Publicizing The Auction

Strong attendance is one of the most important elements for a successful art
auction. Have as many people on your committee as possible to help achieve
this goal - not one or two.

Here are some guidelines and suggestions to help you promote the art auction
properly and effectively.

INVITATIONS

It is our pleasure to provide your organization with beautiful color
invitations to announce the art auction to your members and the community. 
Please use the  INVITATION ORDER FORM to order your
invitations.

Send the form in at least 3 weeks prior to your addressing data.
We recommend that you mail the invitations so they are received 2 ½ to 3
weeks before the auction.

Organize an addressing party rather than dividing up the invitations for
people to take home to address.  Then have one person responsible for mailing
ALL the invitations.  This way you can make sure that they are all mailed.

We recommend that you send the invitations first class mail.  If you choose
to use bulk mail, however, be sure to double check with the post office as to
when they will actually be sent.  Sometimes bulk mail is not sent right away.
 DO NOT HAND OUT THE INVITATIONS.  ALWAYS SEND THEM THROUGH THE MAIL.

COMPILING A MAILING LIST

In order to have an effective mailing, you will need a strong mailing list.

1.  Start with your membership.  Be sure to invite the members of your
organization to the event and have them provide you with names, address (and
telephone numbers, if possible) of people they know who also support the art
auction such as friends, business associates, doctors, lawyers, dentists,
etc.  Do not exclude single people as they often have strong buying power.

2.  If this is a repeat art auction, INVITE PRIOR BUYERS and ATTENDEES!

3.  Include professional people (doctors, lawyers, dentists) and corporations
in the area. Real estate agents and decorators may be interested in inviting
their clients with new homes or offices.

4.  Sometimes you can get lists from other organizations through their
members (Rotary Club, Junior League, etc.

TELEPHONE COMMITTEE  "WORD OF MOUTH"

Organize a telephone committee well in advance.  Divide the mailing list
among the committee members and have the committee prepared to make a quick
call to your members and prior buyers.  This should be done the week of the
art auction.  If your list is divided among several people, it can be covered
efficiently.

Although one of the last forms of publicity, the TELEPHONE CALLS are one of
the most important and effective avenues for promoting the art auction. 
People may have forgotten about the event, or not received an invitation, or
not understand the nature of the event (i.e., relaxed social atmosphere,
price, variety and quality of merchandise, etc.). This is an excellent
reminder and will be your most valuable form of publicity.

POSTERS AND STATEMENT STUFFERS

In addition to the invitations, you may also elect to use posters and
statement stuffers offered by Azalea.

POSTERS

Posters are usually used about two weeks before the auction.  When filling
them out, include pertinent information such as the date, place, time,
sponsor, refreshments, door prizes, etc.  You can get this information
straight from the invitation. 

Posters should be placed in locations where they will have a lot of exposure
such as the auction site (particularly if it is the group's regular meeting
place), country club, church or synagogue, popular restaurants, banks,
grocery stores, shopping malls, nurseries, etc.

STATEMENT STUFFERS

Not all groups will choose this form of publicity.  The statement stuffer is
a small insert which is typically included in a mailing if your organization
does one, or if you can, include it in the mailing or bulletin of an outside
organization.  Organizations at military installations can frequently enclose
this with the club bill sent through the Officers' Club on base.  Some groups
use it as a small hand out in lieu of or in addition to flyers.

FLYERS

You may elect to develop a flyer for additional exposure.  Flyers are useful
to hand out at meetings, or for a small poster, or for your bulletin or other
mailing.

SIGNAGE

A valuable and often overlooked form of exposure is a large sign or being
featured on a marquee in front of the auction facility.  This should be up at
least the week of the art auction, or if possible, a couple consecutive weeks
with varying announcements related to the art auction.

GETTING HELP FROM OTHER ORGANIZATIONS

1. Set up appointments with other organizations to make an announcement about
the art auction and/or pass out a flyer at their regular meeting.

2. Many organizations elect to charge a NOMINAL admission or donation for the
auction.  You may be able to encourage help from another organization be
having them sell tickets for you and let them keep the donation money as an
incentive to help.  By using this approach, you will reach people you may not
have otherwise reached and increase your attendance.  The other organization
benefits by keeping the ticket revenues.  If you get additional buyers from
this approach, the commissions will more than make up for any forfeited
admissions income.

OTHER ADVERTISING

We do not recommend that you spend a lot on advertising.  Use free publicity
in the form of public service announcements and press releases instead.  Give
the media plenty of advance notice.  Contact local publications, television
and radio stations well in advance to find out what their guidelines are. 
Provide them with concise, well written announcements and black and white
photographs,  Include important information such as the organization, date,
time and place and cause behind the event.

PRE-AUCTION GET-TOGETHER

Have committee members host a get-together or cocktail hour at their homes,
inviting other couples, to create a comfortable, social atmosphere, and then
proceed to the auction preview as a group.  People feel more comfortable
attending an unfamiliar social function with their peers.

REMINDER!!  WE STRONGLY RECOMMEND THE PERSONAL TELEPHONE CALL TO PEOPLE ON
YOUR MAILING LIST, YOUR MEMBERS, PRIOR BUYERS AND ANYONE ELSE WHO MAY BE
INTERESTED IN THE EVENT ! !  We have found it to be one of the most
significant factors in generating attendance.

Azalea Fine Art

1-800-278-8728