5. ▹ Who you are, what you do, how you do it
▹ Specialties, style, audience
▹ These are the kinds of pictures you can
expect to get from me
▹ Not just about your “favorite” pictures
▹ Consistent/intelligent use of
graphics,type, color, design and materials
build familiarity and communicate your
level of professionalism
▹ This is what it’s going to be like to work
with me
Branding
Choose the right pictures
to show
Design marketing materials
to support those pictures
PHOTOGRAPHIC IDENTITY
GRAPHIC IDENTITY
14. Website
Blog / Social Media
Print Portfolio
Mailers / Leave Behinds
Stationery
Marketing
Materials
15. WEBSITE
▹ Large images, concise galleries 30 images
▹ Clear and consistent branding – have your work mark/logo show up on every page
▹ Intuitive navigation—show what gallery you are on, where you are in that gallery and make
it easy to move from picture to picture
▹ Coherent and logical sections with meaningful names
▹ Contact page with contact info and location, About page with bio and picture
16. WEBSITE
▹ Match your URL to your company name— yourname.com or yournamephotography.com
▹ 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 intros, no splash page, no water marks, no “recent work” section
▹ Check spelling, punctuation, grammar
▹ Update regularly, make sure copyright notice is current
18. PRINT PORTFOLIO
▹ No longer essential, but it makes a great conversation piece for face to face meetings
▹ Make it visually consistent with your website, but not a printed version of it
▹ Include your logo/word mark, contact information
▹ Pick materials that suit your style and audience
▹ Update it regularly
20. MAILERS/LEAVE BEHINDS
▹ E-Mailer
▹ Post card
▹ Accordion
▹ Booklet
▹ Cupcakes
Most get thrown away,
so do anything you can
to stand out…
21. STATIONERY
▹ Business Card
▹ Letterhead
▹ #10 Envelope
▹ Crack-N-Peel Label
▹ Same look as your other marketing materials
▹ Design is important, but function comes first
23. THE LITTLE THINGS
▹ What is your email address ? Should match your url
▹ What do your emails look like? Normal sized text, black or dark
gray
▹ Do you have a proper email signature?
▹ What do your estimates look like? treatments when appropriate
▹ How do you answer the phone?
▹ How do you dress?
▹ Are you responsive to emails and phone calls?
▹ Are you nice? Are you easy to get along with?
▹ Do you send thank you notes to your clients after a big job?
45. ▹ You never know who might relate to your
work
▹ There are a lot of obscure clients out there
▹ Take charge of your career
▹ Get where you want to go
Marketing
Allows clients to find you
Seek out clients who are
most appropriate for you
PASSIVE MARKETING
ACTIVE MARKETING
47. Website / Blog
Social Media
Online Photographer Directories
Printed Source Books
Ads
Picture Agencies
Reps
Editorial Credits
Contests
New Releases
SEO
SMO
Passive
Marketing
48. WEBSITE
▹ The only absolutely essential marketing tool
▹ Centerpiece of every photographer’s promotional efforts
▹ Your other marketing tools should drive viewers here
▹ Recommended
▹ Opportunity to talk about your projects
▹ Helps bring out your personality, allows clients to feel like the know you
BLOG
62. SEO TIPS
▹ Avoid flash (unless you have an HTML ghost site behind it)
▹ Don’t let your photos speak for themselves, tag all of them
▹ Example: Animal Photographer Philadelphia, PA Maria Luci Photography
▹ Link to other relevant sites and have relevant sites link to you
▹ A blog is a great opportunity to include lots of relevant text
65. Research
Content Management Systems
Prospect Contact Lists
Email Broadcasting Services
Mass E-mailers and Print Mailers
Individual Emails and Print Mailers
Phone Calls
Portfolio Meetings
Industry Events
Active
Marketing
66. RESEARCH
▹ Record Companies
▹ Cosmetics Companies
▹ Fashion Companies
▹ Media Companies
▹ Architects
▹ Department Stores
▹ Ad Agencies
▹ Magazines
▹ Corporations
▹ Graphic Design Firms
▹ Non-Profits
▹ Book Publishers
68. PROSPECT CONTACT LISTS
▹ Agency Access (now owns ADBASE and
Bikini Lists), Creative Access
▹ Find and target the right clients for you
▹ Build a list, then refine it over time
70. MASS E-MAILERS/PRINT MAILERS
▹ Hire a designer to create a template
▹ Limit your list to relevant prospects
▹ Use catchy and relevant subject lines
71. INDIVIDUAL EMAILS/PRINT MAILERS
▹ Personalize each email by drawing a connection
between what you’re offering and the needs of that
particular client
▹ Much more time consuming, but can be more effective
too
72. PHONE CALLS
▹ Have a purpose
▹ Get a meeting
▹ Pitch a project
▹ Send email first
▹ Create a script
▹ Research the client before you call
73. PORTFOLIO MEETINGS
▹ Meet with clients who are
most important to you
▹ Clients are generally
interested in meeting with
photographers who are
relevant to their needs
74. INDUSTRY EVENTS
▹ Speed-Dating style portfolio reviews
▹ Art Directors Club and other
associations are an opportunities to
meet clients
75. WORD OF MOUTH /
NETWORKING /
CHANCE MEETINGS
Marketing
80. For the client: build a level of
comfort so that they’re willing to
take a chance on you.
81. More
Resources
Go to our blog and navigate to How We Help Photographers Resources
Expert Advice Articles
Go to our blog and type in “Expert Advice:” into the search field
Print iPad Portfolios
Go to our blog and scroll down to YouTube Videos
