CHAPTER 4: MARKETING STRATEGY OR THE IMPORTANCE OF PEOPLE

In our treasure box, we now have: motivation, a space and an unusual business plan, or the absence of it.

We have a Latin American art collection ready to be shared too.

Now is the turn to develop a “marketing” strategy.

I have to confess that I don’t like the words “marketing”, or “sale” or “product”.  They leave a commercial aftertaste that is very far from the aura of our gallery. But somehow, we need to reach people.

People are what make a place come to life.

I did a bit of research on the subject and theoretically, a marketing plan needs to answer three questions.  I’ll try.

1)    Where are we now?

We are building a place of encounter for art, imagination and creativity. Geographically we are located in South East Calgary, by the Bow River, 20 minutes from downtown.  We are not open to the public yet, as there is paperwork to do, so for now we operate online and by appointment.

2)    Where do we want to go?

We want to offer a place that is alive. We want to bring VER to life.

3)    How do we get there from here?

This is where things get a bit complicated.

VER being a “home” project is a double edged blade.

It might sound terribly domestic and amateur. Not very inviting on the one hand.

It could also bring a sense of unpretentiousness, easy sensation.

A purpose of enjoyment on the other.

Like we said in our previous post, we are not in the sales business.

We would like to offer your presence, virtual or not, besides an aesthetic experience, an everlasting pleasure given by the intangible, magical substance that surrounds you when you are in the presence of light, colour, friends and good intentions.

Our Latin American art collection is quite unique as well.

So for now, I am going to forget about all the technical words I read while doing my research for this post, and invent my own word instead of metallic “marketing”.

Just what we need to bring our place to life:

You.

Next : CHAPTER 5:  TAPARAS, A STORY OF FRIENDSHIP