What is 'the loop' as a marketing strategy for artists?

The loop is a two-pronged marketing initiative. First, you offer something people can win (a print, merch, commission, or original), require them to do something to enter (like providing an email address), and set a limited time to enter. Second, when you announce the winner, everyone who didn’t win gets a discount that expires quickly. The objective is to generate attention, capture email addresses, start conversations, and generate sales. It combines two psychological plays into one simple, elegant marketing initiative that works in many scenarios.

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Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2023-08-16