Getting the Most from Spring Seasonality

by Skip Cohen
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It's Marketing Monday and time to plant a few seeds of ideas to still make the most of spring seasonality. Mother's Day, proms, and graduation have, for the most part, passed. That leaves Father's Day, and while it's only a month away, there's still time to pick up new business.

Father's Day is all about Dad! That means your target audience is Mom, and since women make 98% of the decisions to hire a professional photographer in the portrait/social categories, she's already somewhat in tune with family portraiture. Photographers rarely get a call from Dad realizing it's time for a new family portrait.  

But you have to plant the seeds, and because of the timing - you need to do it NOW!

• Social Media: Wherever you maintain a presence, including your own blog, start sharing portrait gift ideas for Dad. From family portraits, to the kids, to Dad needing a new headshot for his business - you're the magician who can make it happen. From individual prints to small albums to videos, start sharing ideas that involve imaging.
• Day-in-the-Life Sessions: This is one of my favorites. It's about spending a slug of time with a family and documenting their day together. You don't have to spend an entire day, but capturing a family's story over four hours gives you the ability for a photojournalistic approach as well as portraiture. It's also perfect for a small album and storytelling. And there isn't a Dad on the planet who wouldn't appreciate an album documenting his family.
• Pet Photography: It's number three in the hierarchy of why people hire a photographer, following brides and babies. So, remember the family pet as a potential candidate for a portrait for Dad for Father's Day.
• Legacy Programs: I've written so much about the concept, but it's another potential product/service for Dad this year. Here are two sides of an example: If my Dad were still alive, I'd love to do a video session talking about things we did together, what I learned from him, and how much he's meant to me. At the same time, what a kick to gift my Dad with a session with a photographer so he could record the stories about his life for our family.  
• Grandfathers: With everything I write about, remember those older generations of your clients. A client trying to figure out what to get Grandpa for Father's Day is the perfect recipient for an updated family portrait or new photographs of their grandchildren.

Just to help enhance the concepts, don't forget to share ideas on frames, albums, and presentation boxes. I'm a big fan of photoflashdrive.com. Brian Campbell, the president, has continued to put together a great product line. I receive no compensation; I just love the products.

I grabbed a screenshot from the website of presentation boxes. Just click on any image to link to the website. You'll be amazed at how many different products they offer.

Here's my point - none of this is rocket science. It's not complicated, but it does take work to get the word out. That means it's up to you to get your target audience excited, procrastination is NOT a marketing tool. 

We're truly down to the wire. Father's Day is June 18, but there's still time for you to create a little excitement in your community!

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