Kristan Chamberlain of Chamberlain Fine Art (www.chamberlainfineartgalleries.com) recently spoke with The Curator's Eye about art marketing and her decision to be an online-only gallery. Chamberlain discusses specifically how she has been effective in utilizing the internet and developing new client relationships through online technology.

The Traditional Gallery and Collector Are Changing

Chamberlain Fine Art's decision to focus on contemporary realism stems from Kristan's former work with Fine Art Connoisseur magazine and her love and appreciation for the representational work being produced. During her tenure with the magazine, she was quickly immersed in an "exciting and actively growing market, but as I created marketing plans for other dealers at the time, I was continuously faced with the question of how to engage new collectors in this ever-changing digital age. It became quite clear to me that a gallery's dependence upon foot traffic and former client lists were not going to be sufficient. That's when I decided to embrace this new technology and integrate it into an updated strategy.”

It is Now Essential That Galleries Use Cost-efficient Means of Developing Client Relationships

Instead of spending money on a traditional gallery space, Kristan invested that money on marketing, specifically, online-technologies to reach new clients. She elaborates, "since 2008, the general art market has undoubtedly struggled. As a result, it has become more important than ever for art galleries to expand their potential client base and to develop cost effective ways of reaching interested collectors. As many people now spend a majority of their time on the computer, it made sense to me that it was the opportune platform to engage with the public. Collectors, designers, and architects are very excited about these new technologies as well because they now have visual access to a much wider range of works, artists, and galleries than ever before. I see it as a win -win for all involved."

Trust Is Critical to a Client-Gallery Relationship

In order to supplement her own online branding and sales efforts, Kristan turned to The Curator's Eye, an online art marketing and technology company. "The Curator's Eye helped me to develop and grow my business both here in the US and abroad. More specifically, TCE has developed a client list specific to my inventory. I can be confident that I am pursuing collectors who are interested in the works I offer. It saves me time, energy, and money to have TCE determine which collectors have other interests. With The Curator's Eye, I am not looking for an immediate sale, but instead looking to develop lasting relationships with collectors who share a passion and love for the artists and artwork I represent."

Kristan believes that over time a targeted client list will prove to be much more valuable than selling an item through an e-commerce solution. "Collectors and designers are definitely purchasing art online now, but I believe that relationships will always be central to the art business. We all like to trust who we purchase work from, and we want an honest opinion and sound investment advice. This will never change."

Developing Client Relationships Takes Time And Repeated Contact -- The Curator's Eye Allows That Flexibility

Consistent, quality communication is central to a gallery's business, but often client lists become outdated, inaccurate, and therefore ineffective. Kristan explains, "The Curator's Eye makes it so easy to segment people according to interests. So, if I am having an exhibition with one particular artist, I am not over-communicating with my entire data-base, but instead, just contacting those who I know to have an interest in that type of work. A lot of time and money are spent on advertising, catalogs, or direct mailings with a sort of "spray & pray" mentality. With the use of new technologies, these efforts can be more direct and targeted saving me both time and money."

Initial Sales Provided Instant Returns And The Client List Provides Returns Over Time

As a gallery, Chamberlain Fine Art is committed to consistent communication with clients with the aim of developing strong, trusting, and enduring relationships. Through a monthly newsletter, direct mail, and art shows, Kristan maintains a highly interactive gallery. "I have truly enjoyed engaging with collectors from all over the world and look forward to growing this international side to the business. Although my objective in using this technology is not necessarily a direct sale, the sales I have made and the wonderful new relationships that have resulted, make the investment well worth it."

Chamberlain Fine Art is one of New England's leading Contemporary fine art galleries. It is dedicated to representing top-tier contemporary artists from around the globe and to supporting collectors who seek quality artwork for pleasure and investment. For more information, visit chamberlainfineartgalleries.com

The Curator’s Eye offers specialized, targeted online advertising and marketing services that help private dealers compete in a global art market. To view exceptional items for the distinguished private collector available from the top dealers across the globe, visit www.CuratorsEye.com.