Modernizing a Legacy Brand.

ForForliterallyliterallythethelastlast25+25+years,years,GertGertRudolfRudolfonlyonlyreliedreliedonononeonecurrencycurrencytotodrivedrivehishisbusinessbusinessforward:forward:word-of-mouth.word-of-mouth.GertGertRudolfRudolfisissosoincrediblyincrediblytalentedtalentedasasaaB2BB2Bphotographerphotographerthatthathishisclientsclientskeptkeptcomingcomingback.back.HeHealsoalsoneverneveraimedaimedtotorunrunaamulti-photographermulti-photographerenterpriseenterpriseorordelegatedelegateanyanyofofhishiswork.work.He'sHe'saatruetrueartistartistandandtreatstreatseacheachofofhishisprojectsprojectsasasaaworkworkofofart.art.

However,However,2525yearsyearsisisaalonglongtime.time.BusinessesBusinessescomecomeandandgo,go,clients'clients'circumstancescircumstanceschange.change.TheThetechnologytechnologydefinitelydefinitelyimprovedimproved(anyone(anyonestillstillrememberrememberusingusingaadial-updial-upinternetinternetconnection?).connection?).GertGertRudolfRudolfsawsawthatthatreturnreturnbusinessbusinesswaswasbecomingbecominglesslessandandless.less.HeHealsoalsosawsawthatthattheretherewaswasaabigbigdisconnectdisconnectbetweenbetweenthetheactualactualqualityqualityofofhishisworkworkandandhowhowhehepresentedpresentedhimselfhimselfonline.online.

ThroughThroughthethemostmostrandomrandomturnturnofofeventseventsGert'sGert'spathpathandandmineminecrossed.crossed.InInthethesummersummerofof20242024IIwaswasvisitingvisitingmymygirlfriendgirlfriend(now(nowwife!)wife!)ininAustriaAustriaandandwewespentspentsomesomedaysdayswithwithherheruncleuncleandandauntauntininaaplaceplacecalledcalledVillachVillach(please(pleasegogothere,there,it'sit'sinsanelyinsanelybeautiful).beautiful).OneOneofofthosethosedaysdayswewedecideddecidedtotogogototoaabeachbeachbybythethelake.lake.WeWerollrollupuptotothethebeach,beach,startstartlayinglayingtowels,towels,wewebringbringoutoutthethesnackssnacksandandweweeveneveninflateinflatethethebiggestbiggesttubetubeIIhavehaveevereverseenseenininmymylifelife(courtesy(courtesyofofmymywife'swife'suncle).uncle).NowNowthatthatIIthinkthinkaboutaboutititIIrealizerealizehowhowridiculousridiculouswewemightmighthavehavelooked.looked.

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

Gert,Gert,aatall,tall,strikinglystrikinglyhandsomehandsomeAustrianAustrianman,man,withwithsalt-and-peppersalt-and-pepperhairhairsweptsweptbackbackandandaapairpairofofboldbolddark-frameddark-framedglassesglassesthatthatmakemakeyouyoulooklookinstantlyinstantlycredible,credible,startedstartedchattingchattingaboutabouthishisworkworkandandthenthenheheaskedaskedmemewhatwhatIIdo.do.IIshowedshowedhimhimoneoneofofthethelatestlatestrebrandsrebrandsandandwebsiteswebsitesIIhadhadbeenbeeninvolvedinvolvedwithwithaafewfewmonthsmonthsearlier.earlier.HisHiswifewifeinterjected:interjected:“That’s“That’swhatwhatyouyouneed!”.need!”.SoonSoonafterafterthetheconversationconversationmovedmovedonontotootherothertopics.topics.AAfewfewmomentsmomentslaterlatertheytheyaskedaskedususififwewehadhadanyanydinnerdinnerplans.plans.AsAsaamattermatterofoffactfactwewedid.did.IIhadhadplannedplannedtotocookcookBucatiniBucatiniall’Amatriccianaall’Amatriccianaforformymygirlfriend'sgirlfriend'suncleuncleandandaunt.aunt.WeWeallalllookedlookedatateacheachotherotherandandthought:thought:wewecancancookcookthetheAmatriccianaAmatriccianaatatyouryourplaceplaceififyou'dyou'dlike!like!GertGertresponded:responded:“I'll“I'llhavehavethethewinewineready.”ready.”

LaterLaterthatthateveningeveningweweshowshowupupatatGert'sGert'scondocondobybythethelakelakeandandwewegetgetbusybusyininthethekitchen.kitchen.AsAsmuchmuchasasI'mI'mtemptedtemptedtototelltellyouyouthetheexactexactreciperecipeofofthisthisdishdishbecausebecauseIIloveloveititsosomuchmuch(can(canyouyoutelltellI'mI'mItalian?),Italian?),IIwillwillsparespareyouyouthethecookingcookingdetailsdetailsbutbutyou'reyou'rewelcomewelcometotosendsendmemeaamessagemessageififyouyouwantwantthetherecipe.recipe.AsAsthethepastapastaisiscookingcookingDinner at Gert'sthethesaucesaucealreadyalreadyfillsfillsthethecondocondowithwithaavelvety,velvety,richrichandandcomfortingcomfortingaroma.aroma.TheThepastapastawaswasputputtogethertogetherandandthenthenweweallallate.ate.ItItwaswasaaveryverypleasantpleasantevening.evening.AsAswewewerewereleavingleavingGertGerttoldtoldme:me:“We’ll“We’llbebeinintouchtouchforforthethemarketing.”marketing.”

AsAsthethemonthsmonthswentwentbybyGertGertandandIIkeptkeptexchangingexchangingmessagesmessagesaboutabouthishiscurrentcurrentproblemsproblemsandandgoals.goals.HeHedescribeddescribedthemthemasasfollows:follows:

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

InInearlyearly20252025aaplanplanwaswasproposedproposedtotoGert.Gert.TheTheultimateultimategoalgoalwouldwouldbebetotocreatecreateaastrongstrongenoughenoughonlineonlinepresencepresencetotofacilitatefacilitatenewnewleadleadacquisition.acquisition.GivenGivenhishiscurrentcurrentsetupsetupweweagreedagreedononthethefollowingfollowinggamegameplan:plan:

NumberNumber33waswasdecideddecidedasassuchsuchbecausebecauseGertGerthadhadmentionedmentionedthethelacklackofofdesiredesiretotobebeactiveactiveononsocialsocialmedia.media.WeWetriedtriedtotoaccommodateaccommodatethethemarketingmarketingplanplantotosomethingsomethinghehewouldwouldfeelfeelcomfortablecomfortablewithwithbutbutthatthatalsoalsowouldwoulddrivedrivethethenecessarynecessaryresults.results.

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

AnotherAnotherimportantimportantfactorfactorwaswasalsoalsorelatedrelatedtotothethefactfactthatthatininthethelastlastdecade,decade,withwiththetheadvancementadvancementininphoto/videophoto/videotechnology,technology,anyoneanyonehashasaccessaccesstotoaadevicedevicethat'sthat'scapablecapableofoftakingtakinghigh-resolutionhigh-resolutionphotos.photos.ManyManycompaniescompanieshavehavefallenfallenintointothethetraptrapofofthinkingthinkingthatthatanyanytech-savvytech-savvyinterninternwithwithananiPhoneiPhonewillwillbebeableabletototaketake"good"goodenough"enough"brandbrandshots.shots.TheThetaglinetaglineneededneededtotohighlighthighlightthatthatGertGertbringsbringsininmuchmuchmoremorethanthanaapersonpersonholdingholdingaaphone/cameraphone/cameraandandpressingpressingaabutton.button.

AfterAftermuchmuchconsideration,consideration,researchresearchandandbrainstorming,brainstorming,thethetaglinetaglinedecideddecidedononwas:was:

"Gert"GertRudolf.Rudolf.MoreMorethanthanPhotography.Photography.AABusinessBusinessAsset."Asset."

TheThetermtermphotographyphotographyhadhadtotobebeininthethetaglinetaglinetotoclearlyclearlyarticulatearticulatewhatwhatGertGertdoes.does.TheThetaglinetaglinealsoalsoneededneededtotohighlighthighlightthetheB2BB2Bpositioningpositioningaspect.aspect.Lastly,Lastly,wewewantedwantedtotoshowcaseshowcasethethefactfactthatthatGertGertthinksthinksbusinessbusinessandandwhatwhatwillwillworkworkforforthetheclient.client.

GertGertimmediatelyimmediatelylikedlikedthethetagline.tagline.SimpleSimplebutbutpowerful.powerful.

OnceOncethethedirectiondirectionwaswasapproved,approved,thethewholewholebrandbrandstorystorywaswaswritten,written,includingincludingthethenewnewvisualvisualelements.elements.IfIfyou'dyou'dlikeliketototaketakeaalooklookatatthethefinalizedfinalizedbrandbrandstory,story,reachreachoutouttotomeme!!

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

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

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

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.HisHisInstagramInstagramwaswasbuiltbuiltfromfromscratch,scratch,andandhishisalreadyalreadyexistingexistingLinkedInLinkedIncompletelycompletelyrevamped.revamped.AAbatchbatchofofpostspostsforforbothbothchannelschannelswaswascreatedcreatedandandtailoredtailoredforforeacheachplatform.platform.

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

WeWeweren'tweren'tevenevendonedonewithwithPhasePhase33whenwhenthetheresultsresultsalreadyalreadystartedstartedcomingcomingin.in.InInthethepast,past,GertGerthadhadworkedworkedforforaalocallocalcementcementmanufacturer.manufacturer.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.

AsAsPhasePhase33ofofthetheprojectprojectwaswasdrawingdrawingtotoaaclosecloseGertGertreachedreachedout.out.HeHewaswashavinghavingaahardhardtimetimemanagingmanaginghishisclientclientcontacts,contacts,letletalonealonenewnewleadsleadsthatthathadhadcomecomeininthroughoutthroughoutthetheyear.year.HeHeaskedaskedififIIcouldcouldhelp.help.

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

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

WithinWithinaafewfewweeksweeksthetheAirtableAirtabledashboarddashboardwaswasbuilt,built,hishiscontactcontactinformationinformationuploadeduploadedandandwewebothbothwerewereshockedshockedtotoseeseehowhowmuchmuchhiddenhiddenopportunityopportunitywaswasavailableavailabletotohim.him.HeHehadhadcloseclosetoto200200businessbusinesscontactscontactsthatthatcouldcouldeasilyeasilybebereactivated.reactivated.That'sThat'sthethepowerpowerofofusingusingthetherightrightdatadatasystem.system.

IIalsoalsowentwentthetheextraextramilemileandandprovidedprovidedhimhimwithwithmoremorethanthan600600newnewleadsleadshehecouldcoulddodocoldcoldoutreachoutreachtotoviaviaLinkedIn,LinkedIn,asaswellwellasasthethemessagingmessagingsequencesequencehehecouldcoulduseusetotosparksparkconversations.conversations.

AfterAftertrainingtrainingGertGertononhowhowtotouseusethethesystem,system,hehepromptlypromptlystartedstartedtotouseuseit.it.

Here'sHere'swhatwhatGertGerthadhadtotosaysayaboutaboutthetheproject:project:

ButButbeyondbeyondthethekindkindwords,words,here'shere'swhatwhatactuallyactuallymoved:moved:

IIlovedlovedworkingworkingwithwithGert.Gert.ThisThiswaswaseasilyeasilymymyall-timeall-timefavoritefavoritemarketingmarketingproject.project.SeeingSeeingsomeonesomeonewithwith2525yearsyearsofofgenuinegenuinetalenttalentfinallyfinallygetgetthetheonlineonlinepresencepresencetheytheydeserveddeservedandandwatchwatchnewnewbusinessbusinessfollowfollowalmostalmostimmediately.immediately.That'sThat'swhatwhatthisthisisisallallabout.about.GertGertdiddidthethehardhardpartpartforformoremorethanthantwotwodecades.decades.WeWejustjustmademadesuresureititdidn'tdidn'tgogounnoticedunnoticedanymore.anymore.