marketing

Increased earnings

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It’s often said that there are three general types of media that a company can use to spread its business message:

Paid: the company buys an advertisement.
Owned: the company places information on its own web site(s).
Earned: the company gets free coverage in the news media.

Paid and owned are easy to understand and implement although most companies under-utilize their web sites. In these two cases, the company controls the message but both suffer from credibility issues especially with paid media.

Paid advertising only increases brand recognition (i.e. exposure). It does nothing for brand acceptance (i.e. trust).
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Press conferences

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Last week, I covered a large press conference staged by a federal political party inside a big factory. The party’s media flacks told photographers where to stand, what to shoot and what not to shoot. As one of them said, “It’s our press conference. We tell you what to do.”

When reporters asked questions that the party didn’t want to answer, the reply was, “We don’t want to talk about that today” or “We’ve answered that in the past.”

The political party could’ve just sent out a press release but it wanted the photo-op showing its leader standing next to its new slogan-covered sign and mingling with the blue-collar workers at the factory.
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When Customers Say No

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The photographer sends a quote for a proposed photography job and the customer either says “no thanks” or, more likely, doesn’t respond at all. The photographer is left wondering what went wrong.

A customer will say no to an offer because it’s the easiest reaction when they don’t have enough information or they don’t fully understand the photographer’s offer.

The customer may not know:

• How they can benefit from the photography.

• How well the photographer can complete the job.

• How much they can trust the photographer.

• What their proposed photography job really entails.

• What’s at stake by choosing the lowest-cost photographer.

When a customer says no, it may be an indication that the photographer did a poor job of informing and assuring the customer.

 

Worth its weight in money

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Everyone has heard the saying that a picture is worth a thousand words. According to a real estate study, a (professional) picture is worth at least a thousand dollars.

A 2010 Wall Street Journal article cited a study done by a Seattle brokerage house which showed that professional photography increases the sale price of a home by anywhere from $934 to $116,000.

The reason for this is simple:

Better quality photography => more attention => more customers => more money.
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National Portrait Week

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Another Black Friday and Cyber Monday have come and gone. The day after the US Thanksgiving (fourth Thursday in November) is “Black Friday” (for in-store sales) and the following Monday is “Cyber Monday” (for online sales). Although, some stores now stretch out their sales to last an entire week. In fact, the Thursday before Black Friday (i.e. US Thanksgiving) is now called Gray Thursday.

While these special shopping days are predominantly a US event, they do get some attention here in Canada. Several Canadian retailers hold their own similarly-themed sales on the same days.

What gets little attention, and absolutely no media coverage whatsoever, is that the Saturday between Black Friday and Cyber Monday is “Small Business Saturday”. The Canadian Small Business Saturday, like Canadian Thanksgiving, occurs in October. On Small Business Saturday, the public is urged to shop at a local small business.

However, none of these special shopping days benefit photographers. One could even argue that these shopping events don’t really benefit consumers (also here, here and maybe even here).

Perhaps photographers should create National Portrait Week which could run during National Photography Month (aka May). This would encourage people to get their portrait made, even a business portrait. This might help many photography businesses and it would most definitely benefit consumers.

The lasting value of a portrait is unmatched by any mass-produced, store-bought item.
 
(The Irish Professional Photographers Association has an annual National Portrait Day, which lasts a week. Customers can get a portrait for a nominal fee and all proceeds go to charity.)

 

USB flash drives for photographers

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In case another photographer is looking for a supplier of custom USB flash drives, here’s a follow-up to a previous post about the inevitable(?) switch from optical discs to USB flash drives for delivering client photos.

After looking through many sites, I went with Flashbay (flashbay.ca or flashbay.com). The account manager I dealt with was very helpful. The only hard part was deciding on a style of drive. I chose 4-GB “Kinetic” drives with medium-sized magnetic boxes. There are much fancier boxes but I’m assuming that most of my clients will throw out the box anyway.

The Kinetic drive works like a ballpoint pen: click on the end and the USB connector pops out; click again and it retracts. Pulling the drive out of a USB port automatically retracts the connector.

The medium-sized, clear plastic box, about the size of a deck of playing cards, is big enough that I can insert a business card (or maybe I can create a small thank-you card?). A smaller-sized box would make the overall presentation look too small. The little magnetic snap on the box is surprisingly effective.

Another option, although not as good from a marketing point of view, is that stores like Staples and Best Buy sell various branded and unbranded USB flash drives. Staples also sells tiny plastic boxes (meant to hold paperclips?) that can hold a USB flash drive or two.

 

It’s not the pictures

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If one photographer quotes $150 for a business portrait and another photographer quotes $800, which of them will win the customer’s business? Despite the obvious price difference, it’s not obvious which photographer the customer will choose.

There are two types of customer: the price shopper and the value buyer. Although it’s common for some folks to alternate between the two, for example: be a price shopper when buying groceries and be a value buyer when shopping for clothes.

Some people will always choose the low-price option. These customers are price shoppers and they care only about cost. What they pay is more important than what they get.

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