Fast Food Friday - For Professional Photographers

Missed any past specials? They're all just a click away.

​Each week I like to do an intro to whatever dish is being served as the special for the day in the SCU Diner.

I started the series to help you with things to build a stronger business. Too many of you are sitting on little gold mines if you'd only pay more attention to the marketing and business side of your career path.

A great skill set is a necessity to growth and survival, but equally important is making sure people know who you are; designing effective promotions; paying attention to your pricing, profit and building a strong brand.

At least a year ago I wrote a Fast Food Friday about getting help when you need it, and there's a little of that same "seasoning" in today's blue-plate special. Specifically, I want to talk about a program Marathon Press has in place for Family Marketing. It couldn't be more grass-roots in the approach, but it has so much potential for many of you, and hits on expanding your reach to the right target.

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Getting Help with Family Marketing

Click to request a free sampler and at least check out the program. What have you got to lose?

What I love most about this program is Marathon's focus on doing everything for you. As an artist you don't have the time or staff to put together all the aspects necessary for a valid promotion, but Marathon does. They'll help you with design elements, identifying your target audience and all the components for a successful mailing.

And yes, it's old school direct mail, which is also one of the very best ways to get through all the noise and reach "Mom." Remember, women make 98% of the purchase decisions to hire a professional photographer in the portrait/social categories. That's from an old Kodak study over twenty years ago, and I don't believe it's moved even a point!

Their family marketing program is in three parts with an optional fourth:
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• First Mailing: Many potential clients do not commit to a studio after receiving the first mailing, but the importance of that first mailing is critical. This piece is designed to wow your potential customer by creating an awareness that won't be easily forgotten.
• Second Mailing: Following the first mailing is another stunning piece that clearly explains your offer presented by an interactive gift card and gift card holder. Increase their interest in your studio by giving them something they won't want to throw away.
• Third Mailing: Next up is a reminder that it's time to act now. This card combined with a simple, to-the-point message will express the need to book their family session now.
• Optional Fourth Mailing: Every customer has good intentions, but sometimes life gets busy. For only $.60 per name you can send a "last chance" 9x6 card to remind your potential client that it's time to act now or they'll miss out.

There's also a level of exclusivity build into the program which limits activity to only one studio per marketing area. As a result, ZIP Codes are protected on a first-come, first-serve basis.

Here's the point to think about with anything you're doing to build your brand: Back in my Polaroid days, the analysts used to say you needed to hit a consumer 2 1/2 times before they remembered you. Today that number is 7-12 times. Doing a little research on Google on consumer recall, I came across the Rule of 7.

The Rule of 7 is a marketing principle that states that your prospects need to come across your offer at least seven times before they really notice it and start to take action. Your prospects can be exposed to your offer significantly more than seven times, but they need to see it at least seven times. From Google.

That doesn't mean you have to do seven mailings, but a direct mail campaign combined with a texting program, a well-designed website, publicity and community involvement is going to get your name out there and build awareness.

Marathon is just a phone call away at 800-228-0629 for more information. Just remember, your success and growth isn't based on who you know, but who knows you!

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