Illustration by Analise Black
Jake Parker shares his recent experience at LightBox Expo, and Lee White and Will Terry join in to discuss how to set yourself up for success at art shows and conventions.
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SHOW LINKS
LightBox
SCBWI
Rebecca Shieh
Smartish phone wallet
KEY TAKEAWAYS
Define success and set realistic expectations for every show you enter. Are you hoping to make bank, connect with other artists, or test out a new market? Ensure your investment into the event is worth the outcome you anticipate.
One of the most valuable parts of conferences, shows, and conventions is the relationships you build while you’re there. Keep business cards, take emails, and proactively reach out to the people you meet after the event. They could become collaborators, door-openers, customers, or life-long creative friends and cheerleaders, so don’t let those connections pass you by!
QUESTIONS
How do I know if I’m ready to table at a convention?
To ensure you’re prepared for your first show, you must have a defined style and brand. With so much visual noise around you, the only way you’ll catch attention is through stand-out branding. If you’re still honing in on your creative voice, give yourself some time to build up a body of cohesive work before entering any big shows.
Next, you need to do some research. Before applying to a show, visit as an attendee and take notes. What sells? Is there a lot of work similar to yours, or would you stand out? Is the customer base interested in the kind of work you make? Are prints, originals, fan art, or art books most successful there? With those notes, you can make informed choices about which shows would highlight your work best, as well as which of your products are likely to perform well.
How can I have a successful show?
That starts by defining what success means for you. Often, especially if you’re new to that market, you can’t expect to make bank from a single show. That doesn’t mean it’s impossible to turn a significant profit, but it does mean you may find the most value in the connections you make while you’re there. Cons and conferences are great places to network and meet new art friends and business connections. The association can refill your creative bank account if you spend a lot of time working alone.
All that to say, set realistic expectations. Yes, great art, clear branding, and an approachable smile will help you sell more work, but you can also measure your success by the relationships you form and the inspiration you take home with you.
Practical tips:
When calculating the cost of participation, don’t forget displays, travel, food, and accommodations, as well as items you might purchase from other vendors. If you’re traveling, consider splitting a hotel or Airbnb with another artist friend attending.
Ensure you’re financially stable enough that if you don’t turn a profit, it won’t be detrimental to your bank account.
Pins sell everywhere! Whether your main offering is art books, originals, or prints, pins make a great addition to your table, an easy gift or impulse buy for attendees, and a fun, current way to get more of your art into other people’s hands.
Capitalizing on the Opportunity
To get the most out of your time, focus on connecting with people. Whenever someone buys something from your booth, you’ve formed a potential long-term relationship with them, and they could become collectors and fans for years to come. Don’t be discouraged if they only purchase your smaller offerings; you never know where it could lead. Make sure to collect emails so you can stay connected with everyone who visits your table. When the conference is over, make it a priority to add those people to your mailing list and reach out to them quickly so they remember you!
Take advantage of the networking you experience with other artists as well. Write down the names of people you meet (including a short note about why you wanted to connect with them), hold onto business cards, and remember to reach out to those people post-event to deepen your connection.
LINKS
Jake Parker: mrjakeparker.com. Instagram: @jakeparker, Youtube: JakeParker44
Will Terry: willterry.com. Instagram: @willterryart, Youtube: WillTerryArt
Lee White: leewhiteillustration.com. Instagram: @leewhiteillo
Daniel Tu: danieltu.co.
Lily Camille Howell: lilycamille.com
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