Podcast Summary: This Can't Be That Hard

Episode 332: The Gathering Effect with Michelle Franzetti
Host: Annemie Tonken
Guest: Michelle Franzetti
Date: September 2, 2025

Overview

This episode explores the often-overlooked marketing strategy of hosting in-person events as a photographer. Annemie Tonken is joined by Michelle Franzetti, an introverted boudoir and wedding photographer from Kentucky, who shares her experience of using community gatherings—ranging from simple waffle parties to monthly workshops—to build genuine client relationships, foster word-of-mouth referrals, and create a steady stream of business, all without a big budget or a formal studio.

Key Discussion Points and Insights

1. The Third Way of Marketing: In-Person Events

• Contrast with Online/No Marketing: Photographers often focus on online strategies or neglect marketing altogether. In-person gatherings present a unique, underutilized “third strategy.”
  • “There's a third marketing strategy...that might be the fastest, easiest way to build real trust...without spending a dime on ads or fighting the algorithm. I'm talking about in person events.” (00:56, Annemie)
• Inclusivity for Introverts: Michelle affirms hosting doesn’t require extroversion; she shares actionable ways even introverts can thrive hosting events.
  • “I am also an introvert. So if you tuned in and then we started going on about in person and you're already ready to click off, like, hang with me.” (04:11, Michelle)

2. Michelle's Background and Path to the Gathering Effect

• Former Parks and Rec coordinator with 15+ years of experience in organizing community gatherings.
• “Parks and Rec doesn't put on a lot of Zoom calls...so that naturally extended into my business.” (04:25, Michelle)

3. Why In-Person Events Are Effective for Photographers

• Human Connection: They foster genuine trust and friendship, combat social isolation, and make the “sales” process organic and comfortable.
  • “People are also lonely...inherently you're providing a service of bringing people together and giving them a space to cultivate friendship...an opportunity to sell without feeling salesy.” (08:40, Michelle)
• Being Top of Mind: Personal interactions keep you memorable for referrals and recommendations.
  • “You are the first person because you've been recently in someone's mind...Try to be the name in the room when you're not in the room.” (20:54, Michelle)

4. Real-World Examples of In-Person Events

• Early Events:
  • Galentine’s Day Waffle Party—cheap, low-pressure, and fun; open to any woman, regardless of client status.
  • Holiday Client Parties—inspired by Kaitlyn James, built further community among existing and prospective clients.
  • “I put it everywhere I could think of. It was an open invite for any woman...they came to my imperfect event and they had fun...these people felt connected to me.” (10:47, Michelle)
• Monthly Gatherings in 2024:
  • Asked her Facebook group for event ideas and volunteers.
  • Range: Financial planning workshop, bingo (the most requested!), yoga, movie nights, and more—several in partnership with local businesses.
  • All run on a minimal budget—"less than $200 on the whole year." (15:26, Michelle)
• Flexibility & Imperfection:
  • Not every event was perfectly executed or well-attended, but every connection counts.
  • “There were a few canceled events...You also don't have to be perfect about this since I'm imperfectly talking about it.” (21:32, Michelle)

5. Building and Nurturing a Facebook Community

• VIP Group: “Franz With Benefits”
  • Not just clients; a broader community of local women, grounded in fun, authenticity, and mutual support.
  • Organic culture built over time (inside jokes, real-life meet-ups, local philanthropy).
  • “Step-by-step” growth—no pressure for rapid scale or relentless self-promotion.
  • “It has been one of the most unexpected and wonderful joys of business that I have...It has become this little safe space on the Internet.” (16:35–17:00, Michelle)
• Seasonal Promotion: Uses the group more for sales during big pushes, like Black Friday.

6. Making Events Accessible and Comfortable

• Inclusivity: Clear communication about bringing a friend or coming solo, dress code, venue accessibility/parking, etc., to lower barriers.
  • “I always try to address the accessibility of the space...try to eliminate as many barriers to entry as possible.” (24:38, Michelle)
• Diversity of Event Types:
  • Some events free, some paid (if supplies or instructor costs are involved).
  • Mix of educational, just-for-fun, physically active, and sober/family-friendly options to meet diverse preferences.

7. The Subtlety of Selling

• Michelle avoids overt sales pitches—no hard sells, no collecting of contact info at events.
  • “I also choose not to collect email addresses from my events...because that is the way I wish all spaces were for me.” (36:03, Michelle)
• Relies on organic curiosity: albums and printed products are left out for participants to browse.
• The real “sale” is the comfort and trust built through sharing space.

8. Domino Effect and Unmeasurable ROI

• Events create long-lasting effects: friendships, recurring referrals, advocacy in local “Best Of” contests, and much more.
  • “There's so many opportunities for that domino effect to take place...not only like goodwill in the world, but also an audience that stays connected.” (38:49, Michelle)

9. Tips for Getting Started and Staying Authentic

• Don’t strive for perfect or elaborate events; start small and specific to your interests or personality.
  • “Go block off the day for it. And then when you grab that freebie...hopefully one of those speak to you...and if something doesn't feel right for you, pick something else.” (41:01, Michelle)
• Tap into your existing community for help, hosting, and participation.
• Authenticity (even quirkiness) is a superpower in event planning.

Memorable Quotes

• Michelle on Comfort for Clients:
  “For me, as a boudoir photographer, there's really nothing more valuable than you feeling comfortable around me. That's my biggest problem I have to solve for my clients is their nervousness.” (12:11)
• On What People Want From Events:
  “You want to know my most requested event?...It was bingo.” (14:06)
• Addressing Event Nerves:
  "If you're not the person who wants to be up front, find the person who does...rely on your community." (41:01)
• On Authentic Marketing:
  “I'm showing people who I am. And then people can decide for themselves if that's a good fit for them for something as important as a wedding...or as intimate as a boudoir session.” (18:11)
• Annemie on In-Person Magic:
  “People trust their read of a human in person much more quickly than they trust their read of a person online. No question.” (33:45)

Notable Timestamps

• 00:56 – Annemie frames the topic: the overlooked power of in-person marketing.
• 04:11 – Michelle reassures introverts; introduces her background.
• 08:40 – Michelle explains the “why” behind gatherings.
• 10:47 – The first in-person event: Galentine’s Day waffle party.
• 14:06 – Most popular event request: Bingo!
• 16:35 – How Michelle built her Facebook VIP group.
• 20:54 – Importance of being “top of mind.”
• 24:38 – Tips on inclusivity and reducing barriers for attendees.
• 29:00 – Event variety, flexibility, and not striving for perfection.
• 32:23 – Real-life events directly lead to expanded business opportunities.
• 36:03 – Transparency and subtlety in event-based selling.
• 41:01 – Advice for authentic event alignment and taking the first step.

Resources and Further Learning

• Michelle’s Free Resource: 20 specific in-person event ideas for photographers. (Link in show notes)
• Facebook Group: “Franz with Benefits” for client community; “Photography Friends” for photographers.
• Recommended Book: The Art of Gathering by Priya Parker (for deeper insights into intentional event planning).

Final Thoughts and Takeaways

This episode serves as both inspiration and a detailed guide for photographers—and other business owners—seeking to infuse their marketing with authentic, low-pressure, and community-minded events. By showing up as themselves, engaging warmly with their communities, and dispensing with salesy tactics, Annemie and Michelle illustrate just how powerful small, intentional gatherings can be for business growth and personal fulfillment.

Contact Michelle:

• Instagram: @m_franzetti
• Facebook Groups: “Franz with Benefits” (clients), “Photography Friends” (photographers)

For Michelle’s free resource, see show notes of the episode.