New Business

This is the time of year that many of us dread due to the expected seasonal downturn in business. Generating new business to see us through the next few months should be everyone's top priority. Here are a few ideas that may be useful:

1. RE-VISIT OLD BUSINESS
It's an old adage that the best source of new business is usually old business. We all have clients that we no longer do business with for one reason or another. Sometimes a change in personnel causes us to lose a client, other times it may be simply a clash of personalities. One thing that works to our favor however is that people tend to move around rather frequently in marketing positions.

I recommend re-contacting clients you haven't done business with for more than two years. More often than not you'll find that there's now a new marketing director or art director at work who hires photography and who has no knowledge that the company ever did business with you. This happens to me frequently. Lately my rep has been calling on past clients and has found that in nearly every case there's a new photography buyer at work.

2. ASK FOR REFERRALS
I know, we all hate to do this. One thing is for certain though--it works. I recommend always carrying a supply of business cards with you. When you meet someone, either in a business setting or casually, make certain to tell them what it is you do for a living. I've lived in the same neighborhood for ten years now, and I've recently come to realize that very few of my neighbors have any idea what it is I do for a living. What's more, most of them are business owners and executives with the capability of either hiring my services or recommending them to someone else.

Often it's as simple as asking an acquaintance, "What is it that you do for a living?" To which they will always answer and then ask, "So what do you do?" From there, it's simple conversation to educate them about what you do and then politely ask, "Do you know anyone who uses architectural photography?" Even if they don't have an instant referral, you can bet that they'll remember your name if the question ever comes up again.

3. RAISE AWARENESS IN YOUR MARKET
When was the last time you sent out a press release? Have you ever sent a press release? PR is simply one of the cheapest (free!) and easiest ways to raise awareness about what you do, how well you do it, and why. In past newsletters (found in the AIAP Member's Area) I've discussed the nuts and bolts of writing press releases, so I won't go into that here.

I want to emphasize that each of us has something about our business that is worth telling the public about. Recent projects, new location, recent awards, new personal projects, travel, etc. are all worthy of a press release. If you're unable to come up with something to write about, then maybe it's time to create something. Maybe it's time for a charitable project, a personal project, a speaking appearance or a workshop. The point is, do something that gets you noticed.

4. NETWORKING
This year my rep joined SMPS (Society for Marketing Professional Services - www.smps.org). This organization, and others like it (AIA, ASID, etc.) are a great resource to network with marketing professionals in the architectural community. SMPS members are primarily marketing professionals for architectural, engineering and building firms. The first lunch appointment that my rep had after joining SMPS resulted in two significant sales of stock photography of projects that her contact's company was involved in. In other words, a $25 lunch generated hundreds of dollars in a stock photo sale.

Another benefit to joining groups like SMPS is that you become an "insider" in the architectural community. It's far easier to do business with people you socialize with than with those you see only when making sales calls. Groups like SMPS hold regular workshops and seminars which provide a perfect opportunity for you to showcase your work and educate the market about professional architectural photography.

5. RE-EVALUATE YOUR WEB PRESENCE
Finally, I think that all of us should take time to re-evaluate our websites and our overall presence on the web. Is your website easy to navigate? Is it mobile and iPad friendly? When a potential buyer visits your website can they easily find your contact information? Also, does your website represent your "very best" work, or is it simply a huge collection of mediocre images?

One of the best ways to evaluate potential changes in your own website is to peruse the websites of your competitors. Ask yourself, "If I were hiring an architectural photographer, which website would appeal most to me?" Moreover, why not put that question to one of your clients?


I also want to report to you that traffic on the AIAP website saw a sharp increase during the third quarter of this year, and that traffic is holding steady so far this quarter. Many of you have written me to tell me that your business has picked up recently. Personally, the third quarter of this year was the best quarter I've had in over two years. The commercial building market is increasing steadily, and I'm optimistic about our industry as well. The key is in promoting the message to the market of the benefits of hiring a professional architectural photographer.