The three requirements for great partnerships
First things first here.. if you don’t have clients you don’t have a pricing problem, you have a marketing problem.
And marketing doesn’t have to be complicated or overwhelming. You just have to shout your name from the rooftops, and better yet, get others to do so too! From there it’s simply about giving that new audience a reason to book now.
Let’s take a look at the part where others do the marketing for you (shouting your name from the rooftops!). This is partnership marketing. It’s my go-to lead source and I teach all about it in the marketing classes of the Business Foundations Challenge.
One of the photographers in the last Challenge emailed me over the weekend asking me for advice about this:
“.. a local dog groomer started following me and liking my photos so I decided to go into their shop today in person and introduce myself and ask if I could leave some of my business cards with them.
They are also a startup like me, and officially open next week. They were really keen to have my cards and said they loved my work, and they also said they would love me to do a piece of wall art for one of the walls in the shop!”
I wrote back with my advice which is to waive the session fee, gift some social media files and substantially discount a piece of wall art for the salon.
This photographer wanted to work with this groomer, which is why I suggested giving the session and the web files for free.
Sometimes I do offer wall art free too, but since it was the groomer who showed interest in that, I suggested offering the discount instead.
So what happened?
The groomer showed their true objective (and their true colours!).
He called the next morning and said:
“Did you actually think I was going to pay you for this? I’m doing you a huge favour and I’ve actually had other dog photographers say that they would pay US to have their work up in our dog groomers. I could just print out your work myself at a cheap cost and put it up, and you are not doing me a favour I am doing you a favour.”
W-HHHAAAAAATTTT?
Understandably the photographer was initially a bit shocked, and questioning themselves. But if this happens to you, I want you to remember that this isn’t on you AND there are way more partners out there who will be a great fit!
This groomer clearly doesn’t value photography, or this photographer. I get the feeling he intentionally engaged with the photographer's Instagram account with the goal to receive not only free photos- but even free wall art! The cheek!
On top of that, his borderline threatening response was incredibly unprofessional.
After considering this, the photographer said “thanks, but no thanks”, and instead will find other businesses to partner with who will meet the minimum requirements of a great partner!
These are the three golden rules when working with partners:
1.) They must be smart (and smart people don't treat people badly)
2.) They must care about what they do (because otherwise they won’t be in business for long!)
3.) The must actually value what you do as a photographer (or they won’t be saying the right things to their customers about you anyway- if anything!)
The other half of these rules is that you MUST also be a great partner. You must also value what they do and genuinely want to help them succeed.
Now remember, being mutually beneficial can mean that you both benefit in different ways, as long as you both benefit.
Here are some examples of what a potential partner might need:
New clients
Upsell incentive
Loyal client gifts
More foot traffic to their premises
Social media growth
Wall art displays
Website/social media imagery
If this groomer was excited by the photographer's initial proposal, I would have suggested finding out what they need help with. Most likely as a start up, what they want is customers/foot traffic so hosting a pop-up photobooth or a “iPhone photography for pet-parents” workshop might work very well as the first collaboration, and at both events you are also marketing your pet photography and could even give a special offer.
That’s just a guess though, and the only way to know for sure how you can be of the most help, is by asking questions and really listening to what they have to say.
We go into more detail in the Business Foundations Challenge about partnerships, how to recognise partners and an outreach strategy. If you’re in your first year or so of business (or not yet started!), I'd love you to join the next one!
LET’S MAKE YOUR PASSION PROFITABLE IN 12 WEEKS.
Learn to think like a business person while you design and implement all you need to launch a professional pet photography business
Every month there’s an accountability call so that you don't end up with another course that you lose the password for.. or a giant pile of homework!
I'm not talking about you implementing a cookie-cutter template either, no, we'll be customising EVERYTHING to suit you.
Next challenge starts January 2023
Members continue the discussion in the Mastermind Facebook Group, otherwise shoot me an email: kirstie@thepetphotographersclub.com
Author
Kirstie McConnell |
Founder
The Pet Photographers Club
When Kirstie launched her pet photography business in Australia in 2012, the genre was barely a thing. She spent the next years at the forefront of this niche, marketing not just her own business, but the concept of pet photography. Each year she photographed around 100 dogs, cats and horses per year to create wall art and albums for pet-parents.
Now based in Italy, she continues to offer pet photography to her clients back in Australia on return trips, but otherwise spends her energy helping other pet photographers build a business which will allow them to follow their dreams.
Internationally recognized as a leader in the industry, she hosts the podcast, workshops, courses and business events for The Pet Photographers Club which she co-founded.