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The local clients provide some income, mostly from Memory Mates. The high-income portraiture comes from the greater distances. Marketing to the distant clientele, who always want the latest products, is most important for our business.

From speaking and teaching across the country, we see a lot of different color labs. When we were asked to present a program for Apollo Photo Imagizing, we sent them several JPEGs for a small publicity brochure—or so we thought. As we arrived at the presentation site, we saw our images, not only in a brochure, but in 30x40 wall prints. They were gorgeous—sharp, with great color. We figured if they could do this with our small JPEG files, imagine what they could do with our large TIFF files! Ever since that presentation, Apollo has been our lab.

Apollo is always coming up with new product lines, making it easy for us to develop new marketing materials. Early on we found their banner prints, called Apollo RockIts, a popular high-ticket item. Everyone who came to the studio was greeted by these large hanging prints. They created a great deal of word-of-mouth business. Later we used them as incentives to upsize orders and enable clients to order banners at reduced prices.

Illuma books are quite popular with our clients. They order them for seniors, model portfolios, child memory books, and special events. Illuma special-occasion cards have been a welcome boost to our cash flow. Clients love sending cards with personal images and a personal message. The best part is the 24-hour special service for the cards, which creates goodwill and great word of mouth from our clients.

We’re already getting a great deal of response to Apollo’s new personalized playing cards. You can put images of clients’ Little Leaguers, new babies, and recent grads on the backs of regulation playing cards. This is a perfect gift for grandparents, who take them to card parties to brag about their grandchildren.

Our website has become increasingly important in our marketing efforts. As new Apollo product lines are developed, we post them on our website. Many of the new items, such as Apollo’s ProPhotoCreations, have been added to our 2006 summer items for high-school graduation portraits, including Mini Me Notebooks, Petite Portfolios, Calendars, Skinny Stiltz, Posters, and Photo Creations. We compile clients’ comments and use them in choosing future promotions of the most requested items.

Our high school seniors have many fine photographers, many closer than us, from which to choose. Apollo’s marketing support and constant adding of new product lines in the ProPhotoCreations keeps us ahead of the competition.

Jean and J.D. Wacker are owners of Photography by J.D. (www.photobyjd.com) in Clintonville, Wisconsin, a family business in its 101st year. At the present site for 22 years, the studio has a 200-mile-radius market area. The Wackers, including son Dave, are Kodak Mentors, regular speakers at conventions and workshops, and authors. They have earned multiple industry awards and accolades.

Build Strong FriendshipsWith Vendors These “Champions” Will Help to Promote Studio

by Stephen Taylor

I learned a long time ago, it’s not what you know, but who you know—and who knows you. I thought my work was better than other photographers’, but they were getting the work I wanted.

I learned that building strong friendships with vendors creates “champions,” people who rave about my photography services to everyone they come in contact with. The financial cost is low, but the power of their word is stronger than any advertisement. With so many people desensitized and overwhelmed by the abundance of print ads, this option works well for photographers on smaller budgets trying to reach niche markets.

I call this approach “relationship marketing.” It’s a way to reach groups on a personal level for the very personal product we are offering. Our studio has an outstanding reputation, beyond the quality of my images. Our name and brand stand for the highest quality—a business that cares for the community and is very charitable. My clients value reputable businesses that produce high-quality images and are willing to pay more for the peace of mind.

Here’s how we started creating champions. I wanted to reach influential people and businesses—for example, a caterer with event clients or an upscale women’s boutique or hair salon.

My passion is fundraising. Last year, our studio raised $30,000 for local charities and schools. These charities all have an upscale following and support causes for women and children, my primary clients. So I started donating our services to fundraising events and advertising in fundraiser programs. Often I would barter documenting their event for an advertisement in the program. That program was distributed to the 200 to 300 supporters of the event.