VOL 1. NO 10 | APRIL 2015
ISSN: 2141-5994
BUSIN SSI Think. Believe. Become
THE
YETUNDE EFFECT
Yetunde Ayeni-Babaeko shares in a conversation how she started with just one camera, a set of mobile lights and her passion for advertising photography
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Note Leveraging on Referral Marketing “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” -Peter Drucker
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ecently, I was opportune to interview a budding entrepreneur who successfully built her sizeable business clientele through referral marketing. Recognizing that referral marketing worked perfectly for her business, she quickly designed a unique program to reward her referrals. I bet you can do the same for your business too. But before you do, you need to understand referral marketing and how to leverage on it.
buy is not the best product or service; but the best brand. So, your first task will be to make every effort to build your brand into a unique one that cannot be ignored. This goes beyond excellent packaging and publicity stunts; it is hidden in the quality of product or service. Secondly, you will need to make your brand available to your customers. This explains why brands like Coca Cola and DHL are in the most remote villages in Africa. Availability is the key to becoming a referral product or service. Availability should include prompt delivery. I'm sure, from wherever you are right now, you can access a bottle of Coke in less than three minutes.
Referral marketing is a strategy for promoting your product or service through word of mouth by your existing customers or network. Your clients, family, friends, and business associates can be part of those who will spread your good news through word of mouth.
Thirdly, love and care for your customers like you love and care for your brand. Your brand is nothing without your customers. Customers create brand, not brand owners. So, if your customers are as important as your product or service, then love them. This should be your first golden rule in your customer service policy. Teach yourself and your staff to give 101% attention to every single customer. Treat them as royals and they will love your product and refer you to everyone in their network. Trust me; they well.
However, most businesses ignore this part of marketing, leaving it to occur as just another spontaneous conversation between existing and potential customers. But in this age of social media, you must create strategies—online and offline—that will place referral marketing as one of your marketing strategies to enhance your business growth. You don't have to call up all your existing customers, persuading them to aggressively promote your product or service through word of mouth. If you do that, you might succeed for a while; but it won't last long. Here are the few things you need to do to enjoy the benefits of referral marketing.
Lastly, once you start getting referrals, make sure you call or send a thank you note to those who referred you to their friends. Then design a program that will reward them for referring you. Whatever you do, make sure you reward them no matter how small.
Firstly, you will need to turn your product or service into a unique brand. What you will spend the rest of your business time selling is not a product or service; it is a brand. What customers
Alfred Ade-Ijimakinwa 3
THE
YETUNDE EFFECT
O
n a faithful day, her children begged her to take them to this Hip-hop dance class and reluctantly, she did. At the dance class, she forgot it was the lot of her children to enjoy and learn the dance moves; rather she was captivated by the fluidity between the instructor and the music. To her, it was the art of dancing and the only thought she held in her mind was to capture the magic moment by clicking the shutter of her professional camera. She would later meet the instructor and then the founder of the Society for the Performing Arts of Nigeria (SPAN), Sarah Boulos. And so began the conversation and several meetings that eventually gave birth to her most recent exhibition—the Eko Moves.
From her teenage years, taking pictures has been part of Yetunde before she perfected her art in advertising photography in Germany. She would later leave the shores of Germany for Nigeria to continue her one true passion—taking jawdropping pictures. In this conversation with Yetunde Ayeni-Babaeko, you will discover how a busy wife and mother started her business from the comfort of her home. BusinessIQ Africa: Who is Yetunde AyeniBabaeko? Yetunde Ayeni-Babaeko: First of all, I am a wife and mother of three. I am a very creative person and into advertising photography
Before the Eko Moves stunning pictures displayed at the exhibition center, she took the dancers to some locations in the heart of Lagos, where she tirelessly captured them, in midair, by rapidly clicking the shutter of her camera. Seeing her finished works displayed longer than expected at the exhibition center was the fulfillment she got for the two years planning that started from the very first day she found herself in the Hip-hop dance class with her kids.
BusinessIQ Africa: Why advertising photography? Yetunde Ayeni-Babaeko: This is what I studied in Germany for three years. I studied advertising photography. When I came to Nigeria in 2004, of course, I continued as an advertising photographer. BusinessIQ Africa: Tell us about your work experience prior to starting Camara Studios? Yetunde Ayeni-Babaeko: When I came to Nigeria in 2004, I was taking pictures. The pictures I was taking were good, but businesswise, I had close to zero experience. I just knew that when I take pictures, people like and pay for them. And then, I will use that money wisely and invest it in better equipment and [further training] on myself. I was doing that from 2004 to 2007 when I was working from home. Because I am also a wife and mother, I wasn't shooting every day; I was doing two shoots a week. It got me started because I was able to raise the money to finally rent a space to open Camara Studios in 2007. BusinessIQ Africa: Why and how did you start Camara Studios? Yetunde Ayeni-Babaeko: The workload was becoming heavier and I couldn't just continue working from home. The kids were getting on my case and I just needed a private space where I can work in peace. Also, sometimes, I had shoots that required a studio and I was renting studios, which 6
was not beneficial for me. Secondly, when I shot at home, my husband was going crazy, saying I have to find myself an office. It was becoming difficult for me to manage all these. It was becoming difficult to do post production because the kids and family are always there. They expect you to start cooking when you are supposed to be working. So I just said “I needed my own space�. Although Camara Studios is not that big; it is not like a massive place. It is just good to have a place so that when you wake up in the morning, you know you are going to work, you know you are going to be left alone to unleash your creativity. BusinessIQ Africa: Where did your start-up capital come from? Yetunde Ayeni-Babaeko: When I decided that I was going to continue photography in Nigeria, I got support from my grandfather who gave me enough money to buy a camera and a set of mobile lights. That was how I started. So from all the shoots I did from home, I was able to put some money aside; I was able to save up and invest it in Camara studios. There was no huge capital from anywhere. At the beginning, I just paid the rent and renovated the place a bit. I remember my first shoot in Camara Studios; people said I was crazy because I did it with one AC (Air Conditioner)
because I had just enough money to buy one. However, I was fortunate to get a soft loan from the bank for the electricity generator because there was no way I could have started without a generator. BusinessIQ Africa: What were the challenges you coped with when you started Camara Studios and how did you manage or overcome them? Yetunde Ayeni-Babaeko: The first challenge was realizing that when I was working from home, I was doing all the jobs and getting paid and all the money belonged to me. Also, I was comfortable with a few clients and doing two shoots per week. But with the studio, I had all the overhead costs and I needed to be shooting almost every day. It's like buying a new pair of [big] shoes and you need to grow into it. That's what I had to do with Camara Studios. I realized I had to increase my clientele. When I was working from home, I thought I had clients and was busy. But in this new spectrum, I knew I needed more clients. So I found myself being out there, most of the time, hunting clients than I was actually shooting. I turned into a marketing person, working on getting more clients. That was my first challenge. Another challenge was finding the right set of photographers to work with me, to fit in for me when I am not available or when the job is quite massive. At that time, there were photographers, but it was difficult
ISSN:2141- 5994
VOL 2. NO 10 | JANUARY, 2015
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getting the ones who understood advertising photography and where I was heading. I needed photographers who are creative and not just the usual weddings or events photographers. So at the beginning, I started very modest. It was just me, my assistant photographer and the receptionist. As we grew, more and more people joined [the team]. Even now, we are still modest. We have five staff, which is perfect for a photography studio. As a photography studio you can't have too much staff, but you can train people who can always be available to work with you. BusinessIQ Africa: Tell us about Camara Studios? Yetunde Ayeni-Babaeko: Camara Studios is into advertising photography. We also do events, fashion and editorial photography. But, right now, our clients are mostly advertising agencies. We work for corporate organizations too. We also do family shoots. I couldn't fully concentrate just on advertising jobs. Advertising jobs when they come, come with good budget, but they come once in a while. I quickly realized I also need to go into other areas of photography. The budget isn't much, but it is constant. BusinessIQ Africa: What does it take to be an advertising photographer? Yetunde Ayeni-Babaeko: Advertising photography requires a lot of patience. You have to think very conceptual. For me, it is the opposite of documentary photography. A documentary photographer goes out there and photographs scenes that unfold in front of his lens. But as an advertising photographer, you have to stage everything. It is very technical; you have to understand your lighting and all the rules of photography. I am very happy I studied advertising photography because as an advertising photographer, you can go into anything else. It will be easier for you because you have really studied photography to the core. An advertising photographer can do the work of a documentary photographer, but it is hard for a documentary photographer to venture into advertising photography. BusinessIQ Africa: Do you train people? Yetunde Ayeni-Babaeko: Sure! BusinessIQ Africa: What is the procedure required to be your trainee? Yetunde Ayeni-Babaeko: If anyone contacts me and I have trainees already, I will have to say no. Right 10
now, I have two photographers that I am training. So, if anybody comes to be trained, I will say no. Apart from that, you just have to prove to me that you really love photography and that you already know the basics. I would not want to train someone who wakes up and said “I think there is money in photography, let me venture into it”. That is definitely not true about photography. Some would call me that they want to learn photography and I would tell them to print some pictures that they have taken and then they suddenly realize that they don't have any. So my next question to such people would be “how do you know that you want to be a photographer?” And some would say, “I just want you to train me and I will get into it”. I always tell them to get a camera. If you don't have one, borrow one. If you can't borrow one, steal one. I don't care how you get a camera; if you want to learn photography you will get one. (…)You don't need to take pictures of supermodels, but take pictures of what you are interested in and then show me. If I see potential and drive in your work, then you are ready for me to train you. It is easy for me to say, bring money and I will train you, but I've never done that and won't do such. At least there should be a form of true interest from the trainee. Passion and ambition is what I want to see and I will train you. BusinessIQ Africa: What is the duration of training?
Yetunde Ayeni-Babaeko: Presently, I am still training myself. You will never outgrow training or developing yourself. Right now, I am going to Germany for a workshop. You should never stop training yourself, I say that to all my trainees. Of course, you can set a limit for yourself, but you shouldn't say I am going for a three months training to become a photographer. And if your expectation is not met, you would want to blame the trainer. I always advise them [trainees] to start the training maybe for two to three months. Afterwards, such should stay back and work with me for at least the same period or duration. But if such wants to leave, such can. However, it is better to undergo apprenticeship. One of my trainees was with me for five years and she learnt a lot. She felt more comfortable in a safe environment where she knows that at the end of the month, she also gets paid. And she gained all the experiences necessary to be a professional advertising photographer and much more. BusinessIQ Africa: You've had some couple of exhibitions; tell us about your exhibitions? Yetunde Ayeni-Babaeko: Yes, I've had some exhibitions. The last one is Eko Moves. The opening day was 30th of November. My works
have been up for more than four months at the Wheatbaker Hotel in Ikoyi, Lagos. People love the works and the Hotel didn't want to bring them down. Eko Moves was done in collaboration with the Society for the Performing Arts of Nigeria (SPAN). This is a dance company founded by Sarah Boulos. I met them coincidentally two years ago and I decided I should partner with them. What I did was, I took some of the dancers to different places in Lagos and photographed them. I took them to Obalende, Stadium, Broad Street and Makoko and they were dancing while I photographed them. It was an awesome experience. BusinessIQ Africa: How do you reach or grow your clientele? Yetunde Ayeni-Babaeko: The best successes I have had are linked to direct marketing. I go to them (clients) directly. Photography is a lot about trust and relationship. If you see an advert on air or in a magazine about a photography studio, it will still take a while to call the studio or photographer. You would rather get a good recommendation from someone you know. Even if you receive an SMS from this bulk SMS services, it will be difficult to call the photographer. In this business, it is all about trust, relationship, word of mouth and recommendation. So I do a lot of direct marketing. I go to the clients to introduce myself and my works. It's a lot of foot work, but that is the best way to increase your clients as an advertising photographer especially at the beginning stage. Then in addition, we still do Newsletters, bulk SMS, social media and exhibitions. I've had some couple of exhibitions. When you have these exhibitions, the media helps a lot to create awareness and push your work to the public. BusinessIQ Africa: Research shows that 70% of businesses start and close down within 3 to 5 years because they lack sustainability plan; what is your sustainability plan for Camara Studios? Yetunde Ayeni-Babaeko: Maybe because I'm a woman, you know how we women are, we pinch our money. So, I don't spend my money anyhow. One of my staff jokingly said I am skillful in pinching my money. But I think I am more of a money saver and someone who knows how to rightly invest her money. I turn over every kobo that I have, I turn and turn it, until I really have to let go of it. Also, from personal experience, I have learnt how to predict the economy of my kind of
business. I know that January to March, for the advertising photography business is very slow. From October to December, we are always out there working. So I have learnt how to save and put money aside during good times to survive bad times. Then I have learnt how to invest in the right things and equipment. And I strongly know such an investment will eventually turn into profit for the business. For instance, there is this portable battery that you can take out to any location and you can shoot without using electricity. For many years, I survived without it. Then I knew I had to save to get one, which I did. And the first three jobs I did with it paid back the cost of the battery. So it was a good investment. BusinessIQ Africa: What is your greatest fulfillment when it comes to Camara Studios? Yetunde Ayeni-Babaeko: I think it is my team. Also, when I look back at all the people I have trained or I've had good experiences with, and they speak well of Camara Studios, I feel fulfilled. Whenever referrals walk or call in, it brings joy and fulfillment to me. This shows that you are doing a good job and people truly appreciate what you are 13
doing. It's fulfillment for me.
after such action we call mistake, we always adjust, move on and get better.
BusinessIQ Africa: Every business has its share of challenges, what are the challenges yours is presently facing?
BusinessIQ Africa: What is your perception to running businesses in Nigeria?
Yetunde Ayeni-Babaeko: Right now, it is majorly new projects. I've done two exhibitions last year. So I am a bit under pressure to come up with something this year because an exhibition, like Eko Moves, takes time. Each exhibition takes at least two years of planning and huge budget. Now, I need to come up with something for this year. The big challenge is to come up with something for this year, but for early next year.
Yetunde Ayeni-Babaeko: In Nigeria, there are lots of opportunities, but what gets on my nerves as a photographer is the traffic and the Nigerian time. I think everybody coming from abroad and doing business here finds it very ridiculous. Abroad, a photographer can do two shoots in a day, but you can't do it here. Because when you get on set, everybody starts strolling in two to three hours after the agreed time for shooting. How can you work like that? And this, you know, if it is not happening today, it will happen tomorrow kind of attitude is really crazy. Such can really kill your business. If it doesn't kill the business, it can kill you. These are the areas Nigerians need to step up their game. All the expatriates I am talking to see these factors as the challenges of doing business here in Nigeria.
BusinessIQ Africa: What is the greatest business mistake you've ever made that entrepreneurs should learn from? Yetunde Ayeni-Babaeko: There was a time I bought a car for the company when I shouldn't have and it drained me a bit. It was for the studio; we needed it, but it was tough. But truly, I barely see anything as a mistake. I see them as lessons because immediately
BusinessIQ Africa: What do you think is the major challenge of entrepreneurship in Nigeria and what do you think should be done? Yetunde Ayeni-Babaeko: I think it is trust. You need trust to get loans from banks. I don't want to be on the negative side on some issues, Camara Studios has been in business in such a harsh condition for the past 7 years and we are still here. We have survived through it all. So, let us hang on that and stay on the positive side. BusinessIQ Africa: Where do you see Camara Studios in the next ten to twenty years? Yetunde Ayeni-Babaeko: Ten to twenty years, we will still be here. Actually, there will a Camara Studios number two. Photography is something I will never give up; I am going to continue that. I am also interested in videography as well. These are just the two little goals that we have. I am a step by step person; once I achieve these goals, then I will move up from there. BusinessIQ Africa: So you are not planning to retire someday? Yetunde Ayeni-Babaeko: Retire? I don't think you can really retire as a photographer because it is something you can still do when you are eighty. Maybe not climbing rooftops as I do right now, but 14
photography is something you can still do at old age. I've always worked from when I was a teenager. Even when I had my kids, I was working. So I can't think about retirement right now. BusinessIQ Africa: Tell us about your life outside work? Yetunde Ayeni-Babaeko: Like I said I am a mum and wife and I do all the responsibilities of both. I like to educate myself. I like to meet people. I like to go out to parties whenever the time allows me. Apart from that, I am a very normal person. BusinessIQ Africa: Any award or recognition for your works? Yetunde Ayeni-Babaeko: Yes, I have gotten some, but the problem is; I am yet to collect them. It is quite funny when they call me and say I have won an award and I will be like; I didn't even attend the event. And they will say come and pick it, but I am yet to pick most of them. It's quite sad. For recognition, it was quite nice when my work was featured in a major German magazine and
was also on the cover of the magazine. BusinessIQ Africa: What will be your advice to would-be entrepreneurs? Yetunde Ayeni-Babaeko: Photography is a very creative venture and creativity takes time. Over the years, in Nigeria, I have seen people jumping in and out of photography. They didn't make money as fast as they thought. The disappointment can be big if you don't really love photography. And for those who genuinely love photography and would really want to make a mark; just continue what you love doing. Show your work to the world; don't be shy about it. Understudy, train and copy if you want to. Copying is a form of learning as long as you don't copy someone's work to sell it. Keep learning and believe in yourself and someday, you will be where you want to be. That's the way to go if you truly want to be successful.