Targeted marketing

However good your work is, sometimes you need to help prospective clients understand how you can help their business.

Brilliant branding, smart social media campaigns and a stunning website may impress, but step back and try to look at it from a client’s perspective: do you explain how your work can be relevant for them?

Creatives live in rarified virtual communities of like-minded specialists which can often lead to tunnel vision. Photographers may understand the benefits of targeting specific clients based on their own favoured areas of specialism – wedding, families, etc – but in some markets they need to work harder to demonstrate their practical applications.

When Maura Cesolini wanted to refocus her career from sports photography to branding shoots, she came to us to ask how we could help target her marketing more effectively. She had an incredible portfolio of sports photography, but this wouldn’t necessarily win her business in her new field.

We decided to build a custom pdf for Maura that clearly demonstrated the commercial benefits of brand photography, with examples from some of her recent shoots. Instead of a more traditional portfolio of photographs, Maura’s editorial-style flyer shows her brand photography at work.

Existing and prospective clients know straight away what Maura’s work is about and how they might use her. And as well as acting as a neat calling card and price list, this direct targeting technique demonstrates that Maura is smart and tenacious enough to get out there and find who she wants to work with.