I would have to say that 90% of all photography businesses have a dreaded "slow" season. Slow is definitely a term that is loosely used. To some, it may mean NO business while others may only have monthly sales averages that are still in the thousands... Whatever the case may be, it stinks!
Here are some tips for getting the most out of your slow season:
1.) Take A Loss. A loss leader that is! The economy is tough these days so people may not be knocking down the doors begging for your business. Get your name out there, come up with sales or events that will drive traffic your way. Maybe consider doing some promotions that serve as
loss leaders.
Wikipedia defines a loss leader as "a product sold at a low price (at cost or below cost) to stimulate other, profitable sales. It is a kind of sales promotion, in other words marketing concentrating on a pricing strategy." So get people in the door at cost and get them to purchase prints and products afterwords.
2.) Focus On Your Marketing. Take a step back and plan out your goals and how you will achieve them. Plan out a full year's worth of marketing on your calendar. This means everything from due dates to email blast / mailing dates. Color code them and be sure to stick to your guns! We all know how postponing something one day leads to another... and another.... and another. You get the point. Having this in effect will ensure that next year, you get steady business coming in because you planned for it.
3.) Do Some Charity Work. It is always great to do something for others. Why not do some photo shoots where proceeded go to a worthwhile charity? It will make you feel great about yourself and will get your face out there in the community.
4.) Create. Put a couple orders in for some new sample products for the year and show them off on your blog or web site. Combine that with a loss leader promotion that we talked about already and you may have a hit on your hands. This could be anything from new products to new props or photo shoot ideas.
5.) Write. Get yourself involved in the photography community. Post photos, tips and tricks or write articles for various web sites and become a known face in the industry. It can help get you some street cred while showing your clients that you mean business.
6.) Learn. Attend a
seminar, workshop or webinar. Join a
photography forum or even buy a photography book. I am far from perfect with my photography but one of my strengths is that I am always learning... I am like a sponge when it comes to photography and am always picking up new things.
7.) Network. Go and meet with other vendors in your industry or niche market. Wedding photographers; meet with cake vendors, florists and videographers. Portrait photographers; visit boutique toy and clothing stores along with other places that cater to the caliber or clients you want to have. It takes time to do this so start building your network sooner rather than later.
8.) Update Your Portfolio. Now is the best time to add pics to your slideshows, web site and blog and get your latest and greatest work into rotation. You should always be improving so show potential clients your best work. This can sometimes be like pulling teeth but is a necessary evil and will pay off if you do the time.
9.) Do Some Spring Cleaning. Did you do some impulse buying last year? Have you upgraded your equipment or computer? Hit up eBay and sell some of your stuff that is just collecting dust so you can keep some coin in your bank account.
10.) Post a comment below. Let me know if you have some good tips on how you keep productive and busy during the slow season...
Hope this helps! Thanks for stopping by.
Mike
