How Can I Improve Our Marketing
Marketing a Portrait and Commercial Photography Business
At Gaebler, we've seen what great marketing can do for a small business. But if you own a portrait and commercial photography business, exceptional marketing may well be the determining factor in your long-term survival and success.
In the current economic climate, one thing separates thriving portrait and commercial photography businesses from companies at the bottom of the food chain.
Top performers habitually integrate sound marketing concepts with market demands.
Market Segmentation
Given the current competitive landscape, you can't successfully promote a portrait and commercial photography business without a market segmentation strategy. Although your products may appeal to a broad cross-section of consumers, your ability to lead in a specific market segment will directly affect brand recognition, product visibility, and ultimately, total revenue.
Filtered mailing lists facilitate market segmentation by focusing your resources on customers within your segment. The best list providers are equipped to accommodate various segments for contained within your portrait and commercial photography business market agenda.
Customer Awareness
Many of the highest performing portrait and commercial photography businesses identify customer awareness as one of the hallmarks of their success. Consequently, market analysis has become a business priority. More often than not, failure to maintain a robust connection with the marketplace translates into poor brand recognition and lackluster sales. On the other hand, businesses that are in touch with their customers' preferences and pressure points are better equipped to create marketing strategies that connect with buyers.
Loss Leaders
The majority of portrait and commercial photography businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of portrait and commercial photography businesses, this approach is most advantageous when it is coupled with a promotion for complementary products or services that are offered at full pricing. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.
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