Other Small Business Tips

How one photographer used savvy marketing to skyrocket his leads

This article is a guest post by photojournalist Alan Staats.

One of the problems I’ve run into with internet marketing is, for lack of a better term, noise. Sure I can buy an email list targeted specifically to the client demographic that I want to reach. I can create a beautiful HTML-based document detailing all the wonderful things I can do for those potential clients. The issue is, many of the thousands of recipients will hit the delete button, before reading my beautifully crafted message. Or, it will get buried or lost in the “chaff” that clutters my prospects inbox.

 

After experimenting with a plethora of digital, social media, and print marketing activities I can honestly say that melding internet outreach with print marketing yields far greater rewards than using either as a sole source.

 

I also look to the internet to maintain a complex (as well as a hopefully informative and attractive) website, send out query letters, estimates, contracts, and maintain an active social media presence. But experience has taught me not to rely exclusively on the World Wide Web for all of my marketing needs.

 

Don’t get me wrong, I relish the internet and all of the marvelous things it offers. For example, without it, you wouldn’t be reading this article.  Unless, of course, someone printed it for you.

 

Having owned my own photography and video production company for more than 30 years, I have always believed in the power of print.

 

By chaff I mean those truly annoying (yet occasionally entertaining) emails (among other offers) from, say, Princess Shewanna of the landlocked kingdom of Katangaland-who desperately needs help moving her 600 million dollar inheritance.  If only I could reap even one percent for each spam message I receive.

 

So, sending out an email message promising great photography and video services has an unlikely chance of being read, much less acted upon.

 

However, I am not averse to internet marketing. What I am averse to is using the internet as a “single source” for marketing. Used in conjunction with “traditional” marketing methods, it can yield results far beyond what you’d expect.

 

For example, this is a true story:

 

I recently ordered 500 rack cards from an online printing service, (overnightprints.com) branded with my logo and contact information, and select photos. The chief reason behind ordering rack cards was not to place them in racks but rather because they fit in standard envelopes.

 

I printed a cover letter on letterhead stock, “wrapped” the rack card in the letterhead and mailed 100 of them, to a targeted list (that I also had email addresses for).

 

Since the addresses were local, I waited two days and sent an email to each recipient; the subject of the email was simply the name of my company.

 

The email had a little more information about my company and a teaser directing the recipients to my website, which has literally thousands of pages of information and imagery… and a “hit” tracking feature.

 

By the end of the week the results were astounding!

 

On day four, hits increased from an average of 60 hits per day to over 400, a rate that lasted the rest of the week before tapering off

 

Eight recipients responded directly with a phone call and requests for rate information

 

Three recipients booked me for work, one recipient bought, as a stock photo purchase, the photo that was used as the primary image on the front side of the rack card.

 

In comparison, an earlier solely email-based effort to a qualified list of recipients (which cost me five times the amount) yielded only a dozen responses, five of whom insisted I take their names and email addresses off the list, and seven who asked for printed material as a follow up.The bottom line is that internet marketing can be successful, of that there is no doubt, but if you are looking to maximize your reach for the dollars, combine the internet with print for an unbeatable combination.

 
Related articles:True stories about small business owners

You Might Also Like

Getting Physical: Digital Brands Are Moving to the Physical World by Opening Stores

Six Small Business Week Tips For Success

For National Mom & Pop Business Owners Day: Mom & Pop Shops That Made it Big

18 Pot O’ Gold St. Patrick’s Day Small Business Promotions For 2018

Fashion Branding 101: Sell more than clothes

Old School Print is the Latest Marketing Strategy

5 Marketing Resolutions for a Happy New Year

Smart Ways Print Adds to Your Holiday Marketing

A Guide to Becoming a Successful Entrepreneur

Top 5 Advice for Entrepreneurs on Small Business Saturday

4 Reasons to Use Direct Mail Marketing

4 Reasons Why Brand Consistency Makes Sales

Top 4 Marketing Books That Will Transform Your Small Business

The Best 4 Marketing Tools for Branding a Professional Speaker

Are You a Shark in Business?

Print vs. Digital: Where to spend your ad dollars

Staycations That Will Improve Work Performance

Essential Print Marketing for the Tourism Industry

5 Budget-Friendly Print Products for Small Businesses

Ready-to-Use Templates for Email Debt Forgiveness Day

Small Business Story: Kristin Bleyenberg Design

Tax Advice: 5 Small Business Marketing Deductions to Know

Top 7 Ways to Spring Clean Your Business Marketing

Mom & Pop Shops That Made it Big

Will You Be My Valentine? How to Attract Customers

The Most Powerful Red Logos in Marketing

New Year’s Resolution: Dance Away

#InspireMe2017: Finance Tips

Small Business Marketing Lessons from the Rose Parade

Small Business Conference Planning Checklist

Secure Customers Before and After Cyber Monday

16 Secrets to a Successful Black Friday

Top 5 Trade Show Tips Worth Stealing

Where Print Marketing Wins

Start Being The Best You!

Tell Your Story With A Business Card

Be a Showstopper at the Las Vegas MAGIC Convention

New Year, New Marketing Materials.

Skip The Rush By Shopping Small This Year

Feel Good On the Outside And The Inside With JEUNESSE

Revolutionary Skin Cream Reverses Time Naturally

New Custom T-Shirts Designer Is Available!

New Promo Items Are Available At Overnight Prints

Apps to Increase the Productivity of Your Business

Don’t Let Your Appetite Down

Small / Local Businesses Should Take Advantage Of EDDM

Expand Your Booklet Horizon

Rack Cards With A Twist

Host The Perfect Event – Using Overnight Prints

Gaining Awareness Without Breaking Your Bank

What Can A Booklet Do For You?

In Las Vegas, Bigger is Better!

The Perfect Greeting Card

Make A Statement With Your Business Card

Bookmarks/ Think Outside The Box

Why use Digital Printing in Las Vegas?

Las Vegas Quality Print Advertising

Plan a Unique, Memorable Birthday Bash for your Little One

Should I Mobilize my Small Business Website

Make your Mark with Fresh Father’s Day Marketing

A Sea of Santa’s..on Harleys-Small Businesses Giving Back

FAQ’s about QR Codes

Help Keep America Green with Print Marketing

Save the Planet and your Bottom Line

17 Pot O’ Gold St. Patrick’s Day Promotions for Small Businesses

Harness the Power of National Optimism Month for your Small Business

12 Handy Print Marketing Tips for Better Branding

Design O’ the Times

Magnetic Advertising

Spice up your Love Life with a Flirting Card

The Pragmatic Entrepreneur: The Importance of Calculating CLV

Super Invitations for the Super Big Game!

Setting and Attaining Realistic Goals

Networking for Introverts

Is Snail Mail Making a Comeback?

Postcard Marketing German Style:postkarten-drucken

Print Marketing:What is your goal?

Oh the weather outside is frightful, but the prices are so delightful!

Unleash you creativity and sleep peacefully

Blogger beware

Get creative with mini cards

Stop traffic with captivating headlines

Avoid a marketing meltdown

Overnight Prints Keeps it Green…You Can, too

Get Buzzy With Business Cards

Brochure Minimalism

Create an ‘Etsy style’ Greeting Card in Photoshop

Taking Stock of Your Business Card Paper

Stop Bailing on Mailing (Services)

Summer Cleaning (Had Me a Blast)

Business Cards: Here today…Not Gone Tomorrow

QR Codes in Posters and Mini BCs

Invitations & Announcements for Dads & Grads

Postcard Marketing 101 – Using Customer Testimonials

Digital Printing vs. Offset Printing

Presenting the Pocket Folder

Death of the Business Card?

Crazy March Media, Money & Marketing

What Chlorine Free Means

Roses are Red

A Paperless Society

A Tribute to Ben Franklin

A Tasty Deal

Back to School Ideas

The Secret of QR Codes

Promote yourself – 50 self-promotional tips for Graphic Designers & Freelancers

PROMOTE YOUR DESIGN WORK ON FLICKR

Notepads now available from Overnight Prints

Overnight Prints Business Cards – Rated #1 for overall quality

Mini Business Cards

New Product – Disappearing ink!

Brochure Bonus Week

Overnight Prints Web Commercial – how we made it!

5 ways to add value to your business cards

Tips on Creating Direct Mail Services for your Small Business

10 Tips on Creating a Brochure

CREATE PERSONALIZED NEW YEARS GREETING CARDS

5 ESSENTIAL TIPS ON CREATING MESSAGING FOR COMPANY GREETING CARDS

Create a design portfolio booklet at Overnight Prints

Black Friday Promotion – Spend $50 get $50

Make your own Holiday Gift Stationery at OvernightPrints!

Overnight Prints Magazine Discount

Steve Jobs 1979 business card

Halloween Print Products for October Promotions

Free Halloween Party Flyer!!!

3 Best Print Product Ideas

postcard vs e-postcard

Best business cards

Flyer design – upload Photoshop flyer for free

Upload your Business Cards for FREE – Overnight Prints’ new and improved online service

The Importance of Good Print quality when creating Photo Postcards

Top Sites and Useful Resources for Freelancers

How to design and print custom CDs

Top 5 list of Digital Designers you should know about!

Facebook Like and Dislike Stamps!

Be our No.1 fan of Facebook, Twitter, and Flickr and Win!

Become our No.1 Fan on Flickr, Twitter, or Facebook and Win 500 Free Business Cards!

“For being so awesome” 30% off MICA discount!

Overnight Prints is the fastest printer in the Universe!

Maryland Institute College Illustration Artists

Overnight Prints is the fastest printer in the Universe!

Greeting Card design inspiration for Mothers Day

Mommy Cards for Mothers Day

Find Art Show

Brilliant Art & Design Work

Family Business Cards

Address Labels are now available at OvernightPrints.com

We want to see your Design work!

Create a Simple Holiday Postcard in Photoshop- using the Clipping Mask, Warp Tool, and other Text Effects!

5 Best Custom Business Card ideas from Small Business Customers!

Managing Design Projects – Surviving the Battle between Designer and Client

Best Business Cards from Around the Web

LISTOMANIA!!!!!!

5 OF THE BEST SMALL BUSINESS/SMALL BUDGET MARKETING IDEAS!

Do Your Business Cards & Marketing Materials Need Revamping?

Support Your Local Artists with Find Art Magazine

Not Convinced? Free Samples To Change Your Mind!

Going The Extra Mile: OvernightPrints.com Mailing Service

We Welcome all Overnight Prints Customers to our Blog

Shop the Story!