Business is Coming Back...Are You?

"if opportunity doesn't knock, build a door!"
Milton Berle

by Skip Cohen

In all my years in this industry, I've never seen a more brutal year than the last twelve months. We've all experienced the same challenges. However, as things slowly start to improve, there are still far too many of you looking like a deer in the headlights. I know I've got a reputation of being the industry cheerleader but whether you're with me as an optimist or the glass is half empty - the pandemic has created so many opportunities for you to be a leader in your community!

One of the most abused words through the pandemic has been "pivot." And while everybody talks about it, so many of you aren't doing it. Business is coming back with comments from photographers all over the country about things picking up. But if you're waiting for your phone to start ringing or knocks on your door from clients, it's not going to happen without you planting a few seeds first.
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• Seasonality: We're coming up on the second biggest stretch for business in the year - Spring Seasonality. Mother's Day, Graduation, Father's Day - they all present an ideal time for gift giving with photography. Graduations are moving back to live events and away from being virtual. And even though attendance is often limited to just two guests per graduate, the importance of the memory hasn't changed.
• Your Blog: From posts about presentation ideas to Throwback Thursday photographs, use your blog to help plant the seeds with Mom that it's time for new family portraits.
• New Ideas: Stuck for ideas on how to be different from your competitors? CALL YOUR LAB! The pandemic didn't slow down technology, and your lab today is loaded with new products, printing material, and ways to exceed client expectations.
• Video Storytelling: Again, so many of you are still-photographers. Yet, you all have gear that easily switches from still imaging to video with the push of a button. It's time to expand your storytelling skills and bring photographs, short video clips, and music together into one presentation.
• New Clients: As we slowly return to normalcy and better weather in the northern half of the country, restaurants will continue to offer outdoor dining. Sadly, many of them were never set up for the outdoors, and a few tables on the side of a concrete block building has absolutely no atmosphere. I've written a lot about Bay Photo's Performance EXT Metal prints. Well, it's time for you to "own your zip code" and introduce your skills and products to any restaurant in the area offering outdoor dining!
• "Own Your Zip Code:" Scott Bourne first started talking about this years ago. This is about getting out of the house and pounding the pavement. Draw a 2-3 mile circle around your location and then literally knock on doors and introduce yourself to every business in the area.
• Facetime Portraits: JP Elario started the concept, but it's spread. Here's the link to the original post. In talking with my good buddy Bob Coates recently, he picked up a business client and is doing their headshot at different offices via the same process.
• Cross-Promoting: Now is the time to partner with florists, venues, restaurants, limo services, bridal salons, tux rental houses, etc. You don't need to do everything by yourself. Cross-promoting your services with other partners makes what you're offering not only stronger, but the reach for all the partners grows.

Speaking of things getting back to a level of normalcy, ClickCon is back on for Chicago in August. It's going to be smaller but jam-packed with inspiration and ideas to help make 2021 a year to make you smile! Here's the link.

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