Black Friday and Cyber Monday are fantastic opportunities for your business to make money. Previously, Black Friday has been one of the biggest days of the year for spending on the Internet. Running a successful Black Friday and Cyber Monday campaign can be overwhelming and stressful but it doesn’t have to be. Here are 10 simple ways to ensure that you have a successful Black Friday.
The Marketing Mix: Place
Being a photographer’s customer can be anyone from businesses to individuals, online or offline, one off or regular business. The decision you face with place is defining your best route to your customer and which resources you need to put behind that effort to reach them.
- Where do your customers look for services like your’s? Magazines, local papers, online, newsagent’s window, venue recommendations, etc. You need to be where they are looking.
- How do you choose a distribution network for your prints? Can you create your own bespoke service or is it more cost-effective to go with an established supplier.
- Should you go to trade shows or cold call? Knocking on doors in your local area is certainly one way to drum up business, as is doing this at trade shows.
- What are your potential customers’ shopping habits? Being where they are, when they are most likely to be open to such a product, is part of the research.
Online is probably the most obvious, quickest and potentially cheapest way of reaching your customer.
Online is probably the most obvious, quickest and potentially cheapest way of reaching your customer. No physical shop is required, no floor staff, no signage and opening and closing time. You can be open 24/7 and your investment is how slick to make your website, production, distribution and how to get your customer to find you in the online maze. But is online really the first port of call?
The answer has to be a resounding YES! Unfortunately, unless you operate a franchise operation on every high street offering a fast, by-the-numbers service, the onus to maintain a store in the hope that passing trade will secure your studio portrait and wedding bookings is too heavy. Having an online store keeps things simple, a website is an absolute must, one with capabilities of selling online highly recommended, vital for long term success.
Overall, place covers all aspects of getting your product into the hands of your customer. Figuring out where the customer is, where to show them your product, how you will get the product to them once they order and where, if necessary, those products are stored in the meantime. The cost of all these aspects inform the price, and therefore profit, and how you go about promoting.
Unfortunately, negative reviews happen to us all, and seeing a customer say bad (and often hurtful) things about your business can really sting. We all work hard to make our businesses the best they can be so the idea of a customer disliking what you have to offer can be painful and difficult to deal with. However, I’m going to show you how negative reviews don’t have to be so bad after all and that there is in fact a silver lining to every cloud. Let’s go!
Think of the last time you bought a product or booked a service online. Where did your search start? If you’re like most potential customers, probably with a little bit of research followed by a good look at some customer reviews. Why? Because reviews are personal and real. They are not published by the company selling the product or offering the service, they are not written by a professional or exaggerated with marketing lingo in any way. They are written by people just like you. For this reason, we tend to trust customer testimonials more than anything else. They’re also great for your search engine optimisation, so how do you get your customers to review your business?
Being the heart and inspiration for your business, whether it’s a one-man band, a small company of three or medium-sized business with four regional stores is critical to making the business a success. There are one or two people who provide the drive and passion for making it all work and the reason it started in the first place and the company’s success is down that person(s), and the effect this has on everyone who comes into contact with the business, whether employees, partners or customers is vital. Think Richard Branson at Virgin, albeit on a smaller scale.
As business owner, you are there to inspire and enthuse, educate and inform.
This doesn’t mean you have to try and do everything, or that you are the only solution to every problem that comes up. As a business owner, you are there to inspire and enthuse, educate and inform. You are also there to make mistakes and show a capability to improve the business as a result.