Marketing your photography studio doesn’t have to be expensive. I have used hundreds of low cost marketing strategies over the last twenty five years and have managed to build my photography studio to the point where I am one of the busiest and most successful studios in my city. Here are some tips for you:
1. Create a photo display. A photo display can be as simple as displaying a few small portraits in a store and offering free information about your studio or more elaborate setups with framed wall samples. You can even create large temporary displays in shopping malls or at events like trade shows. The important thing is how it looks. You’ll attract a lot of attention with some great images, especially of women, who happen to be your target market. Screens will help you generate a lot of business if you play your cards right. Have a great selection of images, be presentable but never pushy, have a system for collecting names and addresses of those who want more information simply by asking for or offering a giveaway prize, and keep in touch with all those prospects. It is the beginning of a potential long-term and profitable relationship.
2. Give a free gift. Offer a limited time in the study session and a small reprint. Tell them there is no obligation to buy more and mean it. You’ll make some sales anyway and get a lot of long-term clients if you do a good job for them. Some will just take the gift, but chances are good that it will sell without being sneaky or aggressive. Especially if you are a professional and create great images. Do this at exhibitions in shopping malls, banks, schools or offer it to a list of clients of a non-competitive business in your town or city. Giveaways are the best way to keep your studio busy, start making sales, and most of all, to get tons of exposure.
3. Reward referrals. Set a policy to reward anyone who brings you referrals. When a client brings in a potential client, present them with a thank you gift, such as a coupon for dollar reprints at your studio, picture frames, or at a local spa or restaurant. As an added incentive, also give a small gift to the new customer.
4. Create a link with another company. Contact a local business and offer to exchange coupons. For example, your customer receives coupons from a local restaurant, hair salon, spa, or wherever your typical potential customer purchases. A good place to start is with clients of yours who already own their own businesses.
5. Make your reception or waiting room “prospect and sales friendly.” Whenever you create a family portrait or are filming a wedding, there are often people waiting in your reception area. Offer them snacks or something to drink. Make sure your place looks good and smells good. Make it comfortable. Use this time to augment your next sales presentation by explaining some of the items, such as wall portraits and other packages and services. Answer any objections that you know will come up later during the sale presentation with a consultative approach and people will not only trust you more, but you will probably make it easier for you to sell and even buy more. This is also a good time to collect names. These people are associated with you in some way and are excellent prospects at this point.
6. Make copies of news articles about yourself and your studio. Hang them on the walls or distribute them. Past publicity is better than any advertising or promotional literature you can create. Give out copies of positive articles to everyone who comes looking for information.
7. Raise money for charity. Not only do you help a good cause, but you also get a lot of free, positive publicity and exposure. Host a contest, offer some photography classes, hand out free flyers, which you can write yourself and easily print for pennies by having them photocopied, think of your own exciting charity event.
8. Send press releases to local newspapers about a notable event in your studio or a human interest story. Did you win a photography contest? Is there an article on photography that relates to local sites in your area or has to do with the seasons? Make your release interesting to readers, never selfish, and you’ll get press coverage.
9. Host a free photography seminar or presentation in your studio. Invite members of the public and family members of clients to be a part. A seminar gives them the opportunity to see your study and your work. Offer something timely on how to create great digital camera photos or give a slideshow of some of your more exotic travels. You could create an exhibition highlighting your work. Don’t forget to invite the local newspaper.
10. Leave your business cards everywhere. Whenever you are in a restaurant, leave a good tip and your card. Drop off a pile at the local jewelry store. Make sure the card is loaded with your best samples and print on both sides to maximize space for your sales message.