Back To Basics Part III, Focus On An Action Plan
In our continuing series on getting started in photography, you will now learn how to develop, write, and act on a "plan of action." Goal setting is not enough. Your challenge is to go get your goals, not just set them!
Step One: Write It Down
Once you have determined the direction to take and what images to shoot and who will buy them (see February column), the bulk of the marketing plan will be spent on deciding on promotion strategy, how to approach clients, present, and follow-up. These key ingredients all work together as a recipe for your personal success and you'll find that the lack of success will be due to the lack of planning in any one of these areas.
Step Two: Break It Down
Step Three: Your Key To
Step Four: Match Actions
Step Five: Marketing Plan
Sample Marketing Message: "Photography for Annual Reports and Corporate Communications" Action: Develop six benefits of working with your firm
II. This describes your target client base and must be consistent with your marketing message.
Sample Target Client: "Publicly held companies in the Resort/Hotel/Travel, Computers, Environmental, Healthcare, Telecommunications industries that need annual reports and other corporate communications images"
Action: Subscribe to above trade publications
III. This is your detailed and step by step plan of action. Remember to transfer all of the "action" items to your planner or calendar.
Direct Mail Campaign
Public Relations Campaign
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