Why is offering a discount to contest entrants who didn't win so effective?

One person won the free prize, but everyone else who entered showed interest by stopping at your booth and taking the time to enter. Many were probably considering a purchase—maybe they and their spouse discussed it on the way home. The discount email arrives at the perfect moment when they’re still thinking about your work. It gives them a concrete reason to act now rather than wait. Very few artists do this follow-up, which is why it works so well—you’re capitalizing on interest that would otherwise fade away. This can generate two, three, four additional sales that can make the difference between breaking even and profiting from a show.

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Asked by an artist learning post-show tactics · Answered by Patrick Shanahan · art-marketing-podcast · 2018-04-25