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Bill started by discussing the importance of portraits to people involved in crises like the 9/11 attacks, or a
Southern California firestorm a few years ago that caused many to lose their homes and possessions. He had reviewed many images that had appeared on the web of missing persons in New York and pointed out that
the vast majority were simple snapshots with all their faults only a few were professional portraits. He recommended that photographers should remind their clients, "now" is the time to take family history photos.
Getting into marketing, he used Starbucks as an example of good marketing. They have a $3.00 coffee that has replaced the 35-cent cup
because it's the experience you get at Starbucks that makes it a good value - not the product itself. He discussed why Starbucks is successful:
1. They are constantly sampling new products (this could be
compared with running a children's special).
2. Consistency: each Starbucks is exactly like every other one (all clean, efficient and friendly).
3. Branding: Starbucks is known for the special names
they have given their products, and you can, too, with specially named promotions such as Keane Studios' "Studio Beach," Winter Wonderland," or "Kids and Critters."
Bill then gave details on how their
promotions work. First get the name established – Keane mentions the promotion in his newsletter about six months before. Plan all your details and pricing - the Keane studio has a number of employees, so a
promotions book is created with all the details, so everyone gives the same answers to questions. He gave advice on scheduling clients on the telephone: say "I can take you at 2 p.m. on Wednesday or 10 a.m. on
Friday", and the client will assume you are busy at all other times. He also reminded us that telemarketing is a friendly reminder of an upcoming promotion; it doesn't have to be a hard sell.
It is important
to develop a schedule for promotions, and have specific rules. On his children's promotions, he suggested always take individual photos of each child first, and then a group photo. He allows 10 minutes per child and
10 minutes for the group. Keane Studios occasionally sets up studios in stores for some tie-in promotions; this gives the impression that they have several studios. They have become so well known he finds himself
shooting kids and bunnies in Texas.
Devoting a few minutes to the "critters," Bill said that instead of buying (and having to take care of) bunnies, he gets trained show bunnies, and has a bunny handler
always present to hold (and clean up after) the bunnies. (He said bunnies and ducks were the most successful animals for him.) He suggested using a sheet of white Plexiglas on the floor or as a tabletop when using
bunnies - it is so slippery that the bunnies don't move, and accidents are easy to clean up.
Reviewing, Bill asked, "What makes a successful promotion?"
1. It is unique; try to find something others are not doing.
2. It has universal appeal (like "critters").
3. The photos must be taken in a very short time.
4. Put one prop out in the studio, so kids don't wander all over the studio.
5. Be aware of outside events that may reflect negatively on your promotion.
6. Look for tie-ins with public service groups;
if you are a sponsor, you can benefit from good publicity.
In closing, he gave discussed the actual photography of children. He had three suggestions:
1. Use a bunny puppet (everyone likes it).
2. He uses a "tickle feather" (a single peacock feather) to bring immediate smiles tickles chins, toes, etc.
3. A large piece of chiffon can be used under kids, over chairs, and has many uses with high
key backgrounds.
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