For more than half a century, Spanierman Gallery has dealt in some of the finest works of American art, including works by Georgia O’Keeffe, Winslow Homer and James A.M. Whistler. But because of the abundance of nearby galleries, connecting with a small, discriminating clientele requires continual effort. A strong online presence that helps drive foot traffic to the gallery is essential in today’s art market.
Challenge
Spanierman embraced the Internet early, launching a website in the mid-1990s. For several years, this helped give the gallery an edge, enabling potential clients to easily find it when they searched for artists who had works on display there. That changed as more competitors ventured online.
“As more people embrace the web, we’ve had to step up our game,” says Marketing Director David Spanierman.
For a business that relies on patrons with discretionary income, the sluggish economy has only heightened the need for more visibility. Spanierman knew he needed to do more.
Action
After using Google Places to manage his free business listing on Google.com and Google Maps for two years, Spanierman decided to try Google Tags in July 2010. Adding a distinct yellow marker to his business listing, which calls attention to his gallery amongst a list of similar businesses, made immediate sense. He uses the photo tag to emphasize to potential customers that they can view artwork from the current exhibitions.
Spanierman Gallery’s business listings with a photo tag on Google Maps “Our goal has always been to help users find what they want,” he says. “The Google Tag helps get our information out to potential customers.”
Results
Since the gallery began using Google Tags, interactions with its business listing have increased nearly 10 percent.
“When you compare the $25 per month for a tag with the amount of money you could spend on other forms of marketing, I think it’s very reasonable,” Spanierman says. “Having that additional avenue enhances the chances that Internet searchers will come and visit you.”
Spanierman sees Google Tags as a wise addition to his marketing mix not only because of its affordability, but also because it enables him to quickly and easily edit his tag to match the gallery’s changing exhibitions.
“When it comes to performance, price and flexibility, Google Tags is the winner,” he says.
Make your listing stand out with Google Tags, try it out now www.google.com/help/tags.
Posted by Bernadette Cay, Associate Product Marketing Manager
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