From Conventions to Online Sales: How to Grow Your Art Audience
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When showing at your first convention — or your 20th — grabbing your audience’s attention and making sales in the moment is usually the #1 goal for any artist. But once you have them, inviting that audience online for the longer journey is key to building a sustainable art business.
Inviting people to stay connected can happen in many forms. It can be as simple as giving out a business card, or pointing to your website or Instagram account. Here are some ways I make it easy for fans to continue the connection beyond the show floor.
Business Cards
Business cards are an inexpensive reminder for someone that they liked what they saw and want to come back later — either in-person at a show the next day when it’s “shopping day,” or later that week online.
Yes, many of your cards will end up in the trash, but they’re still one of the cheapest advertising tools available. Your cards don’t need to be complicated or expensive: Moo cards are eye-catching, but VistaPrint, GotPrint, or other printers will do the job just fine.
Pro Tip: Include the essentials — your name, website, and a piece of artwork. That small image is what reminds someone who you are when they get home with a stack of cards.
QR Code Sheet
In recent years, QR codes have become one of the easiest ways to connect your in-person audience with your online platforms. I keep a simple printed sheet at my booth with a QR code linking directly to my Instagram (my main social hub).
Fans can scan it instantly, follow me on the spot, and keep up with my art after the show. It’s low-cost, eco-friendly, and much faster than typing in usernames.
Newsletter Signups
If you’re an artist, at any level, you should have a newsletter. It’s one of the most direct and reliable ways to stay in touch with your audience (and not be at the mercy of social media algorithms).
For years I used a physical signup sheet, but now I prefer a digital form on an iPad. I currently use Flodesk, which integrates with my shop and makes beautiful signup forms. Having an easy, eye-catching way to join the list at my booth encourages people to take that next step in connecting with me.
Pro Tip: Keep it simple. Just ask for a name and email — the less effort it takes, the more likely someone is to sign up.
Closing Thoughts
Conventions are incredible opportunities to connect face-to-face with people who love your work. But the real growth happens when those fans stay connected after the event. Whether it’s a business card, a QR code, or a newsletter signup, giving your audience a clear, easy way to follow you online is one of the most important parts of exhibiting.
If you’re building your own art business, think about which of these methods fits best with your style — and start bringing your audience along for the journey beyond the booth.