Finding & Targeting Your Market...

[ChristopherCoy]

One of the things that I have been thinking about lately, as I go through the steps of setting up my 'business', is marketing. After having a failed business about 10 years ago (retail), I realize how much marketing/advertising plays a part in the success of a business. Although I don't have a large budget for anything that I do, I'd like to at least have a plan of action, so that as income does (hopefully) begin to trickle in I can optimize my marketing strategies.

This month in the PPA magazine, there are many articles about Pet Photography. One of my favorites was the article in which Ann Monteith describes how she rebranded and restructured her portrait business into the pet business. She talks about how she found her market, and then how she planned to target her market.

So my first question is this:

How does one actually find their market?

I've met with some Small Business Administration folks before, and got some brief introductions to programs used to identify market stats. I remember looking up the NAICS (?) code for a few particular businesses and gaining financial knowledge of that market, however I've since forgotten how to go about doing that. Anyone have any suggestions?

And my second question is this:

What kind of materials are the 'bare bones' of a marketing plan?

Ann mentions quite a few products that she uses to create packets of literature, in which each piece is intended for a different purpose. She states that she uses; business cards, portrait folders, accordion brochures, belly bands, gift bags, inserts, postcards, mini-portfolio books, three panel cards, portrait boxes, logo stickers, and even their own 'branded' bottled water served to studio customers. Most of us, especially those who are only 'part timers' probably dont have the budget for ALL of these materials, but which do you find pack the most punch, and how do you apply them?

Obviously a college class, or ANY class on the matter would be a good thing, but sometimes these things aren't immediately feesible. I do plan on attending any business class I can get into at Imaging USA in January, but I thought I'd see what you all have to say.

GO!!!

[celticmama36]

I use business cards and am working on a brochure. I have had 'nibblers', but no paying takers yet. Portrait photography would be a sideline for me, but a sideline that needs to help fund the photography that I really want to do, which is nature/landscape photography. I am also experimenting with "art" right now as well.

Leave the business cards around town, anywhere that you go...the doctors' offices, library, places where you conduct business, *everywhere*. If you have a spouse or significant other, make sure they have cards with them, too.

Finding the market...I started with shooting what I love, which is nature. Someone saw my business card. For whatever reason, seeing a photo I had taken of a water snake made someone think that I'd be the one to hire for a quinceneara and another for a wedding <scratching my head over those!>. Now, if these people do actually call me back, I am going to have to pass on the actual events because I do not feel ready to do photography for something so important. The formals, no problem...just not the event itself. All this to say, I didn't find the market, it found me, while I was out doing what I love.

Other than word-of-mouth and the business cards, the showing going on at the library right now and my gallery space are doing the marketing for me.

Education...with a daughter in college and a husband soon to be starting his MBA program, and two younger teens as well, there is no time for me to go back to college right now. I am going through all the tutorials and forums that I can find online to learn what I need to do in order to make the business and the creative sides of this work for me.

If it never actually takes off, well, at least it has been an interesting adventure. But, the word on the street is that things are looking very positive for me right now. I just have to get to a point where that 'positive' involves green stuff going into my pocketbook. :)

[Tom]

I don't think your returns are going to be very high for leaving business cards everywhere. When was the last time you called a business after finding their card somewhere? I never have.

Before you can really worry about targeting an audience, you need to have a portfolio built. If someone takes your card, looks at your site and sees you have just about nothing, you aren't getting calls.

I think it is pets you want to do. Start with friends and family. Photograph their dogs and shoot their cats. Build up a sizeable and diverse portfolio. But start with friends and family and start branching out from there.

[dracula02]

You can also start partnering with local businesses, like pet groomers or vets, and ask if you can set up a digital photo frame with some of your images and a business card with a $25 photo credit for those that mention where they got your info. Also, see if the groomer would reciprocate some sort of discount for people you send their way or just offer to do some free portraits for them or their pets. Just thinking out loud. Best business you can get is WOM / referrals. They're much easier to close.

[celticmama36]

Originally Posted by Thomas Campbell

I don't think your returns are going to be very high for leaving business cards everywhere. When was the last time you called a business after finding their card somewhere? I never have.

Before you can really worry about targeting an audience, you need to have a portfolio built. If someone takes your card, looks at your site and sees you have just about nothing, you aren't getting calls.

I think it is pets you want to do. Start with friends and family. Photograph their dogs and shoot their cats. Build up a sizeable and diverse portfolio. But start with friends and family and start branching out from there.

I can't speak for anyone else, of course, and I'm relatively sure you're addressing the OP, but we've called quite a few people for various things because we found their business card somewhere. Maybe it would be different if we'd grown up here, but we don't know what all is available around here and business cards are very helpful.

I have a rather extensive portfolio. Well over 10,000 images. I just haven't parked them online yet. A much smaller selection is printed for meetings with the gallery owners, as well as other people.

[Tom]

Originally Posted by celticmama36

I can't speak for anyone else, of course, and I'm relatively sure you're addressing the OP, but we've called quite a few people for various things because we found their business card somewhere. Maybe it would be different if we'd grown up here, but we don't know what all is available around here and business cards are very helpful.

I have a rather extensive portfolio. Well over 10,000 images. I just haven't parked them online yet. A much smaller selection is printed for meetings with the gallery owners, as well as other people.

I was talking to the OP. He started his foray into photography this summer.

I didn't grow up here in Houston, but when I need some kind of service, I always ask friends for recs before I would ever just pick up a card from a coffee shop.

Like has been said before, referrals are the best way to get new clients. They are easier to close and they have a sense of security with you.

[ronocnikral]

i think a lot of information has already been covered in this thread. I thought about you chris when I saw the ppa mag.

the best marketing you can have is the referrals by far. all the marketing materials in the world doesn't out do a referral from a past client. I assume by packing the most punch you are talking about ROI. Referrals have an awesome ROI. We spend like $40 and get beautiful rep cards from WHCC for our clients. Each one that comes back to us and the person books, they get an 8x10 for the referral. if they need more, we print them no questions asked and right away.

i call people who leave their business cards @ random places and all over bottom feeders.

another idea chris is you mentioned in the other thread working with the SPCA. How's that going? Maybe working with them and having them refer you to those picking up a "new memeber" to the new family would be an awesome way to get started. You could even do a couple of free sessions for the employees working there.

[celticmama36]

Originally Posted by Thomas Campbell

I was talking to the OP. He started his foray into photography this summer.

I didn't grow up here in Houston, but when I need some kind of service, I always ask friends for recs before I would ever just pick up a card from a coffee shop.

Like has been said before, referrals are the best way to get new clients. They are easier to close and they have a sense of security with you.

That makes sense, and I agree with you overall. Word of mouth and referrals are generally the best way.

When I first moved here, though, I came from over 1000 a miles away and didn't have any friends here or know anyone here. So, word-of-mouth didn't mean anymore to me than the card would have because I didn't know the 'mouth' either. :)

Thankfully, we've cultivated friends in various walks of life at this point, so have a word-of-mouth base that we can trust now.

celticmama36 added 6 Minutes and 16 Seconds later...Double Post Merged Below

Originally Posted by ronocnikral

i call people who leave their business cards @ random places and all over bottom feeders.

Please explain your 'bottom feeders' statement.

Let me also ask this...what is the point of a business card if you aren't going to get them out there to the people?

I'm not trying to be argumentative (though I know I often come across that way). I'm still trying to understand the rules out here in this "whole 'nother country" called TX, and still learning about different ways to handle the business aspect of things, too.

I'm here to learn the whys, too, not just the whats.

I don't want to be a bottom feeder, whatever that is. So, what does that make the folks that actually pick up and use the business cards?

[toverman]

With any photography business, I think it's the personal relationships you build that will translate into more business down the road. There are a lot of people with pets, but not all of them are going to jump at the chance to have a creative, professional portrait of them made. How far are you willing to travel? If not far, you can limit the demographic you seek to:

• People who want to spend money on their pets
• Within 50 miles (or however many) of Sanger

Pet lovers spend money at the vet, at pet stores, at groomers. They might volunteer at animal shelters. They may go to pet-themed events with their pets. Try to partner with vendors who serve that market you are targeting. Print out a "gift certificate" and have those vendors distribute them to their best clients. Rent a vendor booth where there will be lots of people with their pets and take some photos. Become known for your excellent work and rapport with the animals.

[ronocnikral]

Originally Posted by celticmama36

Please explain your 'bottom feeders' statement.

Let me also ask this...what is the point of a business card if you aren't going to get them out there to the people?

I'm not trying to be argumentative (though I know I often come across that way). I'm still trying to understand the rules out here in this "whole 'nother country" called TX, and still learning about different ways to handle the business aspect of things, too.

I'm here to learn the whys, too, not just the whats.

I don't want to be a bottom feeder, whatever that is. So, what does that make the folks that actually pick up and use the business cards?

Well, a bottom feeder is someone who, to me isn't a real professional, and doesn't really know anything about running a successful business. And statistically speaking, will not be in business within the the next year or two.

I consider people who leave their cards at random places bottom feeders because I assume (and I know I'm assuming, but I have a high confidence in this) their strongest marketing plan is to leave their cards all over town. It is by far the least effecient and least effective marketing you can do. Since their best marketing plan is to just leave their cards places (which I also find to be unprofessional) I also assume they don't understand pricing and their true cost of business, which means they undermine the whole industry (an entirely different rant). In effect, they are at the bottom of the pricing range of all photographers. I'm not saying it won't bring you any business, but you can't survive long term with poor marketing and a poor pricing structure.

I'm not saying not to get your card out to people. I'm saying you need an effective and effecient marketing plan. We have cards, handouts, sample albums with planners and venues. They are, with our clients, our referrals. Your doctor, unless they have one of your pictures hanging on their wall, is not a referral.

do what you want. but if you want to be in this long term, you need a plan (chris is on the right path). leaving tons of cards all over may yield some business, and that may be what you want. but long term that won't serve you well. start another thread if you want to carry this conversation past marketing. or send me a pm and i can give you my opinion about how doing portrait work to be a landscape photographer is not a good idea.

sorry for ranting chris.

[HotHolly]

How does one actually find their market?
You pick it. If you want rich country club ladies that want formal portraits of their themselves and their lapdogs to hang over the fireplace, you pick them. Our target market are those with an appreciation for the arts who seek out heirloom quality portraits. They are more patrons than clients. When they hire me it feels like being commissioned to create their work of art. (Ive done that in the past in NY and its very similar with our photo biz).


What kind of materials are the 'bare bones' of a marketing plan?
Depends on what you want to happen. I launched our boudoir line with a website and brochures. I dont even have biz cards yet for that line. You have to consider your target and then consider the most affective way to reach them. It may not always be print ads, or brochures. You have to match your target to your marketing plan.

[celticmama36]

Originally Posted by ronocnikral

Well, a bottom feeder is someone who, to me isn't a real professional, and doesn't really know anything about running a successful business. And statistically speaking, will not be in business within the the next year or two.

I consider people who leave their cards at random places bottom feeders because I assume (and I know I'm assuming, but I have a high confidence in this) their strongest marketing plan is to leave their cards all over town. It is by far the least effecient and least effective marketing you can do. Since their best marketing plan is to just leave their cards places (which I also find to be unprofessional) I also assume they don't understand pricing and their true cost of business, which means they undermine the whole industry (an entirely different rant). In effect, they are at the bottom of the pricing range of all photographers. I'm not saying it won't bring you any business, but you can't survive long term with poor marketing and a poor pricing structure.

I'm not saying not to get your card out to people. I'm saying you need an effective and effecient marketing plan. We have cards, handouts, sample albums with planners and venues. They are, with our clients, our referrals. Your doctor, unless they have one of your pictures hanging on their wall, is not a referral.

do what you want. but if you want to be in this long term, you need a plan (chris is on the right path). leaving tons of cards all over may yield some business, and that may be what you want. but long term that won't serve you well. start another thread if you want to carry this conversation past marketing. or send me a pm and i can give you my opinion about how doing portrait work to be a landscape photographer is not a good idea.

sorry for ranting chris.

I agree that if the business card blitz is the ONLY marketing plan, then a business is headed for trouble. It is only a small part of our overall marketing plan.

I don't consider this as a rant from you. You're just sharing your thoughts. However, name-calling isn't particularly professional either.

I will send a PM to you shortly.

[ChristopherCoy]

Originally Posted by ronocnikral

another idea chris is you mentioned in the other thread working with the SPCA. How's that going? Maybe working with them and having them refer you to those picking up a "new memeber" to the new family would be an awesome way to get started. You could even do a couple of free sessions for the employees working there.

I've emailed a few rescues, but have never heard back from anyone. Although I haven't tried the SPCA... I'll have to do that soon. That was one of the original ideas that I really liked.

I haven't really done anything to further my pet photography, but then I wasn't quite sure of exactly what/where I wanted to go either. Perhaps I'm still not.

But over the last few weeks, I've recognized that if I want to further in my hobby/business, then I'm going to have to start having some kind of income coming in. And I feel like pet photography is what I am most comfortable with, and the best at. Working with animals is something that I have always dreamed of doing anyway, and this gives me that opportunity. I'm not expecting to hit it big, or make it rich, or even actually HIT my target market, but if I can at least get a hundred bucks every now and then I can at least start looking at new equipment. My 'joe' job has yet again determinded that I will not get a raise this year either (haven't received one since I started!), and on top of that we will have to take four mandatory furlow days without pay next year, so any hope of buying a new lens/equipment with that income is just completely gone!

ChristopherCoy added 4 Minutes and 41 Seconds later...Double Post Merged Below

Originally Posted by ronocnikral

I consider people who leave their cards at random places bottom feeders because I assume (and I know I'm assuming, but I have a high confidence in this) their strongest marketing plan is to leave their cards all over town.

... two words, ambulance chasers!

[ronocnikral]

Originally Posted by ChristopherCoy

I've emailed a few rescues, but have never heard back from anyone.

take your camera and go there. tell them what you want to do, even if it is just taking some pictures of animals. if it is what you really want to do, do it!! emailing, imo, is the worse thing you can do. I say get out and go for it.

[kimberley]

Christopher,

My best marketing hands down has been my clients....WOM is the best marketing there is...you may not hit your target market with every client, no one can have that 100% of the time...but if your clients love you then they will referre you to their friends and so on and so on...

I have a very NICE referrel program for my clients...

Another great marketing idea is my blog it gets me a ton of traffic and I always post a sneak peek of the clients they same day as the session, without fail the same day, it keep the excitment building...and I also have a comment incentive for my bloggers it gets more traffic and reachs more people, hence marketing.....I have business cards but rarely use them usually when people ask for one I will give them one...my opinion WOM is the way to go....wow your client and they will wow you :)