Marketing Mojo: Build Relationships, Build Your Business

Professional photography is a people business. Your photos may earn you an assignment, but it is the quality of your service, your interpersonal skills and the relationships you create and maintain that build and endorse your business and your brand.

I recently spoke with Andre LaCour (www.andrelacour.com), a Chicago-based wedding and portrait photographer with over 20 years experience who served as director of photography for Edward Fox Photography (www.edwardfox.com) for 18 years. Known for his artistic, fine art images and distinctive lighting, Andre has developed an uncompromising client-service approach and easy rapport with people that may be his most effective marketing tools. Here he shares some of the relationship-building practices that have helped him grow his business.

1 Stay client-focused.
Get used to seeing things from your clients’ perspective and considering their best interests. “Treat everyone as you would treat a friend,” says Andre. “I don’t mislead or misrepresent myself or my services. I inform them fully and honestly about fees, and am forthcoming with all relevant information. To create a stress-free wedding day and beautiful memories, I give them a realistic idea of how much time I will need at the wedding, as well as careful estimates of the cost for services, well in advance so there are no surprises at the event.”

2 Create a connection.
To develop a real connection with clients, create a blog that reflects your style. “Although blogging is on the rise, I am new to it and don’t know if there are real benefits in my demographic or not. To me, it seems that upper-income professionals don’t spend as much time on blogs and social networking sites as other market segments do. I am getting some good exposure, and we’ll see if it leads to business. A quarterly newsletter or e-newsletter is another good way to connect with clients and keep them up to date on your business and your life. Statistics show that printed newsletters are more effective than electronic newsletters, but you will want to weigh the costs involved with each to decide what works best for you.”

3 Strengthen ties with vendors.
Building ties with wedding vendors—florists, hotels, banquet facilities, bands, bridal consultants, limo services and videographers—creates goodwill and puts your name in front of potential clients. “Most companies are looking for images to help market their services online. As photographers, we are in a great position to meet this need. If you share electronic files of your images, be sure your logo appears on each photo and that the disc label states that any and all usage requires proper photo credit.”

4 Support worthy causes.
Providing photography or other services for causes you believe in is a great way to give back and build new relationships. It will enhance your profile in new areas and foster goodwill. “Local fundraisers for your school or church can be beneficial for all parties concerned,” says Andre. “Consider donating a session and print credit for an 11 x 14 for an auction and have a beautifully framed, well lit portrait on display. Be sure to include an expiration date of up to a year after the event—excluding your peak season. Request the winner’s contact information so you can be proactive about scheduling their session. If you’re able to receive an attendee list, contact them by email or direct mail. I have averaged more than $500 in additional sales from these donations, and have retained winners as regular portrait clients.”

5 Show you care.
In an age when everything is electronic, online and convenient, the personal touch is rare and valuable. “For example, I send personalized greeting cards to clients to mark their special days,” says Andre. “I also give them a unique frame in which to display my work, a gift card for a complimentary baby or maternity session, or a gift to pass along to a friend. Choose something appropriate to your personal style and brand. I prefer to give bonuses rather than discounts. High-end retailers that cater to the market I pursue generally give gifts with purchases or frequent-buyer plans rather than offer discounts.”

6 Under-promise, over-deliver.
In all client relationships, it’s a great practice to pleasantly surprise clients by going beyond what they expected or anticipated. “To exceed client expectations, I always give clients something extra of value,” says Andre. “A great gift for the bride is a little brag book of images from the wedding to carry in her purse. Leather Craftsmen makes these albums for our studio. I think it is critical to give clients a finished product, whether that’s an album, gallery wraps, metal prints, watercolor prints, black and white, brown tone, blue tone—anything that is artistic, high quality and in keeping with my brand. My goal is to enrich their lives with something of beauty that recalls their emotion that day, the love they felt and helps keep that feeling alive.”

By creating personal ties with clients and within your markets, you can develop a rock solid foundation upon which to grow your business.

Alice B. Miller is the owner of Plum Communications Inc. (www.plumcomm.com), a Long Island, NY-based editorial services and marketing communications company that supports the photo industry. Editor of Studio Photography magazine from 2000 to 2007, Alice has a growing clientele that includes photographers, manufacturers, publications and associations. She is the director of public relations for the International Photographic Council and an advisory board member of NyghtFalcon photography studios.