A Throwback in Photography: Turning Back the Clock to 2016

by Skip Cohen

​It's my favorite day of the week, Throwback Thursday!

If I had a closet for all my throwback pics and videos, the shot above, from Adobe Stock, would be precisely what it would look like...although not as organized! One aspect of the fun of #TBT is the simple fact that, due to changing technology, you really don't have to go back very far to find a classic memory.

For example, I wrote for Shutter Magazine for six years. Every article included a short video summary. It was just over nine years ago we captured the two-minute video below.  The fun of these videos was the challenge of getting people to remember my point. I knew if I could do something stupid in the video, readers might remember my point.

The point I made back then is even more relevant today. Why? Because social media has given you even more access to your target audience. But to be effective, you need to define your target's demographics and then be precise in your message. It's called target marketing for a reason. Too many of you think one massive blast that hits everyone is going to bring in more business!

Knowing your demographics and then reaching those potential clients effectively is about quality, NOT quantity. For most of you, especially if you're in the portrait/social specialties of imaging, your target audience is Mom! Women make 98% of the purchase decisions to hire a photographer in this category. So, if you're advertising in Men's Health, it's as bad as me duck-hunting from my pool in Sarasota.

The aim of marketing is to know and understand the customer so well
that the product or service fits them and sells itself!
Peter Drucker

Happy Throwback Thursday!