We planned on an opening asking the Mayor to open the gallery. In this way, we feltwe could contact the local papers and TV as an interest story. We also contacted the twolocal shopping areas and asked if we could set up an area to canvas people about what theywere interested in and also bring our pottery wheels and make pots where people areshopping. We made up a questionnaire asking people about what type of pottery they liked;what they were interested in purchasing; if they had ever purchased pottery in the past; if theyhad any ideas of the type of pottery we should produce; if they would like to attend our opening. At the bottom of the questionnaire, we had a place to put your name and address.All the questionnaires went into a raffle for some pottery, which we had on display, and wasbeing drawn at the opening.
My promotion was broken up into two main categories,initially promoting my launch party as an event then promoting my artwork and exhibitiongenerally. The launch party was listed in the SALA guide, and email invitations were sent aslow resolution jpeg images. They were also posted online to my friends and colleagues
webpages to attract their attention and anyone else who visits their page. My corepromotion focused on an email and internet publicity campaign with a goal of achievingmainstream newspaper coverage locally and internationally. This resulted in one of myartworks running on the front page of the
(an arts/culture lift-out in the
with an estimated readership 706,000) as well as one major feature on pg13 of the
the following week (with a readership estimated at 500,000- 550,000). Mywork was also mentioned two further times in other general articles about the festival. Theday the feature story ran in the
(Aug 2 2007) I was invited to talk (via telephone) ona popular commercial talkback radio show. This was an *interesting* experience as the talkshow hostess described my artwork as ‘disturbing’ and suggested that people boycott theexhibition. However, in that first week I made six sales and my website traffic increased froman average of 3.6 visitors a day, to a peak of almost 6,000 on the day after the exhibitionopened. The feature in the
established a newsworthiness regarding my exhibition and my name as a visual arts identity.Therefore I used it as a basis for emailing international press releases to approximately 200arts editors and staff writers at the top 20 American Newspapers (by circulation, and guidedby editorial standard of papers which actually engage in a discussion regarding visual arts).
The story was picked up by the
‘Rocky Mountain News’
in Denver,Colorado. A journalist did a telephone interview, and I provided theman image via email and they ran a 350 word article about my artwork.The paper has an audited circulation of 255,427 and is the 9 largestpaper in the US. I was also interviewed by a major US national paper,but that article was cancelled in order to run a developing ‘hard news’story (a decision I’m happy with).
“Always ensurewhen you haveyour picturetaken by thepaper that youadd where youare from.”Dianne Turner