Branding and Marketing for Commercial Photographers

An Introduction to Branding and Marketingfor Commercial Photographers Craig Oppenheimer & Paul Stanek Wonderful Machine

Background

Branding creating a memorable identity for your photographyPromotion = + Marketing introducing that identity to appropriate clients

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

How do I choose myphotographic identity?

Photographic Identity

Websites•Your website is not for you, it’s for your clients!

Websites• Large Images• Keep galleries concise: < 30 images• Intuitive navigation —make it clear which gallery you’re on• Clear branding• Coherent and logical portfolios/categories• Easy to find contact info — including your location• Clear and concise URL —preferably yourname.com or yournamephotos.com• Email address that is connected to your website —ex. paul@paulstanek.com - no info@ or contact@

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 don’t have site takeover screens• Make sure site’s copyright notice is current

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

Case StudyLeo Gong’s Portfolio

Case StudyRoger Snider’s Portfolio

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

Leave Behinds Most get thrown away, so do anything you can to stand out…• Edible: Big points!

Terry VineLifestyle, Travel Houston

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

Print Mailers• Deliver every 3-4 months• Target, target, target!• Hire a designer• Incorporate your graphic identity• Keep it fresh!

Print Mailers

Mass Emailers• Deliver every 1-2 months• Target, target, target!• Hire a designer• Make it easy to update• Track results• Keep it fresh!

Mass Emailers

Individual Emails• Informal and easy• Create relationships• Personalize each email• Use catchy and relevant subject lines• Make excuses to send

Phone Calls• Have a purpose - Obtaining meetings - Pitching projects• Send email first• Have a voicemail script• Research before you call

Photographer Directories

Picture Agencies

Contests

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

EmailBroadcasting Services

ContactDatabase

Portfolio Meetings

SEO(Search Engine Optimization)

Quick SEO Tips• Avoid flash!• Don’t let your photos speak for themselves• Tag EVERYTHING Example: Craig Oppenheimer Animal Photography Philadelphia, PA• Links, links, links!• Make your blog a resource

Word of Mouth

Desired resultof good branding & marketingFor the client: build a level of comfort so that they’re willing to take a chance on you For the photographer: work with clients who are right for you

Judging effectiveness

Judging effectiveness What’s working? What isn’t?

Judging effectiveness What’s working? What isn’t?Where is your web traffic coming from?

Judging effectiveness What’s working? What isn’t? Where is your web traffic coming from?Where are your assignments coming from?

Judging effectiveness What’s working? What isn’t? Where is your web traffic coming from?Where are your assignments coming from? Are you attracting the right clients?

Get out there!• Show your work• Send the emails, make the follow ups, get the meetings• Dedication to marketing leads to success!

Copy of PresentationVisit: wonderfulmachine.com/blogwonderfulmachine.com/blog/how- we- help-photographers/resources/Email: craig@wonderfulmachine.compaul@wonderfulmachine.com

Branding and Marketing for Commercial Photographers

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Branding and Marketing for Commercial Photographers Presentation Transcript