Seth, Mark and Paul at a collectors’ dinner

There were thirty people in the pub by the time I arrived.   I don’t usually hang out in Irish pubs in Sunnyside however, this was a special night where I was actually hosting a mixer for artists and arts lovers who are part of the Queens Art Express 2010.

You are who you are all the time

One artist, a woman who writes and knits unusual objects,  smiled hello.  She wore a large name tag that read, “Looking for a Marketing Consultant”.

“Do you think you’ll meet anyone tonight?”  I asked, thinking about speed dating events with those silly egg timers and big name badges.

“That’s what I’m looking for, too.  I want someone to help me market myself and get into galleries.  A consultant who is well connected in the art world and can introduce me to the right people is exactly what I need.”  said another woman, an artist who was just accepted into our Individual Artist Initiative, a three month program of capacity building for individual artists.

“Do you have a card?”  I asked.

It was a polite question but completely unnecessary.  I have a sixth sense about certain things.

Money isn’t everything

The Queens Council on the Arts makes grants to artists and arts groups every year.  I have sat on many panels discussing whether an artist or an ensemble merits funding.  We look at their history of financial management, their ability to articulate their project, the clarity of their budget and their understanding of their project’s artistic  relevance to their community.  Where they have grown from and what their potential is to achieve their goals.  The online application reveals the DNA of their dream.

It is one thing to create art.  It is another thing to create an artful life.

An artist bringing a product to the market is no different than any other small business fueled by passion and drive.  Creating a loyal customer base who engages in repeat purchasing is everyone’s goal whether you are a modern dance ensemble or an electrical contractor. The way I work at building relationships with nonprofit donors could easily be transferred to developing a customer or client base.

You need to build your community, artfully.

How do you do this?

Here are five things that are important to do all the time, every chance you get, with everyone.  If you think I am you  I am kidding, you better think again.  Make this part of your daily DNA if you are serious about being successful.

• Know who you are dealing with
• Become part of their world
• Offer them what they want, like a cookie
• Say thank you and offer them another cookie
• Rinse and repeat

Trust

People who will buy from you trust you.  It takes time to build that level of trust.  I know an art dealer who orchestrates several pre-opening receptions and collectors’ dinners to build interest, appeal and familiarity among an intimate group of artists, potential buyers and interior decorators.  Over time, these gatherings have acquired the cool quotient, the patina of panache and Oh-my-God-I-you-won’t-believe-who-was-there! which is so de rigeur in the art world.  But more importantly, he has created an artful community.  One that buys art and is genuinely interested in investing time and money developing a relationship with the artist.  His extra added value to the experience of buying art?  His creatively curated gatherings.

The ability to create your community can be done by anyone who is committed to doing these things on a daily basis.  It is amazing how doing a few small things consistently can yield tremendous results.

OK, now what?

The woman blank stared me and before she could hurriedly apologize that she had just given her last card away and that it was an old one anyway,  “But wait a second and I’ll write down my information on the back of this cocktail  napkin,”    I told her not to worry.  I would have no problem remembering exactly who she was.

A woman with more to say about her dream consultant than about her dream to be an artist.

Clearly, we have work to do.

Get more Wow!

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Hoong Yee