Tag Archives for " target market "

4 years ago

3 tips to make your swag memorable: Marketing Hacks #23

Create memorable swag

Do you like to get swag?

Every body loves free stuff, right? So how do you make your swag stand out? It’s not that tough, if you keep these 3 tips in mind:

  • Make it unique to stand out – how much impact do you think another printed ¢15 pen make? Extra points, if no one else gives this away. Branded USB drives? Great – how many of those have I seen, water bottles with your logo, bags, pens, … been there done that and actually got the T-shirt.
  • Make it good – no one is going to remember anything that is less than great. Good is the new normal. It’s expected, you don’t even need to show up with mediocre. 
  • Make it personal. Give me something unique to me and I’ll keep it way longer than a mass-produced piece of swag. (Read MarketingHack #8: Do something unexpected to remember why I mailed a New York creative the magazine that featured her as a winner along with a hand written note.) I bet she remembers that today.

What does good marketing swag look like?

How do you think local influencers feel, when I hand them a copy of a DVD with ‘On Wings of Hope‘? Let’s see how that stacks up:

  • Pascal Depuhl's award winning documentary short film "On WIngs of Hope" tells the story of a humanitarian flight service in Afghanistan makes a great swag itemIt’s unique – movies are something people don’t expect to get for free. How many movies has a director given to you? How many of those are filmed in Afghanistan? How many are featured in a TEDx talk?
  • It’s won a handful of awards and has played at film festivals, had a great private première that people are still talking about (It’s featured as MarketingHack #11).
  • It gets personalized – I’ll write a note on the DVD liner; we actually designed some space on it to jot a short note with a silver sharpie.

Would you throw that out? Or show it to your friends? If you need to book a photographer to produce a video for you, would the guy that produce an award wining short documentary in Afghanistan come to your mind; especially if you have a personalized DVD he gave you?

How do I create swag that sticks in their mind?

Now I realize, not all of you are going to fly to Afghanistan to produce an award wining, short documentary; if you would, I’d need to come up with something more unique again. Well follow the same criteria I did:

  • Be unique. Take some time to think, but give out swag that is relevant to your business.
    • Only use the best. You’re gonna spend money on producing your swag, you might as well make it great. Less than good will land you in the garbage can
  • Make it personal. It takes you just a few seconds and makes a huge impact on your audience of one. It’s maybe even the most important of the three tips.

I’d love to see what you come up with – show off your best stuff – tweet me @photosbydepuhl and use #MarketingHackSwag.

4 years ago

Marketing Hack #19: Start a discussion in a LinkedIn group

2 ingredients needed to get hired

Last week I got hired by an agency owner. Turns out a branding agency referred me, although I had not worked with them. However a motion graphics shop had referred my work to that branding agency, although I had never worked with them either. We were joking about this on the job–you know what the agency owner told me? “That’s how I got your name, but your website showed me that you can get my job done.”

We all have a website that showcases our work. Extra points for an active blog that gives your target audience a behind the scenes peek at how you work. A vibrant social media presence has never hurt anyone either; so that’s the content side of your business

Where do you find your audience?

Content is only half of the equation. Without an audience, it won’t make a difference – actually that’s not correct – without the right audience it won’t make a difference. So how do you get your name out there? (Mutual friends that introduce you to a Motion Graphics shop, who pass you along to a branding agency, whose owner recommends you to an ad agency is not really a viable business model, in case you were wondering.)

LinkedIn Groups make a great place to find your audienceFinding your target audience is a lot easier today, since everybody is online; which also makes it a lot harder, since all of your competition is online as well. How do you then go about getting your brand out there? One great place are LinkedIn groups.

Everybody is already here

Start a discussion in a LinkedIn group of – and here’s the secret – of people who are potentially looking for your work. I won’t post a discussion in a group devoted to plumbing. That would be a waste of time and would basically be the same as the ad agency owner calling me to fix her leaking water heater. No. She calls me, because I can meet her need for a photographer. Come up with a topic that interests your clients – again it does me no good to start a discussion on water heaters in a group of photo buyers.

Earlier this year I started a discussion asking if personal work mattered to photo editors. It got some great response from members of the group. Do this consistently and you’ll be on their mind, if they are looking for a photographer.