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01/04/2008 03:12:52 PM · #1 |
With the spring quickly approaching, I'm working on my marketing materials and started wondering what others do besides having a website and business cards. That's all I've got right now but am considering:
- bridal show booth or at least attending
- talking to planners, pastors, florists etc. to see if I can leave postcards/brochures
- local wedding website advertising
- sample albums are on the way
I don't have a physical studio and won't until likely spring '09 and then just a place to meet and show my work.
What do the rest of you wedding/portrait photogs use to market yourselves? What printer material do you have with you and leave in related businesses to promote? What do you take with you/have in studio to show new clients?
I think I have a decent grasp on what I need to do and what mostly works locally, but just wanted some extra insight into what others are doing. Nothing can really beat word of mouth from a happy bride/client, but having moved from my previous market where I had just started to get a foothold, it feels a bit like starting over and I want to get it mostly right.
TIA.
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01/04/2008 07:54:39 PM · #2 |
OK, maybe I can get a response from the night crowd. I guess some people actually work while they work. Go figure.
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01/04/2008 08:07:05 PM · #3 |
I am advertising with a local wedding magazine, and through them I get an internet ad, a printed ad, a bridal lead list (can email any bride who has signed up), and I can participate in the bridal shows they put up, or if I don't want to/can't participate, they stuff the show bags with promotional materials from me (I gave them a box of 2500 postcards with my business info). The postcards also go out in mailings to the brides that request their wedding magazine to be mailed to their home.
This is the first year that I am doing it, and out of 19 weddings that I have booked so far, 15 of them were through the magazine.
It costs me $1500 a year.
ETA: I of course also have a website and business cards. And one more thing I forgot to mention, is that belonging to a local professional photographers club has benefits as well, once you have a circle of individuals, they will refer you brides if they are already booked for that date. Same from you to them. Networking works wonders.
Message edited by author 2008-01-04 20:10:09.
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01/05/2008 12:11:25 AM · #4 |
Marketing is like fishing.
You must first know what fish you want, and what those fish like for bait. Then find the right pond. No use fishing for salmon in a swimming pool for example.
The big folks in this business that I've had a chance to talk with say you need to spend 15-20% of your sales on marketing and advertising - or more precisely, of what you want your sales to be. If sales are not up to expectation, advertise more. Too buys? Advertise less. It's like the gas pedal in your car - want to go faster, give it more gas.
Advertising costs $1500 to $2000 to do almost anything. The Knot? A magazine? 4 billboards for 2 months? Buy a list and mail something 2 or 3 times? (one shot ads do nothing. you need to hit a prospect 5 to 7 times be remembered), cable TV? Maybe even a bridal show if you count the booth, handouts, samples, displays, etc.
You need to have a 'brand' - one logo, color, typeface, slogan, etc. It should be the same on your website, biz cards, emails, letterhead, etc.
Some people have great luck with The Knot, others don't. Not sure the key to success on that one as I don't use the knot ($175/month vs other sites that cost that per year). The web works well for me - google 'wedding photographer/y' and your area and see what comes up - mostly free to register sites. register with all of them.
Bridal shows I find work well for me, but from those i'v talked with there are high end and low end shows (i've had better success when I am at the high end of things at a show). Some shows are small (150 brides) and some large (900+). Around here the smaller shows are better for bookings than the big ones so I hear. But follow up is crucial. You must contact the brides after the show.
This year I am doing an incentive if you reserve your date the week of the show - a free parent album. Last year I booked nothing at a show, while another photog booked $12,000 that day and $20,000 more that week. She charges more than me, but still - wow. Nice to get 1/3 or so of your season booked at one show!
Networking with venues is a great way to get clients. I got a few weddings that way last year, but then the person at that country club left and the replacement, well, I now know what Cinderella's evil stepmother does for a living!
One hall I was at a photog I know sent them an entire wedding album ( 50 side 5x7) as a sample to show prospective clients (wedding in the book was shot there of course). Wow, what a nice thing to send, but it's not cheap marketing. If you get $8000 a wedding I suppose you can afford to do that though.
My plan this year is to work the bridal shows harder, I've started a monthly email newsletter to stay in touch with those that know me, and I will try to follow up with the venues to get more referrals.
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01/05/2008 01:30:40 AM · #5 |
Thanks Kris and Chris. (Funny that...)
I've definitely given alot of thought to what's next for me with marketing and while I agree with the costs of it, I'm going to initially need to go more towards a guerrilla marketing tactic and be very targeted with any dollar advertising.
Fortunately I do have some solid contacts in the wedding industry (a top planner, popular pastor and a couple of venues) but you definitely opened my eyes more to giving them some material to have on hand for anyone booking them.
So, while I have 4 booked already with only word of mouth, I'm looking forward to getting a broader base of clientèle for the immediate that will continue to be clients in the future. |
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01/05/2008 02:58:51 AM · #6 |
| Take a small business class or economics class (or possibly a marketing class) at your local community college - research and pick a good professor. It couldn't cost that much, it shouldn't take more than a semester, and you will learn quite a bit. That's my best advice - otherwise I could write you a book. : ) |
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01/05/2008 09:50:47 AM · #7 |
Usually with a Sharpie.
Oh, never mind. Guess I should have read the first post. |
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01/05/2008 11:45:41 AM · #8 |
Originally posted by rox_rox:
Usually with a Sharpie.
Oh, never mind. Guess I should have read the first post. |
I saw your ad at the bus station "For a good time call..." LOL
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01/05/2008 12:05:18 PM · #9 |
Originally posted by Prof_Fate:
Originally posted by rox_rox:
Usually with a Sharpie.
Oh, never mind. Guess I should have read the first post. |
I saw your ad at the bus station "For a good time call..." LOL |
LOL! Nice double entendre. |
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