Ramping Up for Spring Seasonality in Photography

by Skip Cohen

It's Marketing Monday, but the reality is you should be thinking about marketing every day. But I love to start out each week and hopefully plant the seed for things you should be thinking about - besides, Marketing Monday has a nice ring!

Here's another thing that has a nice ring - what do you need to do to ramp up your marketing and operations for a great kick-off to spring seasonality? With spring comes Mother's Day, prom season, graduations, and Father's Day. But it's a you-snooze-you-lose scenario - and if you're not prepared, you'll miss so many opportunities.

Here's a suggested check-off list to make sure you're ready:
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• What are you going to offer that gets your target audience excited?
• Do you have the skills to capture the images you want to promote?
• Do you have the necessary gear?
• Have you called your lab? Just call and ask the question, "What's new?" Then kick back and listen. Remember, whatever you decide to offer, you're going to want artwork for your website.
• How are you going to get the word out to the community? Direct mail is back with a vengeance and, combined with a good email blast, could give you the reach you need to make this one of your best years ever for spring business.
• Stop thinking you need to fly solo - I've written about partnerships repeatedly. For example, a family photographer should be talking to the local florist and a venue known for its Mother's Day brunch. Put together a complete package for the three of you. Then work together to get the word out. Each partner becomes an ambassador for the other two. So, it's a new family portrait, flowers, and brunch for Mom or Grandma, and it's all in one package price...or offer discounts (or free goods) and cross-promote each other.
• Be involved in your community! Nothing helps spread the word more about your community role than volunteering. Get yourself out there and be visible - people like buying products from companies they perceive as giving back to the community. Start a community calendar for non-profit events on your blog/website.
• Utilize your blog to plant the seeds for gift ideas. If you hate to write and are having trouble posting regularly, visit the local high school and find yourself an "A" student in English who likes to write! It's a part-time gig and won't break the bank.
• Put together an open house - you don't need a fancy studio. See my previous blog post on the concept.

Here's what I love about both this time of year and this time in business history: Business is tough right now, and the more you listen to the politicians, the worse it will seem. Tune out all the negativity, and then focus on what you do best - help people create and capture memories. There are so many leadership opportunities and ways for you to stand out from your competitors!

And I write this all the time...if you're stuck for ideas and need a sounding board - you know where to find me.