Real Life Example of Campaign Goals
We're gonna break this down, and this gonna be great because this is a little bit of a different example than what I just shared. So, maybe not so scary in numbers. Tell everybody who you are, what you do, and what kind of campaign you're working on building.
Okay, so my name is Nicole Cross. My business is 43rd Ave. Photography. I shoot weddings and families.
Excellent. And are you thinking in terms of a campaign that's just drumming up business for wedding photography? Is it something more specific?
So, I have two things that I'm thinking of, and we can talk about either one.
So, the first thing is fall family sessions because fall is the time when everyone's thinking about their Christmas cards and there is a huge drive, an actual sense of urgency for family photography that doesn't exist for the rest of the year.
And then, in general, drumming up business for weddings. Probably, that would be something that I would run around January because the holidays ...
are like engagement season. So, a lot of people get engaged around that time. And so, that would be a time when I would want to increase brand awareness.
Well, I love how you thought about that. (laughter) That was beautifully said. That was a great example for everyone. Let's look at the fall photography.
Because I think that's gonna be a little bit closer to numbers that everyone else can use.
But still a really nice, different example. So, fall family photography. Now, because this is the last lesson, hopefully, you've thought through quite a bit of this to this point. So, first of all, what's your sales goal? How many family photo sessions do you wanna do this fall?
So, I can do eight in a day, and I would probably want to do at least two days.
Okay. It would be great if I could do three. But the campaigns-
How many do you want?
Okay. (laughter) I don't ask that as like, I'm not trying to be mean. It's not a trick question. Sometimes, we forget when we're setting goals, we get to pick what we want. It's not, seriously. It is not about trying to figure out how many you can do, how many is reasonable, It's what do you want. Because when we work backwards from what we want, we figure out, okay, what action do we need to take to actually achieve what we want.
Right. And then, if we don't wanna take that action, that's a choice we can make, and we can adjust your sales goal from there. But if it's two days, 16 is the target you wanna shoot for. We'll start there.
Okay. Is that what you want?
Is that good? Or is that what you want?
That's what I want. That's what I want.
Okay. If you have questions about this, you should totally take my goal setting class that we did back in April. Goal setting and planning to grow your standout business. Okay, so we'll start with 16. What are you thinking in terms of lead generation? How are you gonna get people to raise their hand and say, me?
That is where I have completely missed the boat on past campaigns.
I have missed that completely, and when you talked about it yesterday, I thought, Oh, I didn't make efforts to go out and get new leads.
Generate leads. I've kind of been exhausting my existing list of people. When people get in touch with me, if they book or if they don't book, I'll keep their email and I'll let them know about any promotions that I'm running. So, I think that I've exhausted my existing list.
So, I would say, you could get really creative with this and do some fun stuff. But the easiest thing to do is just to create a wait list. Specifically for fall family photography. And the reason I go to wait lists right away is because 16 is a very small number. If I hear you've only got 16 slots, I don't know how many people are on your list, I don't know how many people are being referred to you, but I assume those 16 slots are going real fast because I know more than 16 people, right? (laughter) So wait list is what we're going to do for lead generation. Now, I should have brought a calculator with me. So, we need how many prospects to get from 16 to your wait list? So, prospects is this next column here, that I forgot to put there. Do you know what your numbers are on this when you have this many people interested? What your close rate is from hyper-interested people to closed sessions?
I do for people who get in touch with me directly, but not for campaigns, but in general, around 30%.
Okay, great. Let's try 20% because I think this is definitely gonna be one of those places where conversion rate is a lot higher, I think. That's what I would guestimate. Especially if you know when people reach out, your close rate is about 30%. Yeah, I think we can make this work. So, that makes the math easier too because that's five times 16, which I'm still not gonna be able to figure out, but it's a little less than 100, right? So, it's like 85? 80. Great. We have math whizzes in here. I like calculators. Thank you, John! (laughter) Alright. Beautiful. So, if that means we need 80 really engaged prospects, people who are looking at your calendar, maybe they're booking a consultation with you, something like that. How many people do we need on your wait list? I would say we probably need again at least five times that. Maybe three times that. So, let's say 250. And I'm pulling numbers out of the air. This is not a kind of campaign you have run before, right?
And so I'm kind of judging based on experience that I have with other clients, and the numbers that I know in terms of how things get whittled down. Even if you don't know, even if you're guestimating like I am right now, set the goals. Because when you set the goals, that gives you a base line.
Right. And again, it's gonna dictate your action. So, what do you think you'd have to do to get 250 people on your wait list?
I'd probably have to do some ads on Facebook for sure.
Okay. Facebook advertising. Facebook advertising is super effective in location-based businesses. So, great idea. And I would totally call out, where are you based? Here?
Okay. So, Bay Area. If it's more specific than that, if it's say San Jose, call that out in the ad. Hey, San Jose families! Hey, Bay Area families! Book your fall photo session right now. I'll be releasing 16 spots for a family photo session for your holiday cards. Get on the wait list here. But call out that location. What's another thing that you could do?
Instagram is my main social media thing, so I might do, one series that I did that was successful for engagements was a seven days of outfits thing.
So, I could do something like that on Instagram.
Love it. What else could you do? You're missing a big one.
Past clients and referrals.
We're gonna make that one. I forgot to write clients, but you'll get it.
So what I would do is let past clients know that this opportunity is coming up, and I would also ask them, either in the same email and, or in a follow up, to refer anyone who might be interested to make a little snippet, share a little photo, remind them of your favorite photo. You could get really personal with this. Grab a photo that you took of them before. Put it in an email and say, this is my favorite photo from our family session or from your wedding or from your engagement, and I love thinking about this photo. Would you mind sharing it on Facebook again and let your friends know that I'm booking family sessions soon and they need to get on my wait list. Okay?
It's pretty high-touch, but I think it's pretty worth it. If you booked 16 sessions, would you be like, yeah, I'm doing great this fall?
Okay. Awesome. So it's totally worth it.
It could be a lot more leveraged than that as well, but I think that would be a great way. How many past clients do you think you could reach out to?
Between 20 and 30 probably. I guess referrals-wise, it doesn't have to be relevant to them because it would be like, tell your friends.
So what I would say is if you can reach out to 20-30 past clients, then maybe ask them to share with five other families specifically. And of course, ask them to share on Facebook. But making this ask really detailed can be super effective.
Are there five people? Are there three people? Is there one family you know? Really needs to get their pictures taken this fall. They've been putting it off. They asked me about who did our photos last time. You know that's another way you could structure that ask is think about the family members who asked you who took your picture for your last set of holiday cards. That was me, remember? (laughter) Can you email all those people and let them know I've got a wait list for the 16 photo sessions I have? I would say that I would give these people the opportunity to buy ASAP. Don't make these people get on the wait list.
Because they won't refer if they think those spots, if they want one of those spots, and they think they're gonna go too fast.
So ask them if they wanna buy first.
If they don't wanna buy, ask for the referral, okay? Because maybe, I don't know, maybe you can knock off eight of those or ten of those just from past clients.
It's another thing. Please make sure you hit up your past customers. Please. They want to buy from you again. It's math. It's proven. It's research. Okay. So, maybe we can hit five times 20 is 100, right? So, maybe we can hit 100 impressions here. How many likes do you get on an average photo?
Between like 50 and 80. Just depending.
Alright, great. 50 is awesome because that is a number that I can multiply. (laughter) So, if you've got seven photos times 50 likes. Let's say that's 350 impressions. Obviously, some of those are going to be repeats. But some of them, a lot of them, are probably going to be uniques. And then Facebook advertising. That's all in how much you wanna spend, right?
Right. But maybe we aim for another 500 high-quality impressions with Facebook advertising. Now, we're in territory that makes 250 on that wait list seem pretty reasonable, right? We've got 450, 500, we're almost up to 1000. Yeah, that's a pretty high conversion rate on a wait list, but at the same time, it's something these people need. This is highly-targeted content. This is a very clear offer. The urgency is very, very strong. I think, maybe shoot for a little bit more in here. But I think this could work out. Do you see how I set those numbers?
Do you think you can repeat that for yourself on another campaign?
Excellent. And then again, like I said, this gives you a base line. Now you can say, okay, the Facebook advertising actually got me 1000 impressions. It was cheaper than I thought it was gonna be. It was great. The Instagram campaign actually got me in front of, or maybe you add 100 new followers. This actually got me in front of 300 more people because your past clients love you so much. Then you have these actual numbers that changes. You can add your actual wait list here. Your actual numbers of prospects, and how many you actually booked. Maybe you get overbooked, and you get to add on that third day. And you get to be rolling in the money, right? (laughter) So, like I said, this is all about base lining things so you know what action creates what kind of results so that you can either repeat it or you can change it.
Any questions about how I did all that? No? Alright. Thank you, Nicole.
Any questions about setting these goals in general? The number of prospects you need, the number of buyers you wanna have.