personal touch.
- Make changes to your gallery site that are specific to the holiday season. Emphasize what the gallery is offering and how you make giving the gift of art special.
- Make sure your gallery’s event calendar page is updated in October for the remainder of the year so people can plan to attend your events.
- Plan what additional holiday campaign landing pages could be valuable. Consider creating a specific holiday page for recommended gifts, services, and events offered throughout the season. Use this page for your gallery ads, social posts and emails to drive site traffic during the season. This strategy can be extremely useful in helping to increase web sales.
- Add holiday-specific keywords and meta tags, such as ‘unique gifts, handmade gifts, and one of a kind holiday gifts’ so search engines pick up your site for online shoppers.
- You might also add holiday design elements that mirror your festive gallery decorations and email campaigns to give your site a festive look.
As social media is likely a big part of your gallery’s overall marketing strategy, I have a separate article that focuses on social media for the holidays.
Check it out here. Art Gallery Social Media Marketing for the Holidays
Get Organized and Add Holiday Value
Success during the holidays is more likely if you are organized. You know that. Creating a simple calendar for all the pieces of your art gallery’s holiday communications will make your job much more manageable and ensure that your messaging is comprehensive and repeated enough to be heard above the marketing noise of the season. Your calendar should include:
- Dates for when holiday-specific email campaigns will go out
- Drop dates for direct mail pieces
- Social media updates
- Holiday related website updates
- Gallery events
To the Point
Your collectors will be overrun with holiday messages after Thanksgiving. Actually, probably after Halloween. Sigh…..
Starting to plant the seed early could make a big difference in your bottom line. Help your prospects see how easy it is to buy art from your gallery by focusing on the value you offer in the gallery, the quality of your artists, and the services you provide busy shoppers.
Getting organized early for the busy season can help take the marketing task off your shoulders when it comes time to implement.