With thirteen years of wedding photography under her belt, Scarsdale-based Kelly Vasami was eager to take her work in a new direction. As her wedding business declined, her interests shifted to portrait photography. With her strong relationships, keen eye and meticulous post-production work, Kelly had all the makings of a successful photography business, but needed a bit of a boost as she transitioned into the portrait market.
How Did TAP Position Kelly’s Business to Adjust as Her Goals Changed?
TAP consultants Laurie Medvinsky and Cindy Cirlin analyzed competitor websites and put together a rebranding strategy worksheet aimed at differentiating Kelly’s skills, services, products, and aesthetic. They outlined a step-by-step overhaul to make Kelly’s site more navigable and cohesive, taking into account everything from drop down boxes to page length. With a style guide, the consultants sought to introduce consistency across Kelly’s website, social media, and printed materials.
How Did TAP Develop Kelly’s Client Base for the Long Term?
Keeping Kelly’s competitors in mind, TAP helped Kelly determine an ideal price and product range to attract new clients and set goals for cash flow, time management, and operations to make that pricing feasible. The consultants also helped Kelly identify opportunities to re-engage loyal customers, recognizing that a bride or groom might want to capture later milestones. They suggested that Kelly send out automated reminders or seasonal promotions encouraging timely use of her services. Rebranding would also bring in new clients, and TAP’s communication strategy positioned Kelly to develop and sustain those relationships.
Where is She Now?
Kelly has implemented several of TAP’s recommendations for her website and marketing, bringing her portrait work to the forefront. She has expanded that work to include professional headshots, and now recognizes portrait photography as more cost-effective than a wedding-only model. Through a moderate shift in pricing, Kelly has brought in more revenue without alienating clients. During the pandemic, Kelly has continued her work through social-distanced outdoor sessions and, despite Covid, Kelly was able to generate revenues in 2020 commensurate with years past and achieve an even higher profit by reducing expenses. Her biggest success this year has been the introduction of mini-sessions which yielded fifteen new clients. In such an ever-changing environment, her pictures have become even more meaningful, as families want to ensure important moments are still celebrated and remembered.
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