The peak body protecting and promoting the Australian visual arts sector

Promoting Your Work

Promoting and marketing your work can increase your audience and sales potential. This section provides you with advice and support for promoting your work.

Marketing Plans


Beige Folders

Image by B. Munting

A marketing plan is a tool that assists the business to stay on track. It lays out:

  • what goods or services are being created by the business
  • who might be interested in them
  • what prices they might pay for them
  • how the business might bring these goods or services to the market's attention.

NAVA has a range of marketing guides and marketing plan templates for you to access.

Promoting Your Work


Sarah O'Sullivan in her studio. Photo by Joan Cameron-Smith

Promotion is how you bring your work to the attention of the audience you are seeking. One of the ways you can do this is through developing a suite of promotional material. This can include hard copy materials like business cards, postcards or flyers, invitations or electronic material including your website, facebook page, instagram account or eflyers. You should be thinking of any promotional material you produce as something that enhances your professional image and assists people to identify you and your work more easily.

Whether promoting for a specific event or generally keeping your name visible, it is a great idea to maintain consistency within all forms of promotional materials as it means you and your work become easily recognisable. The production and distribution of any promotional material should form part of your marketing plan.

In this video, Sarah chats to NAVA about the ways artists can use social media to generate new opportunities and exposure outside of the gallery environment.


This factsheet guides you through how to make your own website, what to consider if engaging a designer, and how to prioritise your content.

Working with the Media

The Media


You can use the media to promote your products and services. However you need to remember that the media in all its forms relies on disseminating information that its audiences will find interesting. This means ensuring that you understand who that audience is, that the information you provide has the right angle and is written in the right style for that outlet. This may seem daunting but this information may become clear to you if you look over the sorts of articles, interviews etc that the outlet regularly runs and aim to tailor your pitch in a similar way.

There are press agencies that will distribute information throughout their networks. However, you should give serious consideration to the relevance of your 'news' to the proposed audience and consider which parts of the media might be most interested. It is important to recognise that, whilst the visual arts and craft may not get much column space in the mainstream media particularly daily and weekly newspapers and television, there are specialist outlets such as cultural magazines, journals and e-zines, multicultural media and local or community media outlets which may be willing to provide space or time.