Photography Business Targets Market Niche

Starting a photography business can be a challenge since there are so many independent photographers competing for customers but if an entrepreneur can target a specialized market it can make it much easier to find customers. Danielle, a Small Business Stimulus applicant from New York City is a good example of a photographer working in a targeted niche. Here is how she describes her buisness:

“I shoot portraits, headshots for actors and portfolios for models, as well as events. I also consult with models/actors and give them tips on the industry.”

Business Stats

Industry – Photography

Market – Models and actors

Competitors – Many independent photographers in New York City

Need – Models and actors looking for work

Unique Selling Proposition – Photos & Career Tips from years of experience as a model, stylist, photo assistant and art director.

Business Questions

As with most new business owners Danielle has a number of areas in which she’s looking for assistance with her new business such as business entities, tax issues, etc. However, one of the common themes centered around marketing and advertising her services in order to find new customers and grow her business.

As I mentioned above, I think Danielle’s choice to target models and actors will make it easier for her to find customers and to turn them into satisfied clients that will generate referrals.

Serving a Need

Danielle’s service stands out to me since it is key to helping her customers reach their goal of getting a modeling or acting job. I think the fact that she can combine industry tips along with her headshots and portraits gives her a competitive advantage.

Building a Brand

Danielle has chosen the name of Whimsy Photographics for her business, one thing she could consider is a name that more precisely defines the benefit of her services to her customers. Maybe something like Performance Photography, or Audition Images, that gives potential customers the mental image of what she can offer.

I think Danielle should establish her brand by creating an “Audition Success” package that includes both headshots/portraits and consulting on how to get and ace an audition.

Marketing Online

A good way to prove her expertise in the industry would be for Danielle to offer free tips in the form of a website or blog. She currently markets herself on Craigslist and with signs around her neighborhood, she should include her web address on those advertisements and make mention of the audition advice she provides.

A great way to spread the word about her services would be to create a special report about “How to Get an Audition” or “How to Build a Standout Photo Portfolio” and give it away on her website. She could even create an audio version as an mp3 and a video version to share on sites like YouTube. She should offer free access to her reports for anyone that signs up for her “Audition Success” newsletter.

Offering a Total Package

This may sound like a lot of work just to market a photography business but one thing I learned from Robert Middleton of Action Plan Marketing is that customers are much more likely to buy if you can offer them a solution to a problem rather than just a product.

Models and actors want pictures that will help them get hired. Taking great photos is a useful product but it’s only part of the puzzle, offering a package of photos and consulting/coaching is more of a solution that will help them get a callback.

I would focus on the ability of pacakge to get them the audition, since it’s up to the customer’s own abilities to actually get the gig once they land the audition.

Using Testimonials

I think the first thing Danielle should do is to contact her past clients and ask for testimonials on how her photos and advice helped them land an interview. She should highlight those testimonials on her website and in her free report.

Marketing Suggestions

If you have any suggestions or ideas for Danielle on ways she could market her photography business please leave them in the comments below.