Education potential clients and galleries

Patricia Joyce · 03-15-2008, 02:52 PM

Here is a challenge I am sure many of us face; living in a city or town which does not "get" portrait art. Cleveland is an amazing city known for it's art interests. We have many galleries and some pretty fun art districts. But to walk through them it doesn't take long to realize that Cleveland embraces anything created after 1900 and if it is abstract, cubist, three dimensional with the oddest materials, it will be well received in Cleveland.

"Realistic representational art...what's that?? Oh, you mean the stuffy portraits of presidents of banks, and judges and politicians hangin in the hallowed halls of our historic buildings...whatever!"

What if you got into a gallery which you like, and you are the only portrait artist in the gallery. They have a good website and they do sell from the web and do pretty well there (long cold winter months, no one wants to stroll galleries and shops). But the owner is hesitant to put up the portrati art because she does not see it as "retail", it doesn't fit into a category already established.

This is what I face here in Cleveland. People in general don't seem to get what portraiture is all about. So I am suggesting to the owner that she let me do a presentation on portrait art on the website as a link from my work? What would you do in this instance. I feel that I cannot get the number of clients I want without educating the general public ...how would you approach this marketing challenge?

Patty

Michele Rushworth · 03-15-2008, 04:36 PM

As many people know, portraiture is biggest in the southeastern states. As Tom Edgerton so wisely posted some number of years ago on this Forum, you don't need to live there to sell there.

However, there is still portraiture in other parts of the country. I'm working on a large commission for a family in Cleveland right now, in fact, and I've had commissions in Seattle, Michigan, Pennsylvania, etc.

Trying to reach the portrait market through the gallery route may be part of what's holding you back. I don't think many portraits anywhere are commissioned that way. Gallery owners don't seem to want to relinquish control of the process and product, perhaps, the way they'd have to in a commission situation.

I'd recommend what I tell everyone who's trying to get established: donate frequently to expensive private school fundraising auctions. Your target market is affluent mothers and that's where you can find them. The bigger your donation (a whole head and shoulders portrait, not just a discount) and the better your display (with a terrific original sample at the auction, along with beautiful brochures, business cards, or whatever you've got.) the more likely your success. It worked for me.

Patricia Joyce · 03-16-2008, 10:34 AM

Thank you, Michelle. And if you are in Cleveland for your clients, please contact me perhaps we can meet for coffee or lunch! I look forward to meeting you in a couple weeks in Philly!

I do donate to churches and private schools and it IS where I get most of my commissions. Perhaps gallery visibility is not the right avenue. I would be interested in hearing from others if they have had success in galleries.

Stanka Kordic · 03-21-2008, 12:46 PM

Hi Patty!

You're right, Cleveland is probably not a good place to find portrait work- especially if you live here. Most of my commissions are coming from everywhere but my neighborhood these days. Which is funny since I work in a pretty affluent area.

Hang in there with the auctions. They do work.

All the best-
Stanka

Patricia Joyce · 04-01-2008, 07:47 AM

Thank you Michele and Stanka. I will keep up contacting schools for auctions. it is good to hear from you Stanka. I am sure you have a strong word of mouth clientelle. I just love your work. It is odd that you do not get commissions our of your neighborhood.

The gallery I am in just put up a special page about portraits and samples of my work, here is the link

www.peartreegallery.biz

You will see a button on left entitled commission a portrait

This came after I had a conversation with the owner that her gallery can be unique in that it represents a portrait artist, a fun and worthwhile venture for anyone who wants a beautiful piece of art of their loved one in their own home...

I have also done some figure work to have on display in the gallery and plan to do more.