Roxie Hickman of Racine, Wisconsin asks:
“How can my daughter, a professional model, and I can promote our informational seminars for aspiring models? The target audience is girls ages 12 to 25, and of course, their parents. Lots of young girls want to be a model, but there is not much information readily available that explains the do’s and don’ts when trying to break into this profession.
“Our seminars are designed to save these girls and their parents, time, money, frustration, and to more readily point them in the right direction. The cost to attend is $95. They are held on Saturdays in Wisconsin, Illinois and Indiana, from February through October, in college conference rooms that can hold about 500 people. What creative ideas do your Hounds have for promotion and publicity?”
Talk to the local newspapers about the myths and scams involved with modeling, sharing a few little-known advice and, of course, plugging your event. If you already know of other professional models in the area, perhaps network with them and get them to share their experiences as well. News/talk radio stations are another good source!
On a national level, you can pitch similar story ideas (“So you wanna be a model?”) to the publications these girls read — TeenPeople, CosmoGirls!, etc. Because these are national pubs, however, less likely you can plug your specific events (in the Midwest) – so lead them to you & your daughter’s Web site.
Set up Affinity Marketing partnerships with businesses that already reach your target market. In your case this would include fashion photographers, salons, certain clothing stores and other places where these girls frequent.
Offer these businesses a cross-referral partnership or something else in their best interest. With the photographer, for instance, promote him (or her) at your seminar in exchange for him promoting your seminars to his clients. With just a little legwork and minimal expense, you can form a network that extends you marketing reach hundreds of times over.
This type of arrangement is much more effective than advertising, as you’re reaching a well defined target audience. You’re also getting direct referrals from sources the customer trusts, making selling much easier.
I’m all for grass roots efforts and targetted nitch marketing opportunities. The first question I always ask is: where do girls 12-25 with an interest in/potential for modelling hang out? How about fitness facilities like dance/yoga studios and health clubs? Grooming establishments like hair/nail salons, beauty supply stores? Vitamin stores, health food stores, Smoothie shops? Hip retail boutiques?
Once you pinpoint their whereabouts, post flyers, ask the vendors for involvement, support and even sponsorship. (donated product for giveaway promotions at your seminars, etc.)
Vendors will often submit their own efforts to the press for coverage, or you can work together to make some noise!
I owned a seminar company for five years and am now co-CEO of a company that publishes career guides (including the FabJob Guide to Become a Model). I can give you a key piece of advice to reach this market.
Invite model agents, preferably from top agencies in your area, to be guest speakers or otherwise participate in the seminar. Advertise the fact that agents will be at the seminar. This market does not want to spend a lot of money for seminars, so you are much more likely to get would-be models to attend if they feel it will give them the opportunity to meet agents and possibly be “discovered.”
Get endorsement from local salons or other fashion/clothing stores to reach out to their customer base! Word of mouth from a proven service provider will lend credence and validity to your training.
When you are working with teenage girls and their parents, you need to touch on issues along with your seminars that everyone is concerned about and a benefit is perfect – a local radio personality as host is someone everyone knows and trusts with information for their age groups – set up two different events so you build on your exposure and have experts their with all their advise – and make it fun and informative for all – we did a model search nataionally and benefit for teenage suicide with music videos and full blown fashion show – had about 400 attendees and tons of prizes, seventeen mag, mtv, singers, sports – our focus was to help these girls dreams come true or show them that anything is possible, our events were in our local town of philadelphia.
Mattie Mola writes:
Dear Roxie,
Offer a free after-school program to girls and their moms on related topics such as, “Camera Ready Skin” or “Model Posture.” You can have promotional handouts and enrollment forms, etc., available. Have former graduates of your seminar ready to give testimonials and to enroll potential attendees. Offer a free bonus to anyone who signs up and pays during the after-school program for the seminar.
Hope this helps.
Mattie
Work on a tie-in with the radio station that reaches your target audience. Give the station access to the attendees in return for an advertising campaign in support of your seminar. The station gets a database of attractive young women who can gain work experience as modeling interns. You get a ton of free advertising. A win-win.