Targeted Silent Auctions as Marketing?

[reader0428]

Hi,

Have any of you ever used silent auctions are marketing tools? This is my first year in business so I am looking for (inexpensive) ways to increase visibility. I'm doing gift certificates for a couple of people I know for school auctions (one at a private school with exactly the clientele I'm after). I'm just curious what to offer. For one place I've already offered a sitting fee and a digital file package (not ALL the files, but a 15-file package, still a lot), but I'm now realizing that I've probably killed any chance for an upsell there, unless they want a canvas or album or something. I'm thinking for the future a sitting fee and one or two gift prints, max, should be the offer.

If you've done silent auctions, what have you offered? And have those people turned into repeat clients? At this point since my books aren't packed to the gills I'm OK with not turning a profit on a couple of these since it will increase my port and hopefully provide some visibility to my target client (with a nice display of framed prints, a canvas and business cards at the auction), but I certainly don't want to book my calendar full of free sessions that I won't make any money from or ever see those people again.

[J Eddington]

Make sure that you ask for a display to go along with your donation. Get there early and set it up. You want free advertising not just to hand out a certifcate. In that display you want to strut your stuff. You want to show your best. And show what they will get. Give them something BIG. Maybe a wall collage or a 20x30 framed print. You want people to want your donation and to bid the heck out of it to get it. When more people bid the more notice that you will get. My experience has been if I do small the donation, it really does me no good. I don't get notice and I don't get the chance to upsell, nor do I get any new clients. Think about the people that will be attending. What kind of home do they live in and what do they put on their walls. Make your donation fit that client. Make the sitting a mini session and allow them to upgrade to a full session with additional fee.

If you give them the digital files don't expect ANYTHING.

[HotHolly]

I've donated small $100 packages - huge ass $6,000 package, and all had the same result...name recognition.

They don't upsell easily - they feel like they already bought the item. And I only offered these at events that were for my target demo. From what I found - people who bid on the items are those who normally, could not afford my services. Therefore, there is no reach via that client, no spill, no repeat biz - nothing.

I still offer stuff, but now its only to benefit the org I am donating to. I own a high end portrait boutique. YMMV based on different demographics.

PS - Nix the certificates. The person has the right to trade it in for cash, and then you lose money. Use a package and be specific in the terms of use, deadline, etc.

[PhotoEA]

I've had pretty good luck with them. I normally donate a session and a large print (16x20 or larger).. This helps the charity since it usually the bigger print will run the bids up and helps me since most people what smaller prints from their session.

+1 on the display

[suerenee]

I have donated several sessions/packages in the past. Only one session has ever been redeemed. Make sure you put an expiration date on them so someone doesn't show up 3 years later and try to cash it in.

[reader0428]

Thank you all for the responses.

@Janice - yes, I've already shot myself in the foot with offering digital files. Lesson learned!

@Holly - yeah, the auctions I'm targeting are for people who fit the demo I'm going after.

@Michael - great idea. I like it!

@Susan - I had the same thought. What deadline do you usually put? My preference would be 3-6 months, max, but when I get a certificate I get a little irritated if the expiration date is less than a year away. :)

[suerenee]

I give them 6 months to a year depending on the group. My church folks get a year because there's a high likelihood that I will know them. School or community donations get 6 months. Likely I said though...I've given away 5 sessions over the last 3 years and only has EVER been redeemed and I've never booked a session from someone who saw my display.

[Ernst-Ulrich Schafer]

Always offer something of value. Yes, a display is a must and make sure you attend. If they have an oral auction make sure your in that and not the silent one.

[STP Images]

In the last three years, I've donated 20+ certificates to silent auctions. They are always the same basic offer - 45 minute session in studio, two 8x10 prints with two accompanying web resolution jpg images of the same two images that were printed. All of my gift certificates have a 3 to 4 month expiration date.

I've donated gift certificates for HUGE events in Houston with large turnouts such as the American Heart Association, the Houston Livestock Show and Rodeo, the Humane Society and the Ronald McDonald House annual galas. I've also donated to multiple medium sized events at River Oaks Country Club and numerous smaller events at local businesses and schools. One of my coupons recently sold in a silent auction at the River Oaks Country Club for over $600.00.

To date, I've had exactly zero bookings from the winning bidders. I've also had zero bookings from the exposure to other attendees. I look at it as branding that cost me only the time and expense to print a gift certificate and a sample image (less than $4.00), which is much less expensives than the branding I do in Houston Modern Luxury Magazine.

[reader0428]

Thanks Todd. That's basically what I'm thinking too. I'm not expecting anything other than to make some contacts and get some exposure, at best. If something else comes, or the winning bidder decides to upsell, that's gravy. By the way, I'm a Bellaire HS alum too!

[jubb]

I tried this once. I was very excited about it, but they never redeemed the certificate, and I didn't get any new clients out of it. It was a nice private school with cute kids and decently sized wallets, so I was excited to break into a new market. I was so disappointed it didn't go anywhere.

[reader0428]

Update: I contacted the winning family the day after the auction and booked their session date. They got the session and a 16x20 print with the auction. They placed an additional $425 print order and are now a referral source. Win!

[Ernst-Ulrich Schafer]

There you go girl, Looks like it worked for you quite well. What exactly did you do and offer.

[camera shy]

Originally Posted by reader0428

Update: I contacted the winning family the day after the auction and booked their session date. They got the session and a 16x20 print with the auction. They placed an additional $425 print order and are now a referral source. Win!

Good for you. word of mouth is the best advertising.

Just FYI. I know a photographer who has a paid person on staff just to follow up with the winners of all the auctions and other events he gives his services away at. He says it pays because they WILL buy additional product, or in the case of many, they NEVER BOOK.

[reader0428]

Originally Posted by Ernst-Ulrich Schafer

There you go girl, Looks like it worked for you quite well. What exactly did you do and offer.

I had three feet of table space at the auction. I put up a framed 16x20 print (with a little sign indicating that the frame was not included in the auction) and an 8x10 gallery wrap (didn't have room for the 16x24 canvas float wrap), both on tabletop easels. I also set out some business cards and some tulle in colors that match my branding. The auction was for the session and a mounted 16x20 print.

I didn't wait for them to contact me - I called the mom the day after the auction to set up the session. No shoot, no money. :)