Marketing for fine art Santa photography sessions.

Uncategorized Sep 09, 2023

Creating a marketing campaign for any fine art business may seem like a daunting task, however by putting it into the context of a photography business a business owner will gain marketing clarity.


Fine Art and mini-sessions do not go together. It is not a great idea to market and sell mini sessions and then ask for fine art prices. Promotional materials should focus on fine art that are full-length professional photography sessions.

Santa Sessions are mini-sessions...right?

They can be, however, we choose to only do full-length fine art Santa sessions as we have much art to capture. There are so many details when creating fine art that simply cannot be pulled together when doing Santa mini sessions.

Remember, you are not marketing a mini-session. I want to be very clear on this point. In my humble opinion, a mini-session does not produce fine art.

The mini session.

A mini-session is generally connected to the holiday season and holiday marketing. This is not how we think about our fine art Santa sessions. We connect what we create to fine art and nostalgic heirloom products.

To market them as a mini-session connected to the holiday season would be incorrect and be an injustice to what we do and create.

Photography clients.

Our photography business name is Masterpiece Christmas and we lead the photography industry in our Santa art. Our photography clients, current clients, and new clients expect and get the very best in Santa and children's fine art.

Our ideal customer, ideal client, and client base in general are not searching for special deals. They are not discount seekers. This is a more refined client who values art and tradition. They are not a mini-session client looking for holiday cheer in a fun Santa experience.

Our ideal customers are looking for quality in both the art and the product. They are not afraid to spend money and have money to invest in artwork and family heirlooms.

This building of this kind of client base requires consistency in not only your photos and photography business but also in your marketing campaign and marketing strategies.

Creating a marketing campaign that is consistent with your brand and or desired brand could not be more important.

Do not confuse your clients.

Do not forget that everything you post, send out, or show in any way, shape or form is being viewed by potential clients. You will attract who you market for and your brand will then revolve around those clients.

If you focus on the holidays and a Santa experience, then that is what they will think is the most important part of your product line. If the goal is to have kids come for a quick visit with Santa so you can snap some fun photos, then that will become your brand and product.

Be careful what you wish the saying goes.

Plan Ahead

Be sure to plan ahead, so you have all of your assets in place for your marketing campaign. There is not time for different ideas once your marketing is in full swing. If you do plan ahead properly, your fine art Santa sessions and season may just become your most profitable time of the year.

When to Start Marketing

We start in January and have strategic marketing that happens throughout the year. Our fine art Santa sessions begin in July and go through to the end of January. Yes, we do them every month.

You must set your Fine Art Santa session dates in place first.

Not only for the Holidays

This is a message that must be gotten across throughout your marketing campaign. There are many reasons not to link fine art Santa photography sessions to months other than November and December.

Fine Art takes time to create. We also want to get our clients away from the super busy holiday time of the year. We want our clients to understand that they are doing this so we can create a family heirloom that is to be enjoyed for generations.

It is not Santa mini sessions, at Christmas time with Christmas trees and photos of crying kids with Santa. We will create beautiful Christmas cards and stunning photos however, it will be spectacular art that they will have to choose from and in the end purchase for their home.

They can choose many small gift products and get their Christmas cards and gifts ordered well ahead of the Christmas season.

We are in the business of creating fine art and although Santa and children are in that art, it does not have to be created at Christmas. Clients will thank you for this early season access to a fine art session. Photographers need to wrap their heads around this concept. The brand is not only for the holidays.

This is a business and the brand is there to create fine art for discerning clients. Grandmothers will still get their Christmas photos, however, they will have the option of purchasing far more.

Your Data Base

There are few things more important than your database. Market to them wisely and respectfully as they are your lifers. These are your clients including new potential clients. You will most certainly offer all of them your latest Santa sessions and more.

New clients will need to be touched with marketing numerous times before they convert. On average this can be between 7 to 12 times.

Social media posts alone will not do it. Keep a clean digital file of all of your database. You will thank me for it.

The End Product

Thought must be put into the final product when offering Santa sessions for the creation of fine art, as your marketing campaign and marketing strategies will be structured around art as opposed to the holiday season.

Photographers need to be clear on what they are creating and to whom they want to sell that artwork. A professional photography business will need to show at least one visual example in every marketing piece. Words will not be enough as you are in a visual and creative game.

Define Your Brand and Style

Determine the style and theme of your fine art Santa photography. Consider whether you want a traditional, whimsical, or contemporary approach.

Develop a unique selling proposition (USP) that sets your photography apart from others, such as your use of fine art techniques, unique locations, or exclusive props.

Your Marketing Campaign

Now it is time to put together a professional marketing game plan. Potential customers will want to see consistency. This will lead to top-of-mind awareness.

Remember, your goal is not to offer Santa sessions that promote Santa Pics or an experience attached to the holiday season.

The message and feel of your marketing and promotional materials must not only be clear and concise but also seen in numerous ways. Let's look at what we are doing now for marketing. Time to get creative.

Here is an example of what we are doing and or have done over the years. Website, (your foundations), Social Media (Facebook), Content Marketing/Blog posts, Email, Direct Mail, Collaboration and Partnerships, In Person Events, Client Testimonials

Targeted Ads

Now it is time to target the correct client or potential client at the correct time, with the correct marketing message.

Who is your target audience? Is your marketing campaign targeting the correct audience? Every professional photography business needs to know who their buyer is and why.


Few things are more important than a great, clear, and informative website. It is where every campaign will send a client. Your advertising will always point to your website. New leads will learn about your brand on your website.

Your website should be a resounding example of you and your brand. This example cannot be understated. Be creative, yet keep your message clear and easy for the potential ideal customer to understand.

Sessions may not be booked on your site however, your site will lead to sessions being booked. This is where your clients gain confidence to spend money with your photography business. It will also tell them subconsciously how much money they may choose to spend.

Showcase your best Santa photography work on a professional website. Ensure the site is visually appealing, user-friendly, and mobile-responsive.

Photographers should be hiring a professional designer for the creation of their website.

Include a dedicated Santa photography portfolio and contact details.

Marketing Funnels

Marketing funnels lead your ideal client to your website. It is that simple. The more creative, yet easy-to-follow the funnel, the more people will not only see your message and site, but they will also give you their information.

A creative and fun marketing funnel will pad your database with the clients you are actually targeting. The bigger the data base the better your odds of booking sessions.

Funnels should always point and lead to a specific place with purpose and meaning. This will guide your client clearly to learn the specifics of the session and more.

Social Media Presence

Create and maintain active profiles on popular social media platforms like Instagram, Facebook, and Pinterest. Facebook is still the gorilla. Grandparents are on Facebook and they are your number one target client.

Photographers who photograph children understand that Facebook and Instagram are still the two main social media giants. But do not forget the others.

Share visually appealing images, behind-the-scenes content, and stories that engage your audience.

It is a good idea to get families and friends following you and commenting on your posts. This will be picked up by the algorithms on Facebook and other social media.

Mothers and grandmothers love to see beautiful portraits of kids with Santa on Facebook. One great post can lead to a session being booked.

Content Marketing

Start a blog or create content on your website related to Santa photography, holiday photography tips, and festive themes. Share your expertise and passion for the art.

Utilize SEO techniques to improve your website's search engine ranking.

Email Marketing

Build an email list of past clients and interested leads. ( mini sessions. Santa mini sessions are taboo)

Send regular newsletters with updates, special offers, and announcements.

Send 7 soft emails to one "sales or sale" email.

Direct Mail Campaign

Create a visually appealing direct mail campaign with high-quality images and a compelling message.

Send postcards, brochures, and magazines to your target audience, showcasing your Santa photography services.

Include a call to action, such as a unique discount code or a QR code linked to your website.

Run this campaign to fit with specific dates and have your sales team ready with a proper sales system so closing your clients will be efficient.

Collaborations and Partnerships

Partner with local businesses or event organizers for cross-promotion. For example, collaborate with a holiday market, toy store, or Christmas tree farm.

Offer discounts to employees of local businesses as a way to attract more clients.

Provide existing clients a beneficial way to refer friends and families. These can become a win win-win for all and can bring in many new customers. Provide incentives for new customers and new clients.

In-Person Events

Host themed Santa photography mini-sessions at holiday events, schools, or community gatherings.

Consider participating in craft fairs, holiday markets, or art exhibitions to showcase your work.

This is a great time to tell your potential ideal clients the difference between mini sessions and a fine art Santa session. You can explain the difference in details of the entire fine art process. Getting the message across that these are not regular sessions is very important.

A good photography business and owner is not afraid to get out into the community and meet people.

Client Testimonials and Referrals

Encourage satisfied clients to leave reviews on platforms like Google, Yelp, or your website.

Implement a referral program where clients receive discounts or incentives for referring friends and family.

Did I mention No Mini Session?

If I have not mentioned it yet, we do not offer mini-sessions. I hope this one message burns into your memory, as a mini session just does not fit with a high-end fine art brand.

The mini-session is so connected with the holiday season that it becomes difficult to set your fine art brand into place properly.

Customer Experience

Provide exceptional customer service and a memorable experience during the photoshoot.

Pay attention to details, such as Santa's attire, props, and set design. Remember that your brand depends on all of your attention to detail and customers will be rewarded handsomely.

Track and Analyze Results

Monitor the effectiveness of your marketing efforts through analytics tools and adjust your strategies accordingly.

Keep track of key metrics like website traffic, social media engagement, and conversion rates.

By incorporating direct mail into your marketing strategy, you can reach potential clients in a tangible and personalized way, complementing your online efforts. Be sure to measure the response to your direct mail campaign to gauge its effectiveness and make necessary adjustments.


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