Information for New Clients - Portrait Photogs

I'm looking for info from those of you who have been around a while and have figured out what has worked and is cost-effective. I want to create a brand and have a nice "feel" to the customer experience but I also want to be keenly aware of ROI.

What are you using for marketing materials for new clients? Business cards is obvious but what else are you using? Does your packet include referral cards (if so, what is your referral program), session info, photography agreement/model release? What else do you include?

Are you mailing info packets or do you stick to email delivery and/or point them to your web-site? I like the idea of mailing a nice packet of info that is presented creatively and looks "fancy" to add to the "boutique" feel that I am trying to develop (and to further establish a "brand"), but if it's a waste of $, then obviously one has to rethink.

TIA

Business cards, brochures, info packets, all of it.

What you are asking is "how much should I spend to get a customer". The answer is… depends.

Once you know who your target customer is, you can start to pre qualify people who contact you. People who are pre qualified… you can spend more $ and/ or time to get them b/c you know you'll have a return.

I'll spend more $ and even more time up front to "get" a customer that is pre qualified. Naturally you won't be mailing info packets and expensive mailers nor doing a lot of time consuming consultations up front with someone who isn't pre qualified or who isn't in your target customer demographic.

So first:
1) define who your target ideal customer is
2) prequalify leads

I prequalify people on the phone, message me if interested and I'll tell you a few key questions I ask.
Simply, you can afford to spend $x and X amount of time on someone who is pre qualified and it won't be a loss. However on someone who isn't a good lead, if you spend the same amount of time/ $ it will be a loss likely.

Mailers trump E-mail. I'm afraid most people, especially busy people, won't pay as much attention to unsolicited HTML messages hitting their mailboxes. Some of those messages might not even make it through their accounts' spam filters.

Direct mail, OTOH, whilst it may still end up lining a bird's cage, has more of an impact on people. Not only do they have to spend some seconds opening it, but the mere fact that you spent money designing and printing a mail piece seeps into their subconscious and makes you appear if not more professional, at least more serious in your business. Anyone can send an E-mail message and it barely costs anything; a direct mail piece, that's different.

As abbypanda said, I'd target my mailings to the audience I want to reach. Make a list of addressees, print labels and send the pieces.

I just had ~200 flyers printed. One-sided, full colour; folded like a triptych, with the printed side inwards, so as to facilitate the sticking of the label and, more importantly, to make people open them. Since your mailing is a hook whose sole purpose is to establish first contact, I wouldn't spill the whole beans on it; you don't have enough room for that on an average 8.5/11" sheet anyway. Just print a sample of your work, and the most important facts and figures. That's what I did with mine, and then included, at the bottom, an URL where they can go for more details anent the promo, as well as read the terms and conditions. Leading them to my website will expose them to more of my work, helping them decide if I am the photographer they want. Then they can either ring me up or E-mail me and then we can talk and schedule a consultation.

Like any other strategy/campaign, however, its highly unlikely that a lot of people will respond right away. But at least you've hopefully registered in their minds and, if you follow up with another mail piece weeks later (or even with a call earlier than that, 'hey, did you get my mailing?'), the chances of them hiring you will increase.

Another thing I've done is to print post cards. I can either mail these or give them to people, just like I'd do with a business card. The advantage of the former over the latter is that you can display a number of your pictures versus just one or none, depending on your business cards' design.

Thank you, Abbypanda & Alveric. I appreciate your time in responding!

Another question: Once you book clients, what are you sending them and are you doing it via a mailed packet or an email?

I'm also struggling with communication. I am, by nature, not a very verbose person. I am a bullet point reader and speaker. Any tips you can give me on what to communicate to clients would help this little old brain of mine expand a bit.

I am determined to learn all I can and do appreciate immensely your help.