Galleries are turning to new strategies and tactics to sustain their businesses during widespread shelter-in-place orders. Learn what Artsy gallery partners around the world are doing to keep collectors connected to their artists and programming.
Revamping newsletters
In 2019, galleries reported email marketing as the most lucrative marketing tactic for driving art sales. How can galleries continue this momentum in 2020? Munich-based Micheko Galerie has committed to sharing one artwork per week in its newsletter to collectors. Without access to its physical space, Micheko Galerie uses this channel to share the story behind each work, offer a special price, and direct users to the gallery’s Artsy profile to browse and buy works remotely.
Demonstration of Artsy’s View in Room feature.
Embracing new ways to view art
“We bring the art to you,” says Piermarq, a Sydney-based gallery specializing in emerging and established Australian painters. For local clients, the gallery is offering to bring works to clients’ houses for private viewings. When that’s not an option, collectors can virtually hang art on their walls using View in Room, the augmented reality feature of Artsy’s iOS app. To make your works eligible, all you need to do is add their dimensions, and you’ll instantly increase buyer confidence online.
Hosting exhibitions online
When Dab Art was faced with closing its locations in Los Angeles, Ventura, and Mexico City, it launched ART IN THE TIME OF CORONA™, a year-long initiative aimed at highlighting the importance of art and artists in a turbulent time. When showing works in person is no longer an option, Artsy’s online exclusive shows enable galleries to curate shows by highlighting works from their Artsy profiles. These shows, which exist only on Artsy, are featured on our Shows page and offer collectors the unique opportunity to experience a group of curated works online.
Images left to right: Screenshot of Omer Tiroche Gallery's Instagram Story featuring detail of Salvador Dalì's The Persistence of Memory. Screenshot of Lyndsey Ingram's Instagram Story featuring detail of Alex Katz's Orange Hat (from Alex and Ada portfolio).
Connecting through Instagram quizzes
Instagram is already a recognized discovery channel in the art world, but its usage is up now more than ever. Story impressions, or views, have increased by 21% since March, when shelter-in-place measures were first implemented in the United States. Omer Tiroche Gallery and Lyndsey Ingram are making use of Instagram’s quiz feature to connect with their audiences digitally. “We received a huge number of responses and the reception was fantastic,” shared Astrid Bernadotte, director of Omer Tiroche Gallery.
Converting online traffic into sales
California-based gallery ShockBoxx worked with a digital designer to put together a 3D model of its current exhibition, and has been streaming artist talks via Zoom. ShockBoxx’s digital visitors can make instant purchases through Artsy’s Buy Now and Make Offer selling options, which are available to galleries based in the United States, United Kingdom, and select European countries.
