When social networking sites first burst on the scene a few years back, most people over the age of 25 dismissed the phenomenon as yet another Internet fad that would burn out within a year’s time.
And even if sites like FaceBook and MySpace did prove to have some staying power, they would remain relevant only to teens and tweens many thought.
That was then and this is very definitely the social networking now. When you consider how important that teen/tween market is today, coupled with the fact the online social network world has developed a much wider reach today, these social networking sites have become an untapped marketing resource that offers an ideal way to reach a very targeted audience.
Dennis Kelly Photography is a studio dedicated to senior portrait photography that reaches above and beyond the quality of the school-provided photographer. In prior years, the studio gained most of its clients through word-of-mouth and direct mail marketing. This year, the studio began searching for ways to leverage social networks and appeal to a virtual teenage audience.
After researching the possibilities, the studio focused on a Facebook campaign, mainly because of the site’s ability to drill down data by school and graduating year. After customizing the page with senior portrait photos and a promotional message about the studio, they began building an online network of friends. Starting with teenagers that were former customers of the studio, they began sending virtual ‘invitations’ to friends of friends to join their Facebook network.
While the studio used the site as more of a ‘branding’ tool, spreading the message to students that they had the right to choose their school yearbook photographer, it quickly grew into a profitable marketing resource. Through a free Facebook page, the studio was able to book portrait sessions for students from schools they had never worked with before.
“We were able to track our new clients back to the Facebook page,” said owner Dennis Kelly. “The only marketing we sent to them was through Facebook, and we booked sessions. Not bad for a free resource.”
The folks at Dennis Kelly Photography did add that before seeing results, Facebook requires a lot of time and patience. “Users should expect to devote five or more hours/week to the site to gain results. Promoting the Facebook page on your website, blog and email newsletters is essential for cross-promotion. Business owners can also indicate ‘Facebook Specials’ for their current list of friends,” the studio added.
