Dear PPA Member,
As much as we'd like to think that we're unique individuals, we fit into certain demographic categories. As photographers, you probably know that such categories help you (and other businesses) tailor offerings so they appeal to a certain group of "unique individuals." That group is your target market--they usually shop at the same places, eat at the same restaurants, and use the same types of services.
However, it's not enough just to know your target market. If you're looking to reach out to a particular group of clients, you need to think like them, and give them an opportunity to meet you. But how can you create marketing programs that present you with that meeting opportunity?
This week's Vital Signs examines how creating a gift certificate program with business partners can increase your client list exponentially and help you reach your target market in a new way. After all, I don't know anyone who doesn't like to be given a gift!
Director of Member Value & Experience