Some companies have reacted to the recession by circling the wagons, laying-off staff and raising prices. It’s about protecting themselves and putting the company’s self interests first.
If customers aren’t buying, then raising prices to compensate for low sales volume only closes the door even more. Raising the price of a product or service can often boost sales, but not during a recession.
Close doors or open new paths?
Let’s say you own a restaurant and people aren’t coming into your place as often as before. Folks are either going to a lower-priced fast food outlet or they’re eating at home more often. What can you do?
Raise your prices to compensate for lower sales? Shorten your business hours? Lay off staff to reduce costs?
People want to eat out no matter what the economic climate. It’s not only for the food on the menu (and that they don’t have to wash the dishes afterwards), but also because of the social value of dining out. Going out to dinner with friends is real social networking.
Problem is, customers are watching their wallets more carefully. Raising prices will only make things worse. Lowering prices is not often the best solution because it’s difficult to raise them back up later.
Is it possible to be creative and offer more value?
The usual things done are to offer something like free dessert with each meal, free appetizers, kids eat free, or two-for-ones.
But what about: Start a wine or coffee tasting club; ask customers to help judge some new appetizers; have customers vote on their favourite dessert; let customers try small samples of new menu items; give out recipes of the popular menu items; a tour of the kitchen; cooking tips from the chef.
The point is, try something that’s unexpected by the customer. (But never, ever try karaoke!)
As a restaurant owner, it’s your obligation to solve your customers’ “problem” of wanting to dine out during a slow economic time. Otherwise, you’re out of business.
What does this have to do with photography?
Customers still want and need professional photography but many are either delaying their photo assignments or they are trying to find lower-cost alternatives.
Offering more value might be easier for wedding and portrait photographers who sell prints and albums. But what about a business photographer, a corporate photographer or a photographer who does public relations or marketing photography? How can they offer more value without lowering prices?
Try to find new ways for customers to use the photography. Increased use not only adds more value but it may also lead to increased revenue through up-selling.
• Business portraits are usually used for media handouts or other public relations.
Several companies maintain Facebook pages and blogs (if not, suggest they start one). Does the client need a portrait for their blog, Facebook page or an avatar for general use? This online portrait can be fun, casual, edgy (but in a nice way) or just different than a business portrait. Call this a “social portrait”.
• Product photos are usually used for media handouts, web use, printed materials and in-store displays.
For better or worse, many people love to show off their possessions. Can the client create desktop icons, avatars or cell phone wallpaper with their product photos to give to their customers? Many photo enthusiasts would love to have their camera as a desktop icon; auto buffs would use car icons; even cell phone users could use cute icons of their phone. Worst case, let customers download product photos and create their own icons.
Is it possible for the client to create a web page where folks could put their photo onto the product? Who wouldn’t love their photo on a cereal box, a beer or wine bottle label, or maybe even on a box of laundry detergent? Bonus points for making it as fun as possible.
Example: Heinz has a web page where customers can create their own product labels. Heinz even has their own line of toys, clothes, and a lot more. Certainly the Heinz name and logo are fairly iconic, but could your client do something like this? Heinz even has a ketchup newsletter!
Public relations doesn’t always have to be serious and down the middle of the road. The best and wackiest example is the Blendtec company which makes kitchen blenders. You just have to watch a few of their videos. Yes, they also do normal videos showing food preparation.
Can your client use the product photos to create calendars, posters or computer wallpaper? What about creating a book of their products for display in their reception or customer-waiting area. These books are simple to do through any of the many online printers.
Point is, tickle the client’s imagination and try to inspire them to go beyond the same old thing. The more creative their marketing, the more they can use the photography.
• Photos of the assembly line, the science lab, the design room, etc., are generally used for media handouts, company web site and annual reports.
Suggest that the client use the pictures in an online newsletter to show their customers how the products are made or tested. Don’t be afraid to let customers into the workplace, figuratively-speaking. An informed customer, and even a curious customer, is a good customer.
Help photo clients get the most from your photography services by suggesting new ways they can benefit. As a photographer, it’s your obligation to solve your customers’ “problem”. Otherwise, you’re out of business.
