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Wipo Caps Ip Bei

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  • Transcript

    • 1. Workshop on Management of Intellectual Property by Photographers Beijing, China, December 8 and 9, 2005
    • 2. The Business of Photography Part 1 : Marketing Photography and the Role of Intellectual Property
      • Lien Verbauwhede
      • Consultant, SMEs Division
      • World Intellectual Property Organization (WIPO)
    • 3. PART 1 INTRODUCTION
    • 4. From agent to buyer
      • Old days :
        • getting photos to wide public was costly and time consuming
        • most photographers needed to rely on employers or agencies to do sales for them
      • Digital photography & Internet:
        • allows to produce a lot of good quality images
        • allows photographers to market and sell directly to the buyer
    • 5.
      • Consequence of Internet:
      • Getting noticed among the “noise” of images that buyers see  marketing has become leading competitive tool
      • Marketing itself has also changed
    • 6.
      • Type of marketing method will depend on personal business model
        • Assignments (travel outfitters, marriage, portraits, fashion, business, etc)
          • market your services
          • mouth-to-mouth; reputation; local market
        • Stock photography (licensing images for commercial use or print orders)
          • market your pictures - marketable pictures
          • reach the large public; worldwide
        • Combination
          • OnRequest Images
    • 7. PART 2 10 MARKETING SECRETS FOR PHOTOGRAPHY
    • 8. 1. First find your market, then create
    • 9. Rohn Eng: The Buyers Are Waiting
      • But: they need to know you exist
      • You need to supply them what they need + at the time they need it
      How to market your business? How to find your market?
    • 10. Who are the buyers?
      • Assignments
      • wedding
      • business
      • fashion
      • travel
      • portraits
      • ad agencies
      • Stock
      • photography
      • book publishers & magazines
      • newspapers
      • stock photo agencies
      • paper product companies
      • ad agencies, web designers, graphic design studios, et
      • art photography sales
    • 11. Stock Photography: Marketable pictures
      • Good picture is not always marketable
        • Difficult to market on your own
        • Sell only once in a while
        • Place in stock agenccy
      What do they need?
      • Marketable picture
        • Photo illustrations
        • Sells and resells and resells …
        • Extra income at retirement
        • Passes over to your heirs
    • 12.
      • How to create marketable pictures?
        • Express single idea
          • simple background
        • Include people
          • involved in some activity (doing or observing something)
          • not posed portraits
          • showing enjoyment, unhappiness, fear, etc
          • model release
        • Include a symbol
          • brings certain idea to mind
          • Tractor, pilot’s uniform, fishing pole, etc
      Source : Rohn Engh, Sell and Re-sell your Photos, 2003
    • 13. 2. Become a monopoly
    • 14.
          • Specialize
          • Find yourself: determine what you love
            • animals, adventure, fashion, sports, etc
          • And find buyers who need it
          • More chance that buyers will target their search
    • 15. 3. Target your audience
    • 16.
      • Cfr your specialization
      • Build personalized market list
        • Directories: Photographer’s Market
        • Online resources: www.photosource.com
        • Internet search engines
        • Photo newsletters
      • Narrow down your market list
        • Competition
        • Purchasing power, etc
    • 17. 4. Customize to your clients
    • 18.
      • Give what the customer exactly needs to see
        • Artsy images, showing your skills with camera
        • Images that demonstrate you know to address real-world client needs
        • Just showing you are out there (famous)
      • Understand how customer makes choices
        • Passions, social background, etc.
      • Luck is what happens when preparation meets opportunity
    • 19. 5. Choose your marketing model
    • 20.
      • Traditional (off-line)
        • You may loose business opportunities
        • Look unprofessional
      • Digital (online)
        • Simply as business card or portfolio
          • E.g. Picture of the month + contacts
        • Platform to sell online
          • Stock photography
    • 21.
      • Own website
        • If many marketable pictures
        • Create yourself?
        • Outsource web development: ownership?
        • Linking, using other’s copyright material, choosing DN, etc.
      • Join existing websites
        • No need to design website
        • Profit from other’s reputation
        • But: search engines usually do not index such sites
        • But: some sites do not allow to sell pictures
        • But: customer service in hands of others
        • But: fee
    • 22. 6. Choose a good domain name … and USE it !
    • 23.
      • Easy to remember
      • Associated with you
        • your name, unless difficult to read and spell
        • “ www.abcdidier.ch”
      • No trademark conflict
    • 24.
      • Use wherever possible
        • advertising, watermarks, copyright information, business cards, stationary, invoices, emails
        • Website should be part of your signature
      • Ask others to use it:
        • Publishers
        • When you license photos, request clients to link back to your website
        • If you participate in photo reviews
    • 25.
      • Make sure people find your website
        • Contact search engines
        • Links
    • 26. 7. Choose a good trademark or logo … and USE it !
    • 27.
      • A distinctive sign : distinguishes your goods or services from those of competitors
      • Exclusive rights : To prevent others from using identical or similar marks on identical or similar goods
      • Renewable indefinitely !
      • Registration is required in most countries
      What is a trademark?
    • 28.
      • Distinctive logo or design
        • Common error: obvious logo
          • camera, tripod, etc
        • Adapt it to make it unique
        • Associated with your specialization
        • Simple and easy to remember
          • Export markets
        • E.g. “Windigo” (Wendy – windsurfing)
    • 29.
      • Trademark search
      • Register
      • Use it!
      • Indicate that it is protected: ® or TM
      • Can help your correspondence to start looking familiar
    • 30. 8. Place a copyright notice
    • 31.
      • No legal obligation
      • Advantages
        • Warning to infringers
        • Information who owns the rights
        • In some countries: requirement to get compensation for certain damages
        • Free advertising
      • Require others to include notice
        • Publishers, agencies, licensees, etc
        • Also electronically
    • 32. 9. If you join existing website, choose carefully
    • 33.
      • (a) Photo-forum websites
        • Have your images onto their website
        • Often for free
        • Generally not possible to sell
        • Benefit:
          • No need to build own website
          • Benefit from their goodwill
          • Forums: interaction with other photographers
        • Drawback:
          • Many photographers: buyers not likely to find yours
        • Photos.yahoo.com; photos.msn.com
        • www.photo.net; www.pbase.com
    • 34.
      • (b) Websites that allow sales
        • Upload your photos and set your own prices
        • Benefit:
          • don’t need to build a website
          • No part of ordering, printing an delivery
        • Drawback
          • Editing criteria: paper size, style, etc
          • Customer service not in your hands
          • Search engines rarely index such sites
        • www.shutterfly.com
    • 35.
      • (c) Stock agencies
        • Traffic number (ranking)
        • Entrance fees & royaltie split
          • Long term or short term
          • Royalties vary from 10 – 90% of sales price
        • Specialization
          • Big libraries: Getty Images, Corbis
          • Small, specialized agencies
    • 36.
        • How many photographers do they take
          • Competition
          • Where are you in the ranking
        • Marketing strenghts
          • Can they make your images more visible to a target market segment
          • (beware of agencies that ask fee for promotion)
        • Do they have royalty-free work?
          • Can you opt out?
        • Do they demand exclusivity over your work?
        • Length of contract
    • 37. 10. Provide big images online
    • 38.
      • Big images encourage longer visits, more page views, more interest …so more business
      • High resolution: risk of ‘stealing’
      • Low resolution: less attractive + risk to loose opportunity
        • * Big enough to see in detail,
        • but nothing that could be copied for print use
        • * If client asks higher resolution: watermark
    • 39. CONCLUSIONS
    • 40.
      • A photographer’s contribution doesn’t start and end with “taking pictures”.
      • A good marketing strategy shows all assets: that is, photography + business sense
    • 41. Thank You for your Attention. WIPO’s website for SMEs : www.wipo.int/sme