Ship Ahoy!
It may be a nuisance, but sending a customer's purchase can land more sales for artists
By Carl Buehler
"YES, WE SHIP TO CHICAGO." I suggested that a neighboring 2-D artist at a recent major festival in Naples, Florida place those five words in bold four-inch block letters across the top of his canopy. After all, thousands of affluent tourists drawn to this event are from the Midwest, many of them within striking distance of Chicago. And a good number of those folks would soon be boarding planes for their return flights. The question of the moment concerned how many of the flyers would go home as owners of art acquired at the show.
Price is not always the biggest issue when it comes to landing a sale. The type of travelers who can fly to Florida during the height of the season and stay in $150 to $300 a night hotel rooms, or who can afford half-million-dollar winter-getaway homes, don't have to worry much about the economy; they have disposable dollars. But, regardless of how much money they have, air travel has become more difficult and tedious in this security-conscious age. Gone are the days when you could haul pretty much anything you wanted onto an airplane - including boxed-up artwork and art supplies. [See related feature in this issue on problems for artists who fly with their work.] Carryon restrictions and security searches are annoying. And how many buyers want to bother with carrying additional baggage or cramming something fragile into a suitcase? Platinum VISA card or no, convenience can be a big obstacle to a customer's purchase.
Imagine a handsomely attired couple strolling the show, seeing any number of items they would love to own: "Honey, this artist does wonderful work; wouldn't that piece look beautiful in our great room? It's a shame we have to fly back north or I'd buy it. Besides, we already have that vase from another artist to carry on."
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