summer school program
DESCRIPTION
Here is the program I shared at Skip's Summer School on August 9, 2010 to an awesome group of photographers. If you have any questions, shoot us an email at [email protected] or check out our website at www.thejoyofmarketing.comTRANSCRIPT
Sarah Petty
The Joy of Marketing
Identity Brand
Business PlanMarketing Plan
Promotional Plan
Identity
Identity . The Disconnect
1. Photographic Style2. Name . Logo . Colors . Signage3. Studio4. Promotional Efforts
1. Photographic style
2. Name . Logo . Colors . Signage
3. Studio
4. Promotional efforts
Create a stronglogo and identity
IdentityHow you look
BrandHow you people feel about you
Tropicana!"#$%&'(')*+',$-*)!"#$%&'(')*+',$-*)
You can’t builda strong brand ona weak identity.
If you can’t charge morefor your products, you are a
product, not a brand.
Al Ries
Business Plan
Marketing Plan
Promotional Plan
BUSINESS PLAN
Vision
Projections MARKETING PLAN
Financials
Define who you are
Identity - Brand
Positioning
Analysis
Marketing Mix
MARKETING MIX
1. Products
2. Prices
3. Packaging
4. PROMOTIONAL PLAN
Advertising
Public Relations
Personal Selling
The Marketing MixThe 4 “P”s
ProductPricePlace (Packaging)Promotion
Simplify your products
Cool products
Interesting products
Different products
Killer experience
The Marketing MixThe 4 “P”s
ProductPricePlace (Packaging)Promotion
Price
Use price to get people to do what you want.
Price Menu
BeautifulConsistentUse photography
Digitalpressprintedcards
Nichemarkets
Value added vs. discounting
The Marketing MixThe 4 “P”s
ProductPricePlace (Packaging)Promotion
Children/Family/Pets
Seniors
The Marketing MixThe 4 “P”s
ProductPricePlace (Packaging)Promotion
Create a demand
Create a demand
10 tips for achieving better results with your promotional budget
1. Create a campaign
2. Get social
3. Use directmarketing
Direct marketingvs.
direct mail
3 things that makea direct marketing campaign
effective
1. List2. Offer 3. Creative
4. Look like you specialize
5. Get exposure at auctions
Come in for a session with your pet atSSaarraahh PPeettttyy PPhhoottooggrraapphhyy ffrroomm JJuunnee1199--2211sstt dduurriinngg MMaarrkkeett DDaayyss iinnTThhee GGaabblleess. During this event only, we areoffering $100 mini-sessions for yourpet. We will donate your entire session feeto the Hot Dog Helping Hounds fund. Youwill be assisting dogs in need while creatingbeautiful artwork that celebrates the furrymembers of your family.
CCaallll 778877..99007700 ttoo sscchheedduullee yyoouurr sseessssiioonn ttooddaayy..
S A R A H P E T T Yp h o t o g r a p h y
2920 Plaza Dr ive Spr ingf ield, IL 787.9070 www.sarahpetty.com
S A R A H P E T T Yp h o t o g r a p h y
Lend a helping paw.
S A R AH P E T T Yp h o t o g r a p h y
Lend ahelping paw.
S A R AH P E T T Yp h o t o g r a p h y
787.90702920 Plaza Dr. • Springfield, IL
wwwwww..ssaarraahhppeettttyy..ccoomm
Come in for a session with yourpet at SSaarraahh PPeettttyy PPhhoottooggrraapphhyyffrroomm JJuunnee 1199--2211sstt dduurriinnggMMaarrkkeett DDaayyss iinn TThhee GGaabblleess.During this event only, we are offering$100 mini-sessions for your pet.We will donate your entire sessionfee to the Hot Dog HelpingHounds fund. You will be assistingdogs in need while creating beautifulartwork that celebrates the furrymembers of your family.
CCaallll 778877..99007700 ttoo sscchheedduullee yyoouurr sseessssiioonn ttooddaayy..
6. Create charity event and generate publicity
7. Co-market
7. Co-market
7. Co-market
8. Develop great sales skills
Build rapport
Needs analysis
Consultation in-person
Sell don’t take orders!
9. Create loyalty by
rewarding your
best clients
Reward your best customers
Create loyalty
Create loyalty
10. Show you are creative
Be creative & be mine
The Joy of MarketingJolt of Marketing caffeine