9 tips to take your art fair to the next level
Lucas Boitquin_BRAFA_photos013
13-12-2023, 10:56
For collectors, art lovers and exhibitors, art fairs are a highlight. But how do you make sure your art fair offers an unforgettable experience? From enriching the VIP experience to implementing cutting-edge digital tools; 9 practical pieces of advice to optimise your art fair.
1. Enrich the VIP experience

Create exclusive VIP experiences that go beyond standard facilities. Consider the possibility of private tours with art experts, access to special lectures or interactive sessions with artists. Offer as wide a range of options as possible, so that each VIP can experience something unique that suits their own interests and needs. Want to read more about how to create the ultimate VIP experience? Then read this item

2. Go digital

A good art fair starts before it has even begun. So make sure you have a good app for your art fair, where your guests can find all the information about the fair and also find directions or book a hotel, for example. And of course, an online viewing room is also a staple of many an art fair these days, allowing your exhibitors to start promoting their works before the fair even starts.

3. Support exhibitors with inviting their network

The more relations your exhibitors invite, the more successful your art fair will be. Therefore, offer your exhibitors smart tools to efficiently invite their clients and relations without having to compromise on their own (house) style. This can significantly increase the diversity and audience reach.

4. Ensure a lubricated reception

Your visitors' experience starts with the reception. So make this reception at least an annoyance-free affair and, if possible, a top experience. Think of interactive art installations at the entrance, smooth registration without queues and the possibility to print access badges on the spot, possibly with a photo booth. It goes without saying that the cloakroom should also be amply staffed.

5. Think sustainably

Trade shows are ideally suited for sustainable choices. Whether it is using recyclable materials, minimising waste or choosing a green caterer, by making sustainable choices, you show social responsibility and this can have a positive impact on the image of the fair.

6. Make the peripheral issues a priority

Of course, an art fair is primarily about the art exhibitors show in their stands. However, that does not mean that 'everything else' is an afterthought. Catering, the cloakroom, clean and adequate toilets, good signage and enough staff on the floor, these are all things that make the difference between a mediocre event experience and an art fair to remember. So don't skimp on them.

7. Market the hell out of it

Implement various marketing strategies as early as possible to attract a wide and diverse audience. Create fanfare on social media, art blogs and MSM or collaborate with influential art influencers. Deploy storytelling to create an engaging narrative around the fair, highlighting its unique aspects and the artworks on display. Personalise marketing communications to appeal to different segments of the audience, from serious collectors to new art lovers. By using both digital and traditional marketing techniques, you can increase the visibility of the art fair and create a buzz that encourages people to visit the fair.

8. Create a feedback loop

Gather feedback from both visitors and exhibitors. This can be done through an interactive survey or a post-event feedback session. Use these insights to improve and innovate the fair each year.

9. Use innovative invitation and registration software

Use state-of-the-art registration software that not only simplifies registration and ticketing, but also provides valuable insights into visitor preferences and behaviour. This helps exhibitors invite their contacts and can also help personalise the experience for returning visitors. When choosing this software, make sure that all personal data collected from your exhibitors is well protected according to the latest standards and legislation in data security. This gives both exhibitors and their guests confidence that their information at your art fair is safe. Good registration software can help you with this. Want to read more about visitor registration and privacy? Then read this item.

More inspiration?

Have we made you curious and want to know what else you can do?

Then download our paper: Event registration at art fairs.

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