The purpose of creating a “hook” is to ensure our marketing stands out in a crowded marketplace.
Photographers all use the big national holidays to bring in potential clients. You’ve seen them everywhere; “get your Christmas portraits made while there’s still time,” etc.
These are obvious times to run promotions, but what about the rest of the year when clients aren’t as motivated to seek you out?
There are many other seasonal events we can take advantage of to bring in new clients when other photographers aren’t even thinking of advertising.
Create your own marketing calendar! Take a look at the lists of holidays online (here’s a good list here) and find some holidays you can use as “hooks” for bringing in new clients. I’d suggest choosing one holiday per season (that means you could potentially run four seasonal promotions per year).
Take a page from the auto dealers… not the obnoxious yelling and hype, but the way they use many “minor” holidays as a reason to make a sale.
That means you can create promotions around Groundhog Day, May Day, Grandparent’s Day, Cinco de Mayo and many others.
There are so many of these minor holidays sprinkled throughout the year that you can literally have a different special for each month (if you’re feeling really ambitious) and even have plenty of holidays left over to choose from the following year.
Find a fun way to tie your special promotion to the holiday of your choice so that it gives your marketing materials a little personality and fun factor.