For small photography businesses on a limited budget, a display is the perfect tool in your marketing arsenal. Displays build credibility for your business, build brand recognition and is almost an endorsement from the company that you are displaying in. There are many aspects of using displays effectively including the design of the display, the marketing materials and the relationships you will be building with business owners. Check out these steps to get the most out of your photography displays.
What about handouts? You should have material available to take home for the people who view your display. Some people leave just simple business cards, but I do not recommend it. Business cards are small and get lost in purses. And your display may not show the same type of image that you may have on your business card. Instead, you should leave out what are called "lift cards". A lift card is a postcard that your clients lift out and take home with them. They are often printed as 4x6 postcards, front and back, and are displayed next to the prints in a brochure holder.
What type of images should be used in a display? The images themselves should be your absolute finest work. They should also "fit" the scheme of the location you are displaying in. For example, if you are displaying in a children's clothing boutique, you wouldn't display a wedding photography. Instead you would display children, dressed in high fashion clothing, maybe laughing, colorful, etc. Fit the theme of the store! Your logo should also be printed on every image you display either directly on the print through digital magic or other means.
Where should you display your work? This is a great marketing attempt to help anyone get over his or her shyness! To start with make a list of possible location that you would like to have your work displayed in. This would include such places like:
Children's Clothing Boutiques
Dr. Offices and Lobbies
Hair Salons
Nail Salons
Spa's
Restaurants
Hospital Maternity Wards
Pediatric Units
Gift Shops
Antique Shops (the nicer ones)
Birth Centers
Corporate Office Collections
Home Builders
Bridal Shops
Banks
Flower Shops
What exactly do you include in a display? Most displays consist of one or more larger wall portraits, either gallery wrap canvas or framed print. Many photographers also may choose to actually decorate the area with flowers, tool or other items, to give it a more upscale look. Local boutique displays are especially prime for this.
Make this part of your marketing routine each week. Pick a day to get out in your community and just go shopping. Eat out at restaurants. Look at their walls. Is there space for a display? Chat up with the owner a lot. Make him remember you for next time you come in. Because next time you come in, it will be with your husband or friend and you will casually happen to have your portfolio with you. And you might drop the idea on his head, along with a business card, telling him you will call him tomorrow when he isn't so busy.
Ask for the display. I recommend having a small portfolio of images with you, bound in a nice album and showing the type of work that you would like to display in their store. Have your offer, written on paper, almost like a sales letter, telling them exactly how this display will benefit them! You may even offer to photograph the owner and their employees for free. Most importantly, DO NOT talk about how this will benefit you. They don't care about you. Only talk about them. Tell them how the people who appear in these photographs will bring their friends to this store to show it off and that brings more business. Tell them how their store will now appear more inviting, cheerful and friendly, and that makes people want to spend more money.
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