Senior Rep Programs, spokes models, models or whatever you may call them have a tendency to make us anxious.  “What is your rep program like,” can be heard at almost all workshops or photographer conventions.  They are all so different and figuring out what works for you means asking a lot of questions and practicing a lot of trial and error.  But the most important thing to remember is to make it your own.  What works for some, may not work for others, but building a rep program specifically targeting your seniors will almost always get you the results you seek and the bookings you deserve.

I started my rep program a few years ago and the first one was a total bust!!  Yep, it was terrible.  I pretty much heard of these things called rep programs, figured out the basics of what that meant and jumped in with both feet.  There was no planning, no rules, no nothing.  I was winging it and it showed.  I thought all I had to do was get four girls, give them an awesome photo shoot and they would spread my name like wildfire.  Nope.  Didn’t happen.

I planned this huge photo shoot, scouted the perfect location, hired a makeup artist, hired a stylist and proceeded to have an awesome shoot.  The girls were great, the photos were great and the whole experience was a lot of fun.  The mistake was that I spent a ton of money on the makeup artist and stylist, spent a ton of time on the photo shoot both before and after, and forgot to educate the girls in what a rep was and what was expected of them.  So while they had a great time at the shoot, they simply took their photos and ran.  There was no reason for them to work for anything, because I gave them everything and didn’t really ask them to do anything in return.  What a learning experience!  But that is what rep programs are all about in my mind.  Learning what your market, your seniors, want and planning a program that gives them what they want AFTER they refer others to you.

The main goal of a rep or spokes model program is to get your name out there and get bookings.  So how do you do that?  This week we are going to concentrate on rep programs from several different photographers in different parts of the country.  They will all share their photos along with an interview of how their rep program works.  I hope that from these programs you will be able to put a rep program into place for your photography business.  And remember that rep programs can evolve, just like your photography.  If it doesn’t work the first time, adjust it and try again.  If I had just given up after that first unsuccessful rep program, I wouldn’t have a rep program in place that is working.

First Step – The first step to a rep program is to sit down and write it all out.  Plan it.  Figure out what you want your rep program to be and write it down.  Organize it.  Decide how your program will work.  I did a lot of research, learned from lots of great photographers, asked my friends in the industry and decided what would work best for me to create my own unique program.  I pulled out an old school spiral-bound notebook and started planning.  After I had it all planned out, I used a wonderful welcome guide template from Design Aglow and put together a Rep Guide.  In this guide, I explain what a rep program is, what is required and what they will get with each referral.  A chart laying it all out so they can easily refer to it, helps the girls know what they are working towards.  I also explain a little about me and my photography and include all my contact information!

Second Step – Decide what high schools you want to target and how many girls you want from each school.  Because Seniorologie takes up a lot of my time and because I do still photograph families, I don’t have time for a ton of reps.  For me three was a workable number this year.  I am sure there are some that think that is too low.  But for me, it works.  Reps take up a lot of time because you have to make sure to keep up with them, communicate regularly with them and keep up with the amount of referrals they bring in.

Third Step – Determine what your reps will get with each referral.  The best way to do this is to have a print/product credit for each referral (because the parents will love you for this!) and have a fun prize once the reps reach a certain referral number.  For my reps, they get a $25 print/product credit for every referral they bring in.  Once they reach, 5, 10, 15, 20, and so on they get different prizes for each goal.  For five referrals they get a starbucks or itunes gift card, for 10 referrals they get a gift card to a local boutique, restaurant or spa, 15 referrals gets a product of their choice and 20 referrals gets a $100 gift card to their favorite store such as Anthropologie or Urban Outfitters.  By mixing in fun gifts with print/product credits, both the senior and the parents are happy and both will spread your name to their friends.

Fourth Step – Find your reps!  I hear all the time, “I don’t know any seniors so how can I start a rep program?”  And I always say, “you know more than you think you do!”  Talk to friends, neighbors, people at your church and ask them if they know anyone that is a rising senior or even a junior.  If you have small kids and you use babysitters, chances are they are in high school.  If they aren’t seniors, I am sure they know someone who is.  Just asking will almost always lead you in the right direction.  All you need is one to start your program.  From there, others will see that their friend was a rep and started asking about how they can be one too.  After you get the first seniors, you can start an application process, where seniors can apply to be a rep for your business.

Fifth Step – Plan your shoot!  No matter how many reps you have, you can plan one big photo shoot for all of them.  This helps you not have to do a ton of free shoots and it also gives you some great group photos for your portfolio.  This year, all three of my spokes models were friends so they had a blast at the photo shoot!  It really worked well in the group shots because they were all used to each other and were laughing and having a great time!  Use these rep shoots as a chance to try out a concept that you’ve been dying to do or use some props that tell a story that you may not be able to use in a regular client’s shoot.  The reps are working for you so you have control over the shoot.  Pick a new location you’ve wanted to try or try out some cool lighting.  The concepts for your rep shoots can be elaborate full sets or something simple.  My shoot this year was a country themed shoot that took place in a field that I love complete with a great red barn and beautiful trees and grass.  Funny story about the shoot…there must have been at least five people stop and ask if we had permission to use the property and the last one happened to be one of the owners.  Lucky for me, I knew the wife and had asked her for permission before the shoot.  She, however, did not tell her husband, who was the last person to stop and ask!  After I told him that his wife gave permission, he was fine with it but boy were all the neighbors and everyone else making sure I was supposed to be there.  Lesson is….never shoot somewhere you don’t have permission!

After your shoot, be sure to have a marketing plan in place that allows you to keep up with your reps and help them spread the word about your photography.  Sending them emails that they can pass on to their friends, facebook posts that they can copy and paste or texts that they can share, will help remind them to tell their friends about your photography.  Any specials you may run, be sure to use photos from your rep shoot in the advertisement and tag all your reps when you post the special on facebook.

I like to give my spokes models gifts along with their rep cards to say thank you.  This year, I am giving them starbucks gift cards and fun photo booth photos with pictures from the shoot, along with some yummy candy and their rep cards.  The rep cards I am using this year are much bigger than your typical rep card.  I am using a tri-fold card printed from ProDPI.  This allows me to show off the pictures in a bigger format and include information about me and my business.  I also include a special discount to those that call and mention the reps name.  In addition to the gift, I give the girls five digital photos for facebook and a facebook timeline cover using their photos.  This way they can show off the photos online too!!  One new thing I have added this year is a digital album for each girls iphone or ipad.  I made these awesome digital albums with Sticky Albums!  They are wonderful and very easy to use so check them out for your reps too!

Make sure to plan your viewing party after you’ve given your reps a chance to work the referrals and gain some credit.  That way when they see the photos, they will already have credits to use for whatever they want.

Whatever you do for your rep program, make it work for you.  Try different gifts or incentives until you figure out what your reps love and make your program unique for your photography business!  From there, you will get the bookings you want and photograph the seniors you want!