No question, every creative business has to market to those that will use your business and/or refer your business. Most of you do this through the traditional means — advertising, PR, Social Media, etc. You try to differentiate yourselves as best as you can to your potential customers through imagery, customer service and your unique value proposition (i.e., you are the only photographer in the area who shoots film).
However, as competition gets more intense, your ability to rely on these methods become strained. Simply, everyone is doing the same thing, and everyone looks good. One response (and a good one) is to have a third party validate your business, whether paid or not. In the wedding world, that is the role of The Bridal Bar or Style Me Pretty’s Little Black Book. In the interior design world, Design Sponge. However, by definition, your access to these third party validators is limited.
Another response is to find a better leverage point. The key is to find a leverage point where your business stands out and where others cannot. Forge an exclusive relationship with an unexpected partner that will bring value to both of you. For instance, a wedding planner could educate a great restaurant with no event business how to do events well in exchange for becoming its exclusive planner. A photographer doing the same for a restaurant could offer to shoot the space for free. A stationer could create custom stationery for all guests at a small inn or hotel in exchange for becoming the exclusive stationer for all events.
These relationships may not be easy to forge, but what they offer are distinctive and continual exposure to your art without an empty promise on the other side. What your creative business provides to the partner is access to a previously inaccessible market. The hope is that if the relationship is successful, you will be able to replicate it either in your local market or beyond.
If nothing else, you will be able to point to the relationship as evidence of your legitimacy. Given today’s ultra-competitive landscape, having the ability to say that your creative business is an “exclusive” provider can only be to your advantage.
{ 7 comments }
I’ve found that the problem sometimes with the exclusivity approach is determining if that exclusivity is purchased, or truly earned. Many websites list vendors based on them paying them, not because they are awesome.
Following the advice of the post just below this one, I’ve always found it most beneficial to market *who* I am, because that will always be unique. There are thousands of other photographers in Houston, but no matter what – there is always only one ME.
Having websites back you up is a great thing, but I think the best strategy is one that is truly earned and not purchased as advertising.
Hi Christine:
Exactly what I was trying to say — not purchasing anything like BB or SMP, but creating value for the partner and receiving it in return. In the end, agree, can’t buy status.
Great advice as competition is growing and growing as we speak.
P.S: Your site is looks awesome, Sean!
Terrific food for thought and agree that one of the best ways to grow and sustain your business is to provide value. Providing value for your clients should be a given. Providing value to someone who possibly has not seen that value or didn’t realize how to enter the market is genius…and forges a lifelong relationship. I have said for years “Brides come and go, but the industry will always be here”.
Love the new look of the blog and looking forward to the next post 🙂
Love this post, Sean. In this day, everyone should be looking to do something really out-of-the-box like your suggestions. Another thing to remember too that will easily showcase your difference is to look outside of your industry when looking for business advise or creative ideas. I think a lot of industries suffer from too much inbreeding (especially when they hire from their competition; don’t they want someone with a fresh perspective??). If everyone does the same thing and everyone has been privy to the same ideas, the industry suffers and there’s no growth.
I find that exclusivity limits creativity and opportunity.I prefer the “preferred vendor approach” Whereby, the business is recommended based on merit and reputation.There may be others who are on the preferred vendor list who are offering the same services as I, but I am chosen based on my, art,service and personality in comparison to the “Best” preferred vendors. No money is given to anyone for this relationship and the client can comparison shop amongst the “best”. Exclusivity removes choice.Clients like to feel they have free will.
Just when I thought the value of the exclusive vendor wasn’t worth so much, you brightened it back up!
Thank you, as always, for your insight.