Recently in Marketing Category

Ever feel like the year went by too fast? Seems like that happens every year! To help you get ready for 2012, PPA would like to give you a moment--or perhaps two--to reflect on some past Vital Signs articles.  Maybe you didn't get a chance to read through all of them, or maybe something new has come up in your business since you did. Regardless, here's a few that might be worthy of a second look.

Remember: Whether you need a refresher on marketing and sales strategies or have questions related to copyright infringement, PPA's comprehensive list of resources can help as you build an even better business. So, read on and have a happy New Year!

Clever marketing to distinguish yourself in the competitive world of pro photography

Where do I put my marketing dollars? How do I reach my potential clients more effectively? What can I do to stand out from the crowd? These are just a few of the marketing-related questions that photographers ask themselves routinely. Whether you're a newbie or a longstanding icon in your marketplace, chances are you've pondered the same questions.

We certainly don't have all the answers, but we do have access to some of the brightest thinkers in the pro photo brain trust. To inspire others, we're sharing a few clever ideas that have worked well for some studios around the country.

Dear PPA Member,

Everyone loves babies! (I know I do.) Even people who loudly proclaim they don't often melt and coo when handed a photograph of a brand new-bundle of joy. When these coos come from seasoned parents, they're often accompanied with this advice: treasure every moment.

As a photographer, you can help new parents do that. Don't just think "cute baby;" think cute "Baby Plan"! This week's Vital Signs will discuss baby plans, which help show clients the value of multiple professional portrait sessions during baby's first year and beyond. You'll create opportunities to earn clients for life by producing extraordinary images and outstanding experiences...and you'll give mom and dad the chance to put down their camera and treasure the moments.

Cheers!
Christel Aprigliano
Director of Member Value & Experience

P.S. - Come see me at PhotoPlus in New York City, booth 364! We'll be here until Saturday, October 29, and would love to meet you in person and answer your questions about the $15,000 of equipment insurance with PhotoCare and more.

Dear PPA Member

We all love a good deal. I'm a huge fan of charity auctions because I get to do two of my favorite things at once: shop and donate to a worthy charity! However, if you're a photography studio donating to a charity auction, you need to be on your toes.

The right wording on your certificate can make it a success and bring you more clients. The wrong wording could land you in a spot of trouble. But don't worry--this week's Vital Signs helps you create the perfect charity auction certificate with a little help from your fellow PPA members!

After all, you may be an angel when you donate your services to a charity, but the devil is almost always in the details.

Cheers!
Christel Aprigliano
Director of Member Value & Experience

P.S. We've got a new Extreme Deal from Animoto for our members: Buy 1 month of Animoto Pro, get 1 month free. Deal is valid through September 30.

Dear PPA Member ,

How would you feel if you purchased a fashion magazine subscription but had to sift through articles about fly fishing and plumbing before you got to the ones about the newest designers and the upcoming fall line? Confused? That's why Rod & Reel and Vogue don't combine their magazines. And that's why separately branding your photographic specialties is sometimes a good idea.

If you specialize in weddings and sport photography, your target markets are different. Your marketing plans are different. Your clients are different. How far you go to separate those photographic specialties is up to you, but this week's Vital Signs explores how such separation could help your overall business bottom line.

Now, if you'll excuse me, I have to read the latest articles about how you can use your fishing rod to fix your garbage disposal...and what you should wear while doing it.

Cheers!
Christel Aprigliano
Director of Member Value & Experience

Dear PPA Member,

Have you ever had a military client? With military bases located throughout the country (and around the world!), it's not as uncommon as you may think.  Whether it's a family portrait, a newborn session, a wedding or another special event, military personnel and their families need professional photographers as much as anyone else (and sometimes even more).

But how do you make them aware of your services if their lifestyle means they are constantly relocating? Can you fit these special clients--and their unique needs--into your business? To do it right, it takes an understanding of military life and their special photography needs, and this week's Vital Signs article addresses just that. It's a whole other way of supporting our troops.

Cheers!
Christel Aprigliano
Director of Member Value & Experience

Dear PPA Member ,

When something good happens, it's instinctual to want to share that good news. Think about it--there's a reason that people send out graduation, birth and wedding announcements! The same can be said for business and professional achievements. When something positive happens for your studio or you are honored by the industry, you want to share that news with your clients, potential clients and even the community at large. A great way to get that news out is through a press release. (And unlike the grad who secretly hopes that gifts will result from his announcement, your main goal here is awareness!)

As a professional photographer, it's beneficial to let your client know that you are serious about your craft and active in the industry--and a press release can help you do just that. That's why this week's Vital Signs goes over the who, what, when, where and why of a press release. We want to help you share the good news and possibly earn more publicity!

Cheers,
Christel Aprigliano
Director of Member Value & Experience

Dear PPA Member,

Looking for a different avenue to share information about your photography business? Want to connect with potential clients who are looking for your services? You may want to look to trade shows and expos.

PPA (and PPA Affiliates) often exhibit at industry trade shows because they're the perfect venues to introduce who we are, what we offer, and why we are the oldest and largest photography association in the world. We love the opportunity to meet photographers, answer questions and help them become new members. Oftentimes, our existing PPA members will stop by our booth and share their knowledge (and testimonials) about the benefits of membership.

If you have a passion for your business (and we hope you do!), then this week' Vital Signs article may open up a different path to new clients...the path to the trade show floor.

Cheers!
Christel Aprigliano
Director of Member Value & Experience

Dear PPA Member,

Did you watch this year's Super Bowl? If you did, you may have enjoyed some of the commercials just as much as the game itself.

Some commercials were selling new products and services. Others were reminders that the products and services were still out there, standing the test of time (or, in the case of Chrysler's two-minute ad with Eminem, it was a notice that they were coming back from the brink).

Some commercials hit emotional notes, some made you think, some made you want to go out and buy. In addition, some commercials fizzled, missed the mark, and ended up causing companies to backpedal or defend themselves. (Groupon? HomeAway? I'm still shaking my head.)

What makes marketing work? Knowing your clients (and potential clients), understanding what you're trying to do, and having a unified campaign. That's what works. You don't need to spend almost $9 million dollars like Chrysler did (you will probably need to spend a little, though). And here's some even better news: With the insight of PPA members who've had success in creating effective campaigns, you won't end up like Groupon.  

Cheers!

Christel Aprigliano
Director of Member Value & Experience

Dear PPA Member,

I owe a huge thanks to Mr. Rand, my first chemistry teacher. This wild-bearded, bespectacled gentleman loved what he did, which was to explain how two seemingly innocuous items could be combined to create something new and exciting.

Vinegar and baking soda? Instant volcano! Zinc and hydrochloric acid? Hydrogen gas! Hydrogen peroxide and potassium iodine? Water vapor cloud!

Just like a controlled science experiment, you need your "safety goggles" and a plan when you partner your business with someone. You're striving to create something new...something different...something better. This week's Vital Signs talks to the mad scientist in all of us, inspiring us to find ways to get the right kind of reaction from our partnerships. (After all, we don't want to blow up the science lab or set something on fire.)

Cheers!
Christel Aprigliano
Director of Member Value & Experience