MARKETING MANEUVERS

Can your booth display win awards AND make sales?
By Mike Albin

While walking around art shows lately, I've noticed that many artists design their displays to either win awards or maximize their sales. But did you ever notice that certain artists change their displays the moment the judges leave their booths? If you've been doing shows long enough, you realize that what impresses a judge is usually completely different from what the public buys. So, displaying certain artwork for the judges and then changing to artwork that the public wants can maximize your potential for both receiving awards and selling your work.

Artwork that is presented to impress judges should be your best-quality work - and event directors do not have a problem with you displaying great work. However, opinions differ on whether it is OK to change your booth mid-show. But as long as your artistic ability shows through, most show directors will not balk at a change.

Designing your booth to win awards

To impress judges, stay away from mainstream subjects that sell well and focus more on what sets you apart from other artists, such as original techniques that you've personally experimented with. Show off your technical abilities and skills. Do NOT copy someone else's award-winning work and try to pass it off as yours! More often than not, your copies will be inferior to work by artists who have developed that particular technique over time. It makes your work seem cheap and shows a lack of character on your part.