Branding an Art Gallery in Santa Fe
“Wet Orange” by Americo Makk
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing branding an art gallery.
On our radio show Ask Those Branding Guys, we spoke with Darrell Hilley, Owner of the Santa Fe Art Collector Gallery. Darrell shares his insight into what it takes to successfully brand and market a gallery in a highly competitive market.
Santa Fe Art Collector represents approximately 35 diverse artists; Hilley shares that it is essential to appeal to a broad spectrum of taste in order to draw a wider consumer base. Also, he recently moved the gallery to an area with higher foot traffic of more targeted customers and has found the change in location to be very advantageous.
Hilley watches the trends in the market such as the increasing appeal of unique and colorful pieces as well as consumer interest in lower priced pieces and responds accordingly. Consumers are now more drawn by the particular piece than to a specific artist.
With a majority sales to out of state customers, Santa Fe Art Collector uses printed media targeted at collectors as the preferred form of advertising. The gallery does have a website, however, customers don’t generally purchase a piece sight unseen.
Glover commented that leveraging the collector magazines is essential to define your brand along with other large galleries. If a presence is not maintained in this arena, the gallery will not be on the radar of potential customers planning their visit using this medium.
Enjoy the podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.
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Filed in: 7Ps of Marketing • Day of the Week • Positioning (Bonus) • Strategic Tuesday
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