Approaching an up-market set of clients calls for clever and carefully targeted marketing, and Vanessa Taylor scores heavily through her use of bespoke books as her chosen form of presentation

How do you offer something special to the client who has everything? This was the quandary facing Vanessa Taylor as she searched for a way to appeal to her seriously up-market polo playing audience. These were people who would be prepared to pay handsomely for a photo product that was pitched to them in the right way, and so pricing was, in some ways, almost a secondary issue. Instead Vanessa’s challenge was to come up with an approach that oozed quality while offering the client something that they couldn’t easily get anywhere else.
“The sport of polo is a little like motor racing in that it takes place at a number of different levels,” says Vanessa. “My interest was in the very top level, the one that would be the equivalent of Formula 1: this has an itinerary that moves around the world throughout the year, and my focus was on the months of May, June and July when it comes to the UK, and in particular the Queens Cup at Windsor and the Gold Cup which takes place at Cowdray Park in West Sussex.