Marketing for photographing Italian Weddings
1. Word of mouth
3.Trade fair participation
4. Buying advertising space in bridal magazines
5. Creating a network of contacts and collaborations with service providers, or, as is the case with the majority of photographers
6.Have a studio or exhibition space in a neighborhood or strategically placed street.
A new type of word of mouth has come about in recent years, and it’s one that is highly appreciated and used by the Italians. This time it is a kind of virtual word of mouth, Facebook. In recent years, Facebook has become the most successful and most used social network by Italians ever. I know many people who use their computer solely to check or update their Facebook profiles. Just as I know that very many people that have made Facebook their favorite tool and, in some cases, their only means of communication with the outside world. Italians, and not just Italians, use Facebook for anything and everything, so having a FB profile and/or a group where you can share wedding photos is as effective as real world word of mouth.
A little trick I can reveal, is to quickly become FB friends with the couple and with most of their friends present at their wedding, this will give everyone the possibility to share pictures of the wedding even on their profile pages. Using Google analytics, I have seen that immediately after sharing photos on my FB profile, the number of visitors to my site increases substantially. As with real world word of mouth, sharing information on Facebook is completely free. Also, on FB you can plan advertising campaigns and, to be honest, I think they are very effective. As with Google’s Pay per Click, you can choose a daily or monthly budget, but the thing that makes this tool truly effective is that the campaign is directed at and displayed to only those people whose profile fits the advertiser’s target clientele.
Let me explain, on Facebook you can decide the age, marital status and area of residence of the people you want to reach with your ad. The budget requirements for a campaign on FB aren’t very high and, in compensation, you directly target people who will potentially be interested in your work, so single, young and, preferably, in your local, or preferred, area.
3. Industry Fairs. Wedding Fairs.
Another promotional tool for the Italian wedding market is taking part in trade fairs.
Trade shows are widely used by brides and grooms to find a wedding photographer and, more generally, to book or simply consult with the various suppliers for their wedding. Most of the couples I have met have told me that they’ve visited a trade show at least once.
These days there are wedding fairs in almost every Italian town and city and at all times of the year. There are little wedding fairs, in small, remote towns, and there are mega-galactic wedding fairs in major cities. For example, in Milan ‘Milano Sposi’ is the most important wedding fair, while Rome has the ‘For Wedding’ fair and ‘Roma Sposi’.
There are wedding fairs, like the one held in Naples, that have stopped being mere exhibitions, instead becoming important events visited not only by brides and grooms but by thousands of general visitors. The fair in Naples I'm talking about is called ‘Tutto Sposi’.
‘Tutto Sposi’ is a fair that’s dedicated to weddings, it is specifically organised and held in Naples, a city which has always been considered the wedding dress capital of Italy. Housed in the enormous Mostra d’Oltremare building, this fair features endless displays of clothing, furniture, wedding favours, flowers, a large selection of wedding cakes and many fascinating reception venue proposals.
Couples who visit ‘Tutto Sposi’ can see hundreds of examples and portfolios of photographic services, they can even have a make-up trial with make-up artists. Taking part in this exhibition, as well as in many others, are travel agencies that can arrange honeymoon trips and professional wedding planning agencies. ‘Tutto Sposi’ has become a very important event in the city, with lot of different secondary events organised, such as entertaining shows featuring special guests who make a visit to the fair even more appealing. The only problems with taking part in such a huge trade show is that the costs are prohibitive, and such a wide range of services tends to stun and confuse potential clients.
published on 15 Febbraio 2013 by Gianni
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