There's No Such Thing as the "Slow Season"

When you are up to your ass in alligators it's difficult to remember
 that your initial objective was to drain the swamp!
​Anon

by Skip Cohen

It's Marketing Monday! Here are ten ideas to help you make the most of this time when business is down.

In most parts of the country, January is considered the "slow season" in imaging. But just because business isn't bursting through your door doesn't mean you don't have plenty you should be doing. 

• Tax Preparation: Too many artists don't know if they made any money in the previous year until they do their taxes. NOW is the time to start collecting everything you're going to need to file for 2024. 
• Tax Law Changes: I don't know about other states or even some of the newest changes in Federal tax law, but in Florida, the new law permits disaster-related claims for the last six major hurricanes. Check with your accountant.
• 2025 Promotions: There's a little bump up in business around Valentine's Day, but the next really big seasonal opportunity starts in April. What are your plans to capture business for the Spring? Easter, Mother's Day, graduation, prom season, and Father's Day are all in the mix - but take the time to plan your strategy.
• Direct Mail Campaigns: Once again, this is the time to lay out your plans for the Spring. A good direct mail piece can't be bought off the shelf, but with help, you can design, produce, and mail an outstanding high-impact piece to your target audience. Check out all the support available from Marathon Press. And if you get to them in time, they'll even help you with an expert to guide you through the process.
• Partnerships: Stop thinking you always have to fly solo! Partnerships reduce your costs and expand your reach. NOW is the time to set up a few lunch meetings with companies whose products complement your target audience's needs.
• Your Equipment: Is it time for a tune-up? Don't wait until your first big event of the year to double-check all your gear. From cleaning to fully charged batteries, ensure everything is ready to go when needed.
• Community Events: While there's not a lot going on in most communities, what are you doing in 2025 to give back? So many non-profits need support, not just financially but with volunteers.
• Networking Luncheons: You don't have to be a member of a national organization like Rotary to start a networking program. For example, a wedding photographer could easily set up lunch for a group of companies all associated with weddings. Florists, wedding planners, venues, bands, limo companies, bridal shops, salons, bakeries, travel agencies, tux shops...they all target the same audience. Find a local restaurant with a private room and a cheap, easy lunch menu - then make a few calls. You're just getting together to talk about the community's needs. You'll be amazed at the number of cross-promotional ideas that can come from meeting with a group of companies with the same target audience.
• Your Skill Set: Whatever you're missing, now's the time to raise the bar on your abilities to capture stunning images. Whether online or at an upcoming convention, educational venues are everywhere. Remember, growth only occurs outside your comfort zone.
• New Products: Many of you offer products that would put a rock to sleep! Take the time to call your lab and just ask, "What's new?" Technology never stands still, and today, there's so much available to offer your audience.  

But none of the above happen by themselves. It's up to you to open the door and get started. And if you're a little overwhelmed in the beginning at trying to improve things in your business, don't let the alligators scare you. The longer you wait to be proactive, the bigger the swamp! The good news is that every challenge you'll face and resolve is another brick in the foundation you're building for the new year!

If you wait for all the lights to turn green, you'll never get started on your journey.
Zig Ziglar