Publicity Hound Jill Caren of Matawan, New Jersey writes:
“My business, Expressions Photo Design, takes personal photographs and creates art and gifts with them. Our specialty is creating custom designed collages, pop art and photo memory books.
“I have a brick and mortar store, but it has been difficult to launch because everyone thinks we are photographers, which we are not. We have tried signage in the window explaining what we do, but that hasn’t been effective. Passers-by love our window and will stop and look and comment, but they don’t come in. If I’m outside and talk to the people who are looking in my window and explain what we do, then they’re amazed and can’t wait to see more. Unfortunately, I’m a one-woman business and can’t be outside all day. So I’m looking for ideas on how to get them inside.
“I have even tried getting local press, which has proven difficult because the writers and editors don’t even understand my business. Currently, my main business comes from my website . ”
To me, this is perfect for a “before and after.” Fill one part of the window with a blank sheet of paper and the one photograph, or photo in a simple frame. Label “before”, fill the other half with the spectacular “after.”
This would also work to pitch for TV program. Go on program with a before photograph and your laptop and show them how you can create a simple collage for them right before their eyes! Same for newspaper.
I would also link up with a good local photographer and if they don’t have great looking photographs, refer them! Help you AND the photographer plus make your customer happy if you can provide this service.
Perhaps you might move your operation to a short term kiosk at the mall during pre-Christmas season. Lots of traffic and easy to explain to people what you do.
You should definitely work out a deal with area photographers to put promotional information in their photo studios. Perhaps leave a sample book and a place to enter a drawing to win a free memory book. You can also make sure the entry form includes mailing address so you can send the non-winners a discount coupon.
This product seems perfect for two groups especially 1- new parents who want a unique baby memory book, and 2- older couples celebrating landmark anniversaries, such as 25, 50 years. Perhaps some coordinated advertising buys or events catering to these two groups might prove useful.
Seems to me the best way to get the word out is through demonstrations. People have to see what you do firsthand. Many clubs look for programs through the year and this could be great for such groups. If the process is too complicated for a 40-minute program, just demonstrate the basics but be sure to take plenty of business cards and/or flyers with you. You might also have a drawing to win a photomontage. Maybe a catchy phrase, too, would dispel the idea that you’re photographers. Something like: “You bring the photos. We make them art.” Good luck!
Figure out what is stopping them from coming in. Do you have price
tags on the merchandise in the window that might be scaring them. How about putting a bulletin board inside the window facing outside that tells your story, or an article from the newspaper that features what you “really” do.
#2 Take the word “photo” out of your name, or make it less prominent.
#3: This one costs money but works very well. Print up a simple 2 sided newsletter that features what you do in news format, like an advertorial. Feature some of your products. Add some testimonials from happy customers that say, ” I thought this place was a regular old photo shop, but when I went inside, WOW! They are so much more, etc, etc.
Jill, You already have more going for you than you realize: You have the interest of your walk-by traffic and you have a great web page. Build on both of these all the time. As Sue Lowery stated above Connect with a professional photographer. Also consider partnering with other photographers in your town and on the Internet. You can offer them advertising space on your web page and they can utilize your services by expanding what they can offer their customers. As you can see by the times and dates of all of these replies, they are coming in from all over the world.
So, you are International known. Best of Luck to you and your business. Oh, yes, don’t forget to put flyers in front of your store on the many areas that you will learn about from the Publicity Hounds . P.S. I subscribed to your newsletter since Photography is important to me.
I would suggest that Jill contact select television producers and newspaper reporters and ask if she may demonstrate her services with their photos. After media personnel has seen the cool, quality finished products, suggest doing a demonstration, again, with his/her photo, for the media outlet’s cameras. If the process of creating the gifts can be completed and delivered in a day or two, suggest it to the same media as a “last minute” holiday gift option.
I wonder if you could reproduce the items on your website, using a Powerpoint computer display. With this you can show how you make your products, step-by-step, until the finished article is ready. You could also put this onto a CD to send to reporters. This would give them a much better idea of what it is you are doing.
The CD could be burned and used as an advertising tool for companies which might be interested in your work.
Having an extensive background in journalism, I would be confused, too!
The key is KISS—Keep IT Simple, Silly!
You offer so much—scrapbooks, pop art, etc. In a nutshell (one sentence), hone into what your company offers: (Basically, in your own words): My business, Expressions Photo Design, takes your personal photographs and creates art and gifts with them.
What can be clearer than that?
1. Now, add this sentence somewhere on your web site, preferably on your home page. (Right now you have nothing stating what your company offers!)
2. As far as your store window, do you have a sign that says what you offer? Something like: We can create any keepsake from your most precious photographs (or whatever!)
3. If you don’t already know, find out who else is doing this in America and write a polished press release addressing the future trend in personalized gifts. Now, find the largest circulating newspaper/magazine that you can dream of like USA TODAY; get the editor’s name, send them the press release and ask them if you can design a keepsake for them so you can show them firsthand what you are talking about.
4. Meanwhile, try and find a local or national celeb who has babies like Julia Roberts (notice, I think big) and give them a gift of personalized jewelry or whatever incorporating photos of their babies! Imagine the publicity from this kind gesture!
And one more thing—call the PR Director at the hospital and tell him or her that you’d like to offer a product for a contest for new moms each month. (Ask him or her what it would take to include a few 10-percent discount coupons in the new mom’s basket, too)! This will be terrific publicity for both you and the hospital.
Meanwhile, KISS—Keep Inspired—Sell & Sell!
There might be a couple of things you can do to help potential customers understand what your business does and possibly draw them into your business. First, you might consider changing the name of your business or just simply adding a subtitle to it. An example might be, “We take your photos and turn them into memories (or art, or whatever you thing of). Another wild suggestion might be to place some examples of what you do in a small booth or presentation table along with either a push button recording that goes along with the display, which would explain your business. Many times people subconsciously feel threatened or they are shy and do not like approaching a business front with a person standing there. Many people will fill more comfortable approaching a display with a recording system and your contact information. This may also coax them into going inside, which would alleviate you from having to stand in front of your store, giving you more time to run your business.
I know these ideas may sound a little odd, but sometimes it’s the odd things that really get our attention.
Good Luck,
r.d.adams
There’s a lot of great ideas above, and I just want to expand on one of them…When you are contacting media, reporters, etc. Do some quick research on the reporter or photographer in question, in order to establish a rapport, and build a relationship. (A publicity hound must-do, really)
In the case of tv and radio, this is a little trickier, since it’s really segment producers that you have to make fall in love with you, and not the talking heads. In the end, though, it pays off. Don’t make the mistake of contacting editors directly, but rather (as was suggested above) tell your prospect that you would like to help them.
(Since, of course, when a reporter or producer comes to their editor with a story idea, it’s already pre-qualified, and not just another press release in the stack)
When all else fails, send samples.
btw, cool idea. Your marketing efforts will only expedite your inevitable success.
-Jordan Behan
Your service seems like it would be a natural visual demonstration that might work on a local morning news program, which could drive local traffic to your store.
I also recommend that you seek out women’s social/charitable groups and give demonstrations. I belong to one that encompasses my subdivision. Every month when we meet, we have an interesting demonstration or speaker (we’d have many members interested in this craft!).
If you live in a place that has a community newspaper, contact the editor. Mine — in a suburb of Madison, Wis. — is always featuring local businesses, especially those whose products would make interesting photos. Again, this would pique the interest of people who are close by and would visit your store.
Finally, connect through bridal shops in some type of cross promotion. Another time people get very sentimental about photos is their weddings — showers, wedding, honeymoon photos.
I hope this helps!
Jill,
Upon reviewing your site I too thought you took the photographs. The phrase “Creating Art From Personal Photographs”, leaves room for a misunderstanding, as it does not indicate clearly if you “take personal photographs”, or “they need to supply personal photographs”. I think if you changed this line to read “Turning Your Personal Photographs into Works of Art”, it would remove the misunderstanding and invite people to explore the site further.
Also don’t forget to pay attention to the sports activities of the local schools. Most parents have photographs of their children in sports and a collage of the sporting activity is a natural for your product. You might be able to link up with a school to promote your product, and donate a small portion to their athletic department as a fund raiser.
Scot Hansen
Funeral homes are another good target audience. Many people use photographs to remember their loved ones during the memorial service. The funeral directors might be able to guide people to your store for this service.