The Missed Marketing Opportunity Hidden in Plain Sight
It’s a quiet Sunday morning and my mind drifted to the recent school photo day. I’m a parent, and like most parents I’ve been through plenty of these “smile for the camera” moments over the years. The routine never really changes, you send your child to school looking neat and presentable, you get the proof and realise that this year’s school memory has them looking like they have been dragged through a hedge backwards (again), browse the sizes, and decide what to order. These days there’s always a digital version too, usually priced slightly higher because the photographers need to protect their margins.
But here’s the thought that landed with me over my morning coffee:
Despite opting into marketing, I have never, not once, received a follow-up email from any school photography company.
No spring offer.
No digital discount.
No “in case you missed it” reminder.
Nothing.
And although this example is about school photography, stay with me, because the marketing lesson underneath it is relevant to every business in every industry.
Why This Little Moment Matters
Because it highlights a blind spot almost all businesses have:
- They work hard to attract a customer… then forget the follow-up.
- They overlook low-cost, high-impact ways to re-engage warm buyers.
- They ignore simple opportunities that could dramatically increase lifetime value.
- They assume “if they wanted more, they would have bought more” and that’s rarely true.
This is why the school photo example is so useful: it exposes a gap many businesses don’t even realise exists.
The Missed Opportunity Hiding in the Process
Once the school photographer has visited, the biggest cost has already been absorbed, travelling to the school, photographing hundreds of children, editing, processing proofs, creating packs, uploading images, distributing links. That’s the heavy lifting.
When a parent places an order, that’s revenue, but nothing further happens with these buyers.
A follow-up six months later, something simple like:
“Spring Sale: 50% Off Digital Downloads from Last Autumn’s Photo Day”
Would take minutes to schedule, cost pennies to deliver, and likely generate a meaningful second wave of sales.
Parents often think:
- “Nan would love a copy.”
- “I meant to order the digital version but forgot.”
- “Separated parents might want their own file.”
- “It would be useful for scrapbooks, frames, or keepsakes.”
The digital product already exists.
There is no additional fulfilment cost.
The audience is warm and opted in.
It’s as close to a guaranteed marketing win as you can get and yet it’s completely untouched.
The Broader Lesson
This Isn’t Just About School Photos or Even Email Marketing. This same missed opportunity appears everywhere.
Many industries have their own version of that “spring email” they’ve never thought to send:
- Accountants could reach out mid-year for tax planning rather than waiting for year-end panic season.
- Solicitors could follow up with past clients about updating wills, LPAs or property documents.
- Car garages excel at MOT reminders, but very few get in touch about winter car prep checks or seasonal safety prompts.
- Financial advisers could reach out annually to review protection cover.
- Estate agents could share a one-year-on home value update.
Different industries, same story: a simple, low-effort, high-value follow-up is being left on the table.
The Wider Marketing Blind Spot
Most businesses throw their energy at new leads: enquiries, cold prospects, new campaigns… while overlooking the group that is statistically most likely to buy again: People who have already bought.
A well-timed, thoughtful follow-up can:
- increase customer lifetime value
- reignite interest
- build loyalty
- generate revenue at little to no cost
- keep your brand present without being pushy
People don’t mind being marketed to… they mind being marketed to badly.
A relevant, timely, helpful follow-up is rarely intrusive. It’s usually appreciated.
Your Business’s Equivalent of a ‘Spring Sale’
Think about your own business for a moment:
- Is there something customers buy once, but could buy again later?
- Do you have a seasonal trigger you’re not using?
- Could you offer a digital asset at a lower-cost re-purchase?
- Are you nurturing your warmest audience, or focusing too much on cold outreach?
- Is there a simple follow-up moment you’re currently overlooking?
The missed opportunity in school photography is just one example of a much broader pattern: so many businesses have an easy marketing win sitting right in front of them.
They simply haven’t noticed or tried it yet.
Don’t Leave Easy Wins on the Table
Marketing doesn’t always require complex funnels or huge campaigns. Sometimes the most effective ideas come from real life, those quiet Sunday moments where something obvious suddenly becomes visible.
School photographers could increase their revenue dramatically with one simple follow-up email.
And chances are, your business could too.
At The Last Hurdle, we help businesses identify these untapped opportunities, design smart customer journeys, and build simple follow-up strategies that convert. If you’d like to explore where your hidden wins might be, let’s have a chat. Get in touch, call us on 01604 654545 or email [email protected]
