I Raised My Prices ... Now What?

You made the leap and raised your prices. Like, really raised them.

Can I just say, YES!!! Congratulations. When you raise your prices to a respectable rate, you'll be amazed how much respect you get not only from your peers, but clients and potential clients as well.

                       Insider tip: Add a new piece/product or two to your line when you raise your prices. It gives clients something to be excited about (and you too) and can take some of the sting out of the adjusted prices.

So now what?

First, throw away EVERY piece of anything that had your old pricing on it.

 Everything. Really. Don't just toss it. Shred it, burn it, just destroy it.

      ... Ok, you can keep one thing. Keep one copy of the price list, but write in big letters across the front of it "Retired on ____________ (the date)". Heck, you can even frame it.

Why am I telling to you to toss it all? Because you will, inevitably start to second guess yourself. You will think "Oh no, no one is going to book with me now because I raised my prices." You will think these things. I will be surprised if you don't.

Guess what? That's not true at all.

UNLESS you do some horrible thing like making it seem like a negative for your customers.

I am amazed how many times I see a photographer post something (on their Facebook wall even!!) like "We're so sorry, but we've raised our prices." or "Good news, we have new products. Bad news? Our prices are higher." Or, "We're undergoing changes, like our prices." ACK!!

Tell me this: when Macys, Nordstrom or Dillards raise prices do they post a huge note on their wall announcing it? And not only announcing it, but making it negative.

It is NOT a negative. Not for you, not for your clients. When you don't believe you're worth the prices you charge, that is when you won't be able to sell your work at that price. Why are you apologizing about what your skill, art, talent and time is worth?

When you present a negative feeling about your prices or changes, your clients and prospects will feed off of that negativity. They will gain perceptions about your business based on the way you're communicating your own belief in your personal value.

Am I saying you're damaging your ability to get clients? In a way, yes.

A basic rule in marketing and selling anything is to Point Out Benefits. :) Ok, so you have new prices. Big deal. You don't want people to get a "price" feeling from your business, you're not in the market of prices. You're in the market of memories, creativity, moments that they can't get back. You're in the business of THEM.

Of course, you still want to give your clients a heads up.

Before you send anyone anything (or post anything anywhere), ask yourself who needs to know the info, what info they need to know, is it relevant right this moment, and why they need to know it. 

Then do this:

1. Send an email out to current clients (new ones and prospects won't know any better anyways, so why tell them. It will only make them worry that maybe you do this sort of thing all the time.). Tell them that the pieces and options have been expanded, and you'd love to tell them all the cool changes when they call to book their next session. You're so excited to share this with them, so you hope they'll call soon. (Excitement, positive, and call to action - woot!!)

2. If you feel like you have to make an announcement on your page (which I don't recommend), talk about your new products/pieces ONLY. Maybe make a one-liner about loving the "exciting changes to our offerings". Glaze over it.

Facebook is the image of your business in a social setting -- don't be the "over-share".

Next, present your new prices with confidence and act like they've always just been this way.

I cannot say it enough, don't apologize for what you charge, and don't feel that you need to justify it to anyone. If someone asks about the value of a print (rude or not), state facts that make it worth it. Use your knowledge. Explain longevity, quality, papers, processes (but not in too much detail) and don't over-simplify it.

And last, CELEBRATE.

 You're about to be amazed at where your business can grow to.

Free (and easy) Marketing Avenues for your Photography Business

* Write an unbiased, factual piece about preparing for senior portraits (or any market, really) and submit it to local papers and sites

* Partner with a local charity and do a big event (so you can get free PSA's on radio and in print). Think food drives, toy drives, school supplies, etc. 

* Do press releases when you make a business change thats newsworthy

* Get involved with the Chamber. If you have a studio you can host a business night out, if not, they're just great for networking. (note: chamber memberships aren't free, but you can usually still stop in at the morning coffee meetings or business after hours for free - or make your own. Emulate!)

* Get involved with your local Advertising Federation. 

* Most chambers and ad federations love local speakers - volunteer your time and knowledge.

* Offer to photo local service orgs (police, fire, city council, hospital board).

* Ask United Way if they need any photography for their new communications and marketing pieces (each county decides their own individual art).

* Partner with the local Susan G Komen foundation for their events

* Contact the local support group for deployed families and do something special for military families


Bring with you business cards, marketing pieces, and a mini-portfolio. Ask them to come to your Facebook page for recent promotions or to respond to a poll or see the photos from the event and tag themselves. It'll drive fans your way like you wouldn't believe!

A Social Brand

There are two things about social media that a lot of people don't realize --

1. You cannot rely on it as the "way to go" in and of itself. (it needs to be a part of a strong marketing strategy)

UNLESS ...

2. You have created a strongly social brand OFFLINE.

----------------

Think about the photogs we love because of the social feel of their brand -- (J* anyone??) ... they have built a social brand.

This means their clients have been "trained" to interact with them on a higher level because that is how their brand works. If we want "conversations" in our social media, then we need to inspire them with EVERY way we interact with our public.

Teach them that their input will receive real responses, that their voices will not only be heard but listened to. Create a link between every piece of your marketing, build response from your videos to your pages, your emails to your pages, your print pieces to your pages.

Call them to action to interact, to share, to respond.  This means more than just putting your URL on a piece or linking a post to your page. Give them a REAL reason to come check it out. You need feedback on a new product or there's a new program you're launching. You NEED their input, because they're your trusted clientele and prospects, and no one knows better than they do about what they like ;)

It takes a high amount of energy to be a social brand. It can't be sporadic. It has to be consistent, authentic, informational, funny, different, inspiring. It takes the most energy to create this part of your brand, but if it's real, it will be the easiest to maintain once it's in place. 

Brand Binders

Whether you run one segment or five, a Brand Binder is one of the most important things you can put together for your business. In previous posts I've given an overview of my binders, but now I'd like to go into more detail.

Each binder should be all about the brand (seniors, kids, families, weddings - one per binder). I like to use the View Binders, because I like to put the logo, tag line and value statement on the front.

Your office and operations should look and feel as professional as your photography, the experience, your sales and your finished orders. The more you "feel" your own brand and make it a part of the entire adventure (even for yourself and your staff) the more you will be able to successfully and authentically communicate it and make choices with it in mind.

To start you'll need:
Binder
Monthly Tabs
Pocket Folios
          1. Color Swatches and Word Bank Pocket
          2. Past Marketing Pieces Pocket
          3. Inspiring Marketing Pieces (from other photogs, etc) Pocket
          4. Tear Sheets Pocket (Images that appeal you, marketing from stores from your demo, etc)
   
Setting up your pockets:
1. Exact color swatches from your brand colors. You will use these as reference if you ever feel a color is just a little off; The Main Word Bank you created for the brand.
2. Any previous marketing pieces/promos from this target, to date. Go as far back as you have on file.
3. Any marketing pieces from other photogs you've saved, kept, etc. Print it out if it's online, and put it in this folder.
4. Images that appeal to you or inspire you. Ideas about new poses, marketing from stores that target your demographic.

Working with the Months:
In each monthly divider, you'll keep the promos from this year. Let's say you're starting your new month divider:

First, put in your month overview calendar. Make sure it includes your workflow. When will a promo go out, when do you need photos for the next promo, when can you expect the highest call volume, when will you have production time, etc.

Next, the inquiry log for this month. Use this. It'll help you keep track of how effective your promo is.

Then, your benchmark sheet.  This is a sheet with your projections and estimates, and where you can place actuals. (Sample on our Documents Page) You'll need one for every promo you are running that month.

Next, your ads, emails, contact with clients, brainstorming sheets, designs, word banks for the promotion. You will want to take notes on all of these things, during the promotion and after. Make sure everything has dates on it for when the ad started.

Make notes when you check your effectiveness, how many people viewed or clicked through within 24 hours, within 48, etc. How many phone calls, etc. Be as detailed as possible.

What Now?
You can use the first few pockets to help build promotions and marketing pieces. They should be your go-to reference for keeping all of your communication and ideas brand right.

As every month closes, take a look back over the notes you made, what worked, what didn't. Make note of ideas you had that you want to work on again, what words prompted the most action.

Make sure to fill in your actuals on your benchmark sheet. Save a few actual photos from that months sessions (prints, in an envelope), and put it at the front of the month, with the benchmark sheet. Leave it in the binder, but use a binder clip to "close" that month.

This can help you make real time adjustments to marketing and wording for future promotions and ideas. The more detail you have, the more effective your changes will be.

Overall, the binder can help you keep tabs on marketing when you just really don't have the time or the staff to hold the position full time ... and if you do have staff, it can make sure that everything feels and sounds the same, even with so many people involved in the process.

The Word Bank

What on earth is a "Word Bank"?

This is my go-to resource for anything that I am branding, marketing, writing about, choosing images for ... it's basically your beginners guidelines for what to say and how to say it. And more importantly, how NOT to say it.

You need a Word Bank for every market you photograph: seniors, children, families, weddings, couples, engagement, maternity, you name it.

A Word Bank is your guide. This is how you start to communicate your brand. It should include as many words - even sentences - as you can think of.

Don't worry about all of them being brand-right at first, just go with your gut. This is probably the most simple, but one of the most helpful things you will do for your marketing.

1. Get a sheet of paper. Write the market at the top (Seniors, Families, etc). One per page.

2. Write your Value Statement just under that.
                                                           If you don't have a value statement, now's time to create one!

3. Write down every single word/sentence that that market makes you think of. Aim for emotion words. Emotion words sell.

4. Brainstorm. Ask all of your friends, families, clients, colleagues what they think of.

5. Now its time for brand check. Go through the list and cross out any that aren't brand right, or they don't feel natural to you.

6. Type up the list of what you have left over. I know this sounds silly, but it will help you feel more organized, and give you a tangible piece to start your effective writing with. Put it in your binder for that market.

The next time you have a post to write, a tweet to share, a marketing piece to create, start with your Word Bank. It'll get you going in the right direction!

Tip of the day: Leave out the backstory. They don't need the why, they just need to know what's in it for them. We see so many photogs who give out WAY too much information: "We're making changes, we will make your session amazing, we we we"... if it's not about your clients, leave it out. Talk about them and the benefits to them in EVERYTHING you write. It'll make a BIG difference.

Planning your Marketing Year

You're ready to plan your marketing year ... but what should you do, and why? And when? The first thing you need is a marketing plan. 

A marketing plan is similar to a business plan. You should have one for each market you target. 

It will talk about your overall goals for that market, each marketing medium you will use (print, direct mail, email, twitter, facebook, blog, web, etc). 

It will outline objectives, plans, ideas and truly define how you will use them. 

It will also identify your major promotions. Under each promo, you note which mediums you'll be using, and how. You will also note your low projection for response, and high projection, plus projected expenses and income. 

A marketing plan looks a little like:

Summary of plan

Specific Goals for the plan

Analysis of how you're currently doing in the area, as detailed as possible

Analysis of Ideal Clients and Current Clients (how do they shop, age, income, sex, household, lifestyle, social media interaction, etc)

Analysis of competition, as detailed as possible (they're marketing, charges, etc)

Strength and Weakness Analysis of your business (where do you realistically think you'll have a hard time, where will it be easy for you)

Your promos and detailed goals, plans etc

Marketing Strategies (what, how, when, why -- FB, twitter, web, etc)

Short and Long term projections, low range and high range, and summary of estimated costs vs. income

**

The calendar then pulls from this.

I recommend using a binder for each target market. Include the marketing calendar for that market, along with the marketing plan, marketing pieces you've used or ones that inspire you, the word bank, the color swatches, and then a benchmark sheet where you can keep track of actual bookings, actual responses to ads, number of inquiries from the promotion, and actual expenses and income, etc. 

Then, have a master calendar (on the office wall) of promotions. It should be color coded (one color per market), and tells you when you'll need photos done for a promotion, when to send out email blasts, when you need to post on FB or twitter, when it needs to go live on the blog, mailers, etc. 

It takes a lot of the guess work out of the year, and helps you focus on doing what you love best. You won't be trying to come up with promotions at the last minute, or try to remember if a promotion worked last year. 

Mommies Make the Best Marketers!

For me, the SpokesMom program is pretty simple.

As with any referral program, always remember not to give away the farm (in other words, not too much credit given for any one activity). Remember, when giving referral credit, it should be less than the lowest priced gift print, so they need to refer more than one person to get something "free" from the credit they've earned.


The perks I run are:

• Free modeling session for advertising use (this is the super creative one, photographer vision lead, not catered to the client themselves)
• Free Sessions (2 kids sessions and 1 family session)
• 20% off every order, or 10% of the value of previous order in credit towards your next order (whichever is greater)
• Free 4x5 magnet from every session
• Facebook album from each session, which they can share, but not edit or distribute in any other way
• $25 for every referral that books
• $15 for every networking lead above their 3 required
• A mommy themed item of their choice (tote, water bottle, necklace or t-shirt)

They get a preview book from the modeling session (proof level, so minimal retouch, watermarked images, and bound. 5x7 size
They get referral cards to hand out with their favorite image from the session. It gets the recipient a free facebook image, and 8 free wallets, plus 50% off their first session (new clients only).

They have to:

• Allow use of the images for advertising
• Write a review about the studio/photographer
• Secure at least 3 network leads in the area 
• Provide the email addresses of 30 mommys they know in the local area that would be likely to come to you
• Post once a month about the studio, with their digital referral card as their profile pic

Yes, its a lot of freebies, but like I've said before, a referral program is an intentional loss leader. It's the best way to get word of mouth you can count on.


I add a lot of things here and there, but this is the basic overview. Keep an eye out, I'll be posting some of the materials soon!

It's a Rep Sale!

Ok, so here goes. The "Rep 10-hour Sale". (I avoid using One Day Sale in any marketing/advertising. A big name retailer uses it and it now draws only those looking for brand name at garage sale prices - not the kind of clients we want, right?).

First, contact all your reps and find out when most of their friends are online or see FB. You only need a day, not the hours. Choose the most popular day. Give yourself at least a week to prep so you can email blast, prep your reps and they can hype it up to their friends.

How it works – Each rep chooses an image from the ones you've provided them (even better if it's a digital version of their rep card). It has to stay as their profile pic during the entire day. It has to have your logo on it (no cropping it out). They also change their status to your marketing message for the day.

Then they post the marketing picture (you provide this – a nice jpg with pictures and info about the special), and they share it/tag friends with all their friends on their page that are seniors within your target market. They also post a note with the marketing message you've sent them and share it with their friends as well (with a link to your Facebook page)

Note: Everything is about Urgent Call to Action. But don't sound sales-y.

The special I run is usually 50% off the session fee (more than the studio's current discount for regular clients, so they feel special), and 1 free Facebook image plus 16 wallets (this is what they get from the rep card anyways) if they call today, mention the 10 hour sale and book their session (pay their session fee). Depending on how much response I want, sometimes I do 3 Facebook images instead of 1.

Reps then earn a free sibling session for taking part in the promo (you can do credit or points, its up to you. The free session averages $500 sales when I use it). They also earn double credit for each referral that day only (huge call to action for them, and it pays off) … plus they can earn another Facebook image. Keep in mind, they don't get credit until the person is photographed.

A Facebook Status Messages for Reps: “Class of 2012 friends – I got my senior portraits done! Have you? I had the best experience ever, because I went to ________. Just for knowing me, they'll give you 50% off your session and a bunch of free stuff, but you have to call by 5pm today! Don't forget to tell them _______ told you to call!”

They can re-word it a little, but you need to approve it before they do. They should have their status message to you by the day before if they want to change it up so you can say yes or no.

Your image should include all of the sale info – details about session fees, when they have to call by, your facebook and webpage, etc.

Also let your reps know, if their friends leave a comment on your page during the week before, both that friend and the rep will be entered in a drawing for some great prizes (think free wallets, $10 iTunes gift card, etc). Hold the drawing every hour on the day of the sale and post winners – they have to be a fan to win.

The reps can compete against eachother as well, the rep that gets the most referrals booked that day wins a prize, too!

Then, be prepared for phone calls from an hour before the sale to a couple of hours after. :)

Getting Yourself Started

This is a sample of the checklist I use when starting or re-structuring a photographer/studio. They're not in any particular order, but I find it's a good thing to use the checklist a few times over the course of those first couple of months and then years, just to make sure you're staying on track.

• Business Plan
•  Marketing Plan
•  Business Name
•  Logo
•  Tag Line
•  Market Research, local area
• Benchmarks for progress created
• Website Url
•  Blog Url
•  Facebook Page
•  Marketing Calendar
•  Promotional Pieces
•  Branding Colors
•  Branding Image Elements
•  Photographic Style
•  Target Markets
•  Value Statement
•  Inquiry Script
•  Booking Script
•  Booking Policies
•  Sessions
•  Agreements
•  Presentation and Ordering Process
•  Vendors Chosen
•  Studio Management Software
•  Business License and EIN set up
•  Accounting Software Chosen
•  Product Line
•  Pricing
•  Packages and Presentation of Prices
•  Email Marketing Host
•  Email Marketing Database
•  General Advertising Piece created
•  Business Cards
•  Senior Rep Program
•  Moms Rep Program
•  Bank Account Set Up
•  Merchant Account for accepting Credit Cards
•  Cancellation Policies
•  Ordering Policies
•  Finished Order/Delivery Process
•  Customer Retention Program
•  Reorder Specials
•  Yearbook coordination
•  Digital Image Policy and Agreements
•  Modeling Releases
•  Word Bank (for ads, marketing, facebook, web)
•  Web Designer and Host
•  Email Communications written for each part of the process
•  Workflow process created
•  Critiques on all of your pages before launching
•  Social Media facets identified and branded with purpose – not repetitive
•  Idea Bank created (ongoing list of go-to ideas)
•  Inventory of props and supplies
•  Reviews from past clients on hand
•  Client review process created