[by Pascal Depuhl]
Did you remember to list your photography business in the Yellow Pages this year? How about the last time you sent out a 4-color direct mail piece or FedEx’d your portfolio to a client? Probably around the same time you faxed that art director your estimate.
Today’s content driven marketing is about having your business found on Google, creating a successful social media presence and having a mobile friendly website. But even if you do all of these things well, there are thousands of photographers and other creatives, who are just as good as you – or even better.
How do you market your brand to make it stand out from the crowd?
Remarkable experiences, make it easy for people to talk about your brand.
“Marketing is making it easy for people to talk about my business.” noted Jared Bauman, co-founder of ShootDotEdit at a recent CreativeLive class called Content Marketing for Photographers. I mean that sounds nice, but wouldn’t it be awesome for people become so excited about your brand, that they could not stop talking about your business? Erin Yongren calls them ‘evangelists’ and says that “you create brand evangelists, by creating remarkable experiences for them.”
25 marketing hacks, you should try:
I successfully used these 25 hacks to market “On WIngs of Hope,” a documentary that began as a personal project. These hacks can also be used to market commissioned work, however they are much easier to pull off if the underlying project is a great story to begin with. Producing unique and memorable personal work and using these hacks to market it, has placed my motion work head and shoulders above that of my competition. Here’s the list:
- Be the “30 second pitch” at Creative Mornings in your town.
- Guest blog about how you created the job.
- Show a rough cut at a local university and poll the students.
- Have your work screened at film festivals.
- Submit the finished production to international marketing awards competitions.
- Speak at a blogging conference about “How you produce killer visual content.”
- Premiere your work in an unbelievable space.
- Create a workshop teaching about what you’ve learned from your last assignment.
- License footage to well know international brands.
- Enter your work in “ASMP’s “Best of” Annual” and win.
- Produce and mentor at masterclasses with world renowned content creators.
- Become a regular contributor to a national blog (or two).
- Get your work’s Facebook page featured in “Social Media Design for Dummies”
- Be the guest on a podcast and talk about the challenges of personal work.
- Have a government feature a trailer of your work.
- Secure the URL of the name of your project.
- Get your worldwide premiere to trend on Twitter.
- Give a motivational speech about overcoming hurdles at an online conference.
- Write an equipment review about the gear you use.
- Start a discussion in a LinkedIn: “Does personal work matter?”
- Teach a class of film school students about how to produced professional work.
- Hand out business cards featuring one specific project .
- Write an article in a tech magazine about the hard drives used to store your data.
- Make a physical copy of your project to give away to local influencers in your community.
- Give a TEDx talk on “The art of changing minds.”
Some of these are free, others require you to spend hundreds of dollars. Some are opportunities I chased for a long time, others are results of carefully fostered relationships. Some were hard fought, grueling campaigns, others were surprises that got turned into something special.
One thing they all have in common is that they support my desire to promote and expose my work to as many people as possible. They also illustrate how thinking outside the box of traditional marketing and having the willingness to work hard can make it happen.
What remarkable experience have you created about your brand, making it easy for your people to become evangelists for your photography business?
Pascal Depuhl loves finding marketing hacks to promote his work. Tell me what marketing hacks you’re using to successfully promote your business in the comments or on twitter. Use the hashtag #MarketingHacks and check out my weekly blog series: 25 Marketing Hacks that burn your brand in their brains! to explore the details of each one of these.