Photography marketing that leads with the photograph

The three campaigns. The three researched photography campaigns are a seasonal portrait-session postcard campaign, an engaged-couple Facebook/Instagram messaging lead campaign, and a consent-based session reminder and promotional SMS campaign.

One team. MBI plans, produces and delivers the work that brings in the next customer, from a single team in DeLand, Florida, and data, print and delivery have been in-house since 1989.

direct mail marketing services →digital advertising services →

What the research documents. The photography direct-mail research documents seasonal, photo-led postcards with a session discount and a QR code, targeted to local families or the studio's customer list.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims and that advertisements cannot be unfair, and that an ad is deceptive when it includes a statement or omits information that is likely to mislead consumers acting reasonably under the circumstances and is material — important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

direct mail mailing lists →targeted direct mail →personalized direct mail →

What the sources name. For wedding photography, Meta messaging/lead ads can target engaged couples in the service area and route enquiries to WhatsApp or another messaging destination.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →direct mail and digital marketing →

What the sources name. The photography SMS research documents consented texts used for booking and session reminders, special promotions, photo delivery updates and review follow-up, run as a consent-based session reminder and promotional SMS campaign.

CTIA's Messaging Principles and Best Practices state that Message Senders should support opt-in mechanisms and that messages should be sent only after the Consumer has opted-in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, initiating the text message exchange, signing up at a point-of-sale or other Message Sender on-site location, and opting in over the phone using IVR among the mechanisms by which a Consumer might demonstrate opt-in consent; Message Senders should also document opt-in consent by retaining, where applicable, the timestamp of consent acquisition and the consent acquisition medium among seven kinds of data.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

CTIA's Messaging Principles and Best Practices state that Message Senders should ensure that Consumers have the ability to opt-out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all Consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that Message Senders should not use opt-in lists that have been rented, sold, or shared to send messages and should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices, May 2023, §§5.1.3–5.1.4

digital advertising services →local business marketing →

The print formats. Seasonal 6×11 postcards, photo-session discount postcards, QR-code mailers, and portfolio/promo cards.

In house. MBI's printing is commercial and variable-data printing, in-house.

USPS Domestic Mail Manual 201.1.2.1 requires each stamped card or postcard claimed at a commercial card price to be no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; a minimum of 0.009 inch thick where the card is more than 4-1/4 inches high or 6 inches long, or both; and within an aspect ratio of 1.3 to 2.5 inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

USPS Domestic Mail Manual 201.1.1.1 sets machinable letter-size mail at not more than 11-1/2 inches long, or more than 6-1/8 inches high, or greater than 1/4-inch thick, with a minimum of 5 inches long, 3-1/2 inches high and 0.007 inch thick, rising to 0.009 inch for pieces more than 4-1/4 inches high or 6 inches long, or both, and within an aspect ratio of 1.3 to 2.5 inclusive.

USPS Domestic Mail Manual 201.1.1.1

printing services →postcard mailing services →direct mail cost →