Post by Gary Pageau

You can put a famous face next to a brand and still end up with marketing that goes nowhere. What actually moves people is trust, specificity, and a story that feels human, especially in the photo imaging industry where the product is memory, emotion, and identity. Gary Pageau sits down with Katherine Tuominen from Catalyst Brand Strategy to unpack ethical marketing in a practical way: serving the customer’s needs, avoiding misleading edits or “Franken-grabbing,” and building a message you can repeat without sounding robotic. We get concrete about brand storytelling, from finding the turning point that sparked the business to adding the gritty details that make someone say, “I’ve been there.” Tuominen shares how to keep your core narrative consistent while refreshing it with timely lenses like AI, anniversaries, and local moments. We also talk photography business marketing beyond discounts, including how to sell the value of photo printing, photo books, wall art, and prints by leaning into tactile, analog appeal. If you’re thinking about in person events, we break down “event activations,” strategic partnerships, sponsors, and how to track ROI with QR codes, UTMs, email nurture campaigns, and clear objectives. Wrap it all with a hard truth for small business owners: growth often requires saying no and focusing on what actually moves the needle.