Why the Mall?
For photographers, it is always tricky to find a constant supply of new customers. One secret source is large shopping centers, filled with people with disposable incomes. The mall has throngs of potential clients, wandering around, checking out any interesting visual exhibit that gets their attention. Therein lies the perfect advertising medium: a sophisticated display of the photographer's best work is sure to capture the interest of John or Jane Doe. Portrait and wedding photographers in particular find success with this form of marketing.
But the Cost?
While mall advertising is a modern way to reach customers, it has to be affordable. Marathon Press and EYE promotions have launched a new national ad program to make mall marketing more affordable for photographers. (EYE is a provider of mall display promotions; you've probably noticed their "panels" or digital units in a mall near you.) Beginning in 2009, members of the Professional Photographers of America (PPA) receive up to 20% off the regular monthly rate in over 250 malls across the nation. Go to www.marathonpress.com
for more information.
PPA, a non-profit association that exists to assist photographers, has also joined with Marathon Press and EYE to start a national advertising program to encourage customers to choose a PPA member. The first mall advertisement with this message appeared in Phoenix, and it drove consumers to PPA's Find-a-Photographer online referral database at www.PPA.com/findaphotographer.
"PPA strives to give our members the resources and ideas that will help improve their bottom line," explains Ron Nichols, PPA's current President. "This new program gives members an affordable way to market to their customers. Couple that with the national campaign to remind consumers of the important role professional photographers play in capturing and preserving life's special moments, and it's a win-win for everyone."
Marathon Press will be responsible for checking space availability, getting approvals, customizing the graphics, and managing the printing. Marathon Press offers both template designs and custom creative solutions, and a brochure holder program is also available in many of the malls.
To advertise in a mall near you, call Marathon Press at 800-228-0629.