Small Business Marketing Case Study - The David Latto Studio

The David Latto Studio is a photographer specialising in Wedding and Portrait Photographer. Established for nearly 40 years, the studio has started to move over to more portraiture than wedding photographer, although still has over 50 weddings per year.

Main Issues : A need to increase the number of calls for portraiture photographer, to increase the amount of portraits taken, and re-establish that side of the business.

Marketing Solutions

Website : We created a website that allowed people to see the quality of the work, and why they should choose The David Latto Studio to not only take the portrait, ut why they should choose a photographer at all.

Website Statistics and Analysis : We also use a piece of software that allows us to find out more about the customers hitting that website. We can find out for example, what people typed in google or msn, etc to get to that website. We can track how many hits, at what time of day, we can find out what browser they use and even what the most popular entry page was (that way, we get to improve that entry page, to make the site even more relevant).

Email Newsletter : We also created a newsletter sign up box on the website to capture email addresses. These addresses were then sent special offers once a quarter, such as 10% off all orders over £100, or free sittings, free 8x6 photograph, etc.

Leafletting : Professional Portrait Photography is very much a local business, therefore a leaflet drop was created, and sent to every household in the Leeds 15 and surrounding areas households.

We organised for 25,000 A5 leaflets, full colour, at a price of £455.82 to be dropped (costing £35 per 1000 dropped). An average of 2,000 leaflets were dropped each week, meaning a 12 week marketing run.

Direct Mail : The David Latto Studio has a fabulous reputation, and much of its business comes from word of mouth marketing. One of the areas that has not been addressed is the use of sending previous customers special offers, or opportunities to cross sell another product. For example, previous customers who used the studio for weddings over the last 5 years were all sent an invitation for a free sitting, and a free 8 x 6 photograph. The result of this were to get people back into the studio, and upsell the photographs taken.

We also took a list of all portraits carried out over the last five years, and sent them a covering letter and free sitting and 8x6 portrait voucher.