A great photographer who is a poor marketer will fail. Youth Sports Photographers can book and shoot hundreds, even thousands of young athletes but if they don’t know how to market their photography, they’re not going to sell anything.
There are a lot of things that go into marketing from creating and tailoring your message to actual distribution. But one of the most important aspects of marketing is repetition.
Frank Hadfield, founder of the Sports Photographers Association of America, writes that he believes repetition is the most important aspect of marketing for sports photographers.
He goes on to write “Present your products or services in such a way as to make them desirable and present them to all organizations and to all contacts and do it over and over and over again!”
In the advertising world, we refer to repetition as “frequency” or the number of times a consumer is exposed to your message.
We’re exposed to so many messages each day, upwards of 300
according to the ad agency Marah Creative, that it makes it difficult for businesses to break through the clutter and make sure their messages are heard. Frequency is important because it helps to position your business in the forefront of the minds of your consumers.
J.C. Smith, a business consultant for the Georgia Small Business Development Center writes “Establishing a psychological beach head in the customer’s brain requires frequency of your advertising message. Many buying decisions are based upon top of mind awareness.”
People are people, they tend to forget things easily. Even if someone fully intends to purchase your product or service, something can come along and distract them long enough to make them forget that they had their child’s pictures taken. This is what makes repetition so important; it’s like a constant reminder to your potential customers.
However you choose to market your sports photography business, either through email, pre-made marketing materials or through simple word of mouth/direct sales, repetition of your message makes sure that people remember what you have to say. Otherwise you risk being forgotten and getting lost in the clutter of people’s everyday lives.