Podcast Summary: This Can’t Be That Hard

Episode 359: Big, Bold Marketing Moves

Host: Annemie Tonken (Guest host: Dana)
Date: March 10, 2026

Episode Overview

This episode is a practical, jam-packed “mashup” of some of the best advice previously shared on in-person (“rock”) marketing for photographers. Guest host Dana curates tactical, actionable ideas from experts for overcoming the vulnerability and challenges of marketing yourself face-to-face—including charity initiatives, client events, leveraging physical spaces, and intentional networking. The episode aims to help photographers fill in the 'rock' quadrant of their marketing ecosystem, with specific strategies, motivation, and reminders that you only need to make one bold move at a time.

Key Discussion Points & Insights

1. The Importance of In-Person (“Rock”) Marketing

• Dana introduces the “marketing ecosystem” concept, using the analogy of the March Madness bracket: social media (water), emails (sand), small nurturing touches (pebbles), and in-person ('rock') marketing.
• Many photographers avoid 'rock' marketing because it feels highly visible and vulnerable, but it’s essential for momentum and connection.

2. Pep Talk: The Value of Showing Up

• Angelica Pompey reframes networking:
  • “An invisible business doesn't get business. So, what are you doing to be visible? You want to be your backyard superhero at the end of the day… people remember, oh, you know, Angelica the photographer, they love you.” (03:39)
• Networking is about being present, making connections, and being recognized in the community.

3. Charitable Marketing Strategies (Nicole Begley)

• Silent Auctions
  • Charity silent auctions are a “triple win”—exposure for you, funds for charity, and value for the client.
  • Key Tip: Donate a product or wall art credit, not just a session fee with a small print. “You can start painting this picture of possibility for them right where the sky’s the limit.” (07:46)
  • Choose auctions thoughtfully; target organizations whose audiences align with your ideal client.
  • “7 out of my top 10 highest sales have been silent auctions over the years.” (08:25)
• Mini (“Micro”) Sessions
  • Short, streamlined sessions for awareness; can be more transactional but still profitable and community-building if structured well.
  • “The key there is make a difference, watch your time. So having things streamlined… automate as much as you can.” (16:49)
• Session Fee Fundraisers
  • Partner with smaller, passionate organizations for bigger impact.
  • Offer session specials that include a donation and a value-add for clients.
• Process and Profitability
  • Have your sales and fulfillment process clearly mapped before launching these strategies.
  • “It is important to make sure that your ducks are in a row on the back end... that's what you're doing when you get into these groups is hopefully starting to mushroom.” (21:46)

4. Hosting Your Own Gatherings (Michelle Franzetti)

• Why Live, In-Person Events Work
  • “You're a delight…people want to be around that too... Also, people are lonely. You're providing a service of being able to bring people together and give them a space to cultivate friendship.” (23:41 & 24:52)
  • In-person events as a non-salesy way to grow community, warmth, and trust.
• Event Examples
  • Galentine’s Day waffle bar, annual client parties, monthly themed gatherings (workshops, bingo, yoga)—crowdsourced and co-created.
• Building a Facebook Community
  • Groups can be more than a sales funnel—create a space that reflects your values and lets personality shine.
  • “We have all sorts of stuff, and it has become this little safe space on the Internet.” (33:17)

5. Leveraging Physical Spaces (Michelle McAfee)

• A studio is not just for taking photos; it’s a relationship and marketing engine.
• “Almost more important than the photos themselves, the way the clients feel about the experience of being photographed matters more.” (34:34)
• Creative Uses of Studio Spaces:
  • Rent to other photographers, host co-working days, workshops, book launches, and masterminds, expanding your impact and visibility.
  • Rebrand the space for community inclusion: “I took my pictures off the wall...it needed to happen.” (38:05)
  • “It's the rising tide in real life.” (42:12)

6. Intentional Networking: Getting Comfortable in the Room (Angelica Pompey)

• Setting Intentions
  • “Knowing what you're walking into… is it to bring brand visibility? Is it to get specific leads?...If you’re just going with no intention, you’re going to carry that energy.” (42:50)
• Starting Conversations
  • Approach the shyest person in the room; use open-ended questions (“How did you hear about the event?” “How did you get into this industry?”).
  • “That approach will be memorable to that person, that person's really going to remember you literally probably forever.” (44:20)
• Ask deeper questions to foster genuine connection: “What do you love—in business, in life?” (46:15)
  • “Try to tell people, talk about things that…are more about you as a person outside of a business owner. We're a wife, we're a daughter, we're a friend.” (47:00)
• The Power of the Personal Touch
  • Initial phone calls—or any warm touch point—can dramatically increase booking rates and strengthen client experience.

Memorable Moments & Quotes

• Angelica Pompey (03:39): “An invisible business doesn't get business.”
• Nicole Begley (07:46): “When you donate to silent auctions, 90% are my target client or more… 7 out of my top 10 highest sales have been silent auctions over the years.”
• Michelle Franzetti (23:41): “You're a delight… Also, people are lonely. You're providing a service of being able to bring people together.”
• Michelle Franzetti (33:17): “...it has become this little safe space on the Internet.”
• Michelle McAfee (34:34): “Almost more important than the photos themselves, the way the clients feel about the experience of being photographed matters more.”
• Angelica Pompey (44:20): “Go to the shyest person in the room…that person's really going to remember you literally probably forever.”
• Dana/Tonken (49:10): “Rock marketing…isn’t flashy, it’s just human.”
• Dana closing encouragement: “You don’t have to host the perfect event… But you do have to do something. One event, one partnership, one room you’re willing to walk into. Because marketing really is an ecosystem. And when all of your quadrants are filled, that is when things start to really accelerate.” (49:25)

Timestamps for Key Segments

| Time | Segment | |----------|-------------------------------------------------------------| | 00:00 | Introduction & episode overview by Dana | | 03:01 | Pep talk: Angelica Pompey on visibility | | 04:17 | Charitable marketing: Nicole Begley’s deep-dive | | 07:46 | Key tips on structuring silent auction offers | | 14:06 | Micro/mini sessions for charity | | 17:06 | Session fee fundraisers explained | | 22:53 | “Creating the room”: Hosting your own gatherings | | 34:10 | Leveraging studio space: Michelle McAfee | | 42:35 | Practical networking advice: Angelica Pompey | | 44:20 | Conversation starters and networking hacks | | 49:10 | Final “ecosystem” reminder & motivational close |

Actionable Takeaways

• Consider charitable marketing with carefully structured auction packages and targeted partner selection.
• Test small, fun, and frequent in-person client/community events; crowdsourcing ideas builds buy-in.
• Rethink how you (or others) can use your space—for brand-building, income, and connection.
• Set clear intentions before any networking event.
• Open conversations with curiosity and genuine, open-ended questions to form memorable connections.
• Remember: “Rock” marketing isn’t about instant wins, but about showing up in ways that add up over time.

This episode is an encouraging and thoroughly practical playbook for any photographer who wants to get bolder—and more strategic—with their in-person marketing.