Modernizing a Legacy Brand.

AnAnunusualunusualfirstfirstmeeting….meeting….

ForForliterallyliterallythethelastlast2020years,years,GertGertRudolfRudolfonlyonlyreliedreliedonononeonecurrencycurrencytotodrivedrivehishisbusinessbusinessforward:forward:word-of-mouth.word-of-mouth.AndAnddon'tdon'tgetgetmemewrong.wrong.Word-of-mouthWord-of-mouthworkedworkedamazinglyamazingly(and(andstillstilldoes).does).GertGertRudolfRudolfisissosoincrediblyincrediblytalentedtalentedasasaaB2BB2Bphotographerphotographerthatthathishisclientsclientskeptkeptcomingcomingback.back.HeHealsoalsoneverneveraimedaimedtotorunrunaamulti-photographermulti-photographerenterpriseenterpriseorordelegatedelegateanyanyofofhishiswork.work.He'sHe'saatruetrueartistartistandandtreatstreatseacheachofofhishisprojectsprojectsasasaaworkworkofofart.art.

However,However,2020yearsyearsisisaalonglongtime.time.BusinessesBusinessescomecomeandandgo,go,clients'clients'circumstancescircumstanceschange.change.TheThetechnologytechnologydefinitelydefinitelyimprovedimproved(anyone(anyonestillstillrememberrememberusingusingaadial-updial-upinternetinternetconnection?).connection?).GertGertRudolfRudolfsawsawthatthatreturnreturnbusinessbusinesswaswasbecomingbecominglesslessandandless.less.HeHealsoalsosawsawthatthattheretherewaswasaabigbigdisconnectdisconnectbetweenbetweenthetheactualactualqualityqualityofofhishisworkworkandandhowhowhehepresentedpresentedhimselfhimselfonline.online.

ThroughThroughthethemostmostrandomrandomturnturnofofeventseventsGert'sGert'spathpathandandmineminecross.cross.InInsummersummerofof20242024IIwaswasvisitingvisitingmymygirlfriendgirlfriend(now(nowwife!)wife!)ininAustriaAustriaandandwewespentspentsomesomedaysdayswithwithherheruncleuncleandandauntauntininaaplaceplacecalledcalledVillachVillach(please(pleasegogotherethereit'sit'sinsanelyinsanelybeautiful).beautiful).OneOneofofthosethosedaysdayswewedecideddecidedtotogogototoaabeachbeachbybythethelake.lake.WeWerollrollupuptotothethebeach,beach,startstartlayinglayingtowels,towels,weweeveneveninflateinflatethethebiggestbiggesttubetubeIIhavehaveevereverseenseenininmymylifelife(courtesy(courtesyofofmymywife'swife'suncle),uncle),wewebringbringoutoutthethesnacks.snacks.NowNowthatthatIIthinkthinkaboutaboutititIIrealizerealizehowhowridiculousridiculouswewemightmighthavehavelooked.looked.

WhichWhichisisprobablyprobablywhy,why,IInoticednoticedthatthattotothetheside,side,theretherewaswasaawomanwomanthatthatkeptkeptstaringstaringatatususwithwithaasmirk.smirk.TheThefirstfirsttimetimeIIcaughtcaughtherherdoingdoingititIIassumedassumedititwaswasbecausebecauseofofthethegiantgianttubetubethatthatwewewerewereinflatinginflatingwithwiththethemostmostchildishchildishexcitement.excitement.TheThesecondsecondtime,time,humilityhumilityhithitmemeandandIIstartedstartedthinking:thinking:“Surely“Surelywewearen’taren’tthethemostmostinterestinginterestingthingsthingsononthisthisbeachbeacharearewe?”.we?”.TurnsTurnsoutoutit'sit'salwaysalwaysgoodgoodtotobebehumble.humble.AtAtthethesamesametimetimeI'mI'mfinishingfinishingthatthatthoughtthoughtininmymymindmindmymywife'swife'suncleuncleyellsyells“Na“Nasowas!”sowas!”(No(Noway!way!ininGerman).German).TheThewomanwomanstaringstaringatatususandandthethehusbandhusbandnextnexttotoherherwerewerecloseclosefriendsfriendsofoftheirs.theirs.TheThehusband'shusband'snamenamewaswasGert.Gert.

Gert,Gert,aatall,tall,strikinglystrikinglyhandsomehandsomeAustrianAustrianman,man,withwithsalt-and-peppersalt-and-pepperhairhairsweptsweptbackbackandandaapairpairofofboldbolddark-frameddark-framedglassesglassesthatthatmakemakeyouyoulooklookinstantlyinstantlycrediblecrediblestartedstartedchattingchattingaboutabouthishisworkworkandandthenthenheheaskedaskedmemewhatwhatIIdo,do,totowhichwhichIIrespondedrespondedmarketing.marketing.HeHeaskedaskedwhatwhatkindkindofofmarketing?marketing?IIshowedshowedhimhimoneoneofofthethelatestlatestrebrandsrebrandsandandwebsiteswebsitesIIhadhadbeenbeeninvolvedinvolvedwithwithaafewfewmonthsmonthsearlier.earlier.HisHiswifewifeinterjected:interjected:“that’s“that’swhatwhatyouyouneed!”.need!”.SoonSoonafterafterthetheconversationconversationmovedmovedonontotootherothertopics.topics.AAfewfewmomentsmomentslaterlatertheytheyaskedaskedususififwewehadhadanyanydinnerdinnerplans.plans.AsAsaamattermatterofoffactfactwewedid.did.WeWehadhadalreadyalreadyboughtboughtallallthethenecessarynecessaryingredientsingredientstotocookcookbucatinibucatiniall'amatriccianaall'amatricciana..IIhadhadofferedofferedtotocookcookforformymygirlfriend'sgirlfriend'suncleuncleandandaunt.aunt.WeWeallalllookedlookedatateacheachotherotherandandthought:thought:wewecancancookcookthetheamatriccianaamatriccianaatatyouryourplaceplaceififyou’dyou’dlike!like!GertGertresponded:responded:“I’ll“I’llhavehavethethewinewineready.”ready.”

LaterLaterthatthateveningeveningweweshowshowupupatatGert’sGert’scondocondobybythethelakelakeandandwewegetgetbusybusyininthethekitchen.kitchen.WeWedice,dice,fry,fry,andanddeglazedeglazethetheguancialeguanciale(pork(porkcheek)cheek)withwithwhitewhitewine,wine,blendblendthethesansanmarzanomarzanotomatoestomatoesandandaddadditittotothethepork,pork,seasonseasonwithwithaafewfewpinchespinchesofofsaltsaltandandcrackscracksofofpepperpepperandandasasthethesaucesaucereducedreducedweweaddaddaafewfewroundsroundsofoffreshlyfreshlygratedgratedpecorinopecorino..AsAsthethepastapastaisiscookingcookingthethesaucesaucealreadyalreadyfillsfillsthethecondocondowithwithaavelvety,velvety,richrichandandcomfortingcomfortingaroma.aroma.TheThepastapastawaswasputputtogethertogetherFrying the guancialeandandthenthenweweallallate.ate.ItItwaswasaaveryverypleasantpleasantevening.evening.AsAswewewerewereleavingleavingGertGerttoldtoldme:me:“we’ll“we’llbebeinintouchtouchforforthethemarketing”.marketing”.

TheThemandate.mandate.

AsAsthethemonthsmonthswentwentbybyGertGertandandIIkeptkeptexchangingexchangingmessagesmessagesaboutabouthishiscurrentcurrentproblemsproblemsandandgoals.goals.HeHedescribeddescribedthemthemasasfollows:follows:hehecouldn'tcouldn'trelyrelysimplysimplyononword-of-mouthword-of-mouthanymoreanymoreasasthetheamountamountofofrepeatrepeatbusinessbusinesshadhadslowlyslowlybutbutsteadilysteadilybeenbeendecreasing,decreasing,andandheheneededneededtotoattractattractnewnewbusinessbusinessopportunitiesopportunitiesviaviaonlineonlinechannels.channels.

WhenWhenananauditauditofofhishisbrandbrandwaswasconductedconductedititwaswasevidentevidentthatthathehecouldn'tcouldn'tgogoanyanylongerlongerwithwithwhatwhathehehad.had.HisHiswebsitewebsitewaswasseverelyseverelyoutdated,outdated,hehedidn'tdidn'thavehaveanyanysocialsocialmediamediapresencepresenceororactivity,activity,andandhehedidn'tdidn'thavehaveananonlineonlineportfolioportfoliothatthatactuallyactuallyconveyedconveyedhowhowgoodgoodaaphotographerphotographerheheis.is.

InInearlyearly20252025aaplanplanwaswasproposedproposedtotoGert.Gert.TheTheultimateultimategoalgoalwouldwouldbebetotocreatecreateaastrongstrongenoughenoughonlineonlinepresencepresencetotofacilitatefacilitatenewnewleadleadacquisition.acquisition.GivenGivenhishiscurrentcurrentsetupsetupwewesuggestedsuggestedthethefollowingfollowinggamegameplan:plan:aacompletecompletebrandbrandredesign,redesign,aanewnewwebsite,website,andandGTMGTMactivityactivitytotogenerategenerateleadsleadsdirectly.directly.

PhasePhase33waswasdecideddecidedasassuchsuchbecausebecauseGertGerthadhadmentionedmentionedthethelacklackofofdesiredesiretotobebeactiveactiveononsocialsocialmedia.media.WeWetriedtriedtotoaccommodateaccommodatethethemarketingmarketingplanplantotosomethingsomethinghehewouldwouldfeelfeelcomfortablecomfortablewithwithbutbutthatthatwouldwouldalsoalsodrivedrivethethenecessarynecessaryresults.results.

PhasePhase1:1:TheThebrandbrandredesign.redesign.

AAnewnewbrandbrandstorylinestorylinewaswaswrittenwrittenusingusingthetheDonDonMillerMillerBuildingBuildingaaStoryStoryBrandBrandBuilding a StoryBrandframework.framework.ThroughThroughthetheresearchresearchandandcreativecreativeprocess,process,oneoneelementelementofofthethestorylinestorylinebecamebecameessential.essential.GertGertisisaaphenomenalphenomenalphotographer.photographer.However,However,hehealsoalsounderstandsunderstandsbusinessbusinessandandtakestakeshishisshotsshotswithwiththetheclient'sclient'sbusinessbusinesssuccesssuccessininmind.mind.ThisThisalsoalsoinvolvesinvolvesthethewaywayhehetreatstreatsclientsclientsandandworksworkswithwithclientsclientsonontheirtheirprojects.projects.

AnotherAnotherimportantimportantfactorfactorwaswasalsoalsorelatedrelatedtotothethefactfactthatthatininthethelastlastdecade,decade,withwiththetheadvancementadvancementininphoto/videophoto/videotechnology,technology,anyoneanyonehashasaccessaccesstotoaadevicedevicecapablecapableofoftakingtakinghigh-resolutionhigh-resolutionphotos.photos.ManyManycompaniescompanieshavehavefallenfallenintointothethetraptrapofofthinkingthinkingthatthatanyanytech-savvytech-savvyinterninternwithwithananiPhoneiPhonewillwillbebeableabletototaketake“good“goodenough”enough”brandbrandshots.shots.TheThetaglinetaglineneededneededtotohighlighthighlightthatthatGertGertbringsbringsininmuchmuchmoremorethanthanaapersonpersonholdingholdingaaphonephoneandandpressingpressingaabutton.button.

AfterAftermuchmuchconsideration,consideration,researchresearchandandbrainstorming,brainstorming,thethetaglinetaglinethatthatwaswasdecideddecidedwas:was:“Gert“GertRudolf.Rudolf.MoreMorethanthanPhotography.Photography.AABusinessBusinessAsset.”Asset.”

TheThetermtermphotographyphotographyhadhadtotobebeininthethetaglinetaglinetotoclearlyclearlyarticulatearticulatewhatwhatGertGertdoes.does.TheThetaglinetaglinealsoalsoneededneededtotohighlighthighlightthetheB2BB2Bpositioningpositioningaspect.aspect.Lastly,Lastly,wewewantedwantedtotoshowcaseshowcasethethefactfactthatthatGertGertthinksthinksbusinessbusinessandandwhatwhatwillwillworkworkforforthetheclient.client.GertGertimmediatelyimmediatelylikedlikedit.it.SimpleSimplebutbutpowerful.powerful.

OnceOncethethedirectiondirectionwaswasapproved,approved,thethewholewholebrandbrandstorystorywaswaswritten,written,includingincludingthethenewnewvisualvisualelements.elements.IfIfyou'dyou'dlikeliketototaketakeaalooklookatatthethefinalizedfinalizedbrandbrandstorystoryreachreachoutouttotome!me!

PhasePhase2:2:TheTheWebsite.Website.

OnceOncethethebrandbrandstorystorywaswasfinishedfinishedwewemovedmovedonontotothethewebsite.website.WeWewantedwantedaawebsitewebsitethatthatwaswasvisuallyvisuallystrikingstrikingtotoproperlyproperlyconveyconveyhowhowgoodgoodofofaaphotographerphotographerGertGertis.is.WeWealsoalsowantedwantedsomesomestorylinestorylineandandtotoshowcaseshowcaseaavarietyvarietyofofprojectsprojectsandandindustriesindustriesthatthatGertGerthashasbeenbeeninvolvedinvolvedin.in.

AfterAfteraaswiftswiftbuild,build,wewelandedlandedononaafinalfinalproductproductthatthattickedtickedeveryeverybox.box.YouYoucancancheckcheckoutouthishiswebsitewebsiteatatgertrudolf.com.gertrudolf.com.

AnotherAnotherdetail:detail:sincesinceGert'sGert'sbusinessbusinesscomescomesmostlymostlyfromfromAustriaAustriaandandGermanyGermanythethewebsitewebsitealsoalsoneededneededtotobebeininGerman.German.WeWegotgotthatthatdonedoneasaswell.well.

PhasePhase3:3:aachangechangeofofdirection.direction.

BeforeBeforepullingpullingthethetriggertriggerononPhasePhase3,3,IItooktookaastepstepback.back.ColdColdoutreachoutreachtotomarketingmarketingdirectorsdirectorsisisonlyonlyasasstrongstrongasasthethecredibilitycredibilitybehindbehindit.it.AndAndcredibilitycredibilityinin20252025meansmeansthatthatbeforebeforeanyoneanyonepickspicksupupthethephonephoneororrepliesrepliestotoaamessage,message,they'vethey'vealreadyalreadyGoogledGoogledyou,you,checkedcheckedyouryourwebsite,website,andandscrolledscrolledyouryourLinkedIn.LinkedIn.WithoutWithoutananactiveactivesocialsocialpresence,presence,we'dwe'dbebeaskingaskingpeoplepeopletototrusttrustaaphotographerphotographertheytheycouldn'tcouldn'tproperlyproperlyvetvetonline.online.SoSoIIwentwentbackbacktotoGertGertwithwithaanewnewproposal:proposal:beforebeforewewegogooutbound,outbound,let'slet'sgivegivepeoplepeoplesomethingsomethingworthworthfinding.finding.GertGertlistenedlistenedandandagreed.agreed.

SoSoIIgotgottotowork,work,butbutthisthistimetimeforforhishissocialsocialmediamediachannels.channels.IIbuiltbuilthishisInstagramInstagramfromfromscratch,scratch,andandcompletelycompletelyrevampedrevampedhishisalreadyalreadyexistingexistingLinkedIn.LinkedIn.IIcreatedcreatedaabatchbatchofofpostspostsforforbothbothchannels,channels,tailoringtailoringthethecontent,content,tonetoneandandapproachapproachforforeacheachplatform.platform.

TheTheworkworkwaswasfunfunbecausebecauseGert'sGert'sphotosphotosarearesosogoodgoodandandhe'she'sgotgotsomesomereallyreallygoodgoodstoriesstoriesaboutabouthowhowhishisphotosphotoshavehaveimpactedimpactedhishisclients'clients'businessbusinessforforthethebetter.better.

WeWeweren'tweren'tevenevendonedonewithwithPhasePhase33whenwhenthetheresultsresultsalreadyalreadystartedstartedcomingcomingin.in.InInthethepast,past,GertGerthadhadworkedworkedforforaalocallocalcementcementmanufacturermanufacturerininhishislocallocaltown.town.ThisThiscementcementplantplantwaswasaasubsidiarysubsidiaryofofaalargelargeworldwideworldwidegroup.group.WeWehadhadplannedplannedtotoshowcaseshowcaseaaphotophotofromfromthethelocallocalsubsidiary.subsidiary.AAfewfewhourshoursafterafterthetheLinkedInLinkedInpostpostwaswaslive,live,thetheVPVPofofGlobalGlobalMarketingMarketingreachedreachedoutouttotohimhimsaying:saying:“impressive“impressiveshotshotofofthetheSt.St.StefanStefanplant.plant.WhenWhendodoyouyouhavehavetimetimetototalk?talk?We’dWe’dlikeliketotodiscussdiscussaaprojectprojectwithwithyou”.you”.GertGertwaswasthrilled.thrilled.TheTheworkworkwasn'twasn'tevenevendonedoneandandititwaswasstartingstartingtotopaypayoffoffalready.already.

SoSowewekeptkeptgoinggoingfullfullsteamsteamaheadaheadandandcompletedcompletedthethesocialsocialmediamediaphase.phase.

AnAnunexpectedunexpectedrequest.request.

AsAsPhasePhase33ofofthetheprojectprojectwaswasdrawingdrawingtotoaaclosecloseGertGertreachedreachedoutoutwithwithananunexpectedunexpectedrequest.request.HeHewaswashavinghavingaahardhardtimetimemanagingmanaginghishisclientclientcontacts,contacts,letletalonealonenewnewleadsleadsthatthathadhadcomecomeininthroughoutthroughoutthetheyear.year.HeHeaskedaskedififIIcouldcouldhelp.help.

WeWediscusseddiscussedhishisneedsneedsandandhishisobjectivesobjectivesandandthetheconclusionconclusionwaswasthatthathehewaswasininneedneedofofaasimplesimpleCRMCRMsystemsystemtototracktrackhishiscontacts.contacts.GertGertwaswasmissingmissingoutoutononaalotlotofofpotentialpotentialfromfromallallhishispastpastconnections.connections.HeHewasn'twasn'tdoingdoinganyanyoutreachoutreachtotoinactiveinactiveclientsclientsbecausebecausehehedidn'tdidn'thavehaveaadigitizeddigitizeddatadatasourcesourcethatthatcouldcouldfeedfeedhimhimthetherightrightcontactcontactinformationinformationwhenwhenheheneededneededit.it.

SoSoaarecommendationrecommendationplanplanwaswasmade:made:aasimple,simple,yetyetcompletecompleteenoughenoughAirtableAirtabledashboarddashboardthatthatwouldwouldserveserveasashishisnewnewCRM.CRM.OnceOnceagain,again,GertGertagreedagreedwithwiththethedirection.direction.

WithinWithinaafewfewweeksweeksthetheAirtableAirtabledashboarddashboardwaswasbuilt,built,hishiscontactcontactinformationinformationuploadeduploadedandandwewebothbothwerewereshockedshockedtotoseeseehowhowmuchmuchhiddenhiddenopportunityopportunitywaswasavailableavailabletotohim.him.HeHehadhadcloseclosetoto200200businessbusinesscontactscontactsthatthathehecouldcouldreactivatereactivateeasily.easily.That'sThat'sthethepowerpowerofofusingusingthetherightrightdatadatasystem.system.

IIalsoalsowentwentthetheextraextramilemileandandprovidedprovidedhimhimwithwithmoremorethanthan600600newnewleadsleadshehecouldcoulddodocoldcoldoutreachoutreachtotoviaviaLinkedIn,LinkedIn,asaswellwellasasthethemessagingmessagingsequencesequencehehecouldcoulduseusetotosparksparkconversations.conversations.AfterAftertrainingtrainingGertGertononhowhowtotouseusethethesystem,system,hehepromptlypromptlystartedstartedtotouseuseit.it.

TheThetakeaway.takeaway.

IIlovedlovedworkingworkingwithwithGert.Gert.ThisThiswaswaseasilyeasilymymyall-timeall-timefavoritefavoritemarketingmarketingproject.project.SeeingSeeingsomeonesomeonewithwith2020yearsyearsofofgenuinegenuinetalenttalentfinallyfinallygetgetthetheonlineonlinepresencepresencetheytheydeserved,deserved,andandwatchingwatchingnewnewbusinessbusinessfollowfollowalmostalmostimmediatelyimmediately——that'sthat'swhatwhatthisthisisisallallabout.about.

GertGertdiddidthethehardhardpartpartforfortwotwodecades.decades.WeWejustjustmademadesuresureititdidn'tdidn'tgogounnoticedunnoticedanymore.anymore.