Hey All, take a look at the Being out there post and the comment to that post. Here is an interesting comment from
Andrew’s comment about saturating a market so that “every time someone turns around” they see your name goes back to what I commented the other day: that brand name building to the extent of trying to reach everyone in a market requires a huge expenditure. Goodyear and Coke know that. They still spend millions annually purely on brand name recognition, all the same. Sure, small businesses such as our photo studios aren’t looking to speak to that large a population but yet to effectively be seen that much, that often, by that many in our own marketplace still requires spending vast amounts on various channels to reach the majority. Most of whom will never do business with you.
Shane MacMurray over at the Wedding Report says you have to know your total market even if you only book 25 people. I think he’s mistaken. I think you only need to pretty much know about those 25 people (and others who are similar to those 25) and know what message they need to be hearing.
It is a tricky issue to navigate. On the one hand I tend to agree that, for a small studio anyway, it is very difficult to saturate the market to that extent, so it almost seems foolish to try. Having said that, I sometimes wonder if we can only focus on those 25 (so to speak). If you want to leverage the impressiveness of hiring you, for example, then people other than your clients need to know about you in order for that value to be a benefit to your clients. Luxury companies can’t just market their message to the people who are buying their products, but they are also communicating their message to the rest of the market so that they understand the significance of owning that product.
So, in a way, depending on the value of the brand you are creating you might need to market further than your clients. Then again, you might build a brand where you are completely hidden to the market and only people who are “in the know” can find you or want your work. So it depends quite a bit on the value you’re staking your claim on.