MARKETING WEEK: THE SECRET

Not The Secret, as in the book that sold millions of copies.  The secret to marketing your photography business locally.

Get out there and meet business owners with access to your target market.

Last week, I asked a lovely business owner to meet with me about marketing and cross-promoting one another’s businesses.  Turns out she had already picked a marketing meeting time and place with another local business owner, so she just invited me along.  Two hours and $12 worth of lattes later, I walked away with not one, not two, but THREE new displays for my photography.

I suggested putting displays in the dressing rooms of the boutique Liz owns, but she says no one would pay attention to those — why not put an album in her lounge area where those waiting for their friends to change often sit?

Brilliant!

I mentioned my pet promotion to raise money for Haiti, and Amanda piped up that she also owns a BMW dealership, and would I like to photograph her dog in a BMW or two?  How about a display in her other business, a gift boutique?

Brilliant x 2!

While we were talking, Liz recommended the salon across the street, and said the hairdresser is both amazing AND she’s a new Mom.  Guess where I made my appointment for this Saturday?  And guess where I’m aiming to get my next business display?

You guessed it.  The salon.

Think outside of the traditional display locations — children’s boutiques, wedding gown shops, etc — and make contact with business owners who have access to your target market.  Your next clients need to know about your business to buy anything from you – and it makes no difference if they find out about your work while buying pet food, pashminas, or posh cars.

Tips for finding the right businesses to partner with:

Brick and mortar store owners are more motivated than those with no overhead to cover.

The person who teaches yoga 2x a week at the YMCA to make an extra $50 is not as effective a business partner as the woman who has to cover $2,500 per month in rent and additional thousands to meet employee payroll.

Think locally.  Target locally.

I’m targeting businesses on the same block as my portrait loft — and then I’ll spread to a few blocks, and finally the whole zip code.  Legitimacy is established for your brand each time a consumer comes into contact with it — and if that’s three times while they’re walking the dog through the neighborhood, you’re going to be legitimate rather quickly in their brain.

Ask business owners what works best for their clients.

I had an idea for each business I was meeting with, but the business owners’ ideas for their respective stores were much better than my plans.  Listen to the people who know the business best.

Be willing to tell the truth. Expect the same in return.

Finding people who are willing to tell you whether business is up or down, whether they’re having trouble finding new clients or whether they love the local business association will do you a lot of good.  Honesty and good karma go a long way in business partnerships.

Walk away from those people who aren’t right for your business.

You have to be willing to throw up your hands and say it just isn’t going to work.  Whether a business owner is disrespecting your time, talking down to you, lying, or generally acting shady, walk when your guts tell you to.

Most importantly, make sure you outline the benefits of working with your business.

Agree to buy gift certificates for each referral a business gives, straight up pay cash as a finder’s fee, or provide free/reduced-cost services to the business owner in exchange for display privileges. Make sure the business owner can see the clear benefits of promoting your business.

Do a bit of work in the public relations department for the other business, too!  Hold an event that features the other business, blog about the business and its unique assets, or send an e-mail newsletter dedicated to touting the other business’ merchandise. Make it work!