How to Expand and Promote Your Products and Services Effectively

The world has changed dramatically in the last few years for photographers. The grueling economy has devastated many businesses, including photography studios and freelancers. Surviving, let alone remaining competitive in this rough environment, takes a strategy, an open mind, a brand-new business model and the inner strength to make it happen.

I recently interviewed Gabrielle Mullinax, owner and inspirational force behind Fullerton Photographics, a California-based photo retailer. This past holiday season, she transformed her store by creating a market for creative gift products that nobody really even knew about.

“For years, photo retailers had been putting all their energy into getting customers to output their images, but that business model had, for the most part, run its course,” Gabrielle says. “At Fullerton  we recognized the potential of creative gift products in generating revenue. They turned out to be 25% of our total business this past holiday season.”

While photographers and photo retailers have their differences, the successful ones share some critical marketing and business strengths: They trust their gut, know how to inspire their teams, know how to communicate with clients or customers and know the power of committing to an idea.

Adopting a new business model is not easy. It takes seeing and accepting the concept’s potential, getting your team and your customers on board, and, most importantly, committing to its success. So I asked Gabrielle, who is a photographer herself, to explain how her vision of an expanded company was the driver behind her company’s recent expansion. Here are her suggestions for getting started:

1. Be a Believer. It all starts with believing in a vision and being committed to making it happen. “Not only do you have to believe there is a need or market for the new product or service—you have to commit to it,” Gabrielle says. “There’s no doubt that you have to clear a few hurdles to get into the mindset that these new ideas will in fact help grow your business. You are going to resist it, no doubt, but the sooner you believe in the possibilities, the better off you are. This will take a lot of thought, time, overcoming obstacles and committing yourself to making it work. But when you find the right vehicle for expanding your business, you’ll start to see the possibilities, and before you know it you’ll adapt it to your business and make it your own.”

2.  Add Your Creative Twist. Give yourself a chance to find the right products or services, a mix that your customers or clients will find attractive. “The first time I heard about photo gifts, for example, I really couldn’t stand the idea,” Gabrielle says. “I thought a mug with a photo on it was something I would never have in my store. A business friend advised me to think of how I would do it with the Fullerton Photo twist. Suddenly it wasn’t just a mug. It could be a beautiful gift if it had a photo collage and some rhinestones on it. When I finally understood I could do it my way, it changed my view.”

3. Engage and Inspire Your Team. If you rely on a team—whether they are your staff, vendors or freelancers—getting them to see and believe in your vision is key. “We sold 550 gift items between November and December 2010 and most of our sales people—not to mention our customers—had never heard of or seen these items six months before. Your team will need to be brought up to speed on your new offerings so they can be as well versed as you on their merits when they speak to clients in your studio, on the phone and at shows. Whether you’re adding a new portrait package, introducing destination wedding services or inviting local residents to attend your courses at the local night school, your staff can play a pivotal role in spreading the word. I gave my staff financial incentives this past holiday season to sell holiday gifts. I wanted them to understand that this was important enough to focus on. Knowing some dollars were involved made it that much easier and may be the best way to start.”

4.  Embrace and Invest in Change. Commitment and investment in your new product or service means many things, the smallest of which is monetary. The biggest and most important commitment is your energy and dedication. Gabrielle adds, “You really have to be 110 percent into this new idea, which will involve changes across the board. From educating staff to investing in product displays, creating new marketing materials to revamping your Web site to promote and sell your new products or services—it’s all part of accepting change. Do your homework to see what’s out there, what appeals to you. Once you’ve figured that out, allow plenty of time to make your change effective, not overwhelming. Don’t rush it.”

5.  Focus on Value to Clients. To get customers and clients to buy into your new offerings, you’ll have to determine what would be most meaningful to them. “Show them innovative and cost-effective ways to showcase their photos, or compelling services that make perfect sense in their photo specialty or community,” Gabrielle says. “Then you’ll need to deliver the message repeatedly and in many different ways. While your total dollar investment in this new creative category may be quite small, the personal investment you make will be great. And it will take your believing in this innovation, keeping your staff involved, and keeping your customers engaged and enthusiastic to make it work.”

Regardless of your photo specialty, if you introduce innovative, relevant, well thought out products or services with a creative twist—in a time frame that doesn’t overwhelm you or your staff—you are bound to excite and inspire your customers, empower your team and generate growth opportunities you’ve yet to imagine.
For more information on Fullerton Photographics, visit www.fullertonphoto.com.

Alice B. Miller is the owner of Plum Communications Inc. (www.plumcomm.com), a Long Island, NY, editorial services and marketing-communications company that supports the photo industry. Previously the editor of Studio Photography magazine, Alice has a growing clientele that includes photographers, manufacturers, publications and associations. She is the director of public relations for the International Photographic Council.