| Your marketing strategy can make or break your | | | | Thirdly, you are going to need a portfolio and some |
| photography business, whether it is home or studio | | | | samples of your best work for display. Your portfolio |
| based. Do you feel lost when it comes to marketing | | | | serves potential clients that contact you for more |
| your photography business? Don't despair! You can | | | | information or for a consultation. Your samples serve |
| do it! | | | | to get attention and advertise for your photography |
| First of all, let me say this. If you are at all shy about | | | | business. When thinking about possible places to |
| advertising your business, or feel funny talking about | | | | display your samples, consider the type of |
| yourself, you are going to have to get over it. | | | | photography you do. Wedding photographers want |
| You've got to get out there and seize opportunity! | | | | to display at wedding dress boutiques, florist shops, |
| Believe in yourself and your talents! | | | | tuxedo rental shops, bakeries, party supply stores, |
| Two Basic Types of Marketing: Push and Pull | | | | etc. Family photographers would want to display in |
| Push Marketing is direct contact with a specific and | | | | children's boutiques, doctor's offices, family-friendly |
| targeted audience. An example of this would be | | | | restaurants, etc. The best thing to do is to get out |
| mailing out a postcard to a specific demographic | | | | there and start establishing relationships with business |
| based mailing list. You are more or less "pushing" your | | | | owners. Show them your work and ask for display |
| advertisement at prequalified, targeted buyers. | | | | space. Make sure to stress what's "in it for them" by |
| Another example of this would be leaving your | | | | offering free photo work or by recommending their |
| business cards at a wedding boutique if you are a | | | | businesses to your clients. |
| wedding photographer. Setting up a booth at a baby | | | | Get Them Talking |
| fair is a great example of push marketing if you are a | | | | One of the best things you can do is to create |
| baby portrait photographer. | | | | "word of mouth" advertising for your photography |
| Pull Marketing is using a broader mass-marketing | | | | business. There are several ways to do this: |
| approach such as television commercials and print ads. | | | | -Always go the extra mile for your client. Include a |
| Your potential clients are "pulled in" by your | | | | little something unexpected with an order. |
| advertisement. When doing pull marketing, you can | | | | -Give bonuses for referrals. For example, if Client A |
| start out small by placing an ad in a local publication, | | | | recommends you to Client B, Client A receives a free |
| such as a small newspaper. Radio ads are another | | | | 8x10 or whatever you decide. |
| good option, but can be more expensive. | | | | -Don't be afraid to give something away! Give all of |
| The "No-Brainers" | | | | your friends and/or family a free session with a few |
| When marketing your photography business, there | | | | free prints. They will show off the photos and |
| are some things that you simply must have and must | | | | recommend you to others. |
| do. | | | | Watch for Local Events |
| The first "no brainer" is getting a photography | | | | Local bridal fairs and baby fairs are taking place all the |
| business website. Your goal here is to have a classy, | | | | time. Be aware of these events and make sure to |
| sophisticated, expensive look. A home-made website | | | | sign up as a vendor! It usually isn't very expensive, |
| full of ads just won't cut it and will not get you the | | | | and it is a great way to get your name out there |
| kind of clientele that you desire. At the very least, | | | | and show your samples off. Whatever you do, have |
| your website should have a gallery of your best | | | | some sort of "address capture" mechanism (like a |
| work, your contact information, and information on | | | | free drawing) so you have contact info for everyone |
| the type of photography work that you do. A little | | | | who enters. Use this contact info to send postcards |
| personal information about you is helpful as well, as it | | | | or emails at a later date. |
| allows people to feel comfortable and more at ease | | | | Also, local organizations are always needing prizes to |
| about you and your photography business. | | | | give away. Offer free sessions and a small package. |
| Another thing you are going to need right away are | | | | It creates free advertising for you, plus more word |
| quality business cards. These are becoming less | | | | of mouth. |
| expensive all the time and are easy to order from | | | | Limit your Availability (or pretend to be limited!) |
| many different online companies. You should use one | | | | You heard right! Use phrases such as these in your |
| of your best images on the card, along with your | | | | advertising: |
| phone number, email address, and website. My advice | | | | -Sessions are limited. Please call now to reserve your |
| would be to keep it simple - you don't want to | | | | spot (or to be put on a waiting list). |
| overwhelm anyone with too much information. You | | | | -(Your Business Name Here) only offers ____ |
| may even want to have several different business | | | | sessions per month. Please call today to reserve your |
| cards: One with a wedding image, one with a baby | | | | time. |
| portrait image, one with a senior image, etc. This | | | | -We are currently booked up for the month of |
| would allow you to more closely target your | | | | ________. Please call today to be put on the |
| audience. | | | | waiting/cancellation list. |