How to Get the Most Out of Ticketing

At each Affordable Art Fair, we want to make sure your current and potential clients feel welcomed and that access is as easy as just showing up. Here are some tips to help you make the most of your complimentary tickets and ensure your clients join us to discover the joy of collecting art.

1. Engage current contacts

It’s very important to engage your current contacts – these are people who you have built a relationship with already. You know that they enjoy your artists and their works, so engaging them is an easy trick not to miss. Word of mouth is also a great source for new contacts, so encourage them to bring their art-loving friends to the fair!

If you don’t have one already, start by creating a database of current contacts. These could come from a number of places. They might be on your email list (more on that later!), or they might be those who have purchased from your gallery at a previous fair, from your website or your gallery space directly. They might also be those who have previously expressed interest in an artwork, but not purchased, or have messaged you via social media. One central point to view these contacts will be hugely helpful in making sure you don’t miss anyone, and that everyone has an invite.

When reaching out, because these are people you already have a relationship with, try to tailor your messaging and be personal – take this as an opportunity to enhance the relationship and continue to build for the future.

2. Work with your artists

Depending on the city you are exhibiting in, your artists are also likely to have current engaged clients that you can invite to the fair. Encourage them to invite their own client lists and utilise your personal gallery codes to offer them a complimentary or discounted ticket.

3. Utilise your email list

If you have an online presence, then it’s likely that you will have an email list. Send an email around a month before the fair highlighting the exciting works you plan to feature on your stand. Include your bespoke ticket code or link for them to snap up a ticket.

By following up with a reminder email, when it gets to to the week of the fair, you can encourage those who haven’t already to book, and make sure ticket holders have the fair firmly in their diary. Remember, we spend a lot of time creating a wide fair experience and marketing campaign with something to suit everyone, so direct your clients to the Affordable Art Fair website where they will find more information and articles on highlights at the fair.

3. Get social

As we know, social media is one of the best ways to engage current audiences while reaching new potential clients. Make sure you announce that you’re participating in the fair through several posts on social media. This will help with recall and also prompt your followers to get in touch for a complimentary ticket. Remember to never add your codes directly into your post otherwise you will never grow your own contact list or know who is using them! We always want a selected audience at the fair, rather than those who may just want to attend a free event. Alongside popular channels such as Instagram and Facebook, don’t forget to use LinkedIn to target potential collectors.

For more tips on your social media before, during and after the fair, give our Guide to Social Media when Exhibiting at Affordable Art Fair a read.

Below are two great examples of assets we provide you to notify your followers that you’ll be exhibiting with us. Barnes Collective and Affordable Art Fair NYC use their captions to ask anyone interested in tickets to DM them, rather than sharing the code to all.

4. Printed vs digital

Depending on fair you are exhibiting at, you may have both printed and/or digital tickets. It’s important to find the balance between which clients are more appropriate to send the printed invites to, and which to encourage to book a digital ticket. For many of your current and highly engaged clients, a printed ticket is best. They can use these to gain entry to the fair directly. For digital-first and new clients, promoting your bespoke digital codes can reach a new audience.

Don’t forget, we’re always here to help. If you have any questions on ticketing for your fair, don’t hesitate to get in touch.

Main image: Visitors ready for a day at Affordable Art Fair Battersea Autumn 2022.