Having been an entrepreneur for the past 15 years, I've done virtually all my marketing through networking. For a long time it was the in-person kind of networking you do when you join associations, chambers of commerce, and attend monthly breakfasts and luncheons. Now, with the Internet and sites such as Facebook and Linked In, you don't have to eat so many fattening, expensive breakfasts and lunches.

When I planned the networking/marketing activities for this particular exhibit, I thought about how to reach the following types of connections: church friends, other women business owners, my weekly mastermind group, collectors of my work, those people I do business with (banker, financial advisor, massage therapist), local art associations, family and personal friends, and all my online buddies, many of whom overlap the previous categories.

The gallery provides a mailing list, postcards, and postage, as well as an email list. In addition, I sent the postcard and a brief newsletter to all my collectors as well as a few other gallery owners I know personally. I shamelessly handed out postcards to many of my church friends and other friends I encountered over the past few weeks, distributed some to galleries and art supply stores around town, and sent an email version to my email list. The gallery posted images of my work on their Facebook page, and I kept my Facebook friends apprised of my preparations for this very special occasion in my life as an artist.

Though not strictly under the "networking" category, my marketing efforts also included a news release to local newspapers, online calendars, and our statewide arts ezine (www.15bytes.com). I was thrilled to get a listing with photo in The Salt Lake Tribune. Though this obviously went to many outside my networks, those in my networks responded most favorably to the media attention, with notes, phone calls, and attendance at the event.

Unexpected and welcome help came from my musician at the opening event. After we connected via Facebook, he sent an invitation to his 400+ Facebook friends, many of whom came to see his group perform. 

After all this networking, the crowd that showed up included a wonderful mix of all my groups. In between talking with my guests, I managed to post a couple of updates on my Facebook page, hoping to entice a few last minute visitors.

Most gratifying, I sold three paintings: one to friends of my son; one to my financial advisor; and the third to a fellow artist. In addition, I received a commission request from a friend in another state and promises from many who could not attend the reception to visit the gallery during the run of the show.

So, have you made a list of your networks as you've read this? Are there ways to expand your networks? Are there new ways to reach them to announce special openings or to just keep them informed new works?

Making a list - networks and connection strategies - can become the foundation of an ongoing marketing strategy for your art business.