How can I combine online and offline marketing tactics effectively?

Use each channel to support the other. Email your list to promote physical shows (online promoting offline). At physical shows, collect email addresses and show your website on a laptop to offer prints and additional options (offline feeding online). After a show, follow up with an email campaign to your list (offline event leading to online sales). Use data from online interactions—like which pieces people share with friends—to inform your in-person sales conversations. This integration creates multiple touchpoints and opportunities for sales that neither channel alone could achieve.

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Asked by a mixed-media artist combining exhibition and online sales · Answered by Patrick Shanahan · art-marketing-podcast · 2017-02-13