Story image

Young photography gear retailer uses social media to engage customers

28 Apr 17

Cutting edge photography gear retailer Photogear has recently opened its second physical store in Ponsonby - a wide, brightly-lit space designed to be a hub for photography enthusiasts.

As a small business competing with more established companies, Photogear found a loyal customer base early on using Facebook as its primary marketing platform.

Photogear general manager Jeff Shen says it was important for the company to create their own original content, allowing them to showcase the store’s personality, build brand awareness, and drive customers to their website. 

“What we learned is that video gets the most engagement, followed by photo, then text,” he says.

“The first three seconds of video are vital,” he adds.

Customer engagement

Shen also talked about how using social media allowed them to differentiate themselves from larger businesses. 

“We spend a bit more time than our competitors on authentic content generation, and we use our own team members as the video presenters when we play around in our store.”

Customers who drop by their physical store often remark that they’ve seen the staff in the videos before, creating a personal connection.

This engagement on Facebook gives the staff and the customers something to bond about and helps them create a loyal customer base.

“In this industry, it takes time.”

“It takes time to save money, it takes time to find the right equipment for your needs, but we value the relationship with our customers more than an instant return on investment,” Shen says.

Young and authentic brand personality

“Most recently, we’ve gotten into using Facebook Live, and we’re one of the first retailers in the photography industry to do it,” Shen says.

He says that the idea came to them in a team meeting, as they were planning on having a garage sale.

They knew a lot of their clients who weren’t based in Auckland wouldn’t get to see it, so they used a gimbal and went live on Facebook, doing a walkthrough of the event.

“We had fun doing it, that was the main thing,” he says.

For their Christmas livestream, Shen dressed up as Santa Claus, which customers loved and engaged with on Facebook.

“We’re a young company, and most of our team are pretty young in spirit.”

Looking ahead, Shen says they are looking at hiring more content creators to produce original content for their Facebook page.

They’re currently doing two posts a day and focusing on increasing the number of likes on their page. 

SingleSource scores R&D grant to explore digital identity over blockchain
Callaghan Innovation has awarded a $318,000 R&D grant to Auckland-based firm SingleSource, a company that applies risk scoring to digital identity.
IDC: Standalone VR headset shipments grow 428.6% in 3Q18
The VR headset market returned to growth in 3Q18 after four consecutive quarters of decline and now makes up 97% of the combined market.
Spark Lab launches free cybersecurity tool for SMBs
Spark Lab has launched a new tool that it hopes will help New Zealand’s small businesses understand their cybersecurity risks.
Preparing for the future of work – growing big ideas from small spaces
We’ve all seen it: our offices are changing from the traditional four walls - to no walls. A need to reduce real estate costs is a key driver, as is enabling a more diverse and agile workforce.
Bluetooth-enabled traps could spell the end for NZ's pests
A Wellington conservation tech company has come up with a way of using Bluetooth to help capture pests like rats and stoats.
CERT NZ highlights rise of unauthorised access incidents
“In one case, the attacker gained access and tracked the business’s emails for at least six months. They gathered extensive knowledge of the business’s billing cycles."
Report finds GCSB in compliance with NZ rights
The Inspector-General has given the GCSB its compliance tick of approval for the fourth year in a row.
Preparing for e-invoicing requirements
The New Zealand and Australian governments are working on a joint approach to create trans-Tasman standards to e-invoicing that’ll make it easier for businesses in both countries work with each other and across the globe