PROJECTCASE„I‘m excited, how thought-through and effective my Marketing now is.“

– Samuel Gesang, Owner of gesang photo

GOAL OF THE COLLABORATION

Development of properly working Marketing Channels towin new clients outside of his own network.

COLLABORATION METHOD

Very close Marketing-Sparring: Joint development, independent execution by the client with conceptional and

design-feedback from USPMaker

3 SUPPORT THE EXECUTION

In the beginning every two weeks –later a little bit less – we regularlydiscussed the progress, openquestions and the next steps.Together we ensured a goal-oriented execution of the plannedmeasures.

2 DEVELOP A STRATEGY

In order to reach the newly definedgoals we needed to plan quite a fewimportant marketing measures.Together we prioritised the to-do‘sand scheduled them over theupcoming months.

1 UNDERSTAND THE CLIENT

In the beginnig of the collaboration itwas necessary to win insights into thesituation of gesang photo,understand the business, analyse theneed and define goals.

COLLABORATION PROCESS

TAKEN MEASURES

NEW POSITIONING AND SPECIALISATION WITH USP

1

→ Previously: Very blurry profile. The servicesoffered ranged from businessportraits overcommercial-, family- and event-pictures all theway to wedding photography. Therefore it wasnot possible to differentiate gesang photo fromall the other general photographers in the region.

→ Now: Specialised on „Spectacular OutdoorWedding Photography“. Due to different reasonswe decided to position gesang photo in theniche of wedding photography and then definedwhat differentiates him from all the other localcompetitors in the same niche. What really stoodout: His outdoor wedding pictures. Thanks to thisniche and his new USP, we now had completelynew opportunities for his marketing.

→ Previously: Winning new clients solelythrough his own network. No clearlydefined processes for the customerjourney.

→ Now: Over 14 coordinated marketingweapons from first contact all the way tocontract conclusion and aftersales. Withthis new sophisticated process, gesangphoto can further stand out of thecompetition and win new clients outside ofhis own network. Thanks to thesemeasures he didn‘t only generate moreprojects but also significantly increasedthe revenue per client.

TAKEN MEASURES

2 DEVELOPING A SOPHISTICATED SALES-FUNNEL FROM SCRATCH

→ Previously: Usage of only very basic marketingchannels as client acquisition worked onlythrough word of mouth of friends andrelatives.

→ Now: Active online-marketing (local SEO +social media), cooperations with regionalpartners (i.e. event locations), exhibiting at localwedding fairs, etc.

TAKEN MEASURES

3 ACCESSING NEW MARKETING CHANNELS

12 MONTHS 24 MONTHS

→ USP: Spectacular Outdoor Wedding Photography→ 9x Increase* of enquiries→ 4x Increase* of revenue per client

AFTER 24 MONTHS

AFTER 12 MONTHS→ Positioning in niche: Wedding Photography→ 3x Increase* of enquiries→ 3x Increase* of revenue per client

STARTING POINT→ Services: Businessportraits, Commercial-,

Family-, Event- and Wedding Photography

100%

75%

25%

95%

5%

START

GRAPHIC: ENQUIRIES, from which:

% via own network (in black)

% via marketing measures (colored)

Compared to the start of our collaboration(one year after the foundation of gesang photo)*

DEVELOPMENT IN FACTS & FIGURES

BEING IN A SPARRING WITH RICO I ENJOY PARTICULARLY OURCOLLABORATION ON THE SAME WAVELENGTH.

So far he always had a very helpful answer to my questions and often evenexceeded my expecations by far: He pointed out different options weighingtheir pros and cons or brought in a completely new perspective which wasway more helpful for me than a coarse reply.

I also value his flexible concept which gives me the opportunity to control theintensity of the support myself.

Samuel Gesang, Wedding Photographer(www.gesang-photo.com)

INTERESTED IN A COLLABORATION?

rico@uspmaker.com