3 tips to make the most out of an art fair

Are you exhibiting in an upcoming art fair? Congratulations! Art fairs are a big investment - and preparation is often the key to getting the most out of it, both at the event and afterwards. This article gives you 3 tips to make the most out of your upcoming art fair that you probably haven’t considered yet.

Tip 1. Have your ‘elevator pitch’ ready

You will be talking with a whole lot of people, from potential buyers, collectors, and other artists, to gallery owners or curators who are interested in your work. For lots of them, you will only have a short period of time to explain who you are and what you do.

So what is an ‘elevator pitch’? The term comes from start-up land where an entrepreneur might be in an elevator with a potential business investor, and they need to explain their idea, fast. It is a concise and compelling summary of who you are and what you do that can be delivered in the time it takes to ride an elevator (usually 30 seconds to 2 minutes). As an artist, you need an elevator pitch at an art fair because people generally have short attention spans, and are often bombarded with information. A concise and impactful pitch can make a lasting impression. Also, as artists we can never be sure of the background of the people we are talking to, so an elevator pitch allows us to communicate our work in a way that is easy to understand. This is important because art can be subjective and complex, and an unclear explanation can be difficult for potential buyers or collectors that may not be familiar with the art world.

Your elevator pitch can be taken beyond the art fair and applied across all of your marketing channels too. Use it as your artist bio across your social media, websites, and promotional materials to quickly and effectively communicate why you are unique.

PRO HACK: Craft your elevator pitch with Chat GPT

Log onto ChatGPT: https://chat.openai.com/auth/login

Write this into the ChatGPT text box:

I create [the type of art you create] for [who you create it for]. [Write your story in 2-3 sentences]. [List your education and other highlights you want to share in your bio]. Write me an elevator pitch.

Then edit your artist bio to make it even more your own.

Here is an example I put in (below).

You are able to regenerate responses and edit until you get something that resonates for you.

TIP: Try out your elevator pitch on someone you know to see how it feels.

Your elevator pitch doesn’t have to be perfect and will evolve as you practice it. Having this ready will help you feel so much more confident and prepared for the many people you will be talking to over the course of the art fair.

Here is my Instagram reel about it!

Tip 2. Make sure you gather email addresses

You email database is THE most important asset in your art business. Art Fairs are an amazing opportunity to increase your email list of your Ideal Art Buyers. In context, you have no doubt already invested quite a lot into creating your art, framing it, packing and shipping it, paying for your booth, fees to the fair, brochures, if you live far away - travel and hotel costs, and SO many other expenses. An art fair is over very quickly. It is an amazing opportunity to gather long term benefit from more people at the fair.

Many people at the fair will just walk by if you are already talking with someone else. If you aren’t there to talk with them, make sure you give them something to take away, and that includes an incentive to sign up for your email newsletter.

For the people you do get to talk to at the fair, make sure you ask them to sign up.

Low tech option: Include a sign up sheet that they can write on, or ask for business cards

More tech option: Have your computer/ tablet at your booth open to your website’s subscribe page and ask them to subscribe while at your booth.

Even more tech option: Include QR code sign ups on all of your marketing materials, telling them what they get if they sign up.

PRO TIP: Make subscribing to your email list irresistible

Consider running an art giveaway at the fair, where people who sign up during the art fair dates are eligible for something special. You could offer a print of your work, a small piece, perhaps a product from a new art range you’ve created.

We’ve created a Complete Guide to Art Giveaways which you can access here.

Tip 3. Enjoy yourself

This is an easy one to forget in the lead up to an art fair. With all of the preparation, making sure we’ve ticked off all of our lists, and thinking about what those days will be like, the nerves can kick into overdrive.

As artists, we spend most of our time in the studio, so when we do get the opportunity to attend an art fair, it can be an absolute buzz! Chat with other artists and exchange ideas. This is your chance to discover what is working for other artists careers, what isn’t working, and get some valuable fresh perspectives. Take in the vibrancy of the event. Enjoy the difference between time in the studio and time presenting your hard won creations. Revel in the time talking to the people who love your art. They are often as excited to meet you as you are excited to meet them.

Also, take care of yourself. Exhibiting at an art fair can be physically and emotionally exhausting. Remember to take breaks, stay hydrated, and nourished. If you are feeling a bit nervous, know that everyone does at some level.

Lastly, be proud of yourself for investing in your art career and doing something towards your future success, especially if it is out of your comfort zone. You’ve got this.