articles/Portraiture/emmasdiary-page1

Emma's Diary - part 1 of 1 2

Published 01/08/2009

Our plans to help 'Bump Star t' your baby photography ambitions

Sorry, but in this hectic day and age there's no longer time for 'pregnant pauses'. If you want to maximise opportunities in the baby photography business you should think 'bumps' months before you think 'babies'.

The SWPP has clinched an exclusive deal with Barrett & Coe and Emma's Diary, the leading parent marketing company, on a new 'bump and baby' photography initiative that is set to substantially boost the bottom line for participating photographers.

Under the scheme SWPP photographers will be now able to access exclusive leads in this lucrative mums-to-be market at half the cost of the normal 120 registration fee. In addition they will have access to key marketing support packages, plus an imminent roll-out of exclusive presentation products from leading UK prolab, Loxley Colour.

Explains SWPP director Juliet Jones: "There are in excess of 700,000 births in Britain each year and research shows that increasing numbers of mothers-to-be want to have their 'bump and baby' pictures taken by a trained photographer. Emma's Diary claims to reach 80% of new and expectant mums at confirmation of pregnancy - through its unique links with GP surgeries and its hugely popular Emma's Diary Pregnancy Guide, which boasts a circulation of over 830,000 per annum.

Additionally, Barrett & Coe is a leading UK wedding and portrait photography franchise operation with a growing outreach nationwide. Between us we will create an exciting new option in this sector, enabling our members to add vital incremental revenues at a point when most are experiencing recession-based trading challenges."


The new plan got under way at a launch seminar with Barrett & Coe and Emma's Diary in a Coventry hotel. The event was attended by over 120 photographers and over forty of our members signed up on the spot.

Andrew Coe, MD at Barrett & Coe tells ImageMaker: "We believe this will be a 'no-brainer' for many photographers.

Emma's Diary has an exceptional reach with new and expectant mums and their in-depth research clearly shows that many parents want access to great photography from the 'bump' stage onwards. Our experience shows that each appointment leads to average sales of around 200 - and if they can demonstrate good interpersonal and marketing skills, photographers should keep those customers for life." SWPP members will be eligible for key support packages including telephone appointments and specialist marketing input. And 40% of with Emma's Diary leads come with telephone numbers (unlike competitor options).

Adds Coe: "We know that the conversion rate on telephone calls is many times higher than that from mailshots. We convert up to 50% of these phone leads compared to an average mailshot conversation rate of around 2%-15%.

So SWPP members could access 200 leads a month - with average individual sales of around 200. And for those photographers who need marketing support we can provide the leads and do all the phone work on their behalf - all they have to do is take the pictures.

And there is no question that this is a burgeoning sector of the market. Mothercare has just reported an amazing tenfold increase in profits...just a few years after being close to bankruptcy. Their chief executive, Ben Gordon says: "Shoppers keep spending on their offspring in tough economic times. They stop spending on their babies long after they stop spending on themselves"

Barrett& Coe are planning to expand their wedding and portrait photography franchise operation to around 200 studios across the UK in coming years - and SWPP members who buy into the new Emma's Diary postcode-designated leads scheme would automatically have first option on a Barrett& Coe franchise in their area.


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1st Published 01/08/2009
last update 16/10/2014 21:49:31

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