Question

Topic: Strategy

Help! Very Small Portrait And Wedding Photographer Trying To Get Her Market Share

Posted by Anonymous on 6/3/2004 at 9:43 PM ET 250 Points
I am a small portrait and wedding photographer. I am small relatively new in my market and bucking the established studios. My mind turns to mush when trying to find that special something that is unique about my business that doesn't sound trite or cliche. I don't really have a usp or a good grasp on why someone should hire me. I am good. I give a damn and want you to feel good about your photos...I am everything, photographer, office staff, gopher, marketing, and janitor.I know marketing is important, but it is one of a million things that I deal with. I need someone to at least point me in the right direction!
Thank you
Laura Trovillion Photography
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RESPONSES

  • Posted by Blaine Wilkerson on 6/3/2004 at 9:53 PM Member
    Sounds like you need to focus on your brand and develop a brand strategy.

    You have already listed several positive things about yourself, your values, etc. The trick is to get it all into focus.

    I'm going to list several good links to get you started, and if you require further assistance, please do not hesitate to send me an email (click on my name):

    https://www.marketingprofs.com/2/fischler1.asp

    www.reachcc.com

    www.brandchannel.com

    www.allaboutbranding.com

    Of course, branding is only one portion of the "master plan" but is a key element most take for granted. These should really help. The first link is awesome!

    Good Luck!
  • Posted by Pepper Blue on 6/3/2004 at 10:58 PM Accepted
    Hi Laura,

    Some ideas that immediately come to mind, and the best part is they are very low cost - just your time, but successful marketing takes time.

    * If you don't have one already, get a website. Keep it current with recent work and populated with testimonials.

    Use it to offer periodic promotions, and have a signup box to subscribe to your newsletter/specials.

    I know that your work is best viewed in the print format, but we live in a digital world and people except immediate information, regardless of what business you are in. If they like what they see and read some nice testimonials they will contact you for more info and to see your work in print.

    * Implore your customer to refer their friends to you. This can be one of your best source of leads for many years.

    Stay in contact with them forever; don't just stop 6 months after the shoot. Something as simple as a postcard with your latest favorite image on it.

    * After they are married, contact them about a one-year anniversary portrait - with them and their new family dog.

    *Next, if is in their plans - baby pictures.

    * Network, network, and network with everybody that is vertical in your market. Establish a monthly leads group with all the vertical players and swap leads and references.

    Another good niche is professional portraits. Look in the business section of your local paper and start keeping track of the companies and industries that publish promotions, new hires, awards and recognitions with photos of their people.

    Then contact them. If you can line up some corporate contracts this is a nice addition to your revenue stream.

    I hope those ideas help you get going!
  • Posted by SRyan ;] on 6/4/2004 at 1:47 AM Member
    Laura, when I think about professional portraits, I can count on one hand the number of times I've seen the work of truly remarkable photographers. But when I consider what impressed me about them, it's probably more than just their camera skills... they had USPs that might be on the brink of being gimmicky, but still had enormous appeal.

    Some examples:

    One had created an incredible outdoor setting (several vignettes, really) in her own backyard. The photo subject had lots to interact with.

    One avoided the typical cardboard posing of brides and kids. She caught living moments of the bride and her posse laughing, or of Junior frowning in concentration over a finger painting.

    I don't know what kind of creative niche you might be able to invent for yourself, but I have a hunch it's worth experimenting with some ideas. Good luck!

    - Shelley
  • Posted by SRyan ;] on 6/4/2004 at 11:24 AM Accepted
    Laura, I had trouble with your web link, but I googled you and had a great time looking at your work. Wonderful stuff! I especially like the shots at www.artgally.com/laurat.

    From your last response, it sounds like you need two things:

    An assistant.
    An elevator pitch.

    Take a look at Sean D'Souza's suggestions in this article:
    https://www.psychotactics.com/artaudiologo.htm

    All of Sean's articles are a fun read and full of doable ideas.
  • Posted by telemoxie on 6/4/2004 at 11:44 PM Member
    I think networking could work well for you...

    Here's a wild idea - I wonder if you could identify some owners of non-competing companies selling to the same sorts of target markets (wedding planners, limo drivers, rental companies, flower shops, maybe even ad agencies) and offer a free photo of them at their office (with a limited number of free prints) as a way to introduce yourself. This will give them a way to get to know you, and if they display the picture (could this somehow identify you as the photographer?) this will be a constant reminder to them.

    If it's an interesting candid shot, it might also stimultate some conversations from customers and visitors, increasing your word of mouth advertising.
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