Marketing your photography studio doesn’t have to be expensive. I have used hundreds of low cost marketing strategies in the last twenty five years and have built 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 exhibit. A photo exhibit 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 displays. You can even create large temporary displays in malls or at events like trade shows. The important thing is how it looks. You will attract a lot of attention with some great images, especially of women, who happen to be your target market. Screens will help you create a lot of business if you play your cards right. Have a large 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 or offering a giveaway, and keep in touch with all those prospects. It is the beginning of a potential long-term and lucrative relationship.
2. Have a free gift. Limited time offer on studio session and small reprint. Tell them there is no obligation to buy more, and mean it. You’ll make some sales anyway, and you’ll get a lot of long-term clients if you do a good job for them. Some will just get the freebie, but the odds are very high that you’ll sell more without being sneaky or pushy. Especially if you are professional and create some great images. Do this in displays at malls, banks, schools, or offer it to a customer list of an uncompetitive business in your town or city. Freebies are the best way to keep your studio busy, start making sales, and most of all, get tons of exposure.
3. Reward referrals. Make a policy to reward anyone who gives you referrals. When a client brings in a prospect, give them a thank you gift, such as a coupon worth dollars’ worth of reprints at your studio, frames, or a local spa or restaurant. As an added incentive, also give the new customer a small gift.
4. Create a link with another business. 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 lead shops. A great place to start is with clients of yours who already own their own businesses.
5. Make your front desk or waiting area “prospect and sales friendly.” Whenever you’re creating a family portrait or shooting a wedding, there are often people waiting in your reception area. Offer them snacks or something to drink. Make sure your place looks great and smells great. Make it comfortable. Use this time to augment your next sales presentation by explaining some of the elements, like pictures on the walls and other packages and services. Respond to objections you know will come up later in the sales presentation with a consultative approach, and people will not only trust you more, they’ll likely make it easier for you to sell and even buy more. This is also a good time to collect names. These people are associated in some way with you and are excellent prospects at this point.
6. Make copies of news articles about you and your study. Hang them on the walls or pass them around. The above publicity is better than any advertising or promotional literature you may create. Give 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 get a lot of free and positive publicity and exposure. Host a contest, offer some photography classes, hand out free flyers, which you can easily write yourself and print for pennies by having them photocopied, think of your own exciting charity event.
8. Submit press releases to local newspapers about a notable event at your studio or a human interest story. Did you win a photo contest? Are there any articles on photography that relate to local sites in your area or have to do with the seasons? Make your release interesting to readers, never egotistical, and you’ll get press coverage.
9. Give a free photography seminar or presentation at your studio. Invite members of the public and family members of clients to be separated. A seminar gives them a chance to see your studio and your work. Offer a timely piece on how to create great photos with digital cameras, or give a slideshow of some of your more exotic trips. 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. Leave a stack 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.