spotlight on marketing

Now is the time to communicate because you are especially poised to have a great holiday season. Here’s why and how.

The blogs and photography associations are all a flutter with new industry data on what will sell this upcoming holiday season. Even our blog detailed two prominent articles that compile findings on consumer demand and spending plans this November and December. To summarize the hoopla, here’s the scoop:

  1. People will be spending less this holiday season. While that fact is no surprise, studies point to the consensus that in exchange for impulse buys that typically dominate holiday gifting, surveyees representing the general public will be on the hunt and actively researching “personal” gifting opportunities that may not be as expensive as gifts of years past, but that are more sentimental.
  1. Because people will be spending more time researching “the perfect gift” they will be buying online more than ever before. Coupled with that, online researchers point out that those that sell online and that offer a special promotion will almost certainly see gains this year over that of last year and the year before.
  1. Personalized photo greeting cards have replaced smaller gifts this year as one of the biggest sellers in this economy. They’re relatively inexpensive, they are personal and they say what you want to say with sincerity.

What does this mean to you? Well, if you are using PhotoReflect properly, you are poised to take advantage of this perfect storm. For one, what is more sentimental than your photography? Secondly, with photo gifting and greeting cards you have something special to promote this year to your current and past customers. Finally, creating a special promotion code for your customers will let them know you care –- giving you an even stronger special connection.

Armored with this information, we talked with some of our more prolific photographers, took a quick look at PMA’s new marketing materials that are for sale to you, and brainstormed to come up with two quick and inexpensive campaigns that will get your customer’s attention and, more importantly, get you selling this season.

first steps: getting set up

STEP 1: If you have not set yourself up to sell photo gifts and greeting cards, now is the time! All you have to do is set your price and whenever your customer purchases any gift or greeting card, you just need to click "print order" as you would do normally.

Both tutorials on the right are the same that can be found on photoreflect.com. Click the green arrows to control the simple slideshow.

For step-by-step text directions on how to opt-in to greeting cards and gifts, click here.

STEP 2: Of course it is optional, but setting up a promotion code is very easy... and more importantly, it entices your customers to, at least, take a look at your storefront.

The second slideshow tutorial ("promo codes & gift certificates") is here to show you options and teach you how to create a percentage or amount discount for one, some or all of your current and past customers.

next steps: create

CONCEPT 1: Send "seasons greetings" to your customers a bit early as a thank you for their business this past year or years past. Print a personal note thanking them, again, for their business, mention you now offer photo gifts and greeting cards and that if they are willing to give it a shot, you'll discount their order with a special promotion code.

The sample we created to the right shows how you can send a personal message inexpensively and creatively:

  • We purchased greeting cards from ourselves with a photo of our team. You get all the profits from the purchase so the cost to have 100 of them made, with envelopes included, is $42.00 (if using the PhotoReflect lab) plus fees and shipping. A bargin (since you get a check for your own purchase).

  • In Photoshop we created a 4"x8" insert and sent it off to a local print house to be put on glossy card stock. 100 quantity cost $48.50 plus delivery (we learned 250 costs $50.50). Because it is the same size as the greeting card, it "stuffs in" perfectly.

  • You are welcome to work with the text we created for our insert:

Before the holidays get crazy we wanted to thank you for your business this year. With your help, not only did we survive another year and took some amazing photos, we are now able to offer you more with our newly updated website: capturephotos.photoreflect.com.

Please take a look and see that you can now put your favorite photos on greeting cards and great holiday gifts.
If you find something that interests you please use promo code: HOLID09 when you check out for a 10% discount. Of course, if you need a portrait taken this year, we would be happy to extend that discount to you, in person, if you book us before December 1. It's just our way to send you our sincerest thanks again.

Wishing you the happiest of holiday seasons, ...

  • Put it all together, add the cost of postage and labels, and you have a very unique and professional direct-mail campaign for under $150.

CONCEPT 2: Email is always much cheaper as a marketing vehicle, but less successful if the message or email is not a personal one. Spam filters will easily hide an important message from you when you send a message to more than five addresses at once. Add a graphic attachment to that email and your chances decrease a bit more. That said, if you have the time and not the budget, a personal note via email is a great way to get the attention you are seeking.

  • Send a personal email with or without a graphic attachment. The graphic on the right can be used as a guide or to manipulate by right clicking the image and saving it to your computer. Even better, it may be well worth your effort to use a cropped screen shot of that individual's photo on a mug or other item in the gift wizard.

  • Feel free to use the text provided above in some way to convey your message. Be sure to address the email personally -- Dear Jones family, or Dear Jane, for example -- otherwise you risk alienating your customer-base with a generic promotion.
   
   
 
   
   
   
 
   
   
 
   
 
   
   
   
   

the point is...

Your customers will be on the hunt for relatively inexpensive and personal gifts this holiday season. By being online, adding a promotion code and sending a personal message, industry experts agree that you are in better shape than anyone else to have a happy and profitable holiday season.