When I was first engaged by the Pro Hart Art Gallery they had a rich collection and the Pro Hart name was well known to an older demographic but the business had no online presence.

Strategy Development and Execution

  • Comprehensive Market Analysis:

    Conducted an in-depth analysis of the art market, identifying current trends, competitor strategies, and target customer profiles.

  • Website Creation:

    I developed a visually appealing, user-friendly website showcasing the gallery’s collection. Integrated e-commerce functionality for online sales, along with a virtual tour feature to attract remote visitors.

  • Search Engine Optimisation (SEO):

    Implemented an SEO strategy to enhance the gallery’s visibility in search engine results, focusing on keywords relevant to the art collection and brand.

  • Social Media Marketing:

    Leveraged social media platforms to engage with art enthusiasts, holiday makers to Broken Hill and collectors. Regularly posted high-quality content, including behind-the-scenes glimpses, artist spotlights, and exhibition previews.

  • Content Marketing:

    Produced engaging and informative content, such as artist interviews, art investment tips, and stories behind the artworks, to attract and educate the audience.

  • Digital Advertising:

    Implemented targeted digital advertising campaigns.

  • Collaborations and Partnerships:

    Partnered with art influencers, bloggers, and cultural organisations to expand reach and attract diverse audiences.

Objective

To increase visitor numbers to the gallery and create a website for branding and information. Create an e-commerce shop.

marketing director Adelaide adelaide

Results

  • A continual and significant increase in website traffic, year after year.
  • Record-breaking online sales, with a 69% increase during COVID19
  • Enhanced visitor numbers to the gallery, with a 27% increase in foot traffic.
  • Selling over $250,000 of jigsaw puzzles during the COVID-19 pandemic.
  • Improved engagement on social media platforms, with a substantial increase in followers and interaction.
Positive feedback from visitors and buyers, indicating a strong appreciation for the new digital approach.

Quotes

From an ABC article titled “Australian ‘art back’ struggles to meet challenges of declining sales, visitors”: “…the gallery of someone as famous as [Pro Hart] would struggle if [the gallery] had not marketed online and manufactured Pro Hart products.”

Also in the same article, the son of Pro Hart and the current manager of Pro Hart mentions: “To target the people we’ve been using Facebook, increasingly. I use a leading marketing person who is an expert in this”.

Conclusion

The comprehensive marketing strategy, centred around a strong digital presence and engaging content, successfully transformed the art gallery’s reach and sales performance. By embracing digital platforms and innovative marketing techniques, the gallery not only increased its visitor numbers and online sales but also established a robust online community of art enthusiasts and collectors.

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