I've done a fair few exhibitions now- ones based in city centres, convention centres and even a zoo. But what is the difference between local small-scale ones and nationally promoted art fairs?
Short answer, the customers (you).
The local (Norfolk) exhibitions I regularly take part in have always been a good way to share my work with those around me. There's an element of relaxation to them, a sense of ‘let us share our artwork’ as opposed to encouraging sales. This is predominantly because exhibiting fees are quite low, but also because the set-up is a bit different from what was expected. Artists’ work is combined, from paintings to prints, and displayed according to theme and colour instead.
This set-up ultimately creates a more relaxed atmosphere with a focus on local art as a whole. However, this does mean customers only get to know the art itself and not the artist. This means that whilst there may be a sale, the customer may not continue to support or follow the artist building their client list.
Being set up in social spaces, such as zoos or forums, where the exhibitions aren't the main focus also means that customers come along for those activities rather than the exhibition itself. This ultimately reduces confidence in a sale, particularly for original paintings.
In contrast to this, art fairs that exhibit on a large scale have a completely different atmosphere. This is because they tend to be held in large event spaces and are the sole event in that space. Customers or visitors come specifically for the event meaning that the requirement to first gain their interest in wildlife art as a whole, like at local exhibitions, is not needed here.
This sense of professionalism can increase our confidence in sales, but it does also lead to greater competition with customers being able to directly compare other artworks. As an artist, this can be quite exposing particularly has artists have their own dedicated space to showcase their work. At my most recent art fair, it was definitely a confidence knock when potential customers really engage with me as an artist and a particular painting, but I would then see them later on having purchased someone else’s.
However, it can also be quite rewarding when visitors come back to your space and later connect with you online, whether it be becoming followers, joining my mailing list or through my website. This is primarily because the individual spaces allow the artist themselves to be promoted as opposed to artwork as a whole. Whilst, yes I found that exposing, I also realised this is a necessary step to being a full-time stand alone artist.
Ultimately, showcasing artwork at any exhibition or art fair is an emotional and professional rollercoaster. As an upcoming artist, exposure and increasing that client listis key to me right now and the way to do that is to be seen no matter the sales outcomes. I am so fortunate and thankful for those of you who have engaged with my artwork, met me at exhibitions and purchased from me.
Next steps? Booking in more art fairs to get to know you and those that visit them, to expand my reach and built that client list!
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