How to promote a photography exhibit ?

Paul Ozzello · Dec 6, 2022

I'm doing a solo show in January but have no idea how to market it. I know - the gallery is supposed to take care of it... But unfortunately the owner's ex-wife was the one who handled all the marketing and promotional work - now that she's out of the picture there are only a handful of people showing up at events.

I've considered some guerilla tactics like posting billboards around the city (Ottawa, Canada) but there must be a better way. Who should I contact to get the word out ? An ad agency ? A marketing firm ? Should I consider a press release ? And how do you get a press release to the right people ?

Social media seems to have lost steam and seems pretty hit or miss.

Would love to hear some good advice !

MattKing · Dec 6, 2022

If you posted this earlier, I would have suggested standing outside the Emergencies Act Inquiry with a sign!
Around here, the photography related retailers are usually happy to display flyers.
The subjects of your photos alienated a lot of the locals, but are there local organizations who were supportive and might be happy to spread the word.
Is there a campus radio station at Carleton where there might be someone interested in interviewing you?

Alan Edward Klein · Dec 6, 2022

Contact publications, newspapers, and magazines that list gallery shows. Ask the gallery what they have done and for a list of people, they would contact so you can do it. Tell the owner you want to help get the word out and are willing to do some of the work his wife would have done had she been there. Try to show your want the show to be a success for him as well as you.

Alan Edward Klein · Dec 6, 2022

Here's a google search for "what's going on in Ottawa". Contact these organizations and ask them to put your exhibit on their list.

what's going on in ottawa - Yahoo Search Results

search.yahoo.com

Here's another google search for photo exhibits in Ottawa. Contact selected ones that makes sense and ask them to put your show on their list.

photo exhibits in ottawa - Yahoo Search Results

search.yahoo.com

nmp · Dec 6, 2022

If the gallery is going to take a percentage off any potential sales and not doing the marketing for you, I would get a new gallery or negotiate down the commission. Anyone can provide a space.

Pieter12 · Dec 6, 2022

The gallery should have a mailing list. Send email announcements or physical postcards to their clientele. Now add all your acquaintances, family and the local press to the list. Posting fliers on lampposts downgrades the show. Try local coffee shops, libraries and bookstores, plus any camera stores, universities. Sometimes a local TV outlet or radio station will broadcast a list of local events or post it to their websites. Social media works if you have enough followers.

faberryman · Dec 6, 2022

What gallery?

Vaughn · Dec 6, 2022

Write press releases for the local papers and local radio stations -- do this yesterday. This includes all local art organizations. Written w/ images for newspapers, radio spots for the radio -- esp public radio) and web-ready PR material for art organizations' websites.

Where do you get your art news? Get releases to all of them.

markjwyatt · Dec 6, 2022

Paul Ozzello said:
I'm doing a solo show in January but have no idea how to market it. I know - the gallery is supposed to take care of it... But unfortunately the owner's ex-wife was the one who handled all the marketing and promotional work - now that she's out of the picture there are only a handful of people showing up at events.

I've considered some guerilla tactics like posting billboards around the city (Ottawa, Canada) but there must be a better way. Who should I contact to get the word out ? An ad agency ? A marketing firm ? Should I consider a press release ? And how do you get a press release to the right people ?

Social media seems to have lost steam and seems pretty hit or miss.

Would love to hear some good advice !

Advertise free beer and wine, then double the cost of your prints!

warden · Dec 6, 2022

Paul Ozzello said:
I'm doing a solo show in January but have no idea how to market it. I know - the gallery is supposed to take care of it... But unfortunately the owner's ex-wife was the one who handled all the marketing and promotional work - now that she's out of the picture there are only a handful of people showing up at events.

I've considered some guerilla tactics like posting billboards around the city (Ottawa, Canada) but there must be a better way. Who should I contact to get the word out ? An ad agency ? A marketing firm ? Should I consider a press release ? And how do you get a press release to the right people ?

Social media seems to have lost steam and seems pretty hit or miss.

Would love to hear some good advice !

I like your work a lot Paul. Break a leg!

Paul Ozzello · Dec 6, 2022

MattKing said:
The subjects of your photos alienated a lot of the locals, but are there local organizations who were supportive and might be happy to spread the word.
Is there a campus radio station at Carleton where there might be someone interested in interviewing you?

That's a great idea, I'll give them a call.

Alan Edward Klein said:
Here's a google search for "what's going on in Ottawa"

Great suggestion - thanks !

nmp said:
If the gallery is going to take a percentage off any potential sales and not doing the marketing for you, I would get a new gallery or negotiate down the commission. Anyone can provide a space.

I know... the gallery is in transition and I'm trying to help the owner out as much as possible. He's an artist himself, so he has a lot to juggle but eventually I need to branch out.

Pieter12 said:
Try local coffee shops, libraries and bookstores, plus any camera stores, universities. Sometimes a local TV outlet or radio station will broadcast a list of local events or post it to their websites. Social media works if you have enough followers.

faberryman said:
What gallery?

The Art+ Gallerie - on Sussex Drive in Ottawa.

Vaughn said:
Write press releases for the local papers and local radio stations -- do this yesterday.

Will do ! Googling I came across some agencies that handle the distribution of press releases. Is this an avenue worth considering ?

markjwyatt said:
Advertise free beer and wine, then double the cost of your prints!

Hahaha.

warden said:
I like your work a lot Paul. Break a leg!

Thanks Warden !!

Vaughn · Dec 6, 2022

Paul Ozzello said:
...

Will do ! Googling I came across some agencies that handle the distribution of press releases. Is this an avenue worth considering ?

I do not think so. The gallery should have a list of radio stations, papers, etc, if one can be found. Usually an outlet (news, etc) will have submission info on their websites.

If the area has an "Art Nite" or something along that line, connect with them ASAP to get in with their press releases.

gone · Dec 6, 2022

It really doesn't work like this. With galleries, the biggest thing to have in your back pocket is having a list of the people who have actually bought from that gallery in the past. This list will be carefully circulated to the people in other galleries. Then, those folks who bought will be contacted through emails, phone calls, word of mouth or with mailings.

Your average person is not going to go to a gallery, especially one that features photography unless it's topical, or relates to where they live. But since there is no such thing as bad advertising, the more the word is spread around, the better. It can't hurt, but I've never seen any evidence that it helps either.

Keep in mind that most sales are made during the initial opening, and don't feel bad if nothing does sell. It's not about that at all. We all know the story of Van Gough never selling anything during his lifetime but a painting or two to his brother Theo (who owned an art gallery). The only goal is to make meaningful work that you feel is a step in the right direction.

Pieter12 · Dec 7, 2022

momus said:
It really doesn't work like this. With galleries, the biggest thing to have in your back pocket is having a list of the people who have actually bought from that gallery in the past. This list will be carefully circulated to the people in other galleries. Then, those folks who bought will be contacted through emails, phone calls, word of mouth or with mailings.

Your average person is not going to go to a gallery, especially one that features photography unless it's topical, or relates to where they live. But since there is no such thing as bad advertising, the more the word is spread around, the better. It can't hurt, but I've never seen any evidence that it helps either.

Keep in mind that most sales are made during the initial opening, and don't feel bad if nothing does sell. It's not about that at all. We all know the story of Van Gough never selling anything during his lifetime but a painting or two to his brother Theo (who owned an art gallery). The only goal is to make meaningful work that you feel is a step in the right direction.

Check your spelling. Van Gogh sold a number of paintings during his lifetime, but not to his brother. Van Gogh also traded paintings to pay bills but food and art supplies.

Alan Edward Klein · Dec 7, 2022

Pieter12 said:
Check your spelling. Van Gogh sold a number of paintings during his lifetime, but not to his brother. Van Gogh also traded paintings to pay bills but food and art supplies.

I think the point is Van Gogh didn't really make a living at it. The people who gave him food probably felt sorry for him and didn't want him to starve. He was too proud to take handouts, so he traded his paintings which were then stuck in the closet out of view.

Alan Edward Klein · Dec 7, 2022

Just where my photographs are. It's a good thing I get Social Security.

Pieter12 · Dec 7, 2022

Back to the original subject, Theo (who was his dealer) didn’t have much success promoting him. Vincent did gain popularity among the avant-grade in the last few years of his life. It was Theo’s widow who successfully promoted him and got his work into museums and collections.

faberryman · Dec 7, 2022

Paul Ozzello said:
I'm doing a solo show in January but have no idea how to market it. I know - the gallery is supposed to take care of it... But unfortunately the owner's ex-wife was the one who handled all the marketing and promotional work - now that she's out of the picture there are only a handful of people showing up at events.

I checked the gallery's website and although they show a group exhibit in January, there is no mention of your show. And, although someone is posting to their Facebook and Instagram pages, there is no mention of your upcoming show. This is really simple stuff. The gallery owner definitely needs to hire someone to handle publicity.

Oh, I didn't see anything about the show on your website either.

Alan Edward Klein · Dec 7, 2022

Pieter12 said:
Back to the original subject, Theo (who was his dealer) didn’t have much success promoting him. Vincent did gain popularity among the avant-grade in the last few years of his life. It was Theo’s widow who successfully promoted him and got his work into museums and collections.

After he was dead.

Pieter12 · Dec 7, 2022

Alan Edward Klein said:
After he was dead.

I don't think his death had anything to do with his subsequent success. He just died prematurely. Unlike Vivian Maier who shunned promotion and the public eye, but could have achieved recognition during her reasonable lifetime.

Paul Ozzello · Dec 7, 2022

Vaughn said:
If the area has an "Art Nite" or something along that line, connect with them ASAP to get in with their press releases

I couldn't find anything related to an art night event in Ottaw. I did manage to contact a local reporter for a newspaper that said he might write about it. He asked me a few questions and asked to get in touch 2 weeks before opening.

momus said:
With galleries, the biggest thing to have in your back pocket is having a list of the people who have actually bought from that gallery in the past

That they have covered. While they have a good client list and sell well, no one has been coming to the shows since the pandemic...

momus said:
Your average person is not going to go to a gallery, especially one that features photography unless it's topical

Actually, the reason I want to promote the exhibit is because it is topical. I spent several weeks photographic the trucker protests in Ottawa with a Polaroid camera and will be exhibiting some ~65 prints. It will be the 1 year "anniversary" of the event in the city where the event took place, so I am confident there is a certain part of the population that would be interested in seeing the show. My only question is how to go about advertising it. I will have the whole gallery to myself, there will be drinks etc. It's going to be a really nice event - if people show up !

Paul Ozzello · Dec 7, 2022

faberryman said:
I checked the gallery's website and although they show a group exhibit in January, there is no mention of your show. And, although someone is posting to their Facebook and Instagram pages, there is no mention of your upcoming show. This is really simple stuff. The gallery owner definitely needs to hire someone to handle publicity.

Oh, I didn't see anything about the show on your website either.

Thanks for pointing that out. I just updated my personal website and reactivated a temporary popup, I also created a menu item with upcoming exhibits. Do you think it's visible enough ?

The gallery website usually only displays show a month in advance, but I'll ask them if they can do it sooner.

Sirius Glass · Dec 7, 2022

For years I would trade mounted and framed photographs for offroading parts. Both of us did well with that. It was suggested by the owner of the company. Not exactly a gallery, but another way of getting noticed.

Pieter12 · Dec 7, 2022

Paul Ozzello said:
I couldn't find anything related to an art night event in Ottaw. I did manage to contact a local reporter for a newspaper that said he might write about it. He asked me a few questions and asked to get in touch 2 weeks before opening.

That they have covered. While they have a good client list and sell well, no one has been coming to the shows since the pandemic...

Actually, the reason I want to promote the exhibit is because it is topical. I spent several weeks photographic the trucker protests in Ottawa with a Polaroid camera and will be exhibiting some ~65 prints. It will be the 1 year "anniversary" of the event in the city where the event took place, so I am confident there is a certain part of the population that would be interested in seeing the show. My only question is how to go about advertising it. I will have the whole gallery to myself, there will be drinks etc. It's going to be a really nice event - if people show up !

Because it is topical, news outlets might be interested beyond any usual arts coverage. Maybe arrange a special media night about a week before the show opens and invite them, including any online local media. Even though the gallery hasn’t had much attendance since the onset of the pandemic, people are starting to go out in public again. Make sure the gallery sends out invitations for the opening to their client and visitor list—galleries almost always have a guest book where people sign up for news and updates. And a large poster featuring the upcoming show in the gallery window as well as any artsy or nearby businesses wouldn’t hurt. If you or anyone you know has any kind of social media following, get them to post or repost about the show, but not too far in advance—people have very short attention spans. Post during the show, too.

Rob Skeoch · Dec 7, 2022

I had a solo show in Sept-Oct in a public gallery in Kitchener. Are you trying to sell prints at a commercial gallery or is the show a statement about your work at a public gallery. The Art Gallery of Ontario doesn't sell any of the artists work... they showcase it.
Have you created a following, possibly through email or social media, and you can now invite them to the opening?
Are you having an opening? Expect to pay for the wine/beer/cheese and work with the gallery on the invite list. If you're trying to sell work, anyone on the gallery's list who purchased art in the past three years is a good start.
Contact the art writer at the Sun and Citizen, they don't usually do anything for you but you should at least reach out to them.
Contact the 'community' or 'weekly' paper in the area, again might not produce anything but worth the try.
Contact SPAO and volunteer as a guest speaker for the students the week before the show.

How to promote a photography exhibit ?

Paul Ozzello

MattKing

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Alan Edward Klein

Alan Edward Klein

what's going on in ottawa - Yahoo Search Results

photo exhibits in ottawa - Yahoo Search Results

nmp

Pieter12

faberryman

Vaughn

markjwyatt

warden

Paul Ozzello

Vaughn

gone

Pieter12

Alan Edward Klein

Alan Edward Klein

Pieter12

faberryman

Alan Edward Klein

Pieter12

Paul Ozzello

Paul Ozzello

Sirius Glass

Pieter12

Rob Skeoch

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