Marketing your business on a small budget is one of the challenges many photographers face, some don’t know where to start, others simply don’t bother even to get started. When you first dreamed of running your own photographic business there may have been initial thoughts of instant success and rapid expansion, solving the world’s image shortages and photographic retail shortfalls. Your marketing would saturate all channels and everyone would know who you were!
The day-to-day of running a small business is vastly different and the marketing is limited by your potential output and geographic reach. Many photographic businesses are run by individuals.
Time is at a premium and you need to achieve a lot of exposure within time and budgetary constraints.
One of the primary ways of building a successful business is to start with a successful launch. A well-executed launch is your chance to grab potential customers’ attention and make a strong first impression with your product or service. In order to get a launch just right, you’re going to need to conduct some careful research and planning.
Customer service is an incredibly important part of making your business a success. Regardless of which field of business you are in and whether you are part of a large international company or are self-employed, there are certain (incredibly simple) customer service skills that you need to master. Below we have included a list of specific skills that once mastered, can wow customers on a daily basis.
In the first of our series of sales blogs, we take a look a the important issue of product and pricing. They’re two key elements in the traditional 4 Ps of the marketing mix; price, product, promotion and place. We will look at:
- Defining the product offer
- Correct and competitive pricing
- Bespoke service pricing
- Assessing overheads
Sales and marketing. Two words any creative person will dread to a greater or lesser extent. The longer a creative spends in business, the more important these things become. It is impossible to ignore how one side of the business depends on the other. As such, by establishing some frameworks early on you will ensure a much smoother ride as your focus gets stretched to other parts of the business.
Defining your product offer sounds simple but establishing what it is you offer and staying on that track, at least in the short term, is not so simple. You want business and when you’re starting out, you will be ready to say yes to almost anything partly down to enthusiasm but also because you need to pay the bills. Rightly so, but being careful about the kind of work you get a name for will lay down a marker for the kind of customer and client you attract going forward. An addendum to this – you don’t have to promote all the jobs you have done. (more…)