Hey all! Thanks for tuning back in! We’re going to be touching on some the aspects of how we approach marketing this week with even more planned for next week. Marketing is one of those subjects that seems like a never ending process that needs to be attacked from multiple angles. It only seems proper that we break it down and try to cover all of our marketing bases.
When we first started our business we were slow. When I say slow I mean we were really, really slow. Like three months between inquiries slow. We didn’t even need to check our email things were so slow. It was because of this lack of business that we figured it would be worthwhile to spend several hundred dollars to put an ad in a local magazine. That’s what people who wanted to look professional did, right? We spent $670 and it netted us exactly one inquiry and zero bookings. A huge part of that failure falls on our shoulders because we did a terrible job with designing our ad but it also taught us a huge lesson.
Even though we were slow we were getting return clients and more importantly, they were slowly but surely referring their family and friends to us. What if we took our marketing budget and applied it to the products we were delivering to our clients? Instead of delivering a Sharpie’d CD or DVD in a jewel case like it was some kind of crappy mix tape, what if we delivered something much higher quality? The process of going from those sweet mix tape style disks to what we do now was a long one but ultimately we found an approach that suited us extremely well and more importantly, it results in quality referrals.
Another lesson for us wasn’t necessarily something we learned through making mistakes or embarrassing ourselves but actually came from our clients and their previous experience with other photographers. While there are some amazing photographers out there that deliver an absolutely amazing customer experience there are also a lot of photographers out there that do the exact opposite. We heard story after story about bad experiences people had with photographers and it always had to do with the experience. We heard about awkward sessions, photos being delivered months late and in some cases about photographers that never even delivered the photos they took. The thing that was really crazy about these stories is that we weren’t asking them about the experiences they have had with other photographers. If people are willing to share these things with us during their sessions you can imagine what they are telling the people they are close with.
We are all about referrals. Our business is about 80% referral with the remaining 20% being from random Google searches and people finding us on Facebook. Without referrals we wouldn’t even be in business so it seems like a good place to start with marketing.
First and foremost, our approach to marketing is to impress the clients we have already booked. Our current and former clients are the people that are going to rave about us and recommend us to everyone they know so why not allocate the largest part of our marketing budget to them? They might not reach more people than that random magazine ad but the people they do reach will have something that magazine ad could never have. Personal experience. That personal experience being shared with other potential clients can easily change our status from being one of many photographers being considered to the only photographers being considered. It’s a huge deal to us!
The following things we do all have a huge impact on our client experience which directly affects our referrals.
Tangible products. When we decided to move away from our awesome CD in a jewel case look we decided to approach it in a way where what we would want was the focal point of our delivery rather than what was popular in the industry. This all happened when PASS came onto the scene with sites like Pixieset and Shoot Proof right on PASS’s heals. While electronic delivery seemed like a great option we realized that it seemed very impersonal. If we were to receive photos we would love to be able to flip through them in the same way that we flipped through the photos our parents got back when we were kids. There was something so cool about seeing photos for the first time in print. Plus, you really can’t beat the experience of actually holding your photos rather than only being able to see them on the screen.
Killing it with your customer service. This can easily be applied to any business. If you don’t do a great job with your customer service you’re fighting a losing battle if you want referrals from your current and former customers. It’s the small things that count. Respond to people in a timely fashion, do the things you say you’re going to do and don’t surprise them with extra charges on their sessions. As crazy as these sound they are all problems that people run into. The saying that any publicity is good publicity is completely inaccurate here. No matter how great the photos you take are you’ll kill your business if you can’t provide good customer service.
Beyond good customer service, why not throw in a few things they aren’t expecting. Take the time to help them with their wedding timeline and create a family formal list that will minimize any uncomfortable family issues that could cause them stress. This not only helps them with planning but it will also build their trust that you are confident in what you do.
A few years ago we read “The Guide” by Justin and Mary. It is a great resource that we definitely recommend. It was also the first place we had heard about giving couples a date night box. A couple of months before the wedding we send out this package with our favorite candy, popcorn with our favorite popcorn recipe and our favorite “romantic” movie. We also include a note asking them to take one night to not think about anything wedding related and to enjoy the movie and each other’s company. We regularly hear back from our couples about how thankful they are for sending the box and that it was such a great reminder that even though the planning and details are great their wedding is still about the two of them starting their life together. It’s the perfect thing to show that we really care about them not only as our client but as people that have come into our life. There’s no better customer service than showing that you genuinely care for and appreciate your clients.
Product consistency. This is another huge thing that can’t be underestimated in the world of referrals. You absolutely need to be able to provide work that is consistent with the work that causes people to book you for their weddings or sessions. If they book you because they like the dark and moody look in your portfolio or in the photos you took for their friends and you shoot light and airy for their session there’s little chance they will be happy with their photos. More importantly, this lack of consistency will kill your ability to get referrals.
Our approach to building consistency is one of practice, practice and more practice. Patience and I like the light and airy look so that’s how we shoot everything. We shot weddings that way, family sessions that way and our personal work that way. We try to get that look with off camera flash, with natural light and indoors with available light. We shoot absolutely everything with that look because it’s a look that we love. There will be times when the light isn’t right or you have to shoot indoors but that shouldn’t be as much of an obstacle as it might sound. Practice shooting in as many situations as you can. Find a way to take photos you love in every lighting condition so that you’re ready for any challenge you might face. This takes an enormous amount of practice but it’s something that will pay off in the long run because your clients will know what to expect and you will have the ability to deliver it.
The rest of what I’m going to talk about isn’t necessarily marketing in a traditional sense. These are all small things that don’t cost you anything at all but go a long way towards building a great client experience.
Always smile. This sounds like a little bit ridiculous but we are constantly told by people when we are leaving weddings about how impressed they were with how we handled the stress of family photos or how we handled the stress of the wedding getting behind schedule. It always comes down to this one simple thing too. No matter how stressed you are, make sure you’re smiling, acting confident and assuring people that things will work out great. Like I said, this gets mentioned to us all of the time and it has shown us that people are watching what we do a lot closer than we might expect.
Take the time to talk with the guests at the wedding. Most weddings have a little bit of downtime and we use that time to take photos of other couples and families that are attending. Not only is this a great opportunity to get your work in front of a few more people by making sure they are in your photos but it’s a great way to talk to people. Our industry is almost completely built on personal connection so take the time to actually connect with people.
Treat people as more than just a transaction. This falls into the personal connection category too. As a small business owner in an industry that is flooded we feel like it’s extremely important to build a relationship with our clients that is much more than just taking someone’s money and completing the work they paid you to do. If you want to build a strong referral base and want to work with the same clients again you really need to care about them as people. Take the time to learn more about them and remember some of the important details in their lives. We go out of our way to remember where people went to college, where they work, the names of their kids and to figure out what they really value. I have to stress that this is something that shouldn’t just be thrown into a spreadsheet so it can appear like you care, you really have to care and it needs to show. This approach is the reason why we are now doing maternity and newborn photos for the wedding clients from 2012 and 2013. When you approach your clients like this it can turn into a much longer friendship and it’s entirely possible that you’ll be there to continue to document the most important moments in your clients lives.
All of these things together build our customer experience which I feel is much more powerful than a traditional approach to marketing. Next week I am going to talk a little bit about how we approach social media, working with other vendors and one of our marketing secrets that has had huge success.
Thanks again for taking the time to read!
Check out the other posts in this series: