The Holiday Countdown - Time is Running Out

​by Skip Cohen

You've only got sixty days to make a difference in your business. And while some of the things I will suggest are definitely last-minute rushes – they can still have an impact!
 

• Say Thanks: Make a list of those people who truly helped make a difference in your business this year! From referrals to the sales manager at your favorite venue, think about unique ways to thank them for their support. It can be as simple as a holiday card with a sappy hand-written message to a wine and cheese basket, flowers, or taking them out to lunch. 
• Holiday Cards: No professional photographer should ever send a store-bought holiday card. Use one of your favorite images on the front, and on the back, put your contact information in the center at the bottom, just like a Hallmark card.
• Clean Up Your Database: If your database is out of date, it won't help you as much. So, it's time to clean it up. This shouldn't be a database of just past clients but opinion leaders in the community, non-profits you work with vendors, and businesses important to you.
• Talk With Your Accountant: Too many of you don't know if you made any money until you do your taxes! Look at your earnings and expenses year to date. If your earnings are high, this might be the perfect time to purchase higher ticket tax-deductible items to help offset your taxes.
• Conventions and Workshops: Are you headed to IUSA in January, WPPI in March, or any of the dozens of regional and state conventions/workshops during the first quarter? Make some of your plans now to get the most bang for your buck!
• Promotions: Even if you have yet to do any planning for the fourth quarter, here's your last chance to put something together for your target audience, but don't just promote to have something out there. Take the time to think through what you'd like to do. Next, define the target. Keep it simple and decide how best to contact your target consumers.
• Partnerships: Stop thinking you have to do everything alone! Partners reduce your costs and increase your reach. And while it's a little late now, kicking something off in the new year might be a terrific launch for 2024.
• Throwback Thursday: It's one of the best marketing tools you have! Throwbacks can help remind "Mom" that it's time to update the family portrait.  
• Gift Ideas: What are some of the hottest imaging products this year? Check with your lab and then start planting ideas with your readership and followers. 
• Service Organizations: Who's shooting the Kiwanis holiday party this year? Whether Kiwanis, Rotary, Exchange Club, the Chamber of Commerce, or dozens of other community groups, odds are they're having a holiday party. Whether it's event coverage in a photojournalistic style or portraits of each guest, you're the best one to suggest something a little different this year. And if you think it's too late, you'll never know if you don't ask.
• Kids in the Classroom: Every kid today is sharing pictures from their phones! It's time to contact the school and suggest a program for kids about taking better holiday pictures this year. I wouldn't go younger than 4th or 5th grade, but up to high school seniors there's an opportunity to help them capture better images. This is about publicity and getting your name out in the community.
• A Special Way to Say "Thanks:" Dean Collins used to contact the president/CEO of companies he'd worked for during the year for a family holiday portrait sitting. For example, let's assume you photographed the annual report for a company in your community. What a great way to say thanks by offering a holiday portrait of the company's senior executive. And David Ziser used to contact past bridal clients for a complimentary sitting on their anniversary. Imagine the goodwill with a past bride when contacted by her photographer who's calling to say "Happy Anniversary." 

This post is longer than usual and only begins to cover a few building blocks to make this year's holiday season the best. Remember, everything you do now also helps with a strong foundation for the upcoming new year.

And if you're stuck for ideas - you know where to find me!