Case study: Malvern Marketing and Steve Bulley photography
Background
Steve Bulley from Steve Bulley Photography is a fully qualified photographer based in Ledbury, Herefordshire. The business has been established 4 years.
Steve Bulley Photography
Steve’s core business is wedding photography, family and outdoor photography.
Reason for call
Steve Bulley contacted Clare Mckee MA of Malvern Marketing with a view to clarifying his business and marketing objectives. Hoping to gain a useful external perspective from someone experienced in the marketing arena. Like most small businesses Steve is an expert at his primary business; photography and forever learning the ‘need to do’ business of marketing.
Meeting
Meeting face to face Clare listened to what Steve had done so far and asked for more detail on the photography business/market in general. This allowed Clare to quickly assimilate Steve’s current positioning and assess realistically what he needed to do to reach his future objectives. Details include how Steve attracts business, the amount of business and customer profiles.
Steve’s thoughts, wants and ideas centred around increasing wedding photography, perhaps by increasing his geographical area and also increasing family portrait work. This gave a good balance of short and medium term goals.
Clare Mckee analysis
It would have been easy for Clare from Malvern Marketing to take this information away and devise a marketing plan. But the plan would have been almost generic and wouldn’t work; because the strategy was poor.
The strategy was poor because it was too vague and too wide.
From a practical perspective Steve would not be able to keep up his photography standards if he were spending days travelling on the road. Furthermore all evidence suggests that wedding photography selection is based on recommendation, specialisation and vicinity.
With Steve’s objectives, further competitive intelligence and market trends Clare devised a bespoke Marketing Strategy. Once the Marketing Strategy was cemented a cohesive Marketing Plan was devised.
Outcome
Steve Bulley now has a solid Marketing Strategy which has enabled him to crystallise his objectives.
The Marketing Strategy is: robust, vigorous, dynamic and cuts over and across many competitors.
Positioning has been prioritised with definite actions made for implementation in the Marketing Plan. There is a strong emphasis on advertising and marketing ROI. The likelihood is Steve will spend less but get a greater return on his marketing and advertising budget - because his focus is now so sharp.
Advice was given on advert copy, media selection, media planning, media monitoring, website content and promotion, customer relationship management, low cost lead generation and public relations . With distinct and realistic action points for all.
Clare's comments
Steve had a good business already. But needed to find a coherent, clear and cost effective way to improve sales. Steve quickly grasped the rationale of the Marketing Strategy and Marketing Plan and has already seen success in the form of additional wedding bookings!
Steve also knows that the Marketing plan is not a ‘magic bullet’ every action needs to be analysed and reviewed consistently and OBJECTIVELY. This is where he’ll start to see real results and gain further confidence in marketing. If Steve is uncertain of anything he knows he can call me anytime at Malvern Marketing as his Marketing Plan includes 12 months free aftercare support.
Steve’s comments
I had a good idea of where I wanted to go with the business but Clare helped me to put that vision into a clear set of objectives. Her external perspective and knowledge of marketing, particularly online, has helped me to put some things in place that are already starting to pay dividends. I regularly refer back to the marketing strategy and it will give me a good steer as I move forward with my business over the coming months and years.
www.stevebulleyportraits.co.uk
Steve Bulley Photography can be contacted on 01531 637330 (Ledbury)
or 07956 996413 email s.bulley@btinternet.com
Clare Mckee MA, Director Malvern Marketing can be contacted on 01684 541 910
or 07815 814352 email clare@malvernmarketing.co.uk
Call 01684 541 910 or or contact Malvern Marketing here