The Secret to Business Success

Posted by Derrik Ollar on January 19, 2009 at 12:00 am

The training I have gained in my years of association with PMPA has been pivotal in my continued success and longevity in this industry. I have personally seen dozens of local photographers come and go in my 15 plus years in this line of work. If there is one thing that I have learned over and over again (and it’s sad to say), it is that great photography skills have very little correlation with owning a successful photography business. Professional quality photography is just a commodity without strong marketing and sales skills to turn it into something that is very desirable in the eyes of the consumer.

January’s PMPA After Hours program was all about the marketing. In one evening, we had two marvelous marketing experts impart pearls of wisdom to the group, and I for one have since taken some time to work through all my notes and use these gems to strengthen my business’ marketing program.

Our first speaker was advertising, marketing and creative services expert Christopher S. Howley. At first glance, he seemed like a quiet unassuming guy, but once he started speaking, I was totally captivated by his command of the subject mater. He presented an eloquent case as to why the standard three Ps of marketing (Product, Place & Price) should actually be expanded to the seven Ps. They are Product, Price, Place, Public, Position, Promotion and Palm. With these seven Ps, a marketing plan could be laid out that was more focused, workable, and fortunately for the writer of the plan, also shorter in length.

Our second speaker was marketing coach Veronika Noize. Veronika taught us the nuts and bolts of creating a killer elevator speech. Rather than the traditional 30 second elevator speech that is commonly touted in the business world, she gave us an outline for creating an elevator speech that would answer the questions of what, whom and the specific benefits derived from your offerings in an appropriate, credible, intriguing and specific manner, and all of this would be achieved in seven to nine words. In a world full of prospects with short attention spans, this is a nugget of marketing gold!

A few years ago, I was involved in a commercial shoot for a new line of cosmetics. Another client came into my studio while I shooting and noticed what I was photographing. She made a comment along the lines of how could a new comer in the crowded cosmetic market possibly become successful? Well, my answer to her then is just as applicable now to the photography industry. I said, “It really doesn’t matter how many cosmetic companies there are or even how long they’ve been in business because the winners will always be the best marketers.”

For those of you readers who were able to make it to our January meeting, you got some fantastic ideas that if worked on, could give you a great edge in the market place. I feel that I’ve already gotten my $35 membership value for the year, and we’ve just gotten started! If you didn’t make it to our January meeting or have not yet renewed for the New Year, please make a commitment to join with us in February and beyond. We have a great year planned out for our members, and you’ll be glad you made this small investment in PMPA as it will yield huge returns to you both as a craftsman/artist and as business person.

Happy shooting, marketing and selling!