The Art of Owning Your Zip Code

by Skip Cohen

Years ago, my good buddy Scott Bourne started talking about the importance of owning your zip code. In other words, making sure that all the retailers in your area knew who you were and what you did for a living. It's an easy concept, known to most of us through expressions like pounding the pavement or knocking on doors.

The Adobe Stock image above is Bourbon Street in New Orleans. - It's not even close to being like the stores in most of your neighborhoods, but it's still a great representation of the potential for making sure all the businesses in your area know who you are. Your greatest marketing tool continues to be relationship building. Introducing yourself to the businesses in your community is a great way to start and can lead to some incredibly beneficial relationships.

Knocking on Doors: There are still too many artists who don't see the benefit. For example, wedding photographers will often tell me, "I photograph weddings. I have nothing to offer a real estate office!" Well, how about this...you visit a realtor and say, "I just wanted to introduce myself. I'm a wedding photographer, but I have an incredible network. If I can ever help you with any of your imaging needs, regardless of whether or not you need event coverage, give me a call."  Leave your business card or brochure and move on to the next establishment.

Open Houses: Whether you have a bricks and mortar studio or not, you have access to locations to show off your skills and make a strong introduction to the community. Look for a place with good business frontage that can be rented for an evening. 

Here's the link to the story about an open house Chamira Young did many years ago when moving to a new community in the Detroit area. She rented a place in a local office complex and hosted an event similar to a gallery opening. She had wine and cheese, her brochures, and was set up to take individual portraits of all the attendees. The event was all about relationship building, and it kicked off friendships that are still in place today, years later.

Direct Mail and Partnerships: I've written so much about the importance of not flying solo! You don't need to do everything in marketing on your own. Teaming up with two other partners and sharing the cost of an oversized postcard mailing is an ideal way to own your zip code and then some! Plus, each partner becomes an ambassador for the other two companies involved, and your costs are reduced to a third of what they'd be if you did it all yourself.

Networking Luncheons: I'm a big fan of networking luncheons. First, join the local organizations that host networking events. If you're stuck on where these might be held, contact your local Chamber of Commerce. Second, do one of your own with businesses in your community that share the same target audience. For example, a wedding photographer has access to bridal salons, caterers, tux shops, florists, venues, music promoters, wedding planners, and the list goes on and on.

Find a small restaurant with a private room and an easy menu. You're organizing the event, but everyone covers their own lunch costs. Imagine the strength your network will gain as you get to know the other vendors in your space who also focus on brides.

The Power of Three: Marathon Press offers two different programs for family marketing and high school seniors. They're called The Power of Three because they set you up for three different mailings over several months, each one with a stronger reminder that time never stands still. But the reason I wanted to list it here is because of their program of limited exposure regarding zip codes. From Marathon's website:

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.

This is the perfect time of year to be knocking on doors and building top-of-mind awareness for your business. Kids are back in school, and Mom has time to think about the upcoming holidays. And you're looking towards fourth quarter seasonality and hopefully a terrific holiday season...

​Time to start knocking on doors!