Black Friday has long been an American tradition but it has seen a huge surge of popularity in Europe over the last number of years. Retailers and businesses everywhere are jumping on the opportunity to drum up more business and as a photographer, you can take advantage of the opportunity too.
Here are a few marketing tips for Black Friday:
1. Contact Existing or Past Clients
a. New shoots from old clients
Reach out to past clients and encourage them back for another shoot. You may want to offer them some sort of discount or other incentive to whet their appetite.
b. Create More Sales from Past Sessions
It’s a great time to get in touch with previous clients whose sessions are well and truly finished and the sale already made. It’s a good opportunity to get another sale by offering them a discount on additional prints. You might also consider offering them digital files if you feel they’ve well and truly maxed out their print and product sale, especially if you don’t usually offer them. Just make sure you sell them at an appropriate price! Remember, if the client has finished their order and is unlikely to purchase anything else in print from that session, it’s the right time to offer them the digital files. After all, you won’t be making any money from them but your clients may very well be willing to pay for them now.
Simply send out an email, a cute card in the post, drop them a text or Messenger, or maybe even pick up the phone. The thing is, if you don’t ask, you won’t get and you’ll be surprised with how many say yes!
2. Attract New Clients
If January and February tend to be quiet times of the year for you and you want to give your booking diary a boost, offer a Black Friday discount off all photoshoots booked for Jan/Feb. It’s a great way to get a few extra dates in the book in an otherwise slow period.
3. Shout about it on Social Media!
Get active on social media and make sure you promote your offer(s) to the right audience using Facebook’s targeting feature. If you have a database of past customers, upload them and create a custom audience. That way you can target them with the right advert and message.
If you’re looking for new clients, create a Facebook lookalike audience from your existing customers (you’ll need a minimum of 100) and target them with an offer. Don’t forget to put a bit of budget behind your ads to maximise your reach – organic reach just doesn’t cut it any more unless you can magic up a brilliant video that’s destined to go viral!
Don’t forget to ensure you have your Facebook pixel in place too so you can re-target people who saw or interacted with your Black Friday promos. The more they see you, the more likely they are to take action.
So get your plan together and take advantage of one of the biggest sale days in the year!
For more tips and tricks, join our Facebook group, 3XM Insiders