As a marketer, I often talk to business owners about how to engage customers through a personalised approach but how can this work for your photobooth business?
When planning any marketing campaign, marketers analyse current trends, buyer personas and competitor strategies amongst a variety of other influences. Buyer personas are particularly key to advertising as it provides an insight into the day to day life of who is buying your product – Why are they buying it? Where are they buying it from? How much do they earn? What product questions do they have? What influences do they have to overcome to make the purchase? There are hundreds of questions that we can ask during the planning and strategy stage, regardless of industry. For the photo entertainment industry the sorts of questions you need to be asking are:
- Why do they want to hire? E.g. birthday, wedding, engagement party, corporate event.
- How much do they want to spend? This will vary on the size of event and whether or not they are charging for entry. Corporate functions are more likely able to spend more and choose your higher packages whereas a birthday is going to be on a much smaller budget.
- How have they found your business? E.g. word of mouth, Facebook advert, Google search.
- How familiar are they with your product? Do they know what features they get with a Magic Mirror/Photo Booth? If not, take the time to explain it to them as they are more likely to understand your price, quality and value for money.
Nowadays the tables have turned quite dramatically from push to pull marketing – instead of the typical ‘hard sell’, you can provide all the information they need to make the decision themselves. They can then make the choice as a result of your inbound marketing strategy.
Qualifying leads through data collection
Many customers worry when it comes to filling in a form without the knowledge of where their details are going to be used. Nevertheless, we have found that by using data capture methods in return for a free download or product guide, there is a much higher rate of marketing qualified leads. By filling out a form to gain access to privileged content, the customer is showing a keen product interest. Add in marketing automation techniques such as email auto responders and you can then update them regularly with similar content that may be of interest – providing you with a much better chance to turn visitors into customers.
Personalised content vs privacy concerns
A study by CloudSense revealed that 51% of customers are more concerned about their online privacy than they are about personalised advertising. This didn’t come as a great shock to me. With so many hacking stories in the news and annoying cold-callers, as a society we have become precious about giving out our data and with the new GDPR practices in place, data is going to become even harder to obtain for businesses.
However, this doesn’t only apply to the B2C market as many organisations also filter their communications – quite commonly there is a generic company email that is only referenced during a sales call. So how can you get through the screening process?
Previously, marketing strategies worked on the basis that seven touch points were required before you could have a conversation with your prospect – inbound marketing allows you to speed the process the up. At the end of the day they’re the ones that searched for your product or service in the first place.
Personalisation helps to soften the walls.
Going back to my earlier mention of buyer personas, you should know everything about your customer before you write your advert or tailor your website. Websites are key to your campaign and are usually the second touch point. The first point would usually be content you have generated that is visible on search engines or social media so users have an idea of what you do already and want to know more about you.
Prepare your hook
Make sure your website hooks each and very visitor to engage with them instantly – it’s too easy to click off and lose that visitor to a competitor site. Use your buyer persona knowledge to ensure relevant content appears in search engines and then guide them clearly through the site, providing relevant information as they navigate and calls-to-action to encourage them to engage.
If they have clicked on a PPC advert or a search engine listing, make sure you direct them to a specific landing page that follows on from what they have clicked on. If your advert shows a Magic Mirror then make sure the page that clicks through to describes the Magic Mirror and provides prices – do NOT send them to a generic page like your homepage unless it has the relevant information.
At the end of the day, there are lots of techniques that can be used to convert customers and every photo booth business will have a different method that works best for them.
My biggest tip for photo booth owners is to personalise everything and remain flexible. In this industry, customers want to interact with people not robots and so sending them a generic email that has clearly been copied and pasted to every enquirer, isn’t going to fill them with confidence that you care about their enquiry.