Effective promotion of an art gallery requires community involvement. Using art classes, rental space for events, and a gallery where anyone can hang their work by commission creates a community based art gallery. The three main services of the gallery aim to promote a socially driven art experience. The three part promotion strategy will raise awareness in the community about the services offered at the Saudi Arabia Art Gallery.
Using print communication such as posters and business cards inform the community of the services offered at the Saudi Arabia Art Gallery. Target local artist via the places they assemble such as art classes and art clubs.
Step Two: Build Hype
Using social media and the local media platforms build anticipation for upcoming events. Find one inspirational artist to begin the commission based gallery. Find a buyer for this artists work and then promote the successful artist using various communication channels. This is the point in the promotion plan where the art gallery carefully position itself as being a valuable part of the community. Caution must be used to appear both prestigious and economical at the same time. Prestigious and economical contradict themselves, so it is crucial that the messaging at this step of the promotion plan be crafted to reflect an image of value yet prominence.
Step Three: Experiential Marketing
Offer sample art classes to local school children and provide the children with flyers to bring home to their parents. Offer a local charity some part time free space in exchange for their promotion of the space provided.
Following this three step communication will prepare the Saudi Arabia Art Gallery for success. After the completion of the three step plan the community will continue to promote the gallery via word of mouth the most effective form of promotion available.
References
Reid, N. (2011). Inclusive Art Gallery Practices: Exploring Collaborative Processes and Pedagogy in Outreach Community Programming. Canadian Review Of Art Education: Research & Issues, 38(1), 68-83.
