By Zach Sorrells | 28 September, 2016
4 things I know about the Cambridge Art Fair.
I know which artist at the fair was the most popular.
I know which gallery at the fair was the most popular.
I know the favorite artist/artwork of each visitor (who used the app).
I know who looked at what and when… even after leaving the fair.
Most importantly, these insights aren’t based on opinions or gut-feel but real, hard data. How is this possible you ask? Here’s how…
This past weekend at The Cambridge Art Fair, the ActivCanvas technology was used for the first time ever as an integral part of an art fair experience. We worked with the The Cambridge Art Fair to introduce their own fair branded app. It’s still available for download on the app store and google play if you’d like to have a look. Search for “Cambridge Art Fair”. Why not scan the image below to find out more?
" The analytics provided through the app transforms the app from an exciting engagement tool for visitors into a powerful sales and marketing tool for art fairs and galleries."
More than 2000 visitors had access to the free Cambridge Art Fair app. Visitors used the app to find out more information about artwork and were able to “shortlist” their favourites, making it easy for them to keep track of the work they viewed as they enjoyed the fair. Visitors simply pointed their smartphones at the artwork and the built-in visual recognition technology immediately recognised the artwork and delivered more information about the specific piece the were interested in.
The fair visitors loved it. It enhanced the experience and solved a specific problem for art fair visitors.
This is obviously great news, as anything that enhances the visitor experience is a good thing. However, this is only half the story. The analytics provided through the app transforms the app from an exciting engagement tool for visitors into a powerful sales and marketing tool for art fairs and galleries.
This type of information about a specific art fair has never before been available.
Now what? How best can we use this information? What do you think?
We have a few ideas, but I’ll leave it with you for now.
About the Author: Zach is a Co-Director of ActivCanvas. With ActivCanvas he hopes to help art sellers thrive and introduce more people to the joy of buying art. You can connect with Zach on Linked-in and Twitter.
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