Give and Grow

by Kate Dardine

Reciprocity. Webster’s Dictionary defines the word as “a mutual exchange of privileges.” In this article, it refers to the act of giving something in order to get something in return – specifically, to give away something in your art show booth, at your gallery show, or from your website – in order to receive something – a sale!

Glenn and Cherie McBride, of Yellowbird Studio in Texas, report on some findings from their own five year “survey” of marketing techniques:

No sales could be traced to business card handouts!
Few sales were generated directly by brochures.
Few sales were generated directly by magazine advertising
Few (almost no) sales were generated by newspaper advertising.
But ...

They have received an incredible rate-of-return from small give-a-ways.

And, they have high sales during face-to-face interactions (such as at Outdoor Art Festivals and Art Expo).

There is a psychology to the free giveaway: when someone has gotten a “gift” from you, they feel, perhaps subconsciously, that they need to give something back, and that is most likely to be in the form of a purchase.

One way to handle the free giveaway is to give something free with a purchase. G. Brad Lewis, a photographer and long-time Fine Print customer has been practicing the art of reciprocity for many years. His habit is to slip in a free matted 5x7 when a customer purchases a large print from him. 

Another way is to have a prospective customer DO something to get something for free. Like sign up on your mailing list to receive your free e-letter. Or sign up on your mailing list to get into a drawing for a print or a small painting. (I have found that the latter is the most likely to get people to sign my mailing list.) This option works in your booth as well as on your website and social media.Whether you choose one of these techniques I’ve listed or have a trick or two of your own, “give something and get something in return” works. Not with every customer, every time, but enough that it will make a difference in your sales. 

This blog post has been updated from the original published in 2008. 

Kate Dardine has been helping artists and photographers with their marketing questions for over 20 years. In addition, she is a professional artist. You can see her work at www.katedardine.com.