| PART FOUR: MARKETING STRATEGIES
Hey there! Congratulations!
You’ve arrived . . .to the A B C it’s easy as 1 2 3, what the heck does B2B and B2C have to do with Your Marketing Strategy? You are going to find out very soon!
Welcome to the 4th and final part of the 4-Part Series of Key Transition Strategies to Becoming a Commercial Makeup Artist. This series has covered pricing, time management, communication and now marketing. These strategies provide the powerful baby steps you can take right now to make a smooth transition into becoming a commercial makeup artist.
No matter where you are right now, these strategies will not only help you define your makeup career approach but also your mindset to take those vital steps into the fascinating and lucrative world of commercial makeup artistry working on TV commercials, advertising campaigns, corporate communications, TV and live events. Let’s get this marketing party started!
The A B C, it’s easy as 1 2 3 is a reference to The Jackson 5 song (Michael Jackson and his brothers). Once you get the hang of your marketing strategy transitioning from B2C (bridal and personal clients) to B2B (commercial clients), it will be easy too! Let’s get right into this so you can easily identify what these marketing strategies are and how to move forward with them.
Let’s say you are primarily a bridal makeup artist, esthetician working in a salon or a do personal makeup sessions. You work one-on-one with your clients. You’re doing makeup trials, consultations and curating your marketing campaigns and promotions to emotionally connect with each one of them. This is a prime example of B2C (Business to Consumer) marketing. B2C is a business relationship between a company (YOU) and at least one individual (a bride, bridal party or salon client). You as the makeup artist are the business and your client is the consumer. Your plan of action when marketing to these individuals might include a referral program, offering discounts on your services, seasonal promotions and providing gift cards and certificates for future bookings. Now let’s look at B2B (Business to Business). B2B is a business relationship created between two businesses. You as the makeup artist are one business and your client is the second business; a brand, production company, producer, photgrapher or advertising agency. Your marketing strategies are going to look much different than those of B2C. They might include email marketing, newsletters, leave behinds and small gifts.
Since this series is about building a bridge from your current makeup career (B2C) into commercial opportunities, we will focus on B2B marketing. As you start transitioning into commercial work, creating your contact list and planning your strategy, here are some things to consider. Just like with personal clients, you will need to build trust, be clear you can solve client’s problems and provide ways for clients to contact you, and view your work via phone number, email address and website. Social media may be a focus for you in booking B2C (Business to Consumer) clients. However, in addition to your social media platforms, you will need an organized, clean and fresh website in the B2B (Business to Business) world. Advertising agencies, production companies and directors need to see websites. Not just websites but websites with images and language they can relate too. For instance, if an art director from Under Armour is traveling to your city to produce a shoot with a sponsored athlete, they will be looking for a local makeup artist. It will be an artist who can deliver the same level of quality they have come to expect and require for their shoots. To be considered for mid-size to larger commercial productions and high profile jobs, the imagery on your site must convey an advertising, look and feel. Unlike consumers who love “before and afters”, boudoir makeup or beautiful bridal imagery, your commercial website is not the place for these. (There are ways to incorporate these into your site especially if you live in a smaller market and do this type of work as well).
PRO TIP: Let this knowledge inspire you and drive you, not detour you! All levels of commercial productions are waiting for makeup artists just like you. So just get started and continue to work your way up!
As you do work your way up and maintain a universal aesthetic to your branding, marketing materials and personal presentation, doors will open up to working with bigger brands and names. Presenting yourself professionally from dressing the part of a production friendly artist which means cute, casual and comfortable…no heels in this business to the work you display on your website, branding colors, bio picture and email address convey a level of professionalism and creativity which are ideal and welcomed by all types of commercial clients hiring makeup artists. In the commercial world, you will find your marketing strategy will be much more streamlined. Marketing to businesses will not include a promotion for every holiday, discounts on your services or utilizing gift cards for your day rates. These activities just don’t occur in B2B. The truth is you may be shooting a Christmas commercial in September or October! And the other truth is business clients just don’t respond to these types of promotions. But . . . Christmas cards or small gifts are still great to send to B2B clients during the holiday season. Good news! B2B work tends to come with higher prices for your services because a company or brand is the actual end client with a large advertising campaign budget. Whereas B2C, it is one person, one appointment which is also lucrative, just takes booking more appointments, more marketing activities and more effort to add up to day rates of commercial work. In the beginning of your journey in seeking commercial clients, you may find it takes more time to land a gig. However, once contact is made, trust starts building and the opportunities of booking a job increase right along with repeated bookings. So more time invested upfront with a better pay off in the long run. Commercial makeup is a repetitive booking industry, especially when you work with clients who love working with you. Some clients may actually change dates of shoots to work around your schedule! Your commercial client relationships will be longer and more loyal than B2C clients with exceptions of course.
YOUR NEXT STEP: As you transition into the commercial makeup industry you will need to begin thinking about how you can:
Develop imagery for your portfolio to appeal to the type of commercial clients you want to work with.
Thank you so much for joining me in the 4-Part Series of Key Transition Strategies to Becoming a Commercial Makeup Artist!
Personal note: Each blog post, article, social media post I share with you provides true from the set insight to . . .teach and guide you to become more than a makeup artist but a set savvy artist and business owner who will repeatedly book jobs over and over.
GRAB THE FREE RESOURCES! JUST CLICK BELOW