Jan Schmidt Photography
Client: Jan Schmidt Photography – www.jschmidtphoto.com
Brief: Create a Digital Marketing Communications Strategy to take this business online and generate new sales in the right markets.
Meet Jan, an expert in digital photography but a novice in digital marketing.
Have you even looked at a piece of art or a craft item and just marvelled at the innate talent of the artist to have been able to create it? Well, that’s what you will see when you admire one of Jan’s photographs. A superbly talented artist able to translate emotion onto a canvas or print. However, as with many artisans, being able to make a living by bringing the finished product to the right market, was a challenge with no obvious answer in sight for Jan.
Our job was to take it back to basics which involved finding out who Jan’s customer is, where they are hanging out online and to come up with a plan of suitable content, on the right digital channels, to attract them and to ultimately purchase. As the objective of the plan was two-fold, to create awareness of the brand and to generate leads and sales, different messaging was needed on each channel.
After extensively researching the market place and combining Jan’s own historical evidence, three distinct market segments could be identified. A content plan for the key digital channels of Facebook, Twitter, Instagram and Pinterest was devised, including a cross-channel campaign aimed at customer engagement and driving brand awareness. A brand new e-commerce website and email marketing campaign was also delivered through collaboration with an expert web designer.
As with all start-up businesses the budget was important and this plan was devised on a low cost basis, with certain KPIs and outcomes set out in advance. Jan is in the process of launching his business online and implementing this plan and we wish him all the best!