Even though Woman Captured began many years ago, we didn’t launch the biz with full gusto until 2006. Being that WC’s biz model accommodates up to 6 boudoir shoots per week, with multiple photographers and designers working in the studio, our goal was to make a big splash on the San Diego scene and hopefully create a “tipping point” for Woman Captured in the SD area.
We started the big launch in 2006 by creating packages that didn’t necessarily have a huge profit margin, but created a very large client and interest base. We have since dramatically increased our prices, but this initial client base generated referral after referral. I definitely can’t recommend this strategy to everyone, it really depends on your long term goals and energy level!
A few months ago we took out a loan to create a massive 2008 & 2009 marketing campaign for WC. It is this campaign that we hope will gain us enough buzz and referral momentum that we will hardly have to advertise at all in 2010. We figured instead of spreading out advertising dollars evenly year after year, it may be more effective and gain more attention to have a large marketing campaign right now, focusing on these 1-2 years. We hope this will create a “tipping point” for our boudoir studio, where the levels at which the momentum for change becomes unstoppable, or “something once rare becomes becomes rapidly and dramatically more common” (The Tipping Point, Malcom Gladwell). We will see if this is a risky move, but so far it seems to be working.
Here is where we have spent the advertising dollars:
Bridal Bazaar
San Diego Style Weddings Magazine & Article
Wedding Quick Guide
Grace Ormonde Magazine
The Knot Online
Head to Toe Women’s Expo
Salon Networking Program
Bellissima Magazine
Google Ad Words
Newsletter Program (EMMA)
