Why is it important to fully capitalize on website visitors and event attendees rather than just letting them leave?

Getting people to see your art—whether at shows or online—requires tremendous time, energy, effort, and money. Think of it like hunters who travel, set up camp, track, and finally catch their prey—that’s all the work just to get them there. To go through all that and not maximize every opportunity to continue the conversation is leaving value on the table. Once someone is looking at your work, you must capture their information (email, messaging subscription) so you can market to them later. Use techniques like fishbowl sign-ups at shows or pop-ups on websites. Otherwise, visitors come, leave, and are gone forever. Successful marketing means using every part of the buffalo—extracting maximum value from the effort you’ve already invested in getting attention.

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Asked by artists who let visitors leave without capturing contact information · Answered by Patrick Shanahan · art-marketing-podcast · 2018-01-09