Back to Old-School Marketing
/By: Craig Greenslade, London, UK / Associate Member of Headshots Matter
When running your own business, the digital marketing landscape can sometimes feel overwhelming. Between SEO optimization, pay-per-click campaigns, and the ever-evolving social media algorithms, it can sometimes feel like you’re drowning. The last few months of turbulence in the Google algorithm alone has some SEO experts declaring (again!) that the end of the SEO industry is nigh. So, what if we went back to basics? What if we traded the targeted ads for old-school printed media? That’s exactly what I decided to do last weekend. Armed with a stack of high-quality printed flyers and a healthy dose of optimism, I set out to rediscover the power of traditional print and face-to-face marketing. I decided to take out the bike, partly as I haven’t been able to hit the gym often over the last few weeks, and I figured it would be a great way to get some exercise, fresh air, and more opportunity to scope out other local businesses. And what did I find out? There were some unexpected turns on this journey. Here’s the lowdown, complete with takeaways that might surprise you.
© Craig Greenslade / the Headshot Pro
Lesson Learned #1: Not All Businesses Are A Match
Maybe unsurprisingly, nail salons probably weren’t the best target audience for my headshot services. A lack of waiting areas combined with wet nail polish was not a great prospect! This experience highlighted the importance of strategic targeting.
Takeaway: Even if your target audience might be on point, you need to deliver your media at the right time and in the right format.
Lesson Learned #2: Barbershops Can Build Communities
The vibe in barbershops was a pleasant surprise. Unlike the fast-paced energy of nail salons, barbershops offer a more relaxed atmosphere. The barbers themselves were genuinely interested in my services and happy to help. One of these contacts generated a potential lead which is a great result!
Takeaway: The variety of barbershops range from quick and cheap to expensive and luxurious. This highlighted how two businesses selling the same base service can cater to vastly different audiences.
Lesson Learned #3: Niches Waiting to Be Explored
The higher-end salons I visited were mostly appointment-only which meant a lack of waiting areas. Also, their focus on in-house product promotions left no room for external marketing, so my flyers remained in my hands. They weren’t a great fit for traditional flyer distribution, but it sparked an idea. These businesses were potentially a source for collaborative marketing.
Takeaway: When one idea doesn’t work out, there may still be potential for inspiration and new ideas!
Lesson Learned #4: The Local Hidden Gems
Let’s be honest, how often do we truly explore our local neighbourhoods? I like to walk but sticking to familiar routes can lead to a missed opportunity, especially if travelling by road or rail. My cycling adventure led me past many boutiques and independent shops that I had never noticed. Each one is a potential client and a chance to expand my network.
Takeaway: Get out there and explore your local community! You might be surprised by the hidden gems and potential business partners waiting to be discovered.
Lesson Learned #5: The Studio Dream
Seeing all these fantastic businesses operating out of dedicated spaces solidified a long-held dream of mine: having my own studio! I mostly work from my home studio or on location which has many benefits besides avoiding the horrendous London rates. However, a dedicated studio would allow more freedom to experiment and work on larger projects.
Takeaway: Walking through the doors of different businesses and seeing how each space is created to reflect their individuality can be inspirational.
Lesson Learned #6: The Booming Business of Pet Grooming
Seven dog groomers in a single afternoon! Who knew the pet pampering industry was thriving so much? Another reason to get a dedicated studio space – offering pet portrait sessions alongside headshots!
Takeaway: Be open to opportunities outside your core service area. There might be untapped markets waiting to be explored.
The Biggest Takeaway: Getting Out There Pays Off
Did every flyer I handed out translate into an immediate booking? No. But that wasn’t the point. This exercise was about getting back to the heart of connection. It was about building relationships with other local businesses and looking for new audiences. So, the next time you’re feeling overwhelmed by the digital marketing world, consider taking a step back, get outside and remember to touch the grass once in a while. You might be surprised by the connections you make, the inspiration you find, and the unexpected opportunities that arise.
Cheers, Craig
theheadshotpro.co.uk
We’re very grateful to Craig Greenslade for this contribution and for his ideas and ‘Creative Hustle’ on our WhatsApp channel!
Follow Craig on LinkedIn at: www.linkedin.com/in/craiggreenslade and Instagram at: @craig.greenslade
If anyone has contribution ideas, we’d love to hear them! Just drop me an email at: dwayne@headshotsmatter.com
Cheers, Dwayne Brown
