Marketing Mojo: Build Community Connections, Build a Business

What’s your marketing forte? Of the hundreds of photographers I have interviewed in the past 10 years, I would say 30 percent have been able to describe their marketing or business strengths, goals or USP (unique selling proposition), without referring to notes. So, when a California portrait photographer articulated all three without hesitation during a recent telephone conversation, it was pretty impressive.

That photographer, Michelle Wood, opened her upscale portrait studio in Northern California in 2001, after 15 years as an operations manager in the banking industry—where, it turns out, she developed her sales, marketing, customer service and public relations smarts.

Specializing in children’s portraiture, Michelle also photographs families, seniors and an occasional wedding. She drives her business by nurturing long-term relationships with families and making herself visible and valuable to the community. Local organizations know they can count on her for donations and some say her branding and packaging are the best in the area.

“I live my life by karma,” says Michelle, “which effects every aspect of my business, every marketing decision I make. In my experience the best campaigns are based on win/win. Whenever I consider ways to help my clients or my community and build a marketing campaign around that idea, the benefits always surpass my expectations.”
Michelle agreed to explain how some of the connections she builds in her community form the foundation of her marketing strategy and her thriving business.

Building friendships. Michelle knows that her loyal clients are her best marketing force. She shows her appreciation by actively listening to their needs and making detailed notes after conversations so she’ll recall what they discussed the next time they talk. “I keep client information accessible on my cell phone, so anytime I meet a client at the mall I can quickly see their file,” says Michelle. “I know their children’s names and ask specific questions instead of the generic, ‘How’s school going?’ Time and time again clients are amazed at how much I remember about them. In today’s drive-through society, that means a lot. When a grandmother comes along to a session I write down her name because chances are good that I’ll see her again. Imagine the impact when I greet her by name years later. It’s powerful.”

Staying in touch. Michelle is a big fan of social networking sites, but knows they don’t replace a phone call or an old-fashioned note, signed, sealed and mailed with a postage stamp. “I’m jumping on the bandwagon with everyone else because the benefits of these widespread communication infrastructures are immeasurable,” she says. “Of course, clients are well aware it is one vast marketing tool, but my rule of thumb is, ‘If I think about them, I take action.’ I treat clients like old friends. No sales, no promotions, just a simple ‘I was thinking about you; how are you doing?’ If you’re sincere they’ll appreciate the gesture.”

Donating to worthy causes. Michelle believes that donating services is the greatest way to generate good karma flowing in your direction. “Advancing your business should never be your sole intention,” she says. “If you are sincerely interested in helping others, then you will certainly get much more than you give. I have learned to be selective and ensure that my services reach people who are interested in them. For instance, I won’t donate items for raffles because the winner may or may not desire my services. I prefer silent auctions and live auctions. When I do pro bono work for individuals and charitable organizations, I am there as a volunteer, a supporter, a citizen. No strings attached; my intentions are pure. The question in the back of my mind is always, ‘How can I help?’ ”

Recently, Michelle donated $1000 and became a Founding Family for a Children’s Museum that was opening. She photographed the groundbreaking event, donated $1500 in photography services to the museum’s fundraising auction, and will be covering the grand opening in the spring. “This project involved a considerable donation in time and money, but I felt such joy and personal satisfaction doing it. I admit it was gratifying being able to write my own bio for the live auction. And I felt sheer joy watching the local broadcaster produce a bidding frenzy over my auction items. I couldn’t buy that kind of advertising.”

Speaking at local events. Participating in workshops, panel discussions and club presentations is a very effective marketing tool. “By offering to teach moms’ groups how to take better pictures, I now have captive audiences watching an emotionally charged slide show of my best work, followed by an hour of conversation during which we get to know each other. These speaking opportunities are enormously successful.”

Hosting clients’ charitable events. Offering to host events for clients’ worthy causes, with 100 percent of the profits going to the local charities, produces immeasurable good will. “Promotions such as free Santa Pictures, Easter Chicks, Halloween Costumes and Pet Portraits typically would not be offered at my boutique studio,” says Michelle. “However, taking these photos for charitable events makes them perfectly suitable.” By raising money for worthy causes, she’s building a reputation as a goodwill ambassador in her community—another reason that clients and prospective clients come to her studio.

Networking and mentoring peers. Developing these relationships fuels Michelle’s creativity, which, ultimately, benefits clients. “Over the years, I have mentored numerous aspiring photographers, a few of whom began as clients,” she says. “In 2007, I started a group for women in the photographic industry. We now have over 40 members who meet monthly to share ideas and connect with fellow artists. The support and friendship we foster through these connections are invaluable.”
For more of Michelle Wood’s children’s portraiture and other work, visit www.michellewoodphotography.com.

Alice B. Miller is the owner of Plum Communications Inc. (www.plumcomm.com), the 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 director of public relations for the International Photographic Council and an advisory board member of Nyght-
Falcon wedding, commercial and fine art studios.