Today’s Tip Tuesday comes from guest blogger Geni Bean of Pink Owl Photography.  Geni shares her strategies for relocating your business to a new market.   Whether you are physically moving or just trying to get into a new area of your home town, these tips will help you market yourself and get the clients you are looking for.

All marketing regardless of the business has the same principles and foundation, the difference lies in how you execute and apply it. Before I opened Pink Owl Photography I spent eight years working for entrepreneurial and Fortune 500 companies doing all kinds of marketing from event and partnership to sports. It gave me a foundation that paid dividends when I decided to open my business. I first opened PInk Owl Photography in a market I’d only lived in for nine months. After shooting 43 seniors my first year I remember thinking, “Whew, all that marketing is paying off”! Then my better half proposed and in a flash we were moving to a new city. Now it’s time for me to start over. Again. I wanted to share with you what’s worked for me as I’ve broken into new markets.  I’m not going to lie, it’s not for the faint of heart. It’s hard work, but it can be done.

There are so many things to do when moving to a new market: find a new studio, build a new client database, scout locations to shoot, find hair and makeup artists, develop new partners, the list goes on. It’s easy to get overwhelmed with where to start first. I don’t know about you, but when I become overwhelmed, I become stagnate and don’t do anything. So I broke it down into bite size pieces and gave myself goals each week. Below is where I started:

Top Three Strategies

Research –

It’s probably pretty obvious, but a new market means unknown territory so research is your first priority. Google will be your new best friend. A good place to start your research is finding out where your target high schools are located and what schools fit the type of demographic you want. Demographics will be a key factor throughout your research. If you don’t know your demographic that’s a subject I will write more about later, but no good marketing plan can be executed without a strong understanding of your demographic base.

Most cities have free weekly magazines or local fashion-type publications. These are great places to research not only what’s going on in your new city, but it also gives you your first look at local businesses that are actively advertising. Also look to see if your new city has a “locals’ guide.” In the Triangle, we have Scout Guide ( link here), which showcases top local businesses in the area. This gives me a chance to find other small businesses in my new city with an eye for potential partners.

A simple, but often overlooked step, is to ask questions. Yep, you’ve got to get personal. Go to your local coffee shop and chat it up with the barista while she’s making your coffee. Pick one or two specific questions you want to know about the area and ask. Ask your new hair stylist, the receptionist at the gym, or your new doctor. Make a list of questions you want answered, so when you have the chance to ask a local, you are prepared. I had an epiphany this year that when you don’t give people a chance to help you, you will never know the depth of their kindness. I’ve found that when you are sincere people generally want to help you. But make sure you are asking specific questions, like “Tell me a couple of stores teenagers like to shop in this area,” NOT “Where should I go to market to seniors.” Do your part and make it easy for people to help you.  Which brings me to my next point…

Partnerships-

I think my motto in life has become “Ohhh I could partner with them.” I see opportunities everywhere I look. Obviously it is helpful for your business, but what I’ve found is that there is a sense of community and helpfulness — especially in empowering women-owned businesses. There is an ability to bounce ideas off of each other and come together to make ideas come to life. When you are looking for partners, remember your demographic. Where do your seniors hang out? Where do they eat? What kind of activities do they participate in? Once you’ve started to answer these questions, you can make your list of potential partners. Don’t limit yourself, think about event planners, venues, non-profits, hair salons, boutiques, spray tanning salons, ice cream parlors, the possibilities are endless. Choose the top three you’d like to partner with and create a plan. YES, I said DO WORK before you even know if you can partner with them. Then introduce yourself.

Introduce Yourself –   

In this digital age, it’s easy to hide behind our computers. We post a blog, make a status update and add a cool picture to Instagram and BAM we think our marketing for the day is complete. Even in a well-established market this isn’t a great strategy. But especially in a new market it’s a recipe for disaster at worst or no growth at best.  All of the research you’ve done, does you no good sitting in folders on your computer, it’s time to use it!

Don’t just introduce yourself for the sake of introduction, have a purpose. How can you help the person you are reaching out to? Can you plan a styled shoot to showcase their boutique? Does the hair or makeup artist need new head shots? Have your plan for this partner ready. My rule is always put yourself in the other person heels, err, shoes. If you make their life easier, they will be more willing to help you in the future.

Don’t leave it up to email. Go meet in person. Again, it can be uncomfortable and unknown territory, but we can’t create those relationships by hiding out at home. Offer to buy them coffee, meet for lunch, don’t leave the only interaction you have with a potential partner at a location they are distracted by work. Gift them. After you’ve met with them, follow up a week later with marketing materials and a small gift. Think about what they said they liked or didn’t like in your meeting and try to find a small item that fits their personality. For example, one of my partners mentioned she loved this cupcake store around the corner, so when I followed up, I brought her a cupcake from that shop! Marketing is all about relationships.

Be Patient. It can be very frustrating when you are putting time, energy and money into a new market and not immediately seeing results. We live in a society of instant gratification, but you don’t plant a seed and immediately see the fruit. Do it the right way, and the results will come!