What's the trade craft involved in running a successful live online art show?

Running a successful live art show requires strategic execution in three phases: pre-marketing (building anticipation and letting people know it’s happening), marketing during the show (engagement and presentation), and post-marketing (follow-up to capture sales that didn’t happen during the live event). There’s specific trade craft for each phase that maximizes sales. The shows can be run from anywhere—even a basement with pieces that haven’t sold before—and can generate $10,000-$12,000 in sales within days when executed properly. The key is following a complete playbook, not just going live randomly.

---

Asked by an artist planning their first live online show · Answered by Patrick Shanahan and Nick Friend · art-marketing-podcast · 2020-06-16