You going to invite me in?

by Robyn Allen

So you have a website? Big deal. Everybody and their dog has a website. Why would I go to yours with over 2 billion sites to choose from? There are three reasons that I, wearing my arts patron hat, go to a website.

Because your site is fun.

Your website has to offer meaningful content. Design is only a plus. If I'm able to read about you and your inspiration, I feel that much closer to you as an artist. I also want to see samples of your work, and know where we can find it. 86% of arts patrons buy on-line every month, which means I also want to conduct business on your site - buy tickets or your artwork, check for events, watch videos, listen to podcasts, sign up for a newsletter, etc. You make it easy for me to remain engaged and interested in what you do.

Because I like you.

You are that popular. You don't even need to advertise. You can't create your art quickly enough for all of your fans. You had to turn down that Indy Star interview because you're too busy with all the New York Times interviews.

Or because somewhere along the line you made a meaningful connection. I met my favorite visual artist at an arts fair last year. She gave me a card with her website and now I check it at least twice a month for updates on her projects.

Because you asked me to.

Many people in arts marketing underestimate the power of e-mail. My handyman e-mails, for crying out loud! Some people are afraid of sending too much e-mail and getting on their patrons nerves, or worse yet, being tagged as spam. You can avoid those problems if you send e-mail to patrons who have opted-in (requested your e-mail) and your content is relevant to your patron. A weekly list of events is mind numbing: I should be able to find that on your website. I'd rather hear a short story about what you did this week in the studio, or some quirky little known detail about one of your works. Link back to your website so that we can learn more about you and have an e-mail sign up feature on your website.

I'd also suggest getting a free profile on My Space and other online networking communities, then invite everyone you know to be "your friend". You can post a blog to your account and keep a calendar of events handy for all of your hip, web-savvy patrons. It's a very casual new method of marketing that's catching on in the arts and corporate worlds. Make sure to put a link to your website there.

Edited by Robyn Kelly, Web Publications Manager: rkelly@iac.in.gov.
The IAC, a public catalyst, partner, and investor in the arts, serves the citizens of Indiana by funding, promoting, and expanding the arts. Funding is provided by the State of Indiana and the National Endowment for the Arts.