Stephen Honda

Orange County Photographers Tip: Market Through the International MOMS Club

Marketing the photography key demographic found at Internaional MOMS Club can pay large dividends.

It is common industry knowledge that the demographic tthat spends the most on family photography is women between the ages of 20 and 40 with disposable income. Women in this age group often have small children who change dramatically every year. Their desire to capture children at the various ages is often a motivation for them to spend on professional photography.

The International Moms Club is a great way for a photographer to serve this demographic. MOMS stands for "Moms Offering Other Moms Support."  As the name suggests, this is a group of the key photographic demographic who offers advice and recommendations one to another. A photographer who is willing to approach these groups and invests time, energy and a recommendable product can greatly increase their business by partnering with a Moms Club chapter.  

One way to serve this group and become known to its members is to offer to teach photography classes on photographing children as one of their activities. When you do teach, don't turn this into an overtly marketing class where you offer a couple of simple pointers and then spend the rest of the time talking about the virtues of your services. Teach a class with the level of substance and organization that you would expect from a paid seminars.

The question often arises, "but if I do that, won't they just take what I taught them and take pictures of their own children?" Indeed some of them might do just that; however, experience shows that the implementation learning curve for the effectively shooting of children is steep. Many Moms will recognize that right away and decide the rational choice is to take advantage of your expertise by hiring you. Others will attempt to shoot their children and realize another photography truism: It's almost impossible to shoot your own children. Your own children just don't respond the same why the do to a stranger. They complain more and focus and listen less. After a few attempts many of these Moms will soon be searching for your number.

Once you have taught a few classes and shot a few quality sessions for Club Mom members, offer print credit to Moms for offering referrals. Since, this club is based on the concept of Moms helping Moms (including recommending quality professionals), you should see a high referral rate ratio with these clients.

Focusing on your key client demographic in your marketing efforts can create huge dividends. Marketing to International Moms Club International members is one way to focus on that demographic.

Article Tags: International Moms Club, International Moms, Moms Club

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