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Archive for the ‘Drive Website Traffic’ Category

Woodmere Art Museum Receives Publicity Donation from Antiques Weeks Media, LLC

In Art and the American Way, Drive Website Traffic on April 24, 2012 at 5:56 pm

Philadelphia's Woodmere Art Museum

Woodmere Art Museum in Philadelphia has been selected as the recipient of a gift-in-kind by Antiques Weeks Media, the parent company of the travel website PhiladelphiaAntiquesWeek.com.  Philadelphia Antiques Week runs from April 27 – May 1.

Woodmere Art Museum is housed in an historic Victorian mansion in the Chestnut Hill area of Philadelphia. it was originally endowed by Charles Knox Smith  (1845-1916) whose intention it was “to awaken the spirit of, the appreciation of, and the knowledge of art… in the City of Philadelphia and surrounding territory.” Today, the Permanent Collection consists of more than 3,000 works of art, celebrating the art and artists of Philadelphia. And the museum school is still training artists. It’s perfect harmony between traditional and contemporary art.

Eric Miller, co-founder, along with Regina Kolbe, of Antiques Weeks Media, explained “the spirit in which Woodmere was founded align closely with the objectives of Antiques Weeks Media, whose goal it is to enrich the lives of people new to antiques and the appreciation of them. We do this by providing independent, inclusionary websites that define all aspects of specialty weeks like Philadelphia Antiques Week.”

Woodmere Art Museum will receive a year-long banner on the home page of PhiladelphiaAntiquesWeek.com, content, calendar listings and publicity on the PhiladelphaAntiquesWeek.com mobile app. Additionally, Woodmere will receive recognition in all PhiladelphiaAntiquesWeeks.com publicity.

Woodmere Art Museum’s core collection includes important paintings by such well known artists as as Edward Redfield, Daniel Garber, Walter E. Schofield, Benjamin West, Frederic Edwin Church, Violet Oakley, Arthur B. Carles, and others whose works are integral to an understanding of the times in which they were created. Additionally, Woodmere provides art training for children and adults.

Miller elaborated on the gift-in-kind to Woodmere Art Museum, saying that visitors to Philadelphia Antiques Week, which is anchored by the Philadelphia Antiques Show and the 23rd Street Armory Show, will discover Woodmere a refreshing counterpart to the shopping experience. Here, they will have an opportunity to see similar items in situ.

It is the policy of Antiques Weeks Media, whose family of travel websites includes AmericanaWeek.com, AsiaWeekGuide.com, NashvilleAntiquesWeek.com, and the newly launched ModernVintageTimes.com, to support with publicity local art institutions whose collections embody the theme of each site. For instance,  in its launch year, Antiques Weeks Media has provided in-kind support for the American Folk Art Museum’s Pass the Hat campaign, whose collection is representative of AmericanWeek.com and The New York Chinese Scholars Garden at Snug Harbor in Staten Island, which blends with AsiaWeekGuide.com

“We feel,” Miller concluded, “that new collectors will find the appeal of historic items more compelling when they experience the social side of history, such as those provided by family-oriented outings to attractions such as Woodmere.”

PhiladelphiaAntiquesWeek.com carries the complete line up of shows, lectures and  loan exhibits – such as “Bucket Brigades,” an exhibit of historic fire fighting equipment at the 23rd Street Armory Show.

The site also offers an interactive map of local galleries, the Shows, museums and other Philadelphia attractions that make the  four day event, from April 27 – May 1 – an experience for collectors at all stages.

Travelers planning to visit Philadelphia Antiques Week are invited to visit www.PhiladelphiaAntiquesWeek.com

Philadelphia Antiques Week website

Philadelphia Antiques Week website

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Shop Antiques Online with New Social Sites

In Drive Website Traffic, events, selling antiques, Young Collectors on July 28, 2011 at 10:03 pm

I’m thrilled to see that new shopping sites for antiques online are cropping up all over the place. And each one has its own spin, which gives buyers of period antiques and vintage furniture more options.

The ones that impress me now are Sean Blanchette’s new Antiques Near Me, Meg Wendy’s New Focus On and Eric Miller’s Urban Art & Antiques and Calendar of Art and Antiques. They’re social because they invite feedback.

These sites offer shoppers with alternatives to 1st Dibs, the grandaddy of the “online antiques show” and arguably a leading factor in the decline of attendance at live shows. the thing that made 1st Dib was its photography and exclusivity. Not only is 1st Dibs a pricey bet for the dealers, it locks them in to an exclusive contract that prevents them participating in other antiques online sites.

The new sites tend more in touch with the buying public. Here’s a quick rundown of their features:

New Focus On homepage

A traditional approach to selling antiques

  • New Focus  On.com would like to re-direct the eye for appreciation by offering a pretty site and content with a lifestyle bent.  It offers dealer gallery of tried and tested sellers. The advantage Meg Wendy brings is  having spent a lifetime in the business of producing shows, which means she knows the dealers coming on board.
Urban Art & Antiques.com

A blog approach to selling art and antiques

  • Urban Art & Antiques.com bills itself as a blog about art and antiques, with visits to antique shows and  flea markets. Although it does have a sales section for art and art prints, the site is more about enjoyment than selling. Eric Miller’s strength is that he is a show promoter / producer and brings a  genuine love of collecting to his work.
Calendar of Art & Antiques.com

Simple but effective

  • Calendar of Antiques.com is much needed event site with map views..  Participants post their  own events which are the moderated by the site administrator.  The News Section is helpful but primarily press releases.

The functional approach with back end videos

  • Antiques Near Me.com was recently shortlisted to be one of Boston’s hottest new start ups. Here, you plug in your zip code and up comes a list of galleries in that zip along with a map. If you prefer, you can find businesses by type, i.e. antique malls, antiques shows, auctions, flea markets.  Dealers are listed by the site administrator but can enhance their listing by “claiming” their business. So far the News is mostly press releases. The Video  section seeks to be relevent. Sean Blanchette is a young but knowledgeable dealer with vision, drive and no fear of the Internet or its capability.

All of these sites are trying to reach new audiences. Whether one has found the formula yet, is still to be determined. Together, they are educating people about the benefits of shopping for the old and combining it with the new.

Suze Orman, WWD, Antique Sellers

In antiques online, Art business, business, Drive Website Traffic, Media Planning, selliing antques on June 3, 2011 at 4:19 pm

Last night on PBS, Suze Orman gave the nation permission to NOT spend money. Her coinage is “Stand in your own truth.”

This morning, WWD (the fashion retailing bible) alerted readers that “Retailers Brace for Tougher Times.” Their resources said a spate of sales is forthcoming.

Retailers Face Tighter Times

Tor the clientele PRT3 serves, the real news is in the sub-text.   The competition is much broader  than you thought.  It includes  retailers who cultivate current customers and mine new audiences with  sales, promotions, discounts and special offers.

Your best defense is a good attack. Get your sales machine in gear now. When back-to-school cost increases  hit their peak, people will be less inclined to spend.

Your campaign for customers should begin today.

Longer days offer you longer selling hours.  Take the tombstone our of ads and promote a benefit. Or test the frequent shopper model. Go for collective buying power – test  a coupon on Groupon.

Collective Buying Power

In outreach efforts – social media, eblasts, Twitter, Facebook – optimize your communications with bona-fide reasons to spend.

Of course, there’s nothing better than building name recognition through a daily blog, press releases and articles.

Bottom line: borrow ideas liberally from the big boys,  the retailers who cannot afford to sit out a season.  As people start to take in Suze Orman’s “stand in your own truth” advice, they will base buying decisions on affordability and future gain.

Finally,  Ms. Orman says the foundation to healthy family economics is spending with cash.

Now that’s good news.

Discounts Rule on Facebook Fan Pages

In Art business, Auction Advertising, business, Drive Website Traffic, selliing antques on April 24, 2011 at 3:30 pm

When it comes to how art and antique dealers and other businesses see Facebook, there seems to be a major disconnect.  C-level officers and fans see things differently.

The IBM Institute for Business Value Analysis recently released results of a 2011 CRM Study, and the fallout leaves plenty of room on to make better use of your Facebook page.

To put a few of the more common perceptions in line, let’s start with the fact that more than 73% of business owners believe fans come to their Facebook page to learn more about new products. In contrast, only 51% of fans actually use Facebook fan pages for this reason.

71% of Facebook fan page owners load the page ups with general information because they believe that’s what fans want. Only 53% of fans log on for general info.

61% of site owners think fans come because they want to be part of a community.  Only 22% of fans want to be part of a corporate community.

How Business and Fans Disconnect on Facebook

The closest fan page owners and fans come to being in sync is when it comes to actual purchases. 60% of businesses believe fans like them because they want to buy something. 55% of fans come to purchase.

The main reason fans come to a business page is to for a discount. 61% of your fans come for the discount and 60% of fan page owners realize this.

The new results of the what may be the most comprehensive social media study to date is sure to make all of us re-think our use of Facebook fan pages.

That said, see you on Facebook. (BTW, we recently posted discounts.)

P.S. To enlarge the image above, click on it.

What Sellers Should Know About Facebook Now

In Art and the American Way, Art business, business, Drive Website Traffic on April 22, 2011 at 3:34 pm

As the rush to Facebook becomes more defined, the ways to use it are becoming more refined. That is, the metrics have been long enough to provide answers about how to best use Facebook, when to post and what your “likes” expect from your page. (I’ll address expectations in the next blog post.)

Here are the new ground rules for making the most of Facebook.

The best day to publish is not a weekday. It’s the weekend. Good information that is published on Saturday and Sunday pulls in the widest audience.

The best time to post is 8:00 a.m.  Like you, people are more receptive to information before they get caught up in the day’s activities.

The content that gets the most traffic is related to sex. Since you’re selling antiques, the best content is positivity. Coming in at third place is learning. And coming in at last place, work.

The most sharable word is Facebook. Since you’re probably not going on and on about FB, other words with a high share rate are: why, most and world. Video, health, how, big, bills, says all rank about the same in shareability.

The least shared words are vs, apple and review.  Down, poll, Twitter, game and york are next in line for least shared.

And, here’s a clincher, the best frequency of posts is every other day. (Whew! That gives us all more time to get some real work done.)

Since it’s  Friday , I’m going to hold my next post until Saturday morning at 8:00 and then I’ll share some positive information you can learn from  on Facebook.  And you can be sure to find out why, most things that happen in the world of antiques are big news.

Be sure to check PR To the Trade out at Facebook.

How to say “I love you” with PR

In Art and the American Way, Art business, Auction Advertising, business, Drive Website Traffic, selling antiques on April 19, 2011 at 11:06 pm

What do you want from your public relations platform?  Most of my clients start out saying they have everything in place except for the buzz.  And with today’s touch-and-go economy, most new clients want to know about the process of creating publicity.

Whether you’re going to use PR To the Trade or use your own time and talents to make an impact, here’s what you should strive for.

First, unify your Brand.

Rubick's Cube - Bringing all parts together

Unify your brand.

You may not have considered this, but everyone in your company needs to know exactly what your brand stands for.

If you’re an auction house, ask yourself: what sets us apart? If you’re a dealer, what makes your inventory different? If you’re an appraiser, what is the one quality you’d like most people to remember after they meet you?  Everyone in the company, from the President to the associates, needs to know the 10 words that define your company.

Next, simplify your message.

Streamline your message

Simplify


This can get tricky, especially if you’re hyped up over the coming auction of 300 lots or you have just unpacked a container. No matter how stoked you are, you must simplify. This often means using a different approach to the message.  Instead of listing all the inventory you want, talk about the overriding flavor of the offerings.

Third, amplify your message.

Amplify Your Message

Amplify Your Message


Know where you’re going to place your press releases. Do you have a list of journalists eager to hear from you because every press release you have ever sent them has been meaty? If not, this is the time to check your list and ask what the journalist or blogger is writing about next.

Now I won’t give you all our trade secrets, but there are platforms that give you access to tons of journalists and alert you to their most recent and coming projects.

Don’t forget the power of the Internet. Your message may not be timely for some, but it will always find audiences on the Internet, provided you have an enticing headline, a unified voice and a simplified message.

More trade secrets ebb out. Be sure to monitor the traction you’re getting on the Internet. Know how many impressions you are getting, how many full reads and where they’re coming from. And, definitely, make sure you know who is picking up your message.

Ultimately, the three most important words in your PR campaign are: unify, simplify, amplify.

Social Media and Good Writing

In Art business, Auction Advertising, Drive Website Traffic, Twitter on February 25, 2011 at 5:04 pm

 

Good Writing is No Secret

I went to two conferences last week – both on Social Media. Both with famous SEO guys who not only embrace SM (social media) but can talk for hours on it.  Interestingly, one of the key points to come of both sessions is good writing is more important than ever.

If you blog, you already know 250 – 300 words are best for a post.

Facebook gives you a bit more space to talk about the lion you met on the trek to Victoria Falls. Even so, you are still character limited.

Twitter – aha! – now you’re down to 14o characters. (I’ve had people tell me they can’t tweet because they can’t write short.)  Tweeting demands good writing skills.

Forget staring at a blank piece of paper, now you’re confined to space of a window. How can you quickly  master the techniques of good writing? Here are six simple steps.

  1. You can do it. Get the word “you” up front and you’re making instant contact. Nothing grabs a reader faster.  (“You’s” only serious competition is “free.” )
  2. Sell the benefits. If you say, “the desk has two  drawers over four,” that’s a feature. Say. “You get six drawers – two for your watches and socks, four for  your jeans and tee-shirts.” Even a minimalist will take note.
  3. Say why it’s smart to buy from you.  Tell you reader what sets off your shop. Is it free delivery? Trade-up guarantee? Or, it could be a matter of massaging your customer’s ego.
  4. Go conversational. Start your sentences with And or But. It is no longer against the law.

  1. Text msgs don’t translate.  Use “for,” not “4,” “you,” not “u.”
  2. Delete “that.” Getting rid of the “that” make your sentence flow more smoothly.
  3. Tell you reader what to do. The call to action – from “shop here” to “move your car” to visit PR To the Trade.com – works wonders.

Now, armed with these six simple steps, the task is not as daunting. Oh, one other word of wisdom from the pros…

  • You are your own best product. When using social media, please stop talking about yourself. SM is a  two-way conversation. Give your readers a break on the sales pitch and them get to know you.

So, follow me  on Twitter. Let’s get to know one another.

Consumers Find Own Level

In Art and the American Way, business, Drive Website Traffic, selliing antques, Young Collectors on February 9, 2011 at 1:48 pm

The two most frequent comments I hear from the trade are:

  1. I’m only interested in the very top of the market – ten items with 14 interested buyers
  2. No one wants antiques any more – just mid-Century stuff. My business is dying

To that end I’ve been up to ears in statistics this week trying to get a grip on the market that really exists and how to tap it.

At the top of the pyramid: Merril Lynch-Capgemini World Wealth Report 2009 cites about 100,000 uber-wealthy with $30 million or more to invest. This does not include collectibles, art, etc.

The Luxury Marketing Council takes a slightly broader look at the 8.6 million worldwide with investable assets of $1 million or more.

Then there is the Mass Affluent tier (HH incomes of $150+). After that comes aspirational tier – people looking to buy “up”.

Clearly, the markets exist. Buyers at all levels have interests and their discretionary funds. While buying art and antiques kicks in at the aspirational tier, I don’t know of many people who wake up one day knowing how to shop.   This is where information leaders come in.

Information leaders?

  • Journalists and bloggers
  • trend setters
  • designers
  • photographers

All are  people who educate.

Educators rarely hit their target with jargon-tipped arrows and inaccessibility.  They do it with ease and clarity. Information leaders do the same thing. When audiences understand, they make informed decisions about design, style and purchases that reflect their individuality.

This works at the top of the pyramid and the broad base. Educated consumers find their own level. But they have to be taught. Are you speaking their language?

VIP and Art.sy – Lessons in Luxury Marketing

In Art business, business, Cool Exhibitions, Drive Website Traffic, selliing antques, Young Collectors on January 14, 2011 at 2:52 pm

WSJ talks VIP

With all the up-front ballyhoo and then acceptance of online selling, the first big push  to sell high level art virtually opens next week. It’s the VIP Art Show, a prelude to what Google and pals will be doing with Art.sy in coming months.  This is luxury marketing at its finest.

VIP and Art.sy are good for business – your business. The reason, VIP and Art.sy are training your consumers.

  • They’re training them to buy without physically viewing merchandise
  • They’re training them to trust online sellers more than ever before
  • They’re training in an arena that is – sadly – still underused by sellers of antiques and arts

On the other hand, these high-level efforts also mean that if your business is primarily a brick/mortar deal, you will need to protect yourself with stronger marketing campaigns.

  • Stronger marketing campaigns mean solidifying your brand
  • Making your place of business a destination
  • Providing a good reason for shoppers to come in
  • Joining in co-op marketing programs

If you haven’t already optimized the out-reach for new audiences, this is the time to do it.

Ironically, a hefty slice of your marketing pie should go to the Internet and  contextually relevant sites. A hefty slice of time  should be spent on Facebook, Twitter, the social media. Other efforts need to focus on smart traditional media buys.

As VIP and Art.sy break through the four walls with the biggest push we’ve seen so far, you will fill the repercussions in both bad and good ways.

Informed risk takers, the people who don’t hide behind old ways of doing business, who are willing to reach out to new audiences, will benefit from the efforts of VIP and Art.sy.

Be sure to follow both closely. These are textbook lessons in the making. You will learn from them. BTY, VIP opens next week and runs for a limited. Art.sy launches in the Spring.

6621 Reasons to Use a Small Business Marketing Firm.

In Drive Website Traffic, selling antiques on October 7, 2010 at 8:26 pm

 

Usually I use this blog to offer high level information antique dealers, auction houses, designers and art galleries can use to DIY.  Today, I’m going to explain the difference between DIY, in-house marketing and using a public relations and media consulting firm that specializes in your business.

It’s about making money. Growing your business. Breaking out of the box.  Seeing from a different perspective.

The competition is coming at your from all directions, from brand names like Restoration Hardware that’s now mixing in antiques with the knock off to start-ups that have a grip

Now mixing antiques with knock offs

 

on the way business is done today and a vision of how it will be done tomorrow.

What are your choices:

Scenario 1. You’re watching margins so closely, you to do-it-yourself.

Most likely, you’re so absorbed in product that you don’t have the time to do your own marketing properly. if you do have the time, you probably don’t have the marketing experience to work on the edge of the PR cliff.  You settle for long, boring copy. You settle for ads that with no definition. You settle for a modicum of success.

Scenario 2: In-house marketing.

While you may have an in-house writer or PR person, their perscpective is going to reflect the corporate culture.  You in-house people have a job to grind out, a job to protect (theirs), and face a certain amount of burn-out when the products you sell or auction are similar month after month. Your marketing department needs a breath of fresh air.

Scenario 3: You work with a specialized marketing agency.

There aren’t a lot us out there – marketers who know their business and yours. PRT3 is one, maybe the only one, that knows the antiques, auction, design fields, and  offers full service.

This means that you benefit from cutting edge techniques based on time tested tactics. For example,

  • Tests and controls..
  • A point-of-view that sees two distinct audiences for your product, the trade and consumers
  • Writers who know how to turn a keyword to set your product and your press release apart
  • Guidance  on what channels of distribution to buy into, what to avoid.
  • Metrics that show you how many people read your press release, how many picked up your press release, what the aggregate traffic score was.  For instance, we just heard from Google that a recent press release got 6,624 pick ups in 2 1/2 weeks. (About the same lead time you give an auction press release.)

How we do it isn’t a secret. It’s about knowing how to get to the heart of the story. It’s about taking a step back and re-working the rules. It’s about writing  headline for people and spiders. It’s about keywords and distribution. But mostly, it’s about our passion for getting it right.

When PRT3 gets it right, your website traffic grows. Your in-store and gallery traffic grow. Your business grows.

When “Texas Woman Turns Oil Painting Into Gold” got covered 6,620 times in the search, it gained an even higher readership.

If we put your business first,  that gives you 6,621 reasons to call PR To the Trade to find out what we can do for you.