Last month we interviewed Jen Basford of Seniors Ignite and 3 girls photography about reasons why you should have a senior rep program. The full article can be found here. This month we are getting into specifics of what is takes to build a successful senior rep/model program and insight on how Jen built a program that sees continued success.
Exclusivity. Jen’s senior model program is built around exclusivity. Her goal is to offer her models something that others can’t buy or have access too. The first part of this exclusiveness is selecting her reps/models. Instead of using applications, she has her current reps recommend up and coming seniors. Those who are referred will receive exclusive invitations to be a part of the model program. Once they have accepted, her models will be a part of a group photo-shoot at some point during the year. This is something cool and different than what their friends will be doing for their portraits. To maintain engagement, these group photo-shoots are conducted all throughout the year, which also keep her marketing fresh. Jen also offers her models products that aren’t available to regular clients. Not only does she give her models special treatment, but the seniors that model for her studio see this opportunity as something cool and popular.
Connection. If you want to have a successful senior model program you have to create a connection and relationship with each of your models. These reps/models are going to be talking to your target audience all day and every day. Make sure they have good things to say about you and your business as this will create genuine referrals. Jen notes she and her models have regular conversations about life, school, and activities. She also makes an effort to attend sporting events or competitions where her models are competing and performing. She isn’t creating business relationships with her models she is creating real friendships with the senior and their families. When her models talk to potential clients, they have wonderful things to say about Jen and her studio, thus generating more leads.
Investment. This is always a sticky subject when creating a senior model program. Should they pay? It is obviously going to cost you time and money. Jen has one of the best ideas for handling this situation. Her models do invest to be a part of her senior model program. She gives her models three different ways they can invest in their shoot. These three options carry different price tags and include more and better offerings the higher they invest. The money they invest that day will be applied towards their order from their individual session later that year. Jen notes that without this initial investment she doesn’t know how serious and dedicated her models would be to her program. The other benefit of doing this is generating revenue in the off season. She selects her models in January, therefore, giving her income during slow season. Having your models invest up front can not only generate income in the off season, but increase sales later, as they are more willing to purchase a higher package since they have a print credit to put towards that amount.
Stayed tuned for our next article with Jen coming out in November!