NoBs Digital Dogbowl

Trying To Break Into The Seniors' Market?

A new member recently posted a thread asking about how to get into the seniors market. What's the big deal about this thread you ask? Well, from this oft-asked question came a very thorough and compelling argument for investing first in yourself via attending seminars. The proof is in the pudding when you earn back the money spent with the new business you generate from what you've learned. Here's the response given by NoBS' foremost seniors photography expert, Steve Harrington.

"We've had some people ask, and I threw some quick numbers together. Even with a $400 airfare, if you can find a roommate, this 3 day workshop, should run you little over $900 total. There should be no reason why you can't get that back from 3 seniors even just starting out. Depending on your market and what is offered in your area, you could make that back in 1 senior truth be told. We've heard from many who were here last year who earned their entire trip back in just a couple seniors! You can only get so much from any forum. If you do a quick search you will find dozens of these 'how do I get started' posts. The answers are always brief, quick and more or less sometimes kind of vague. It's hard to answer those kinds of questions in this format because there are so many variables and so many answers.

If your just starting out I HIGHLY recommend you get to some kind of workshop or seminar on seniors. Something with a 'hands on' approach is the best IMHO. Have someone that's been doing this for a little while look at some of your work, they can give you some ideas on what different marketing ideas are out there, but that all depends on your area also.

I'm honestly not trying to sell you a seat to our workshop. I'm saying, something like this will be your best avenue to starting out. If you are a member of your local PPA group, they have either monthly or quarterly meetings that usually involve an established photographer. Those would be a good starting point also, as they are close and usually very affordable. Only bad point, is they are usually only 1 day - or 8 hours - and leave very little room for any kind of in depth questions.

Like I said already, your first steps should be to get some kids in and make some great images of them. Get those kids a small proof type book for them to show off to their friends. Word of mouth IS marketing and IMHO, the best thing for this market. Bonus - it's free!!! Use Facebook and Myspace as well, for the same reasons. With this type of marketing you hit your target market directly - seniors will show other seniors these images. You make images that peek their interest - chances are you'll be shooting them too. You put out average images, they will keep shopping. You have to be making images that grab people. That will be our emphasis this year at the workshop. You have to have a better than average product first. Also something different. If you deliver something different and something better than average it makes your marketing easier also. The proof is in the pudding! It's really hard to sell a smelly turd!

So, our workshop or not, my best advise is to to SOME seminars! This is what will separate you from the weekend photographers - they don't invest in their education. We've been to two big seminars already this year with plans for more. There is nothing better than the rush you get from a seminar. You bring back so much and can't wait to get back to try the new things you've learned."

Back to the newsletter