What's an example of how personalized VIP treatment for collectors can pay off?

One artist had a gallery show and created personalized videos for each of his collectors, hosted on hidden webpages on his website. In each video, he addressed the collector by name, thanked them for their patronage, referenced personal details like recent vacations, and offered them first access to the show with no pressure. This VIP treatment resulted in collectors buying about 25% of the show before it even opened—pieces ranging from $5,000 to $30,000. Additionally, one celebrity collector (with 60 million Instagram followers) who received this treatment commissioned a custom piece and then promoted it across social media, creating massive exposure. All of this happened because the artist took care of his collector relationships.

Asked by general teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2021-06-07