chapter  10
8 Pages

Marketing

WithJeffrey Taylor

The most obvious form of marketing remains the traditional realm of print advertisements. To truly excite buyers about a certain artwork they must receive a marketing spiel from the dealer themselves, ideally in a face-to-face setting with the artwork present. Despite being a very new phenomena, the internet and social media have become indispensable platforms for a venue's marketing strategy. Multiple actors can join forces to collectively promote themselves with a strategy known as synergy marketing. Mana Contemporary operates more like a nonprofit arts organization, and provides a full-scale arts campus that features artists' studios, a resident dance company, and holds large-scale temporary exhibitions in its massive spaces that can hold the sort of installations that could never be staged in Manhattan. Mana Contemporary holds bi-annual Open Houses that feature new exhibitions and open studios for the artists.