Photography Marketing Materials | The Extra Mile Is Never Crowded! Vital Tips For Photographers To Boost Effectiveness Of Marketing Collateral
Photography Marketing Materials | There’s a reason why not everyone can turn their passion for photography into a profitable business, and it has surprisingly little to do with talent alone, or the equipment for that matter! The truth of the matter is that the equipment has never been more affordable, so anyone with some extra cash on their hands can get incredibly powerful camera and lenses, and talent will get you only so far in keeping your business afloat. So, what’s the secret of success? It’s simple: branding.
Your brand is the public image of your photography business; it’s the way your target audience and potential clients perceive you. Luckily, there are things you can do to brand your business in such a way that it portrays just the image you want, helps you stand out from the crowd of other photogs and book yourself solid. However, if you think building a brand means getting a logo template and pasting the name of your photography business, you’re up for a rude awakening. Your brand covers everything from your logo and your slogan to the look and feel of your website and the way you greet your clients in person. Needless to say, it includes your marketing collateral as well.
It’s Not Just What You Say That Counts | Photography Marketing Materials
Defining your unique selling point is crucial, and you’ll want work on it long before you even start thinking about marketing. What is it that you can do for your clients that no one else can? Why should they choose you out of all the photographers out there? Your entire marketing strategy will be built on this, so you’ll want to make sure you get it just right. However, it’s not just your marketing message that counts. The way you deliver it can have just as much impact. Here’s what you need to know about designing custom photography marketing collateral that delivers your message loud and clear, reinforces your brand and grows your business!
Style Guide Is Your Most Important Tool | Photography Marketing Materials
A recent study found that the average consumer needs to be exposed to a brand at least 5-7 times before remembering it, which means you need to make sure all of your branded materials look and feel like they came from the same source. In other words, if all of your materials were laid down on a desk next to each other, there needs to be a common thread throughout all of them, whether it’s the same graphic, color scheme, or anything else representative of your brand. The easiest ways to achieve this, though, is by defining your brand’s style guide that will keep every item in line.
This document will guide all of your major design decision, which might not sound too important if you’re still designing everything yourself. After all, you have a pretty good idea which colors to use, graphics, fonts, and even brand-oriented words. However, defining the branding guidelines will allow you to outsource the design of your branded and marketing materials and hire a designer down the road that might not be too familiar with your brand, yet still end up with materials that perfectly convey the nature of your brand.
Invest In The Right Materials | Photography Marketing Materials
To really drive the point home and show your potential and existing clients that you make no compromises when it comes to quality, resist the urge to cut corners and get cheaper paper stock to save a few bucks. Even the most appealing design and a compelling marketing message won’t do you much good if the material used to deliver the message is cheap. We’re not talking just about the paper stock here, mind you. Cutting corners when it comes to the design of your website, using cheaper and unreliable hosting, using unbranded USB drives to deliver the images, and even using unbranded folders for your welcome package might make people think they’re doing business with someone who will disappear as soon as they find a better job.
Think about it – if you hand out a business card that gets torn easily to a potential client, or if they flip through your brochure printed on a cheap paper, what will that tell them about the quality of the products and services you’re providing? Considering they will get their hands on most of your marketing materials long before they check out your portfolio website, you need to make sure the first impression these materials make hooks your potential clients and makes them want to find out more about what you can do for them.
Turn Your Materials Into Interactive Experience | Photography Marketing Materials
Just because printed marketing materials have been around since what feels like the dawn of time, it doesn’t mean you can’t use the modern technology to give it an extra punch and improve its effectiveness. And at this time, we’re past talking about QR codes – even though they can be modified to fit the look and feel of your visual identity, many people with smartphones don’t even have QR scanners installed. What most modern smartphones do support without any additional apps required, is near field communication, or NFC. You can embed a NFC chip in your materials, and all your potential clients need to do is tap their phone on your brochure in order to be taken to your website, booking form, or have your contact info stored into their phones automatically.