What does success in art marketing really come down to during the holiday season?

Success comes down to two things: First, how often and consistently you’re marketing - how often you have your ‘line in the water.’ Second, being present when your audience is ready to engage - when the ‘fish are at the surface.’ Since you can’t predict exactly when people will be paying attention, your best strategy is to market frequently and consistently throughout Q4. Don’t worry about how many times you’ve emailed, posted, or run a sale. Instead, focus on maintaining a regular presence. Market consistently from now through Christmas, run sales throughout the season, and hit it harder than you ever have before. That’s what gives you the best chance of connecting with buyers when they’re ready.

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Asked by an artist planning their holiday season · Answered by Patrick Shanahan · art-marketing-podcast · 2020-11-03