Family Marketing in Photography: The "Power of 3"

by Skip Cohen

​The statistics on consumer recognition for direct mail and advertising are all over the place. However, the one thing all analysts agree on is that you have to hit a consumer multiple times for any reasonable brand recognition. That's what I love about Marathon's "Power of 3" concept in both family marketing and high school seniors.

While this is obviously an infomercial for a company I've worked with for over thirty years, that longevity came out of my respect for their expertise. From my first book with Don Blair, which Marathon printed, to a long list of brochures, business cards, and special projects, over the years, I've learned there's pretty much nothing their team can't do.

But I want to hit on an "upgrade" of the concept of family portraiture - A Day in the Life shoot. Rather than just a typical family portrait sitting, how about spending a slug of time with a family? It doesn't have to be a full day, but imagine the potential for storytelling if you were on location with a family for several hours.

Nobody can tell their story better than you! You're there to document the love and interaction between all family members, including pets. And the potential for a small album gives you a chance to create something memorable that becomes their unique story. It also allows you to demonstrate your skill set beyond just individual portraits.

Plus, the one good thing to come out of the pandemic was a renewed sense of family. Hunkered down all that time elevated the meaning of family back to what it was in the 1950s. What did Grandma miss the most? Her family! And as we roll into the seasonality of the fourth quarter, capturing and creating a Day in the Life album is destined to be one of the most appreciated holiday gifts. (Check out Marathon's Bella Albums for more ideas on great presentations.)

​Marathon makes it so easy, including exclusivity on mailing lists within zip code ranges. The available design for this 3-part mailing is limited to only one studio per marketing area—call (800) 228.0629 to reserve your preferred ZIP Codes. ZIP Codes are protected on a first-come, first-serve basis.

There are three mailings, with an opportunity for a fourth. All of them are timed releases that create awareness, with the focus always on family portraiture and building your business. All it takes is a phone call to Marathon.

If you rolled your eyes at this being an infomercial, you missed my point. Everyone is looking for ways to make their work different and, at the same time, build sales. The Power of 3 does all that, plus building relationships is your greatest marketing tool. Here's a concept that helps you build a relationship with each client and create top-of-mind awareness with more customers.

What a kick!