1. An Introduction to
BRANDING
and MARKETING
for Commercial Photographers
Maria Luci & Kayleen Kauffman

2. ! BACKGROUND

7. ! PROMOTION

8. Promotion equals…
BRANDING Creating a memorable identity
for your photography.
+
MARKETING Introducing that identity
to appropriate clients.

9. ! BRANDING

10. Branding
PHOTOGRAPHIC IDENTITY GRAPHIC IDENTITY
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* Specialties. * Web site, blog, social networking sites.
* Style. Point of view. * Print portfolio.
* Audience. * Emailers, print mailers, leave behinds.
* Stationery – Business cards, letterhead,
envelopes, labels.

11. Branding
PHOTOGRAPHIC
IDENTITY

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13. What you
like to do.

14. What you What you
like to do. are good
at doing.

15. What you What you
like to do. are good
at doing.
What the market
wants from you.

16. What you What you
like to do. are good
at doing.
What the market
wants from you.

17. PHOTOGRAPHIC
What you
like to do.
What you
are good
at doing.
IDENTITY
What the market
wants from you.

18. Branding
WEBSITES

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20. WEBSITES
* Large images.
* Easily updatable (every 3–6 months).
* Keep galleries concise: < 30 images.
* Intuitive navigation—make clear what gallery you are on.
* Clear branding.
* Coherent and logical portfolios/galleries.
* Easy to find contact info, including your location.
* Clear and concise URL—preferably yourname.com or yournamephotos.

21. WEBSITES
* Email address that is connected to your website
— ex. maria@wonderfulmachine.com, no info@ or contact@.
* Triple check spelling and grammar.
* Link to blog and social media.
* If images can be dragged off your site, label metadata with name, copyright and contact info.
* No music, No flashy intro, No splash page
* Full window images are good, but don’t have site takeover screens
* Make sure site’s copyright notice is current.

26. Branding
PRINT PORTFOLIOS

27. PRINT PORTFOLIOS
* Update at least once a year.
* Should be visually consistent with site, but not a printed version of web portfolio.
* Will be a conversation piece for face to face meetings, so if you can afford
something impressive, do it.
* Pick production materials that suit your style and brand.
* Huge number of options, prices, and levels of flexibility.
* Many examples at youtube.com/wonderfulmachine.

28. LEO GONG’S PORTFOLIO

29. ROGER SNIDER’S PORTFOLIO

30. Branding
LEAVE BEHINDS

31. LEAVE BEHINDS
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* Large, striking image.
* A small book, maybe a mini portfolio.
* Accordions are also cool.

32. LEAVE BEHINDS
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$"%#$,+/%"1$3
* Large, striking image.
* A small book, maybe a mini portfolio.
* Accordions are also cool.
* Edible: Big points!

33. Branding
TERRY VINE
Lifestyle, Travel, Houston

46. ! MARKETING

47. Promotion equals…
BRANDING Creating a memorable identity
for your photography.
MARKETING Introducing that identity
to appropriate clients.

48. WAYS TO MARKET YOURSELF
* Website * Press Releases
* Source books * Bulk Print Mailers
* Editorial Credits * Reps
* Contests * Individual Emails
* Print Ads * Blogging
* Picture Agencies * Targeted Print Mailers
* Social Networking * Phone Calls
* Mass Emails * Portfolio Meetings

49. Marketing
PRINT MAILERS /
MASS EMAILERS /
INDIVIDUAL EMAILS /
PHONE CALLS

50. PRINT MAILERS
* Deliver every 3-4 months.
* Target, target, target!
* Hire a designer.
* Incorporate your graphic identity.
* Keep it fresh!

51. JOHN MIRELES

52. JODY HORTON

53. MASS EMAILERS
* Deliver every 1-2 months.
* Target, target, target!
* Hire a designer.
* Make it easy to update.
* Track results.
* Keep it fresh!

54. CHRISTIAN BRECHEIS

55. INDIVIDUAL EMAILS
* Informal and easy.
* Create relationships.
* Personalize each email.
* Use catchy and relevant subject lines.
* Make excuses to send.

56. PHONE CALLS
* Have a purpose.
— Obtaining meetings.
— Pitching projects.
* Send email first.
* Have a voicemail script.
* Research before you call.

57. Marketing
PHOTOGRAPHER
DIRECTORIES

68. Marketing
REPS /
PICTURE AGENCIES

69. REPS

70. PICTURE AGENCIES

71. Marketing
CONTESTS

76. Marketing
PROSPECTIVE CONTACT LISTS /
EMAIL BROADCASTING SERVICES /
CONTACT DATABASE

77. PROSPECTIVE CONTACT LISTS
* Agency Access (ADBASE, Bikini Lists) / Creative Access
* Combine with your existing client list
* Use to find and target the right clients for you

78. CLIENTS
* Ad Agencies * In House Cosmetics
* Architects * In House Fashion
* Book Publishing * In House Media
* Department Stores * In House Travel
* Graphic Design * Magazines
* In House Corporate * Music Companies

80. EMAIL BROADCASTING SERVICES

81. CONTACT DATABASE

82. Marketing
PORTFOLIO MEETINGS

84. Marketing
RESOURCES

86. Marketing
SEO (Search Engine
Optimization)

90. QUICK SEO TIPS
* Avoid flash!
* Don’t let your photos speak for themselves
* Tag EVERYTHING
— Example:
Animal Photographer Philadelphia, PA Maria Luci Photography
* Links, links, links!
* Make your blog a resource

92. !"#$%"&%'"()*

93. ! RESULTS

94. Results
DESIRED RESULTS

95. Results
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DESIRED RESULTS

96. Results
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DESIRED RESULTS

97. Results
JUDGING
EFFECTIVENESS

98. Results JUDGING EFFECTIVENESS
WHAT’S WORKING?
WHAT ISN’T?

99. Results JUDGING EFFECTIVENESS
WHERE IS YOUR
WEB TRAFFIC
COMING FROM?

100. Results JUDGING EFFECTIVENESS
WHERE ARE YOUR
ASSIGNMENTS
COMING FROM?

101. Results JUDGING EFFECTIVENESS
ARE YOU ATTRACTING
THE RIGHT CLIENTS?

102. GET
OUT * Show your work
* Send the emails, make the
THERE!
follow ups, get the meetings
* Dedication to marketing
leads to success!

103. !"#$%"&%'()*)+,-,."+
/.*.,0 wonderfulmachine.com/blog
wonderfulmachine.com/blog/how-we-help-
photographers/resources/
12-.30 maria@wonderfulmachine.com
kayleen@wonderfulmachine.com