Branding and Marketing for Commercial Photographers
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Recently presented at FotoWeek DC, this lecture covered the basics of branding and marketing for commercial photographers
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Branding and Marketing for Commercial Photographers
- 1. An Introduction to Branding and Marketing for Commercial Photographers Craig Oppenheimer & Paul Stanek Wonderful Machine
- 2. Background
- 3. Branding creating a memorable identity for your photography Promotion = + Marketing introducing that identity to appropriate clients
- 4. Branding Photographic identity (what kind of pictures do you Specialties make?) Style, point of view Audience Graphic identity (consistent use of logo, type, color, design) Web site, blog, social networking Print portfolio sites E-mailers, Printed Mailers, Leave-Behinds Stationery - business cards, letterhead, envelopes, labels
- 5. How do I choose my photographic identity?
- 10. Websites â˘Your website is not for you, itâs for your clients!
- 11. Websites ⢠Large Images ⢠Keep galleries concise: < 30 images ⢠Intuitive navigation âmake it clear which gallery youâre on ⢠Clear branding ⢠Coherent and logical portfolios/categories ⢠Easy to find contact info â including your location ⢠Clear and concise URL âpreferably yourname.com or yournamephotos.com ⢠Email address that is connected to your website âex. paul@paulstanek.com - no info@ or contact@
- 12. Websites ⢠Easily updateable (update every 3-6 months) ⢠Triple check for spelling and grammar ⢠Link to your 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 donât have site takeover screens ⢠Make sure siteâs copyright notice is current
- 17. 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
- 18. Case Study Leo Gongâs Portfolio
- 19. Case Study Roger Sniderâs Portfolio
- 20. Leave Behinds Most get thrown away, so do anything you can to stand out⌠⢠Large, striking image ⢠A small book, maybe a mini portfolio ⢠Accordions are also cool
- 21. Leave Behinds Most get thrown away, so do anything you can to stand out⌠⢠Edible: Big points!
- 22. Terry Vine Lifestyle, Travel Houston
- 35. Ways to market yourself: ⢠Web site ⢠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
- 36. Print Mailers ⢠Deliver every 3-4 months ⢠Target, target, target! ⢠Hire a designer ⢠Incorporate your graphic identity ⢠Keep it fresh!
- 37. Print Mailers
- 38. Mass Emailers ⢠Deliver every 1-2 months ⢠Target, target, target! ⢠Hire a designer ⢠Make it easy to update ⢠Track results ⢠Keep it fresh!
- 39. Mass Emailers
- 40. Individual Emails ⢠Informal and easy ⢠Create relationships ⢠Personalize each email ⢠Use catchy and relevant subject lines ⢠Make excuses to send
- 41. Phone Calls ⢠Have a purpose - Obtaining meetings - Pitching projects ⢠Send email first ⢠Have a voicemail script ⢠Research before you call
- 53. Reps
- 54. Picture Agencies
- 55. Contests
- 60. Prospect Contact Lists ⢠Agency Access/ADBASE/Bikini Lists Creative Access, Fresh Lists ⢠Combine with your existing client list ⢠Use to find and target the right clients for you
- 66. Contact Database
- 72. Quick SEO Tips ⢠Avoid flash! ⢠Donât let your photos speak for themselves ⢠Tag EVERYTHING Example: Craig Oppenheimer Animal Photography Philadelphia, PA ⢠Links, links, links! ⢠Make your blog a resource
- 73. Word of Mouth
- 74. Desired result of good branding & marketing For the client: build a level of comfort so that theyâre willing to take a chance on you For the photographer: work with clients who are right for you
- 76. Judging effectiveness Whatâs working? What isnât?
- 77. Judging effectiveness Whatâs working? What isnât? Where is your web traffic coming from?
- 78. Judging effectiveness Whatâs working? What isnât? Where is your web traffic coming from? Where are your assignments coming from?
- 79. Judging effectiveness Whatâs working? What isnât? Where is your web traffic coming from? Where are your assignments coming from? Are you attracting the right clients?
- 80. Get out there! ⢠Show your work ⢠Send the emails, make the follow ups, get the meetings ⢠Dedication to marketing leads to success!
- 81. Copy of Presentation Visit: wonderfulmachine.com/blog wonderfulmachine.com/blog/how- we- help-photographers/resources/ Email: craig@wonderfulmachine.com paul@wonderfulmachine.com
Hinweis der Redaktion
- Thank you for comingMy name is Craig and Iâm a Producer at WM, and this Paul whoâs our Photo Editor, and weâll be talking to you today about how to brand and market yourself as a commercial photographer. Weâll be quickly covering a lot of material, so if you donât mind, please hold your questions until the end of our presentation.
- A hybrid between a photographer directory and a non-traditional rep At our core, WM is an online directory that helps people (art buyers, photo editors, art directors) find photographers500+ photographers on our site. Selective on who we invite, and photographers pay a monthly fee for a listing on our siteWe aggressively market our photographers and offer additional a la carte consulting services for members as well as non-membersOn demand rep
- What weâre going to be talking to you about today is Promotion. Promotion is a combination of 2 things: Branding and Marketing. Branding-website-portoflio-logo designMarketing is about getting your photography noticedTargeted mailing listsEmailers Print promosWithout further adieu
- Contrary to what your instincts might tell you, its purpose is not to provide an archive of the work youâve done. Its purpose is to get you more of the work that you want to be doing. This is very important when editing your portfolio.
- Now that you have a better sense of how to brand yourself, youâll need to find ways to introduce your identity to appropriate clients. Thereâs no magic bulletBetter to do 1/3 of these things well than all of them poorly. Donât spread yourself thin.Start with 1, then add another when you have more bandwith.Blogs: Update often. Make it a resourceIâm going to go through some of what I feel are some of the most important marketing tools that you need to be involved in.
- Print mailers are a great tangibleway to share your work.Quality and quantity will depend on your budget, but the most important thing is to target your efforts. Make sure you are sending your work to appropriate prospects. Go to their website, look at their clients, research their style. Make it look good. Invest in professional design.Donât send the same promo twice, and make it stand out
- John Mireles- Burning ManPrint mailers are a great tangibleway to share your work.Quality and quantity will depend on your budget, but the most important thing is to target your efforts. Make sure you are sending your work to appropriate prospects. Go to their website, look at their clients, research their style. Make it look good. Invest in professional design.Donât send the same promo twice, and make it stand out
- Same principles as print promoâŚCheap!Something will stick eventually
- Print mailers, emailers, and individual emailers are the perfect excuse for a cold call.Excuses, have something to say:New websiteNew workMeetingNew clientCongrats on award
- Print mailers, emailers, and individual emails are the perfect excuse for a cold call.
- In addition to promos and phone calls you should get your name out there in as many different ways as possible. Photography directories are a great way to do this, and the more you are on, the more ways people can find you. Goal = Get people to your site!
- Weâve been told by many of our photographers that most of their site traffic comes from WM.52 US cities and 50 countries around the world25 specialties600+ hits a day
- Online and print directoryPrinted twice a year. 15,000 copiesIn person events and a client directory as well
- PDNs photoserve
- Altpick
- Website directoryFace to Face meetingsAbout $8,000 to be in their program. 155 per program.
- Published 5 times a year
- A bit more fashion forwardPublished in 5 editions: Paris, NY, London, Berlin and West CoastDatabase of photographers, art directors, talent agencies, hair/makeup artists, production supportâŚInvites to âconnectionsâ events
- Division of Agency Access
- Education resourceJoin for event invite and business resources
- American Photographic Artist
- Reps arenât typically interested in photographers who donât already have a significant cash flow. Youâre better off when first starting out, concentrating on getting a larger client list than getting a rep.Work on developing your own brand, photo identity and client base until you feel a rep makes the most sense to you.You still have to market yourself and make an effort even when you have a rep.
- Getty Global Assignment, ReduxReps:Small # of photographers. Advertising/Commercial workPicture Agencies Large # of photographers,Global. Editorial/Corporate work
- Easy extra publicity. Most get published.Great excuse for an emailer.Some may seem cheesy, but there are handful that art buyers/photo editors pay attention toâŚ
- One of the most prestigious $35 for a single entry. $70 for a series
- Single entry: $45Series entry:$55. Student: $25.
- Various competitions throughout the year.Design, Advertising, Photography and Illustration
- Critical for determining and targeting clients. Crucial for a well planned and scheduled marketing planUse for email fulfillment. Important to create a tailored list of APPROPRIATE prospects. The value of promos becomes diluted if everyone just sends mass emails to everyone.Have all their contact info including the name, email, phone and position. Adbase even claims to know who the âdecision makersâ are and how frequently a company commissions work. Create extremely targeted lists such as art buyers in DC that work for agencies with sports/fitness clients.Can even search for brands to find out who is working for them.
- EmailerDesign ServicesConsulting
- Offer adbase members discounts of consulting
- Smaller, but cheaper.
- As I mentionedADBASE and Agency Access are great tools to send emails and track results, 2c per emailUSED TO TRACK RESULTSBut there are a few other options as well.Constant contact, Direct Mail
- Constant contact
- Now that you are sending promos, emailing, making calls, you need to be able to track everything.A bunch of sticky notes or excel documents wonât get you far.Will help you remember contact info, conversations, feedback, personal infoCan help you remember tiny details that will impress people later.
- DayliteFilemakerAllows you to link contacts to organizationsManage:CalendarsContactsTo do listsNotes
- âThe best way to get new work is to get face-to-face meetingsâBuild relationships. Show personality. Show that you are easy to work with.Find common ground between your work and their needs. Networking- Do they know any other ABâs looking for similar content.Donât force a critique.
- Another really important tool that will help clients find youYou need to make it easy for people to find youIf youâve got everything else down, you can get a little bit more advanced and start working on your SEO. Can search engines find you?
- Flash: Search engines canât read it, iPhones/iPads canât view it. Fotofolio uses flash, but has a ghost site that is optimized for SEOInclude written content rather than images of textTags in WordpressLink to/from reputable sites: Will give your site more authority and increase visibility to search engines
- Do good work, be pleasant and donât be a curmudgeon
- What are you trying to get out of all of this? Whats the point
- Emailer clicksResponses
- Always ask how you were found!
- #1 most important thingâŚget out there and show your workNo excuses: Donât let unfinished branding impede your marketingIf youâre book is 90% done, start showing it!