Rosita Mariella Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.
Table of Contents
- “The transition to digital methods like QR codes and booking links, along with promo codes, has been pivotal in our growth. These tools helped broadening our reach and boosting attendance.”.
- Using physical QR codes across different London locations
- Tracking booking sources with booking links
- Implementing promo codes for engagement
- Do not miss WCPF’s Artist Open Call for its 9th edition!
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Location: The Fireworks Factory, Woolwich, London, UK
Dates:
- Edition 8: 26 - 29 October 2023
- Edition 9: 21 - 24 November 2024 (Tickets to be launched soon)
Focus: Contemporary Print
“The transition to digital methods like QR codes and booking links, along with promo codes, has been pivotal in our growth. These tools helped broadening our reach and boosting attendance.”.
— Jack Bullen, Founder of Woolwich Contemporary Print Fair.
Woolwich Contemporary Print Fair is the biggest fair focusing on contemporary print. Held at London's historic Royal Arsenal, it showcases original prints by both emerging and established artists, blending old techniques with new innovations and challenging traditional ideas about printmaking. Alongside rising talents, you'll find renowned names and specialist gallery booths, creating a diverse and dynamic showcase of contemporary print and presenting a carefully curated exhibition.
We are excited to share the success story of Woolwich Contemporary Print Fair (WCPF). During the last few years, the fair has flourished becoming a highlight of London art scene. Its expansion has been marked not only by a notable rise in diversity of artworks on display but also by an incredible increase in attendance. The recent opening of the Elizabeth Line has drastically reduced travel time from Central London to the fair, making it more convenient than ever for visitors to attend.
The shift from physical passes to digital methods such as QR codes, booking links, and promo codes has played a significant role in its growth. Through the strategic implementation of these tools, Woolwich Contemporary Print Fair has successfully expanded its reach, increased attendance, and enhanced engagement with its audience.
Using physical QR codes across different London locations
WCPF implemented a unique strategy by placing printed QR codes in various locations across London. These QR codes served as a convenient way for potential attendees to access the fair's booking page directly from their smartphones. By tracking the usage of these QR codes, WCPF gained valuable insights into the geographical distribution of their audience, helping them tailor their marketing efforts more effectively.
Tracking booking sources with booking links
To further enhance their understanding of their audience and booking sources, WCPF employed customised booking links for different partners and marketing channels. By analysing the data from these booking links, WCPF was able to identify which partners and platforms were driving the most traffic and bookings. This data-driven approach also allowed them to optimise their partnerships and marketing strategies to maximise attendance and engagement.
Implementing promo codes for engagement
WCPF leveraged promo codes as a means of incentivising attendance and fostering engagement. These promo codes were distributed through various channels and offered discounts to attendees. By tracking the usage of these promo codes, WCPF gained insights into the effectiveness of their promotional campaigns and increased engagement among their audience.
WCPF's strategic use of digital innovations, namely QR codes, customised booking links, and promo codes, not only streamlined the booking process but also provided invaluable audience insights. These tools enabled them to fine-tune their marketing strategies, increase attendance, and enhance engagement, contributing significantly to their overall growth.
Do not miss WCPF’s Artist Open Call for its 9th edition!
Deadline: 26 of May
Operating through a unique model, the fair presents each year a curated exhibition of independent artists selected through an international open call by a panel of industry experts, alongside many well-known names, and specialist gallery booths.
Interested in more case studies?
Check out our latest one on the 1-54 Contemporary African Art Fair and how it has emerged with its vibrant and creative program of events across the city of Marrakesh. Stay tuned for more case studies coming soon!
Written by
Rosita Mariella
Rosita is an art historian and researcher based in Madrid. She’s been working in the art market since 2015, for galleries and collections based in London, until she joined ARTSVP in 2021.