How Can I Improve Our Marketing
Marketing a Portrait and Photographic Enlargement Business
Small and medium size portrait and photographic enlargement businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
A single characteristic divides today's best portrait and photographic enlargement businesses from companies at the bottom of the food chain.
Simplistic promotional techniques can't penetrate the clutter of the current marketplace. You'll also need to incorporate creativity, common sense, and flawless execution into your marketing routines.
Improve Your Business Sign
Effective signage gives your brand constant exposure in its geographic market. Despite the fact that portrait and photographic enlargement businesses are very different from each other, signage can be used by any portrait and photographic enlargement business to communicate the company's value to their customers. Visibility, branding elements and other considerations are all factors in the design and size of your operation's business signage.
Since the signage for portrait and photographic enlargement businesses is unlike the signage for other types of businesses, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.
Building A Community Around Your Brand
Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Many portrait and photographic enlargement businesses need to do a better job connecting with their customers. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.
Loss Leaders
Smart portrait and photographic enlargement businesses are willing to sustain a slight loss or breakeven position on certain products and service offerings as a way to attract customers. Moreover, a loss leader marketing strategy can compensate for dead periods when customers tend to making purchases. A classic mistake of loss leader marketing is to create pricing without researching the competition. In a worse case scenario, you could be counting on pricing that is higher than your competitors. For the majority of portrait and photographic enlargement businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
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