- Black Star Rising - http://rising.blackstar.com -
Writing Your Photography Marketing Plan
Posted By Matthew Kauffmann On February 18, 2010 @ 1:38 am In Business of Photography | 9 Comments
First in a series.
There is no shortage of marketing guidance for photographers on the Web today. “How to Use Social Media.” “How to Use SEO.” “How to Use Trade Shows.” “How to Use Business Cards.” “How to Write ‘How to’ Posts.” The list is endless.
But all this information isn’t worth much if you don’t have a plan. And by that I don’t mean some vague goal of becoming the next Nachtwey or Leibovitz. I mean a formal marketing plan.
Marketing Plan Components
It is often said that failing to plan is planning to fail — or, for the alliterative among us, proper prior planning prevents pitifully poor performance. A marketing plan is a dynamic document that acts as a guideline for all of your marketing efforts. As such, it’s a valuable tool for avoiding “pitifully poor performance.”
The elements of a standard marketing plan include:
Approaching the Market
Before setting out to create a marketing plan, you must first decide how you wish to approach the marketplace. There are four basic approaches to choose from:
Upon selecting one of these orientations, a photographer can begin to plan a marketing strategy.
The Product Life Cycle
Another overarching point to keep in mind is the product life cycle. Every product or service goes through its rise and fall, from introduction, through growth and maturity, and into decline. The goal of the business is to ride the wave of maturity for as long as possible.
Knowing where your photography business stands in its life cycle can help with your marketing decision-making. For example, if you are just starting out, you must first define and establish yourself. You can’t get by with the “because you’ve always known me approach” that a mature photographer can.
A mature photography business, on the other hand, can forestall decline by introducing a new service to play the “revolutionary” card and jump-start sales.
Your marketing plan doesn’t have to be a thick, gray document. If you aren’t a fan of sentences and paragraphs, you can do it in simple bullet points. Or you can do it on a big whiteboard and allow it to be dynamic within your organization.
The important thing is that you do it. Take the time to give serious thought to what you are really about — and how to sell that to a client. Then you can start worrying about social media, SEO, trade shows and the rest.
Next: the executive summary
Article printed from Black Star Rising: http://rising.blackstar.com
URL to article: http://rising.blackstar.com/writing-your-photography-marketing-plan.html
URLs in this post:
 Tweet: https://twitter.com/share
 Billy Mays: http://en.wikipedia.org/wiki/Billy_Mays
 Now I Lay Me Down To Sleep: http://www.nowilaymedowntosleep.org/
 Method: http://www.methodhome.com/
Copyright © 2010 Black Star Rising. All rights reserved.