A £120,000 national media campaign could well be the key to bringing a new generation of buyers to the antiques market. And it could cost dealers as little as 20p a day.
That was the message from media and marketing expert Hugo Peel to the packed Art of Dealing conference at Earls Court on Monday last week.
The conference, which has lain dormant for several years, was revived by an ATG-led steering committee of industry movers and shakers, including Olympia Antiques Fairs, BADA, LAPADA, SLAD, the ABA and Lennox Cato, with the full support of the regional associations. It was chiefly sponsored by the Dreweatt Neate auction group, who were there in force on the day to explain why, as auctioneers, dealers were so important to them.
In a presentation that won widespread praise, Mr Peel, who wound up a day of lively debate among the 250 people attending, set out how the money could be raised easily. He concluded that the industry could see the benefits from such a campaign within three years.
Other lectures and debates throughout the day covered a wide range of topics, from an analysis of the modern consumer, through the experiences of a buyer, to dealers’ views on issues such as communication, market trends and the internet.
A panel of experts later fielded questions on everything from the importance of interior decorating to how to make the most of press and PR contacts.
Speaking to a large number of delegates as they left, ATG found that most were buoyed up by the day and reassured both by the positive message from some of the market analysts and that the conference showed action was being taken to give the art and antiques industry a boost.
For a report and pictures on the day, turn to pages 2, 44 and 45 of this weeks Antiques Trade Gazette (1691).
20p – the key to the trade’s future
Art of Dealing suggests way ahead for the art and antiques industry, and how to pay for it
