Step1
Write down the pertinent details about the show. Get the date and time, location, title, theme, artists and any featured works. If the show is to benefit a charity, organization or cause write down which one.
Step2
Take photographs of what you feel the strongest pieces in the show are, or the pieces that most represent the theme or spirit of the show. These will become promotional images.
Step3
Have the photographs converted to a digital format for use on your computer. This step is already completed if you took the shots with a digital camera, but any modern print shop and even chain pharmacies can create a CD-ROM containing your shots.
Step4
Pick your favorite few photographs from the shots you've taken and add the information from Step 1 to them in such a way as to compliment the subject of the photograph. You can accomplish this by manipulating the image with your favorite word processing or graphics program or by printing the photograph at high resolution and writing by hand, collage, or any other way you like.
Step5
Write about the show in more detail. Include all the relevant information about the work, artists, organizations, the space, the time, place and all about the theme and aims of the show. This will become your promotional copy and press release. Be brief but do not make the mistake of trying to be mysterious and intriguing. When it comes to detail, more is more.
Step6
Print or have printed, fliers, postcards and mailers in a variety of sizes using the image you've created in Step 4 as the template. Use the copy you wrote as content for the back of the mailers and as filler for the postcards.
Step7
Give a number of the promotional materials you've created to everyone involved in the show to mail out to any of their friends and colleagues. Mail them out to your friends, family and colleagues as well. Contact any organizations involved or benefiting from the show and make sure you are covered in their newsletter.
Step8
Compile a list of the newspapers, local or topical websites, arts magazines and local interest magazines. Get the names of writers who have covered similar events in the past or who would have an interest, editors or assistant editors and send them all a press release and a flier. Follow up with a phone call a few days later just to make sure they received it but do not bug them, most of them are inundated with news items and just don't have time to review it all.
Step9
Think of the theme of your show and what organizations that theme is aligned with. These organizations could be anything from the local Elks club to the VFW or even just a college class. Show up at their next meeting and mingle, hand out cards or fliers if they don't mind. If you can manage it, ask to speak.
Step10
Do not be obnoxious but mention your show in casual conversation to anyone you run across that haven't already. Talk about the artists involved and their work. Be positive and excited but do not linger on the topic unless the other person asks for more details.
Step11
Put up fliers everywhere you legally and tastefully can. Cafes, community bulletin boards, trendy or hip bars and other gathering places are ideal. Make sure to get permission!
Step12
Take a note from the circus that marches elephants down main street when they come to town and take some of the more eye-catching work to a few local framers to get quotes on mounting it. Chat with them about the artists and leave promotional material with them.
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