The checklist of choosing the best art for your business
Bespoke street art experiences that positively inspire people, cultures and places.
Choosing the most appropriate and effective technique of advertising for your high street business can be a daunting and stressful task. A wall mural or an elaborate window display is a definitive decision and one that can make an engaging impact on your business and how many customers come through your door.
There are plenty of factors to consider when committing to an artwork or display and in this checklist we want to help you decide which art style suits your business best and how to connect to your audience through art.
What type of building are you in?
Lets start big and obvious; the type of building you are physically based in will have a big impact on your choice. For example, if you’re at the end of a terrace of shops on your high street, you may want to consider using the wall at the end of the building to your advantage and invest in a bold, expressive mural painting. Especially if that wall faces an area that is heavy with customers passing by, it would be a waste to leave the space blank.
What about…?!
On the other hand, for businesses who benefit from large windows, such as large corner premises or in the middle of a terrace, a seasonal and ever-changing window display may be what you’re after.
Having to compete with the businesses on either side of you, it is crucial to be able to stop potential customers in their tracks and have them pay attention to your window display. Some older buildings have fantastic historical window frames and window sills on the inside, which gives window art advertising a lot of space to put down props, lights and other decor.
Utilise the space you have and make sure to bring your business outside of the front door.
Who are your target audience?
Depending on what you sell, you’ll notice which demographics you attract the most. It’s either by chance or choice that for example your shop may be loved by the younger generation. If so, have a think which type of art would be the most impactful. Younger people tend to look at wall art differently than older generations. It’s something fresh, artistic and no longer considered ‘mindless graffiti’ if done correctly.
On the other hand, older people have more likely grown up window shopping where businesses adorned their front doors and windows with seasonal art that made even the smallest towns and villages feel cosy during Christmas or bright and cheerful at Easter and the start of spring.
Pay attention to your local events
Many towns and villages across the UK and the world will have their own unique events that they celebrate. Whether that’s remembering heroes of the past or there’s fun traditions that have been passed down the family tree, it is crucial to pay attention to them.
Getting your business involved in the local festivities is a fantastic way to get featured in local papers and on social media channels. The support also shows awareness and integrates you and your business further into the community. Running art shows with the themes of local events pays off with the exposure and the co-creative nature of art shows calls on your guests to take part.
This also goes for large scale charity events. For example, many places will do their own unique fundraisers for the nationwide Red Nose Day, what a perfect time to raise money for a good cause and drum up business!
Spot gaps in the market and know what other businesses are using.
Many people will have the idea to decorate their windows or do some interior paint work for an expressive feature wall. The question is, how many businesses around you are doing it and in what way. What makes their murals more attractive? Is it a well thought of work of art or just something aesthetic that doesn’t serve a purpose?
Visiting other business across different industries and keeping track of their events and promotional ideas gives you a good indication of what public wants. For example, if art events tend to get very little customers coming through the door, maybe it’s worth investing in another form of art marketing.
How can you integrate into the public space?
Is your shop one of the many surrounding a central square? Are you next door to a public park? Location matters, a lot. Using the space just outside your business will mean that people who don’t even have the intention of popping into your premises, will see what you are all about. This doesn’t have to be just limited to handing out leaflets in a funny costume. This sort of advertising can be approached a lot more artistically. Engage with local people and tourists alike by providing interactive and engaging art. Perhaps give out goodie bags that contain a print from the artist and your business branding. Or maybe hire a window artist to paint an engaging message; that way it will generate curiosity in people and draw attention to your shop.
Other good points to think about when choosing your art form are being aware of what is trending on social media. There’s no argument in the fact that social media is a huge part of running a business and a successful campaign can attract the right people, and then your product keeps bringing them back. It’s also the world of trends; you see one thing be popular over another and it’s best to use that as inspiration. For example, we all remember the times when influencers took selfies in front of flower walls during business opening events.
There are consistencies however; take Manchester city for example. It has become a hot spot for mural artwork and stayed that way, the interest of the public never slowing down. The contrast of older buildings and fresh, bright art has had people coming back to the place again and again. This shows it is possible to create a mural that leaves a long lasting and positive impression on the public.
Window displays on the other hand, feel effortless for potential customers are for your business. It means you can start engaging with the public before anyone even steps foot inside the door. Not only does it bring something new and exciting to the high street, it is also a super easy type of art marketing to change. Window displays don’t have to be seasonal only. It’s a perfect all year solution to keeping your marketing fresh and trendy.
So why not find out more?
So why not find out more about our London-based Creative Art Agency, specialising in public art marketing and public realm arts management?
Find out more about how we can help you connect with your community, we work throughout the 32 London boroughs and throughout the United Kingdom so why not find out more today?
