How to pivot your strategy during the Covid-19 storm if you are a small business
COVID-19, these letters bring up so many emotions to so many people. There is not one person on the planet that hasn’t been affected either physically, financially or emotionally. I am a photographer living in NY suburb and as you can imagine my business came to a complete stop as all non essential business had to shut down. I had to postpone all my photoshoots and no new inquiries were coming in. This seemed like the most stressful time in my career and I didn’t know what will happen to my business even after the storm passed. Will the economy tank? Will people want to invest in portrait photography? With so many small businesses closing their doors will there be anyone needing headshots or branding photography? I felt defeated and it was only week 2, how was going to weather the next who-knows-how-many weeks? I also felt useless just sitting at home while the world was falling apart. Yes I was busy homeschooling my kids but wanted to show them that we can do more as a family.
Just as I was starting to lose hope I saw a segment on the news about The Front Steps Project. It’s a movement started by another photographer in a different state and I decided to give it a try. The premise of the project is to drive to neighbors in my town (or neighboring towns) and take photos of them in front of their house from a safe distance (10 ft away). I then email them their images and instead of getting a payment I ask to donate to a charity to fight COVID-19. I posted this on my FB page and response has been incredibly positive. I photographed 10 families in 5 days, who generously donated to charities in need of funding. I am now completely booked up 3 weeks in advance.
Everyone that calls me to book is very excited and grateful. People welcome the opportunity to have a reason to get dressed up, put makeup on, get outdoors and create memorable portraits they will talk about for years to come. I bring my kids in the car and while I photograph they take behind the scenes videos while staying in the car, which makes them feel like they are contributing as well. They are learning to give back to society by helping me and I think that is an important lesson during a difficult time. I think it is important to teach them to cope with uncertain situations in a positive way.
While I am not making any financial gains off these photo sessions, I am making a difference while building new connections in my area. I believe that the energy you put out comes back to you. And I already see it happening. A few people have asked to book a "real" portrait session with me once the storm is over. I set out on this journey to encourage people to donate to charities and bring a little sunshine to their day but it gave me so much joy seeing their faces light up as I pull up to photograph them and meet so many wonderful people who I would have never had a chance to meet if it wasn’t for this difficult situation.
If you are a small business owner struggling right now and feeling the weight of COVID-19 coming down on you financially; is there a way you can help your potential clients from a safe distance? It may not benefit you monetarily right now but I encourage you to look past this. I know it feels like time is standing still but this too shall pass. And in the meantime giving back can keep you mentaly positive and away from negative thoughts. It truly feels good to give back and be a part of something bigger during these difficult times.
Stay well,
Oksana
