camel trophy
September 22nd, 2005, 03:13 PM
This is my first post to this forum so I'm hoping you will leave feedback on how useful you find this.
Marketing
Whilst this Masterclass document is not specifically focused
on marketing concerns, this is a good time to make a few
general points on the subject.
First your customers need to be able to find you. For most
photographers this means a listing in Yellow Pages or similar
or attendance at wedding fairs etc. For others it means
expensive web sites and brochures. Each method of reaching
your market has different pros and cons but the main issue
is to support and reinforce your market positioning. By this
we simply mean that if you are a top priced photographer
everything you produce, from the photos to your advertising,
has to consistently support that top quality image.
This means how you advertise and market is important. It is
equally important to consider where you market… as a top
quality photographer do you really want to advertise in a local
free paper for example? While this may be fine for collecting
low-end business it’s unlikely top quality customers will be
searching for wedding photographers here, so perhaps your
local private health club would be a more sensible alternative?
It is very important to think about your target market in terms
of individuals and where you find them.
Above all everything has to look right from the customers’
point of view, so a cheap shoddy brochure, web site or business
card will drive away customers who are looking for premium
rate work. You also need to turn up looking thoroughly
professional - if you turn up in jeans and a T-shirt covered in
last nights dinner you will not inspire confidence, even if you
are a budding Nigel Harper. Sadly people do judge on first
impressions (although these impressions will be modified and
updated, more slowly as they get to know you better), so even
your clothing counts at this stage. Even more importantly
poor personal hygeine is probably the number one business
killer, so make sure you always look and smell clean.
The ideal marketing method is to get your customers to
evangelise for you, it costs nothing and a personal unpaid
endorsement is the most valuable lead you can get in terms
of credibility with new prospects. This can be promoted
formally, in terms of giving customers free prints for referrals,
or informally, by ensuring customers have a few of your
business cards. Other nice personal touches include sending
customers Christmas cards and suchlike, but note the personal
touch, is important.
The three point marketing rule
Adverts in media such as Yellow Pages need to be lean
and mean so they make maximum impact in the fastest
possible time... the advert that stands out will often
be the company approached first. As a result cut your
main selling points down to a maximum of 3 items,
so the customer can see your market positioning at a
glance.
This can be specific: Weddings, Portraits, Children.
Or generic: Quality, Service, Creativity.
The best marketing method in the world?
Do a great job and let your customers evangelise for you.
You will know if your performance is outstanding - guests
at the wedding will tell you. Find out what it is you are
doing right / differently and keep doing it. If your customers
are giving you feedback like this then you are obviously
rising above the average: thank them for their comments
... and give them a couple of your business cards.
Hope this helps!
I'm developing more sections soon on...
Organisation
Marketing - DONE
The wedding interview
Dealing with customers questions
Pricing strategy
Discounting
Managing cash flow
Proofing
Optimising orders
Terms of business
Raising prices
Recce venues
Planning
Organisation
Technical problems
If disaster strikes
Organising groups
Image list
Equipment suggestions
Is there any particular section you'd like to see??
Best wishes and expecting grief in the feedback :-)
CT
Marketing
Whilst this Masterclass document is not specifically focused
on marketing concerns, this is a good time to make a few
general points on the subject.
First your customers need to be able to find you. For most
photographers this means a listing in Yellow Pages or similar
or attendance at wedding fairs etc. For others it means
expensive web sites and brochures. Each method of reaching
your market has different pros and cons but the main issue
is to support and reinforce your market positioning. By this
we simply mean that if you are a top priced photographer
everything you produce, from the photos to your advertising,
has to consistently support that top quality image.
This means how you advertise and market is important. It is
equally important to consider where you market… as a top
quality photographer do you really want to advertise in a local
free paper for example? While this may be fine for collecting
low-end business it’s unlikely top quality customers will be
searching for wedding photographers here, so perhaps your
local private health club would be a more sensible alternative?
It is very important to think about your target market in terms
of individuals and where you find them.
Above all everything has to look right from the customers’
point of view, so a cheap shoddy brochure, web site or business
card will drive away customers who are looking for premium
rate work. You also need to turn up looking thoroughly
professional - if you turn up in jeans and a T-shirt covered in
last nights dinner you will not inspire confidence, even if you
are a budding Nigel Harper. Sadly people do judge on first
impressions (although these impressions will be modified and
updated, more slowly as they get to know you better), so even
your clothing counts at this stage. Even more importantly
poor personal hygeine is probably the number one business
killer, so make sure you always look and smell clean.
The ideal marketing method is to get your customers to
evangelise for you, it costs nothing and a personal unpaid
endorsement is the most valuable lead you can get in terms
of credibility with new prospects. This can be promoted
formally, in terms of giving customers free prints for referrals,
or informally, by ensuring customers have a few of your
business cards. Other nice personal touches include sending
customers Christmas cards and suchlike, but note the personal
touch, is important.
The three point marketing rule
Adverts in media such as Yellow Pages need to be lean
and mean so they make maximum impact in the fastest
possible time... the advert that stands out will often
be the company approached first. As a result cut your
main selling points down to a maximum of 3 items,
so the customer can see your market positioning at a
glance.
This can be specific: Weddings, Portraits, Children.
Or generic: Quality, Service, Creativity.
The best marketing method in the world?
Do a great job and let your customers evangelise for you.
You will know if your performance is outstanding - guests
at the wedding will tell you. Find out what it is you are
doing right / differently and keep doing it. If your customers
are giving you feedback like this then you are obviously
rising above the average: thank them for their comments
... and give them a couple of your business cards.
Hope this helps!
I'm developing more sections soon on...
Organisation
Marketing - DONE
The wedding interview
Dealing with customers questions
Pricing strategy
Discounting
Managing cash flow
Proofing
Optimising orders
Terms of business
Raising prices
Recce venues
Planning
Organisation
Technical problems
If disaster strikes
Organising groups
Image list
Equipment suggestions
Is there any particular section you'd like to see??
Best wishes and expecting grief in the feedback :-)
CT