A Prime Time for Marketing
It's hard to escape the barrage of negativity that the media has been churning out during the past few weeks. Yes, there are some indisputable facts that prove that the economy has taken a nose-dive. However, if you're brave enough to see the glass half-full there are some real opportunities for business growth and success. Let me offer you some alternatives to the doom and gloom:
1. Slow Market Thinking vs. Prime Market Thinking
We all know how to act when the economy is chugging along and business is good. We spend money on advertising and marketing and aren't afraid of competition. We're sure of our abilities and the level of photography that we offer. One sign of a great market is the level of competition. When the economy is good competition is fierce, and vice versa.
Think about this. What then are the realities of a slow market? First of all, your competitors tend to take a step back or vanish all together. Secondly, the level of advertising and marketing drops off dramatically for photographers. In other words, there are very few competing messages for photography buyers.
Doesn't this present an obvious opportunity? Now is the time to ramp up your advertising and marketing efforts! You say money is tight? Not to worry, there are many opportunities to get your message to photography buyers and potential clients with little or no cost. Simply put, a slow economy presents you with an opportunity to reach clients and potential clients without the usual competition of a thriving economy.
2. Save Your Money Through Creativity and Hard Work
Unless you have a real surplus of advertising funds, this is not the time to simply throw money at a marketing effort. Use whatever excess time you may have to promote your business in the following ways:
a. Issue regular press releases to local trade publications, community newspapers and other media outlets. If you're story is picked up, it's free advertising. You have to have something worthwhile to say. For instance, maybe you've recently started using a particular piece of equipment or instituted a workflow system that benefits your customers. Educational stories are always popular and immediately give you credibility and establish you as a leader in your field. Offering useful information is key. Think about the things you could educate potential customers about that would help them have a better experience when they hire a photographer. To see how this is done, pick up any trade magazine or newspaper and look for articles that are meant to educate the consumer--then adapt the approach to your own expertise.
b. Offer to speak to business and professional groups. Obvious groups to speak to are AIA and ASID chapters and the local homebuilders association (HBA). You should also consider Chambers of Commerce, Rotary Club, etc. Your telephone pitch may go something like this, "Hi, my name is Joe Photographer and I'm calling to see if your members may have an interest in hearing about some of the new developments in photography that could benefit their businesses?" Your approach must clearly state a benefit to the members of the group you want to speak to. This is a tremendous way to boost your visibility in the community and establish yourself as an industry leader.
c. Write a Blog! This is a quick way to boost the page rank of your website and also establish your credibility.
d. Go out and meet potential clients. This is the one we all hate, but it still works. Here's what I recommend: Prepare a stunning print with your logo on it as well as a cover letter and attach your business card. I get my prints done at Costco at a ridiculously low price (you first need to get your file dialed into their color however). Take your "leave behind" piece and walk into the office of that architectural firm that you'd love to do business with.
Don't ask for an appointment, or say something lame like, "May I speak to the person in charge of hiring photography?" Simply smile and politely say, "I'm Joe Photographer and I'd like to leave some information for the person who hires photography for your firm." Then ask, "Who is it that usually makes decisions about hiring photography?" Jot down the name in your little notebook and thank the receptionist and leave.
In two days, telephone the firm and say "Hi, this is Joe Photographer--Bill Architect please." Don't say, "May I speak to Bill Architect," or "Is Bill Architect available?" If the receptionist asks what your call is regarding, simply say, "I'm following up regarding your photography needs."
As I've said in the past, cold-calling is a numbers game. For "x" number of calls you will get "y" number of clients. You just have to be brave enough to make the calls.
e. If your budget permits, send some direct mail pieces. I personally like the results I get from postcards.
3. Keep At It!
Remember, your competition will likely be doing absolutely nothing right now and for the foreseeable future. You will likely meet with some rejection from potential clients who also view a tough economy as a time to pull back. No matter. They likely aren't a strong enough business to merit your attention. Focus on the businesses who have maintained a positive attitude and who see the current economy as an opportunity. These businesses will be around a long time, and will help you build your business in future years.
Finally, Don't Panic! We're all going to feel a pinch here and there. Just remember--people will still keep building homes and commercial buildings, and they'll need great photography to market them.
All the best,
Alan
Alan Blakely, Director
The Association of Independent Architectural Photographers
©2008 AIAP
