In the art world we’re all trying to get visibility. A good gallery can help with this, allowing you a space to show your work (and hopefully sell it too!). But how do artists reach out to galleries and form meaningful relationships with them?
Creating a quality gallery packet to promote yourself to galleries can significantly influence your visibility and career trajectory. We spoke with Jodi Hays, a seasoned artist with a rich practice and commercial success, to gain her insights on how to best use your gallery packet.
WHY SEnD GALLERY PACKETS
A gallery packet is not just a tool for immediate promotion but a strategic asset for long-term career growth. We liken the quick goal of sending a packet to the "wedding invitation" while emphasizing that these materials are actually the "lifelong partnership of marriage" with galleries and your art community. The mindset shift of expanding your promotional material beyond cold call gallery outreach is crucial to transforms how you approach the creation and use of your promotional materials.
THE REAL COST OF A GALLERY PACKET
Most artists are not making a lot of money, so it is tempting to quickly assemble your promotional materials and say "good enough." However, these materials are often your introduction to new people and will reflect on how serious you are as an artist. There's no need to gold leaf your gallery packet, but spending the time and money to ensure it looks professional will let galleries know that you are in this as a serious potential partner.
TIP: Impact of First Impressions: Studies show that first impressions are formed within 50 milliseconds (Visual Cognition Lab, University of Toronto). This highlights the need for artists to ensure their gallery packets are visually appealing and professionally presented to make an impactful initial impression.
Components of an Effective Gallery Packet
We recommend starting with a mindset focused on the broader career benefits rather than just immediate outcomes.
CLICK HERE TO DOWNLOAD OUR ANATOMY OF A GALLERY PACKET COMPLETE WITH COVER LETTER TEMPLATE.
1. CONTENT QUALITY: First make sure that any packet contains high-resolution top quality images with a professional layout. If you cant do it yourself, have a designer help you or trade for design services.
2. INCLUDING TEXT: Your visual elements should be complemented by thoughtful and concise text, including an artist statement. If making a larger packet, include a curated selection of reviews or essays that contextualize the artist's work.
TIP: Personalization Effectiveness: According to research by Epsilon, personalized content is 80% more likely to be read by the recipients.
2. PHYSICAL vs DIGITAL: While digital packets are essential and convenient, physical packets have a unique impact. These tangible items can make a memorable impression, demonstrating an artist’s commitment and seriousness about their craft.
TIP: A study by Bangor University and branding agency Millward Brown found that physical material is more "real" to the brain and can lead to greater internalization of the message.
3. PERSONALIZATION: Tailor packets to specific galleries by showing knowledge of their programs and past exhibitions. This shows respect and consideration for the gallery's focus and can make a more compelling case for your inclusion in their roster.
TIP: Psychological research indicates that items that appear to require a higher effort are often valued more. A detailed and well-crafted gallery packet can suggest a high level of professionalism and commitment, potentially increasing its value in the eyes of gallery curators.
Strategic Distribution
Research and targeting gallery packets is very important. Artists should identify and focus on galleries that align with their style and career aspirations. This targeted approach ensures that the packets reach the most appropriate and influential audiences.
1. RESEARCH: Spend time understanding each gallery's niche and past exhibitions to tailor your packet accordingly. There is no magic bullet here, you have to take the time to visit galleries, browse their websites and get a sense if this is a good fit. One tip is to look at who has participated in art fairs in your region and take that gallery list as a starting place for your research.
2. FOLLOW INSTRUCTIONS: Many galleries don’t take submissions. That isn’t to say they won’t look at your submission but it makes it much more likely your packet will be put in the junk drawer. What is crucial though is if a gallery DOES have a submission policy, read those instructions carefully and follow them exactly.
3. UTILIZE YOUR NETWORK: Leverage personal and professional networks to introduce your packet to the right people. Personal recommendations can significantly enhance the packet's impact.
4. FOLLOW-UP: Don't just send and forget. Follow up with galleries to remind them of your packet and express your genuine interest in collaborating with them. Make sure to keep a spreadsheet with all your contacts, what you sent them, and if you had a response.
FIND OUR OUTREACH SPREADSHEET TEMPLATE HERE
Long-Term Perspective
To have a sustainable career, artists must maintain a long-term perspective. The goal isn't just to gain a show or representation immediately (though that would be nice) but to build ongoing relationships that nurture and support our artistic career over time. A long term promotional plan will prepare us for slow and steady progress and the ability to jump when opportunities present themselves.
MORE KEY TIPS ON MAKING PACKETS:
KNOW YOUR AUDIENCE: Tailor your packets to align with the specific gallery's focus and past exhibitions. This demonstrates that you have done your research and are genuinely interested in being a part of their gallery. Different audiences have different needs. A museum curator might want to see a broad swath of your practice while a dealer will be more focused on one body and emphasize what they can sell.
STRATEGIC DISTRIBUTION: Target galleries that align with your artistic style and career goals. Use your network to introduce your packet to the right people within those galleries. Remember to tarket gatekeepers like artist curators or art advisors.
RELATIONSHIP BUILDING: View each packet as a step towards building a long-term relationship with the gallery, not just an attempt to secure a quick exhibition.
PERSISTENCE: Understand that building a career in the arts can take time, and persistence is key. Keep refining your approach based on feedback and experiences.
TIP: Follow-Up Persistence - According to a study by the National Sales Executive Association, 80% of non-routine sales occur only after at least five follow-ups. While artists are not salespeople, the principle that consistent and respectful follow-up can significantly increase the chances of success applies similarly to the submission of gallery packets.
CONCLUSION
Creating and sending gallery packets is a nuanced art that requires more than just beautiful artworks. It involves strategic thinking, personalization, and a commitment to professional growth. By taking a thoughtful and targeted approach, artists can enhance their visibility and forge meaningful connections within the art world.
For artists looking to make their mark, understanding and implementing these insights from Jodi Hays can transform the humble gallery packet from a simple promotional tool into a cornerstone of a successful artistic career.