Startup Marketing

What are some startup marketing techniques that I should focus on? I want to shoot for local businesses (real estate, restaurants, head shots, business portraits, etc.). I hope to use this business as a networking tool in addition to the part time income I plan for it to provide. Right now, I don't really have an interest in shooting for families or individuals. My dilemma is how to convince cash strapped small businesses to part ways with a modest fee for my services. How do you make a business owner make the emotional decision to purchase photography? After all, most sales and purchases are based on emotion on some level, not just the business decision aspect. What is that emotional buying decision for a business owner? "If I spend this money to get this photography, it will help me..."

When approaching a potential client, cold calling basically, do you take no for an answer, chalk it up to proof it is just a numbers game, and move on to the next one? Or do you use sales techniques to try to convince the potential client to buy what you're selling? I know this is more a personal thing and what your personality will cause you to do, so I'm not looking for a 'correct answer' but more of your experiences with dealing with that initial 'no thanks'.

Do you think traditional sales techniques such as the Feature - Advantage - Benefit sales model have a place in photography? I can't think of a reason why it wouldn't. Any one here try to market themselves in such a way and care to share their experience?

I don't plan to charge for a while yet, and I am offering free sessions during my start up to get my name out there and gain experience shooting for a client. Any thoughts on the mental regurgitation written above? Thanks in advance.

once you start as the 'free' photographer, you'll forever be the 'free' photographer in the minds of your clients. Ever heard of a free plumber who was just trying to get his name out there? or a free doctor? Would you trust a plumber or doctor who offered to work for free? I sure wouldn't. Assuming you have a skillset that is adequate enough to get the job done, you should be charging for a completed job.

What are you doing now for marketing?

When I try to check out your portfolio (linked in your signature), I see that most of the images on the splash page are family portrait related, and several of your 'galleries' are empty. This isn't a very re-assuring sign if I was a small business and trying to consider hiring you for some photography.

JacobPhoto wrote in post #15693224
once you start as the 'free' photographer, you'll forever be the 'free' photographer in the minds of your clients. Ever heard of a free plumber who was just trying to get his name out there? or a free doctor? Would you trust a plumber or doctor who offered to work for free? I sure wouldn't. Assuming you have a skillset that is adequate enough to get the job done, you should be charging for a completed job.

What are you doing now for marketing?

When I try to check out your portfolio (linked in your signature), I see that most of the images on the splash page are family portrait related, and several of your 'galleries' are empty. This isn't a very re-assuring sign if I was a small business and trying to consider hiring you for some photography.

As you have discovered, I don't have a portfolio of the type of work I want to do. In fact, I have no idea if I even have the chops to do it. I am of the opinion that you don't know until you try, so I am going to try. I think I honestly am not in business yet. I started a business as far as getting it legally established is concerned. But I am not actually ready to start charging for my work.

I plan to do a few free shoots for friends and acquaintances in exchange for non-monetary benefits (beer, dinner, discounts at their businesses, etc.) as well as gaining images for my portfolio and valuable experience. I don't plan to advertise myself directly as the 'free photographer' and I will make it clear to those folks who get the 'free' services that they are only getting my work this way due to our relationship and to not advertise in their own networks because I won't be offering free services to other people.

Also, no one in my area is doing anything like this. I might learn there is a reason for this. But I might also learn that there is a market for it, and that I have the skill set to sell to that market. I won't know until I try and I won't try until I have samples of my work to show to potential clients. And I, for one, do not feel comfortable 'faking it til I make it' and charging folks for an unproven and unknown quantity.

Thanks for your thoughts.

You may be able to become known in the business community without giving away your photography services by joining local business oriented groups. I don't know what is available where you live but you may be able to find out where the power resides locally. Meeting people in a informal setting can go a lot further than cold calls.

I would suggest becoming a volunteer in an organization, let them know you're a part of the community. To be honest I never took this track but I have seen it work for others.

Just a story to illustrate this in reverse. I knew a photographer who was doing a lot of work for a Masonic Lodge. They were under the impression that he was a member of another lodge. Not his fault, he was introduced to them by a friend of his who was a member. When they found out he wasn't he got no more work from them.

If you have a vision for the types of photos you'd like to execute for future clients, take the time to hire some models and create some portfolio images that translate this vision. Having 3 to 5 images with professional looking people (suits or work-appropriate attire for the men, similar appropriate attire for the ladies) would go a long way towards A) proving that you can execute these images and B) showing others that you are worthy of compensation for said images.

Oftentimes working with friends or family on these images won't get the exact results you are looking for. You may want to go straight towards paying a model. Also, be sure to get a mix of women and men in your portfolio as most companies employ both, don't just get stuck on shooting pretty ladies.

Networking!

Building a business is all about relationships. Focus on building good relationships with the people you would like to work with.

I never cold call. Before I approach someone I have developed a relationship with them generally speaking though another client.

I have not read any other responses.

Here's what I think you need to do to achieve your goals.

You currently do not have a portfolio that represents your services you offer. You need a portfolio.
As a business owner I would let you come to my business and 'build your portfolio' on 'my time' at 'my expense'.

You need to go to businesses and pay them for their time so that you can practice.

Then once you have a portfolio you can worry about marketing.

Bumgardnern wrote in post #15693761
Networking!

Building a business is all about relationships. Focus on building good relationships with the people you would like to work with.

I never cold call. Before I approach someone I have developed a relationship with them generally speaking though another client.

This I agree with. Thanks for suggesting it.

stillinamerica wrote in post #15693949
I have not read any other responses.

Here's what I think you need to do to achieve your goals.

You currently do not have a portfolio that represents your services you offer. You need a portfolio.
As a business owner I would let you come to my business and 'build your portfolio' on 'my time' at 'my expense'.

You need to go to businesses and pay them for their time so that you can practice.

Then once you have a portfolio you can worry about marketing.

I am not sure that I totally agree with you on all points. Worrying about marketing AFTER a quality portfolio is established? Yes, of course. But wouldn't an agreement where I provide them images for their time be adequate? I mean do people really expect me to pay for their time? Isn't this even worse than becoming the 'free' photographer? I am not trying to contradict you or argue, just trying to learn if me paying a business owner for their time is really something I should consider. I am thinking more along the lines of establishing relationships with various business owners, and offering my services for free in order to build my portfolio and get experience. Is this approach not appropriate? Thank you for taking the time to comment.

Thanks for your response.
Yes paying them for their time. My assumption is that you do not have experience in this field. That means you will be practicing, for your benefit on their time. No different than paying a model.
I think this is professional. Do you have any idea how many people offer free photos these days? Everyone does and what this does is diminish the value in what you are giving for free.

"I mean do people really expect me to pay for their time?" -Erm....did you really ask this question??????!!!

Yes, worry about marketing until later. Think about this, if you 'try to get your name out there now' people will make a judgement on your ability based on your portfolio you have now. You will never shake that perception. Have a little patience, built your portfolio then network.

stillinamerica wrote in post #15694739
Thanks for your response.
Yes paying them for their time. My assumption is that you do not have experience in this field. That means you will be practicing, for your benefit on their time. No different than paying a model.
I think this is professional. Do you have any idea how many people offer free photos these days? Everyone does and what this does is diminish the value in what you are giving for free.

"I mean do people really expect me to pay for their time?" -Erm....did you really ask this question??????!!! I don't mean do people expect to be paid for their time as far as running a business is concerned. What I meant is do people really expect to be getting great images (or at least better than they have ever had thus far) and get paid to be receiving those images. It seems to me that doing this would be worse than offering introductory/portfolio building free images. But maybe I am missing something.

Yes, worry about marketing until later. Think about this, if you 'try to get your name out there now' people will make a judgement on your ability based on your portfolio you have now. This is assuming the images I provide are of a quality that would create a negative judgment from the client. I don't feel that what I provide would create a negative judgment at all. The folks I talked to today (see below) I basically said I don't have a portfolio. I just explained to them straight up where I was and what I was offering. Most if not all seemed to understand completely and made no judgment.You will never shake that perception. Have a little patience, built your portfolio then network.Having my full time income come from a different yet also creative business, I have to differ on this point. If you wait until you are completely capable of handling all situations, you will never be in business. Do you think architects start off designing embassies, huge office buildings, or public landmarks? Even the greatest started somewhere and as they grew, their skills grew, and their portfolio grew, the type of projects and clients they could land grew also. You point does have some validity to it (get the portfolio then start marketing in earnest), but I don't agree that one must wait until they have 'arrived' as an artist to begin seeking paying clients.

I respect your thoughts and appreciate you providing them. However, I do have an understanding of the mindset of most folks around here and I know the looks I'd get if I offered to pay them money, and provide them images. I don't live in a hot real estate market where a certain quality expectation exists. Most images they are using on web and print ads are worse than my 6 year old could shoot with my Rebel XT (not a knock on the XT, just saying I wouldn't let her use my 60D ). I know, beyond a shadow of doubt, that I can provide them images that will help their businesses grow. It is just that I haven't tried doing it yet. I know that won't make sense to some of you, but based on what I have seen of their current images, and knowing my own capabilities, I just know.

I went to the local Homebuilders Association Home Show this morning and spoke to 6 custom home builders, 3 remodeling companies, an architect, two residential designers, one real estate agent, a custom deck builder, an appliance sales company, and 4 landscaping/hardscapin​g companies. Out of those 19 companies, 11 of them wanted to obtain my services on the spot because they have no images at all right now. The others said to give another individual in their company a call to arrange something. There are no other photographers in my area to compete with (or to upset with low prices), and my costs are extremely low. From the reactions I got, I think my strategy to offer free shoots in exchange for using the images in my portfolio and the chance to expand my professional network for not only photography but architecture as well, was a good strategy. Time will tell of course, but after today I am quite encouraged. Met some really cool and nice folks on top of everything else.

Thanks again for your thoughts. Like most advice, I will take what I think will apply to my situation, kindly ignore the rest, and be thankful you took the opportunity to offer it all.

Edit: I just checked out your website. I really like your work. Good luck moving forward, but it looks like you don't need it. Thanks again.

IMO, I see the 'big picture' of marketing as a pretty simple straight forward exercise: communicate to someone who is in need of your services (hopefully at the time that they are in need) and offer them at a price point that they're willing to pay.

It's the details that are the difficult things to work out effectively.

I do traditional direct mail.
And e-mailers.
And phone calls.
And social networking.
And traditional networking.
I have a web presence.
And a sales rep.
And I have connections and relationships that I've made over 25 years of working in this industry.

Half of my marketing efforts and budgets are wasted.

The problem is that I don't know which half.

Just trying to help. You asked a question. I gave an answer trying to help based on quite a bit of experience. I am not fussed if you choose to ignore it, it's your business not mine.

However each of your responses contradicts each other. I give up

stillinamerica wrote in post #15695837
Just trying to help. You asked a question. I gave an answer trying to help based on quite a bit of experience. I am not fussed if you choose to ignore it, it's your business not mine.

However each of your responses contradicts each other. I give up

You did help. And I'm thankful. Reading through my posts, however, I'm not sure I see self-contradictory statements. Forgive me if I came across as rude, it was certainly not my intention.

stillinamerica wrote in post #15693949
I have not read any other responses.

Here's what I think you need to do to achieve your goals.

You currently do not have a portfolio that represents your services you offer. You need a portfolio.
As a business owner I would let you come to my business and 'build your portfolio' on 'my time' at 'my expense'.

You need to go to businesses and pay them for their time so that you can practice.

Then once you have a portfolio you can worry about marketing.

Paying someone to provide them a service to them? Ive never heard of that concept. Instead of paying them, or doing it for free, I would try to create a business relationship with them. Perhaps barter? Something mutually beneficial.

bmaxphoto wrote in post #15695135
I went to the local Homebuilders Association Home Show this morning and spoke to 6 custom home builders, 3 remodeling companies, an architect, two residential designers, one real estate agent, a custom deck builder, an appliance sales company, and 4 landscaping/hardscapin​g companies. Out of those 19 companies, 11 of them wanted to obtain my services on the spot because they have no images at all right now. The others said to give another individual in their company a call to arrange something. There are no other photographers in my area to compete with (or to upset with low prices), and my costs are extremely low.

Brilliant idea to reach your target market! This method will probably pay off once you have something to show off and stop offering things for free *other than the ones that already got it free*.

Ive been offering free portrait sessions *read session not packages* this spring to recreate my portfolio. Im approaching people that I want to work with and in exchange for a signed release they get a free session worth my usual hourly rate, then I tossed in a discount for a la carte or portrait packages *small discount* and they have been buying stuff. The least they can spend is the amount I need to make the portrait worth my time for the 4 hours involved *travel, portrait, processing a few images*.

You could offer them a free low res facebook image with 1 year use, and then after the session when you show the pictures, you can give them a list of options they can spend money on, printed on nice paper. Like if they would be interested in purchasing the rights for business cards, newsletters, etc. Then after that year, ask if they would like to renew the license for facebook or come in to update it with a new session.

This is actually advice I should try, I've been wanting to get in on the commercial side of things.

bmaxphoto wrote in post #15695135
From the reactions I got, I think my strategy to offer free shoots in exchange for using the images in my portfolio and the chance to expand my professional network for not only photography but architecture as well, was a good strategy. Time will tell of course, but after today I am quite encouraged. Met some really cool and nice folks on top of everything else.

Also, I hope you dont mind me saying this, but from the sound of it you dont know what your time is worth. For me my biggest expense is time. To do a business headshot at their place of business would take driving time, setup time, time to take the pictures, time to tear the stuff down and pack it up, time to show them the pictures in person, time to drive home again and time to process the images. Its a bit cheaper on time if they come to the studio since travel might be easier and you dont have to setup or tear down as much to prepare for the portrait.

stillinamerica wrote in post #15693949
I have not read any other responses.

Here's what I think you need to do to achieve your goals.

You currently do not have a portfolio that represents your services you offer. You need a portfolio.
As a business owner I would let you come to my business and 'build your portfolio' on 'my time' at 'my expense'.

You need to go to businesses and pay them for their time so that you can practice.

Then once you have a portfolio you can worry about marketing.

As a business owner I completely disagree with the above. You are sending a clear message that you think the only way the business would gain anything useful is if you paid them. Not sure about you but that is the LAST message I would want to send to my potential customers.