Page 8 - Field Sports Concierge marketing and social media thoughts 10:2:24

bought, who is on my mailing list, who came to particular exhibitions and a whole host of other factors. Knowing this information enables me to target people based upon their specific habits and history rather than a one size fits all approach.
Researching your Competitors - Again for this I will give you an example based upon my own business
In a business like photography, in which the participants are individuals rather than companies, it’s sometimes difficult to identify your competitors. I’m a wildlife and field sports photographer, but am I really competing with Sarah Farnsworth? Do I aspire to be in a similar position one day? perhaps, but it would be unfair to compare my total likes and follows with hers! Ultimately by focusing on my area of the market and concentration my efforts towards my own specific area rather than hers I have built a reputation and business in my own right. I do not go after her clients as I have different aims and goals and targeting her area of expertise would be time consuming and counter production.
Identifying your real competitors takes a bit of time and effort but it’s worth it. You can then plot your relative position over the months and years. It may be difficult to get financial information about individual brands, but you can at least use the available statistics to see if you’re in the same ballpark and, crucially, whether you’re catching up with your competitors or falling behind
The following questions are a good place to start: Fill in the spaces. • Who are your competitors?
Calvert Sporting, E.J. Churchill, Criddle Sports etc
• What demographic do they target?
• Which platforms do they use?
• How many followers or subscribers do they have?
• Where are their followers based?
• How often do they post content?
• What language do they use?
• What kind of content do they post, eg photos, videos or text?
• What is the ‘call to action’, eg do they want you to sign up to a mailing list, buy a product or simply admire their work?
Written by Jeremy Pascoe @ Walking Gun Photography for Chris House