The Kathleen Hawkins Guide to Sales and Marketing for Professional Photographers.pdf

THE KATHLEEN HAWKINS GUIDE TO

Sales and Marketing

FOR PROFESSIONAL

PHOTOGRAPHERS

Amherst Media ®

PUBLISHER OF PHOTOGRAPHY BOOKS

Dedication

This book is dedicated to our incredibly handsome son, Brandon Gregory Hawkins, born

on December 26, 2006, whom we adopted on June 21, 2007. We are so glad you became

part of our family. You complete us, and we love you very much! This is the first book I’ve

written since we adopted our three beautiful children. It was not an easy task juggling such

a hectic life of kids, work, and writing. Without the support and safe haven of our wonderful

church, it would not have been possible. They provide a place to retreat to, where I can clear

my mind and collect my thoughts. Thank you!

All photographs by Jeff Hawkins Photography.

Published by:

Amherst Media, Inc.

P.O. Box 586

Buffalo, N.Y. 14226

Fax: 716-874-4508

www.AmherstMedia.com

Publisher: Craig Alesse

Senior Editor/Production Manager: Michelle Perkins

Assistant Editor: Barbara A. Lynch-Johnt

Editorial Assistance: John S. Loder

ISBN-13: 978-1-58428-232-7

Library of Congress Card Catalog Number: 2007942655

Printed in Korea.

10 9 8 7 6 5 4 3 2 1

No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic, me-

chanical, photocopied, recorded or otherwise, without prior written consent from the publisher.

Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions. The

author and publisher will not be held liable for the use or misuse of the information in this book.

Table of Contents

About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

1. Targeting Your Audience . . . . . . . . . . . . . . . . . . . . . . . . . . .10

Business Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

High End . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

Mid-Range . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Low End . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

Brand Recognition . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12

2. Building a Bond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16

The First Contact: Product vs. Price . . . . . . . . . . . . . . . . . . . . . . . . . .16

Customer Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21

Set Your Studio Apart . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24

An Action Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26

Make New Clients but Keep the Old . . . . . . . . . . . . . . . . . . . . . . . . .30

3. Client Loyalty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33

Relationship Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33

Loyalty Incentive Programs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34

Preferred Business Passport . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35

Program Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35

Lifetime Portrait Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

Program Details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36

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