transforming your photo business (dima and pma@ces))

Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2012 Grow Socially, Inc. All Rights Reserved.


Transforming Your Photo Business

John Foley, Jr., interlinkONE / Grow Socially, Inc.



John Foley, Jr. - Introduction

interlinkONE► Enterprise Marketing

Management Software

Grow Socially, Inc.► Strategic Outsourced

Marketing Services /Online Marketing: Social Media, SEO, Website Development

I love Marketing!

@JohnFoleyJr



Rules for today

► Keep your phone ON! Social App’s running!► Engage, Share, Connect #PMA@CES

► Follow me - @johnfoleyjr

► No making fun or laughing at MY Accent!

► Participate! It pays to ask questions!



Overview

► The Need for Transformation

► Steps to Transform Your Business

► Ideas and Inspiration

Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/



THE NEED FOR TRANSFORMATION



First: Basic Human Need

► “Even cavemen did it”

► We need to communicate visually.

► Capture moments… and share them.

Photo Credit: http://6sightreport.com/2011/12/02/all-photography-is-shared/



However… how we fill those needs changes

► People want to share visual moments faster than ever before.

► Technology advances have empowered people… better quality, at affordable prices, on their own.



Disruptive Technology

► Smartphones► Tablets► Social Media► Apps

Photo Credit: Scott Beale / Laughing Squid: http://laughingsquid.com/



Disruptive: Smartphone



Smartphone Ownership

According to Nielsen’s “State of the Media Report”, 44% of the U.S. mobile population own a smartphone.



The Smartphone Effect

► “The share of photos taken with a smartphone went from 17 percent in 2010 to 27 percent in 2011, while the share of photos taken on a camera dropped from 52 percent to 44 percent.”

Source: NPD Group’s 2011 Imaging Confluence Study



Cameras on Phones Keep Improving!

iPhone4:• 5 megapixel

photo camera

iPhone4s:• 8 megapixel

photo camera



Smartphone Has Changed Everything

► “The smartphone is a two-way device that allows for true visual communication at a distance unlike anything else in history.”

Paul Worthington, December 2nd, 2011



Tablets

Photo Credit: http://iainmasterton.photoshelter.com/image/I0000BnVjaMGtKH0



Tablets: Disney’s iPad Camera

► The Vivitar Disney iPad Camera lets you shoot 7Mp images with your iPad.

► Create custom projects using your photos with the free Disney Pix App.

► “Share with friends and family”



Apps That Make Us Feel Professional

Adobe Photoshop Express



Apps: Integrating Mobile + Social

“In 2011, people uploaded photos to Instagram at a rate of 90 pictures every second.”



Disruptive Technology: Social Media

► 800 Million Users on Facebook

NOTE: As of December 2011

► 300 Million Users on Twitter

► 62 million users on Google+ in 5 months

Every 60 seconds on the Internet…



How Can You Adapt To Disruption?

► Revisit/Set a Strategy and Plan

► Embrace Technology Advancements

► Market Better Than Everyone Else



STEPS TO TRANSFORM YOUR BUSINESS



Time to Change Your Focus?

► Image Quality?

or…

► Communications & Connectivity?




What could you change to grow?

► Could you build better hardware?

► Could your website be improved to drive more orders?

► Could you create an App?

► Could you integrate with another service?



Change in Messaging

► External: Website and Collateral

► Internal: Mission Statement



Change in Sales

► Solutions vs. Commodities

► Resources, Demos, Toolkit

► Questions and Listening

Photo Credit

http://www.flickr.com/photos/karl_hab/2573444980/sizes/m/in/photostream/



Change in Resources

► Marketing Support

► Web Development

► Mobile Applications

► Social-Enabled

Photo Credit

http://www.flickr.com/photos/shindotv/3835365695/sizes/m/in/photostream/



Change / Increase Self-Promotional Efforts

► Bring your offerings to market► Speak volumes of VALUE► Eat your own dog food► Walk the Talk► Practice what you preach



Before You Move Forward…

To change and succeed, you must have a plan!




Let’s Move Forward!

Create Your Strategy, Business Plan,

& Infrastructure



The Strategy

► Business Plan► Marketing Plan► Sales Plan► Financial Plan► Organizational Needs► Measure



Crucial Components of a Business Plan

► Executive Summary► Business Section► Market Analysis► Marketing► Sales► Financial ► Management► Human Resources



Organizational Structure

► Management and personnel

► Administrative organization

► Contingency planning



Risk Management

► What could prevent you from reaching your goals and what are you going to do mitigate them?

► Do you have enough Capital?



Financial Plan

• The investment budget

• Statistical data (ratios)

• ROI

• Financial projections



The Marketing Plan



$

Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersLanding Pages

OffersEmailsPolls

Get Noticed

Engageand

Nurture

Inquiries

Engageand

Nurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG Plan

Product?Service?Asset?

Qualified Leads

Sales

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Phone Calls

Marketing Calendar, Take 1

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in Excel

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article on

Announce booth # with video post

Follow-Up with Post & Post Pictures

Marketing Calendar, Take 2



Marketing Resources: Needs

► Plan then EXECUTE► Storytellers► Content Creators► Mobile/Social



Sales Resources: Needs

► Willingness to embrace change!

► Not completely afraid of social media




IT Resources: Needs

► Ability to manage data (Excel, CSV, Access)

► HTML/Web Development Experience

► Basic Understanding of Web Security

► Not Afraid to Communicate with Sales & Marketing



The Takeaway Plan – Tying it all together



Key Steps to Success

Plan, Plan, Plan

Review and Refine Your Focus

Get close with Customers – What do they want from you?

Embrace Technology

Self-Promote!

Measure



IDEAS AND INSPIRATION

… To Grow Your Business



What’s Old… Often Becomes New

► Mobile and Social will not go away… but, there is still a need for tangible items.

► However, we need to make it easy for people to do so.

► Here are some examples…



Postagram

► A mobile app that makes it easy to order postcards based on mobile pictures.



CanvasPop

► CanvasPop: Easily Print Instagram Photos



Improve Your Marketing Efforts

► Website: Design, Content, Calls-to-Action► Social Media: Listen and Engage► Mobile: QR Codes, SMS, Payments► Integrated, Multi-Channel Campaigns



Website Inspiration



Website Inspiration: Compelling Content

http://www.fotocrush.com/



Calagaz Photo: Social/Website Integration



Use Social Media to Listen and Engage

http://Search.Twitter.com



Listen to Social Media Chatter… And Act



Going Forward

► Technologies will continue to emerge….…. and disrupt!

► But, if we are determined, we can find ways to grow our business.



Find Inspiration Here at the DIMA!

► You should absolutely applaud yourself for devoting time, energy, and other resources for attending this conference!




6 SIGHT

Options for Transforming:► Compete?► Infiltrate?► Cooperate?

http://6sightreport.com/2011/12/02/all-photography-is-shared/



PMA’s LinkedIn Group



Your Peers - Calagaz



Calagaz



Story Telling From Your Peers

Leo Calagaz – 1955 - http://www.calagaz.com/

Reinvented themselves! And continue to do so.

iGEN, Wide Format

Expanded Services (*Not all inclusive!)Photo books,OrnamentsPuzzlesCanvas printsCollagesCards, personalized 1 or 1000? Scrapping - drag and drop - Scrap booking on line!Print on metal pictures, aluminum pictures..

http://www.calagaz.com/



Calagaz Cont

► What’s next?► Purchased Silk Screen outfit – Pictures to TShirts► Roland – “Beyond the poster” - Wide Format► Cross / Up selling with comp services

► Advice► Plan► Have a solid marketing and sales plan► Reinvent as the needs require / plan► Network, continuous learning► NO SECRET he says! – Hired a Marketing Director! Part of the

Management Team!



Your Peers – Dan’s Camera



Dan’s Continued



Story Telling From Your Peers

Steve Olock– DIMA Director at Large! http://www.danscamera.com/

Lost of researching!What will the market bear.PlanningWide Format

Expanded Services (*Not all inclusive!)Photo books,Gallery WrapStick Pix - clingsCanvas printsCollagesScrappingVideo Services – Capture business

http://www.danscamera.com/



Dan’s Camera Cont

► Advice from Steve► One thing wont work or fill the hole – Diversify!► Value Added Services around Digital► Plan► Have a solid marketing and sales plan► Reinvent as the needs require / plan



Final Thoughts & Action Items

Soul Search

Business Plan Review

Marketing/Sales Plan

Find the Right Resources

Self Promotion



Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

QRCode



THANK YOU!

transforming your photo business (dima and pma@ces))

Business

grow socia

smartphone questions

tablets photo credit

social apps

smartphone ownership

smartphone effect

capture moments photo

megapixel photo cameraiphone4s