Building a larger client base ?s

[HotHolly]

So, our client base has been building slowly over the past year. Mostly from personal contacts and then a few from hits on our website. I am really wanting to lean away from primary focus on weddings to a primary focus on children and seniors. That said, I need to build my client base in that area.

For those of you - young or old biz pros - what was the most effective thing you did to grow your client base? Please share what it was, results time period, and how many new clients it resulted in.

This is totally for brianstorming for new ways to attract clients. I'd like to hear about anything you did that worked. Doesnt matter if you got 4 new clients or 40...I want to hear about it.

Thanks and hope everyone is having a happy holiday! Im in NY right now and have my Time Sqaure shoot tonight! Wish me luck!!!

PS - This thread should help newbies attract clients too, for all the newbie lurkers looking for info.

[xjben]

I’m in the process of launching a part-time photography business. Here are a few options that come time mind…although I’d love to hear some comments from the other photographers out there that currently make money shooting portrait or sports images. What works best to get new customers, not counting the unexpected referrals. How do you acquire new customers?

• Network through people you know, especially ones that have kids. Most should know a number of other people with kids, and so on.
• Local churches, daycares, community centers, or other places where larger groups of people meet (could you sponsor a newsletter, etc…).
• Start with your customer base – either to take more pictures or for referrals. Offer to give them a good price on a picture session (or a couple of free prints, etc.) for referrals.
• Look for free places to promote your contact info (internet sites, local directories, yellow pages, etc.).
• Buy a book – haven’t looked, but there must be several decent books with extensive lists of marketing options/ideas.

[HotHolly]

Thanks Ben, but I guess Im looking for something more concrete. We do the things mentioned above on a reg. basis. I was looking into launching an ad campagnie in different venues.

I was wondering what effectively attracts new clients. Gift certificates, sales, discounts, special portrait themes, etc? And then what means did you use to get the word out?

Has anyone tried an adversiting plan that has gotten measurable results?

I have a few months before my new studio opens and I would like to take this time to make people aware of our new location and start filling the calander for our grand opening month. I figured, why wait?

I was thinking about running a spring special of some sort (to attract new clients) and marketing via constant contact primarly.

We also have a few places in town where I can leave cards.

We also made a large contributition to a local charity and are being featured until the end of the Jan when the auction takes place. I was trying to get some additional free advertising out of that via the newspaper or the local tv station. We are one of the top 5 donors to this charity.

Any ideas? Don, Mike, anyone???

[firebuffgal]

Hi, Holly,

You are already aware of free publicity and it sounds like you are making it work in your favor by sending press releases to TV, radio and newspapers.

As far as advertising, whether it be email or direct mail, etc, it is most effective if you offer a call to action item. For instance, be thinking about waiving sitting fees or a discount or free 11x14 (whatever you are comfortable with) for the upcoming lovers for Valentine's day or cutesy Easter photos of kids, you get the idea. Make it timely and create excitement for your service frequently.

I was taught: People can handle excessive impressions of advertising from one business before it becomes annoying. Use several forms/methods and evaluate the effectiveness. Eliminate the ones that cost too much for little gain - obvious, I know, but bears repeating.

Of course another reason why people should use your service over another is your uniqueness. Be sure to spotlight the one thing you do extremely well. Hopefully it will be unique enough and you are able to gear it to your audience.

I’ll put my thinking cap on to provide some more input, my expertise is in the creative not strategy but I’ll be thinking some more on this. And of course, looking forward to other's input as I am always willing to learn.

Good luck!

[LadyShutterBug]

gift certificates:

i have found this not to be particularly helpful. the people willing to spend the money with you will do so if they are interested-- GC clients who weren't sure about trying you in the first place seem to often be more trouble than they are worth. people looking to get something for nothing and be very demanding about the something... or people who will forget about the GC and it will go to waste.

in lieu of discounts, perhaps offer a free print package with sessions booked between specific dates-- or somethign like a little 4x5 flush mount memory book (the renaissance ones are like maybe $15 each, and your cost after prints is maybe $25... but it looks like a million bucks and is a unique product that consumers can't go buy at the hobby shop and make on their own). imprint your company name in the back, and anyone who looks at hte neat little book sees your info.

just my two cents ;)

[HotHolly]

Originally Posted by LadyShutterBug

gift certificates:

i have found this not to be particularly helpful. the people willing to spend the money with you will do so if they are interested-- GC clients who weren't sure about trying you in the first place seem to often be more trouble than they are worth. people looking to get something for nothing and be very demanding about the something... or people who will forget about the GC and it will go to waste.

in lieu of discounts, perhaps offer a free print package with sessions booked between specific dates-- or somethign like a little 4x5 flush mount memory book (the renaissance ones are like maybe $15 each, and your cost after prints is maybe $25... but it looks like a million bucks and is a unique product that consumers can't go buy at the hobby shop and make on their own). imprint your company name in the back, and anyone who looks at hte neat little book sees your info.

just my two cents ;)

Thanks for the imput. How do you think I should advertise what ever I end up doing...a little freebie is a good idea and it gets my images out there.

We have been doing market research and have found out up here (in NY) that Sears, mall santa, Kmart, etc have all started selling/ giving away digital negatives with their packages. We have also heard MANY people say they dont even see the need to a pro anymore...they think its the camera. I'm trying to collect common statmenets from people and will post in another thread when I get back to TX. Its a growing problem - which is related to growing a client base.

So, offering things they cant get elsewhere is a great idea. I really liked the baby ckaes bags...anyone have any luck with them?

So, how would you advertise this spring special, if it were you? Here are options - feel free to add.

1. Kids Directory
2. Mall Display
3. Hospital Display
4. Constant Contact
5. Postcard Snail Mailing
6. Cross Biz Promos w/ childrens shops

Any other ideas? You think its worth giving away free sessions to get new clients? In the past free sessions to friends have been OK and worked well. I have also offered free sessions and discounted prints to models for ad peices...they bought about $500 worth of prints (after discount). Whats your take on this? This can be selective and or not...Whach ya think?

[bondarnes]

OK You asked for it.

For children I would check to see if there is a magazine published for just your area targeting children and parents. There are probably a dozen in the DFW area. If so advertise in their book.

Find the most expensive Pediatrician in town and ask if you can decorate his/her examining room walls with children's portraits and leave a few brochures.

For seniors I would try to get a display in the most popular movie theater, and in some of the stores at the mall where the kids hang out.

I would run an ad NOW in the school newspapers. "Models Wanted" We need a few models from the class of 2008 to preview our new and exciting styles for your classmates. If interested please call 000-0000 to schedule a personal consultation.

You must have rules like they must be photographed before April 15. They must come and select their favorite images within 10 days of the session. They must show the images to their friends. Etc., etc. Make up whatever rules you need to make this work for you.

Create dynamite images at the session and give them a unique book of images to show to their friends. Also number each page and give them ballots for their friends to vote on their favorite poses. For the ballot to count it must also contain the name, address, and phone number of the person voting. If they turn in 25 cards (or whatever number you select) by the date you select then the image book is theirs to keep.

[BabyHopes]

I'm not a professional. Just a consumer. :D But wanted to comment that one of the most effective ways to get me to return as a repeat customer was done by a photographer I hired to do pregnancy shots of myself. Not only did I enjoy the session and loved the photographs, but she offered me a discounted session fee for newborn portraits if I returned for DD1's newborn photographs within X amount of time. (Which I happily arranged and did for DD1)

Then, when DD1 was almost 4 months old she sent me a follow up thank you in the mail with a free coupon for a collage print. Sure enough, I was back in there getting 4 month pictures taken.

At DD1's one year mark we got another 'gift' in the mail. An 8x10 calendar sheet. (Year calendar on the bottom and a portrait of DD1 on the top.) I'm sure the calendar sheet cost her nothing to process... but it got us to remember that we wanted to get one year pictures done. I'm normally fairly frugal when it comes to portraits. (Preferring to do them myself.) But her following up with me was all it took for me to return and spend emberassing amounts of money on DD1's photo's.

Anyway, I know you are looking for ways to attract new clients. I just wanted to offer my persective that following up with "old" clients is an excellent opportunity for repeat business AND new clientale. (clientail? cliental?) I know that everytime I had new images to show off to friends, she got more people in her door for sessions.

[bondarnes]

Originally Posted by BabyHopes

Anyway, I know you are looking for ways to attract new clients. I just wanted to offer my persective that following up with "old" clients is an excellent opportunity for repeat business AND new clientale. (clientail? cliental?) I know that everytime I had new images to show off to friends, she got more people in her door for sessions.

Amen! and preach on we all need to keep our current clientele.