Online Marketing 101: Basic Guidelines for the Art and Framing Community

Art Business News, Oct, 2000 by Meir Gluzberg

The impact the Internet has had on our industry has been tremendous with new products and services cropping up daily promising to fulfill the needs of the average gallery owner or custom framer. And as retailers in this industry, we must realize that we can reach, communicate, market and even sell our products more effectively via the Internet.

The Internet has given us the ability to communicate with and help educate our clients more effectively. The online art and framing community dictates, through its creative nature, that we conduct business on the Internet without jeopardizing our industry's demeanor. Art and custom framing is not an everyday commodity. Part of the process of purchasing art or choosing a custom frame requires experience, education and skill. Regardless of how popular the Internet becomes and how technology progresses, no one can replace the actual hands-on experience.

It is important to consider your Web site as an extension of your store, however. Think of it as an advertisement to augment the sales of your business. Do not be mistaken in thinking that a Web site will be a window into a new market that's eager to buy--at least not just yet. Rather, a Web site should be regarded as a way of stimulating the market you already sell to.

Since the Internet is not yet a place to find a wealth of new customers, marketing your Web site within your own community is essential. Besides reaching out to those who may want to invest in your brand name, a Web site can be a special way to reach out to your everyday customers. Have you ever served a new customer and wondered if he/she would ever return? With a Web site, you no longer has to gamble; you can simply hand your customer your Web address and let them know that your collection can be viewed online. Almost every household today has a computer and access to the Internet.

Encouraging customers to visit your site can create a special connection outside of the gallery. Establishing this relationship can turn walk-in customers into life-long clients. Adding e-mail addresses to your mailing list is another way to establish this connection. It is a great way to communicate on a regular and somewhat intimate basis at a very low cost. E-mail can be far more effective than `junk' mail and it's more likely to be read. Images of new collections and upcoming events can be announced and even previewed by sending visual attachments. A Web site should not be simply viewed as just another venue for sales and "store front" exposure. It's an all-around improvement of your business.

It is not uncommon to hear someone say their site isn't performing for them. However, upon further investigation it's clear that little, if any, advertising of the site is being done. It is very simple to advertise your Web site on a sign in the window of your store, on your business card or an ad in a local paper or periodical. Cross promotions with other local retailers are also a very effective tool for advertising your site.

Remember, having your own Web site is a true and natural extension of your business and is an investment in the quality and service of your establishment. It will eventually become an integral part of all your daily communications, comparable to phones, storefronts or fax machines. You will be in greater touch with your clientele and they, in turn, can be better informed about your new developments. Indeed, marketing your Web site will not only ensure better sales but it will make your gallery a better business.

Meir Gluzberg is the founder and director of ArtAfairs.com.