30-Day Promotion Plan
How to Promote Yourself 30 Days Before the Fair
Pre-Show Art Fair Sales Advice
By Mark Shapiro | The Art Fair Advantage
One of the biggest myths in the art fair world is this:
“If I show up, people will find me.”
I wish that were true.
But after decades in galleries, publishing, and art fairs, I can tell you this: the artists who often create the strongest momentum usually begin promoting themselves at least 30 days before opening day.
The booth is only part of the strategy.
The marketing begins before the truck is loaded.
Start With Your Story
Collectors buy artwork.
But they remember stories.
Thirty days before the fair, ask yourself:
Why did I create this body of work?
What do I want visitors to feel?
Why is this collection different?
What makes this work important now?
What story connects the work to the fair?
Most professional art fairs invest heavily in marketing. Many also work with PR teams to help generate press, collector attention, social media exposure, and media opportunities.
Exhibitors are often encouraged to submit images, stories, social content, and marketing materials before published deadlines so the marketing team has something compelling to promote.
Help them help you.
Build a 30-Day Promotion Plan
30 Days Out: Announce Your Participation
Post the basics:
Event name
Dates
City
Booth number
One strong artwork image
A short personal note about why you are exhibiting
This is your first public announcement. Keep it simple, clear, and professional.
21 Days Out: Show the Preparation
Let people see the work behind the booth.
Share:
Studio photos
Framing process
Packing images
New work previews
Details of materials or process
Behind-the-scenes moments
Collectors enjoy seeing the journey before the artwork reaches the wall.
14 Days Out: Introduce the Collection
Now begin telling the story.
Explain:
The inspiration
The themes
The materials
The mood of the work
Why this body of work matters
This is where you begin helping people understand what they will experience when they visit your booth.
7 Days Out: Invite People Personally
Now it is time to reach out directly.
Email or message:
Collectors
Friends
Designers
Past buyers
Gallery contacts
People who have shown interest in your work
Many fairs provide exhibitor ticket links, guest passes, digital invitations, and promotional tools so exhibitors can invite guests and help drive attendance.
Use them.
Opening Week: Post Daily
During opening week, keep your content active and easy to follow.
Post:
Installation
Booth reveal
Your booth number
Visitor moments
Available work
Sold work, when appropriate
Short videos from the fair
Do not over-complicate it. Give people a reason to stop by.
Use Every Platform Together
Your website, Instagram, Facebook, LinkedIn, email, and text messages should all support the same message.
You do not need to say everything everywhere, but the story should feel connected.
Your social media should look like your booth.
Your booth should feel connected to your website.
Your artwork should tell one clear story.
Do Not Wait for Press to Find You
PR teams and marketing departments need content.
They need strong images, clear stories, interesting artist backgrounds, and timely information.
If your story is meaningful, share it.
Submit your images.
Send your booth number.
Provide a short description of the work.
Be proactive.
You never know what may become a social media post, newsletter mention, press opportunity, or collector introduction.
My Final Thought
Art fairs are not only exhibition opportunities.
They are launch opportunities.
Thirty days of preparation can create six months of conversations.
Start early.
Tell your story.
Invite people in.
See you on the show floor.
— Mark Shapiro
The Art Fair Advantage