I’m on fire.
Last week I wrote about the Books & Beans Effect, and the “Anvil Effect”, and other obvious reasons why businesses fail.
These, as mentioned, are influences that I’ve observed over the years. And am now sharing my infinite wisdom with you, my eager and passionate friends in photography & business.
| I noticed this one decades ago. In our local mall, the busiest mall just about anywhere, just outside the Woolco store (remember those?) was a well positioned restaurant called The Golden Griddle. Lousy name for a restaurant, great location with a captive audience. This mall would see up to 30,000 shoppers on a busy Saturday. Many walking in and out of Woolco, right smack dab in front of The Golden Griddle. Hungry? Need a break, cup of coffee of a quick drink? Stop at the GG and tune out for a while, maybe enjoy a feast of bacon, eggs and pancakes. Nothing special, but very convenient. It occurred to me that the only benefit and ‘selling proposition’ for this restaurant was it’s location. That, and fried flour and sugar. That’s it, that’s all. Nothing else really. The food and menu typical and average. Is what it is. But well positioned. And enough people with money willing to stop on impulse and eat or drink. Problem with this scenario should be obvious. Relying on location, and location only. When that becomes your main marketing muscle you risk losing out in the long term. It’s vital to have more powerful, transferable and sell-able benefits that are NOT easily copied, swiped or stolen. Like a McDonalds franchise. Imagine having a great photography studio location. And average work. Imagine. This is why I push hard to create reasons we are the chosen studio in our area. Location may be key or important to some degree, but far, far, far from the main reason why. Unless of course you’re a McDonalds or Tim Hortons. But they, and other uber-successful franchises do many, many other things right besides just picking a great location. Relying on location only is a short term, dim-witted and narrow minded strategy. In running a local community based photo studio serving babies, families, fairies, headshots, weddings and such I could create enough demand running my studio in the basement of a 3 bedroom bungalow in the middle of suburbia if need be. Why? How? Simple….by not relying on location. By relying on running it like a business, promotions, offers and by constantly connecting and nurturing the relationships I create over the years. Relying on location is way, way too random. And relies on huge numbers and luck. Worked at one time for places like The Golden Griddle. But no more. Here’s a review from Trip Advisor, sez it all: “OK, it’s just diner food, let’s get that out of the way immediately. But, great for breakfast or brunch on weekends, and they have a pleasant (but a bit dusty due to traffic) patio great for people watching.Prices are average…..quality average too….” Not sure about you, but the dust thing instantly kills it for me. |
Robert N. Provencher – Your Master Coach Marketer
“If you want to be a profitable and successful photographer, then study profitable and successful photographers.”
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