From Blank Wall to Sales: How to Create a Buzz Before Your Exhibition Opens

You’ve painted the work. You’ve framed it beautifully. The gallery space is booked. Now, how do you ensure people actually show up? Many artists focus all their energy on making the art and neglect the crucial step of marketing the exhibition before it opens.

A successful exhibition doesn’t start on opening night. It starts weeks, sometimes months, beforehand. Here is your practical timeline for building buzz, filling the room, and selling your work.

Eight Weeks Before: Lay the Groundwork

Confirm all details: Exhibition title, dates, location, opening night, time, any associated events (artist talk, workshop).

Create a press release. A one-page document which explains: who you are, what the exhibition is about, key dates, and a high-resolution image of a featured piece. Keep it factual and newsworthy.

Identify your target media. Local newspapers, art blogs, radio stations, and community calendars. Find the specific journalist or editor who covers visual arts.

Send a “save the date” to your mailing list. Brief, visual, and exciting. No details yet, just the date and a tantalising image.

Six Weeks Before: Build Your Assets

Professional exhibition photography. If possible, photograph the work installed in the exhibition space (or mock up images digitally). These will be your primary marketing tool.

Write your artist statement for this exhibition. Tailor your existing statement to highlight themes specific to this body of work.

Create a dedicated event page. On your website, on Facebook, or both. Include the press release, images, and a simple “Add to Calendar” button.

Prepare your invitation list. Think beyond “everyone you know.” Include: past buyers, gallery contacts, fellow artists, local art teachers, community leaders, and anyone who has ever shown interest in your work.

Four Weeks Before: Launch Your Campaign

Send formal invitations. To your mailing list first (they are your core supporters). Then to your wider list. Include: a compelling subject line, the key details, a striking image, and a clear call-to-action (RSVP, or just “join us”).

Post on social media. Not once, but regularly. Share installation shots, teaser details of individual pieces, behind-the-scenes of hanging the show, and countdown posts. Use the exhibition hashtag consistently.

Reach out to local media. Send your press release with images. Follow up with a polite email a week later. Personalise each message.

Print marketing materials. Postcards or A5 flyers. Leave them at local cafes, libraries, art shops, and community centres.

Two Weeks Before: Increase the Tempo

Remind your mailing list. Different subject line, different image, same key information. Some people need to see something multiple times before it registers.

Partner with local businesses. Ask a nearby cafe or restaurant if you can leave flyers on their counter. Offer to display a small piece in their window as a teaser.

Invite key individuals personally. A direct message or phone call to a few respected figures (gallerists, collectors, art writers) can make all the difference.

A Week Before: The Final Push

Share the excitement. Photograph yourself putting final touches on pieces, packing work for transport, or setting up the space. Make people feel part of the journey.

Send a “Last Chance” reminder. To your list and on social media: “Opening night is this Thursday. I’d love to see you there.”

Prepare for the night itself. Guest book, price list, business cards, payment method (card reader!), refreshments, and someone to help you manage the room.

On the Night (And Beyond)

Welcome everyone. Even a simple “Thank you for coming” to each person matters.

Capture the evening. Photos and short videos of the crowd engaging with work. Post them during or immediately after.

Follow up. Send a thank you email to your mailing list and to attendees. Include a link to the online gallery for anyone who couldn’t make it.

Share press coverage. If a journalist writes about you, celebrate it everywhere.

A Final Thought

Marketing an exhibition is uncomfortable for many artists. It can feel like boasting. Reframe it: you are not demanding attention; you are inviting people to an experience they will genuinely enjoy. Your work deserves to be seen. Give it that gift.

NB I do not get paid to endorse any people or brands mentioned in my blogs. If you enjoyed this post, please like, share and follow me. Sharing, liking and following raises the algorithms in my favour.

Thank you for your support.

Internal Linking Prompts:

• Link to Blog 44: Artist Statement and Bio for tailoring your statement.
• Link to Blog 72: The Power of the Artist’s Mailing List for list-building tips.