I did my solo show last spring as part of finishing my BFA. Leading up to that I’d had a class in how to promote work in general and a show in particular. I did the show but outside of that I have near zero interest in showing my work and even less in monetizing it. That said, I did have a bout 40 people show up for the opening/artist talk I I think that most came because I’d flooded so many channels with my postcards:
http://www.codecooker.com/projects_visual_arts/index.php?f=postcard
Aside from that, I do have some experience in promoting an event. Myself and five other members of my running club got together 12 years ago and decided to put on a Thanksgiving morning 5K race to raise money for local food charities. We planned the event and figured that we’d get, maybe, 350 people out the first year. We had over 1,800 show up. This year, our 12th, we had over 2,400 and in these dozen years, our all volunteer effort has donated $366,000 dollars.
For promotion we do a variety of things. We have posters made up, 11x17, and have them placed in every business who will allow it and on every “community activity” bulletin board in the city. There are several “free” magazine published in our area and we have them add the event to their calendars. A few even add an article about it. I don’t know if you have this where you are, but the local cable TV company has to provide a public access channel and we get on their banners and, usually, get a spot or two to appear on their shows to talk about the event. We boost ads on Facebook. We bought an ad package on our local NPR (radio) station. We had banners printed, something like 3 feet by 10 feet, and got permission to hang them in various places. The city even has dedicated space that one can reserve for community activities, a sky bridge across the busiest street downtown. We have bought an ad package in the local paper but have quit that due to the cost.
Of course, our event is different from yours but it might give you an idea of what might work. As I think someone else mentioned, associating your event with another one can really help. We have all sorts of groups who want to set up their tents at our event to promote whatever they are promoting. (We decline but tell them that we don’t control what they can do on business properties along the race course.).
I think that one of the key things that can make an event a success is to design in something for the audience. For our race, it’s easy, since they get to participate by walking or running, and they get a shirt and a pint glass. We have a free beer garden (kegs donated by local breweries) and a free food area with muffins, cinnamon rolls, coffee, etc. The social aspect is huge. So, if there is something in it for the participant other than looking at something, that could be a draw.
Just my 2 cents, or 5 cents with inflation.
