Marketing Strategies for Photographers: 5 reasons why loyalty Programs work and 5 secrets to success
When photographers think of what marketing strategies to start with in their business, the majority will consider things like website and SEO, or social media. But there are benefits to thinking “inside” the box rather than outside. Creating a loyalty program is one of those strategies that are built from within your business in order to promote repeat business.
Why do loyalty program work?
They provide a tangible benefit to a client in exchange for their repeat business. We all love benefits and that can keep us returning.
They build trust. People often seek a trusted source that becomes their go-to in a variety of businesses. People are happier to spend money (and more money) with those they trust.
They appeal to a person’s sense of belonging. They feel taken care of and part of a community and when they feel like this, they will return.
They appeal to a person’s sense of importance and exclusivity. When you become a member in a club that not everyone can get into, it can be an esteem booster. People like to feel important and that they have a line-in with something that not everyone has access to. For this one, exclusivity is important so you must design a program specifically that limits or restricts membership.
They offer a point of differentiation from competitors, which can help prospects make a decision on which service provider they choose.
After working in the loyalty marketing sector for many years and then moving into the photography industry, I’ve put together 6 secrets of success to building a loyalty program:
Secret #1: Craft a good name.
A catchy name for just about any marketing activity is a critical factor. Just like jingles for a commercial, you want it to stick in people’s heads to create that memorable factor. So please don’t call your program “Photographer name_loyalty program.” This won’t pique any interest. A well thought-out name also establishes authority and credibility - that some effort was placed into the program.
Examples:
Family Nestlé: This name embodies a sense of community and connection
Sephora’s Beauty Insider: Implies that you will be the first to know about products, events etc. Embodies a sense of exclusivity
Red Robin’s Royalty Loyalty Program: Embodies that “jingle” can’t-leave-your-head using rhyming
Look to your brand words and brand values to help pick a name. Something I market in my business is the “ugly cry.” I want to produce photographs so amazing they trigger the ugliest cries and that if I’m able to do this, I’ve succeeded! So I named my loyalty program the Ugly Cry Society.
Secret #2: Make sure your rewards are accessible to your audience.
If you decide that you will give a free photo session for every 5 photo sessions booked, you may do the opposite of what a loyalty program is meant to do, and repel people. Booking five photo sessions (especially at your healthy prices) can seem out of reach. Or, if you charge $1000 for a premium portrait session and your loyalty program offers a $10 rebate if they book today, that may feel really stingy relative to the investment and can turn people off. Make sure it’s not a mountain to climb, and that there is some low-hanging fruit that set off reward bells and whistles rather easily! Tiered rewards can help; creating a more accessible initial offer and then building to bigger rewards.
Secret #3: Use non-monetary rewards and minimize discounts
Photographers often believe that money is the main motivating factor in buying, but it is not the sole motivating factor of the world and often not even the most important. We usually focus on it because of our own money hangups which can skew how we approach our marketing strategies. While we can offer a strategic discount within our loyalty program, don’t let it be the sole focus. Extra prints, extra photo session time, gift with purchase (i.e. a partner gift like a certificate to a local restaurant - bonus, you’re creating relationships with other businesses), a rush turnaround time to receive images (i.e. skip the line) and first dibs on any annual events (like limited edition sessions or marathons) are all examples of non-monetary rewards that can motivate your clients. The reason this secret is so powerful is that when people focus on money, they too bring their money hangups into play and that can cause them to do funny things. Non-monetary rewards tap into a different place - like those states above - feelings of belongingness, community, exclusivity, connection. These can have a greater influence on people than money! For programs like the North Face and REI for example, people are part of those programs because they share lifestyle values of the great outdoors with others and the programs offer those kinds of benefits - like insider tips for travel and adventure etc. They care more about that aspect than they would about a 10% savings on their next coat or tent. Even better, combine the 2 and you’ve got a winning system!
Secret #4: Keep things seamless and effortless for clients
I’m sure you’ve participated in rewards programs that seem so complicated to redeem rewards that you’ve wanted out! The process of fulfilling rewards is as important as the reward itself and it must be a positive and easy experience. Imagine you qualified for a trip to Jamaica from a rewards program you’re a part of. Amazing! Then imagine spending hours trying to submit your voucher to redeem online getting endless errors and then waiting for hours on hold on a customer service call to troubleshoot. Sure you’ll eventually be sitting on a beach sipping your Pina Colada, but you’ll be bitching to your partner about the stress of getting there! Ensure the rules of engagement are clear in the program, and ensure you have a streamlined and positive redemption experience. Really they should say yes, they want to redeem, and you say, it’s done! Applied to your next session, sent to you in an attachment, delivered to your home address.
Secret #5: Make sure the program is aligned with your brand
Discounts are easy and don’t require a lot of thought, but will they build the loyalty and business/ brand ambassadors you seek? When the rewards are deeply tied in your brand, then the program will have amplified results. You may go to the local coffee shop a block from your house and get every third coffee free. Does this mean if the chain closed that location and inconveniently moved three blocks down, you’d still make it a point to go? Or would you switch to coffee shop #2 that was 2 blocks away and go there instead? Yes it’s a loyalty program, but more to the reward rather than the company. But if you loved what the coffee shop stood for - say supporting local ingredient suppliers and equitable bean farming practices and those aspects resonate with you, then you’re more likely to extend your walk to the three blocks and enjoy the extra exercise.
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