Drumming up business in a small town

[TootysMom]

I recently moved to a small town that's close to Brenham and Bellville and I'm trying to come up with marketing strategies that will get a farming community interested in choosing me for their photographer. I recently had a person from the area inquire about a session and wanted to know if I offered a CD with the digital files from the shoot. I told her that I do offer it - once a certain $ amount was reached. She declined because she said that although she really liked my work, it was out of her price range right now.

I started thinking, maybe I can do something similar to a Senior Rep program with her. Instead of putting money in marketing to newspapers in the area, maybe I can offer her a complimentary session, and offer her images on a CD if she can refer friends and family. Once they sign up and pay for their session, she can earn files on the CD.

Any suggestions on this idea? I know word of mouth is the best marketing, so I figured I would get more customers by referrals this way than placing an ad in the paper. Anything I should do differently or watch out for?

I appreciate any input. Thanks so much!
Britney

[ChristopherCoy]

Marketing in a small town is an uphill battle, and one that you're constantly fighting.... as I am finding out.

[Kalrog]

I have no suggestions for you - but I can offer moral support. Good luck!

[TootysMom]

Thanks guys - I'll let you know how this turns out! :)

[Sonny]

You should speak to fellow forum member Heatherlou. She has done well as a photographer in a small town.

[photopam]

They are called Mommy Reps. There is a thread on this at Photo Talk Forum. It is a paid forum though, but lots of sound advice there. Here is the link: Photo Talk Forum - Powered by vBulletin
It is run by Lori Nordstrom, so runs a successful studio in Winterset, IA, which I believe is a smaller town.

Also, look to Kevin Jordan for ideas. He is in a small, poorer town in North Carolina I want to say.

You can do it. Just be creative. Do your market research just like you would elsewhere and partner with those other businesses too!

[J Eddington]

There are Mommy Reps (mothers) and Senior (jr high students) Reps. They are not the same market.

Don't make it for free. Make them pay something and then for each person they refer and books a session, they get $$ credit toward their package.

[sawyer1206]

Would a rate change possibly drum up more business? When you are working in a smaller market you may be forced to lower your rates to make the sales.

[ChristopherCoy]

Originally Posted by sawyer1206

Would a rate change possibly drum up more business? When you are working in a smaller market you may be forced to lower your rates to make the sales.

This is my problem, or at least my current percieved problem. My fellow pet photographers are getting anywhere from $250 to $450 for pet session fees in the Dallas area. Up here in small town Sanger, people still look at me like I'm stupid when I tell them that my session fees are $150 for their dog, and DOES NOT include any prints. People just dont spend money on luxury items for their pets, the way they do closer to the 'big city.'

I find that its a steady uphill battle to get business IN from other places/areas, to educate the people in my area, and to balance the pricing where its affordable enough for the clients but enough that the 'business' can survive and grow.

[David Whatley]

Chris, and Britney you both face the same problem. Have you looked at the demographics of the area you are in? How many people over $$ income, how many over $$$ income and how many over $$$$ income. How many are pet owners, how many are graduating HS, how many are getting married?
Just because you live there doesnt mean there is enough business to support you in "your" chosen field.
Sometime "we" as people tend to think that just because "we" want a business "we" love to do well in an area, the reality is, the world doesnt work that way.
And of course we want to have customers lined up at the door the day we open. And when that doesnt happen we wonder whats wrong with "them" Dont they know how great I am, what a value I provide, how bad they need this. Everyone needs a 20x24 of Fluffy on the wall, and of course wallets to give to all their friends, and an 8X10 for the desk at the office.

[ChristopherCoy]

Originally Posted by David Whatley

Chris, and Britney you both face the same problem. Have you looked at the demographics of the area you are in? How many people over $$ income, how many over $$$ income and how many over $$$$ income. How many are pet owners, how many are graduating HS, how many are getting married?

Thats why I stated that its my 'percieved' problem at this point. I haven't gotten into the demographics of my area in depth yet...

[David Whatley]

As of the census of 2000, there were 4,534 people, 1,645 households, and 1,220 families residing in the city. The population density was 557.5/km sq (1,441.9/mi sq). There were 1,750 housing units at an average density of 215.2/km sq (556.5/mi sq). The racial makeup of the city was 89.08% White, 3.04% African American, 1.10% Native American, 0.13% Asian, 4.19% from Race (United States Census)other races, and 2.45% from two or more races. Hispanic or Latino of any race were 11.31% of the population.

There were 1,645 households out of which 43.1% had children under the age of 18 living with them, 55.1% were Marriagemarried couples living together, 12.9% had a female householder with no husband present, and 25.8% were non-families. 21.9% of all households were made up of individuals and 8.6% had someone living alone who was 65 years of age or older. The average household size was 2.72 and the average family size was 3.17.

In the city the population was spread out with 30.6% under the age of 18, 9.1% from 18 to 24, 31.5% from 25 to 44, 19.1% from 45 to 64, and 9.7% who were 65 years of age or older. The median age was 32 years. For every 100 females there were 93.3 males. For every 100 females age 18 and over, there were 87.0 males.

The median income for a household in the city was $40,380, and the median income for a family was $43,828. Males had a median income of $32,220 versus $22,662 for females. The per capita income for the city was $17,840. About 5.2% of families and 6.3% of the population were below the poverty line, including 7.0% of those under age 18 and 9.8% of those age 65 or over.
Source: Sanger, Texas - Wikipedia, the free encyclopedia

Read more: What are the demographics of Sanger, Texas? | Answerbag What are the demographics of Sanger, Texas? | Answerbag

[David Whatley]

Chris, I see it as more than a "precieved" problem. It is a problem, but one that a lot of people commit and I am not pointing fingers at you or picking on you.
But why on earth would anyone open a business anywhere without knowing if there was enough demand for it in the market?

[ChristopherCoy]

Originally Posted by David Whatley

But why on earth would anyone open a business anywhere without knowing if there was enough demand for it in the market?

Well my situation is a bit different. We didn't actually set up the studio with the intention of having day to day foot traffic coming in, and we actually just kinda fell into the studio. We needed a place to store our ever mounting pile of equipment, and even though we were 'sort of' toying with the idea of renting a shooting space, we didn't think it would happen as soon as it did. It was only because (a) it was terribly, ridiculously, affordable and (b) we knew the owner and didn't have to sign a lease, that we decided to go ahead and open the studio. Ideally we would like to be 7 miles south in Denton somewhere, but those are plans that we are working out for next year.

Brittany has been doing wedding photography for 7 or 8 years now, and up until we had the studio, she had been meeting clients at their home, or the local coffee shop. Having the studio has come in really handy for her because of her established clientel.

I, on the other hand still have to build a clientele. And since I made the decision to stick with studio work, to set myself apart from the many 'on location' pet photographers, I'm forced with the task of attracting business from locations other than my immediate area. The statistics that you posted above are enough explanation for why I look for business outside of my town.

We've kinda done things bass ackwards by opening the studio, then making the plans... instead of making the plans then opening the studio; but its a work in progress and its only growing from here.

[David Whatley]

So you rented a storage space that was nice enough to have clients come to
Whats neat about that, you could also buy a table and a grill, and sell burgers if the studio didnt have any clients. LOL
I ended up in a very suscessful courier business the same way, totally accidental, and when I sold it 20 years later I had 32 people working for me.
The difference, the demographics supported it, although I didnt know it at the time. And if you think the barier to entry is low for photography, and the price point is low, try the courier business.

Back on topic, I just dont believe you have the demographics to support a "pet" studio in Sanger, including Denton, and no offense, you have a ways to go to be famous enough to have people drive to Sanger or Denton to have you shoot fluffy.

Don built a very suscessful business in Denton, but he started when there was a higher barrier to entry and it took him time. And if you noticed, when he semi retired, it wasnt the business he sold, but the property. Could that have been because the Real Estate was worth more than the business itself? My guess is that it was.

Speaking of selling a photography business, I think we need a new thread for that alone.