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Branding & Marketing for Commercial Photographers
 

Branding & Marketing for Commercial Photographers

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    Branding & Marketing for Commercial Photographers Branding & Marketing for Commercial Photographers Presentation Transcript

    • An Introduction toBRANDINGand MARKETINGfor Commercial Photographers Maria Luci & Kayleen Kauffman
    • ! BACKGROUND
    • ! PROMOTION
    • Promotion equals…BRANDING Creating a memorable identity for your photography. +MARKETING Introducing that identity to appropriate clients.
    • ! BRANDING
    • BrandingPHOTOGRAPHIC IDENTITY GRAPHIC IDENTITY !"#$%&()%*+%,-$./01% 5*(11$0($%.10%*+%6*7*8% )*%2*.%3#&04 $2,08%-*6*/8%)017(9%%* Specialties. * Web site, blog, social networking sites.* Style. Point of view. * Print portfolio.* Audience. * Emailers, print mailers, leave behinds. * Stationery – Business cards, letterhead, envelopes, labels.
    • BrandingPHOTOGRAPHICIDENTITY
    • !"#$%"$&$("")*$+,-("."/01-(2$2%*3.2.,4$
    • What youlike to do.
    • What you What youlike to do. are good at doing.
    • What you What youlike to do. are good at doing. What the market wants from you.
    • What you What youlike to do. are good at doing. What the market wants from you.
    • PHOTOGRAPHIC What you like to do. What you are good at doing. IDENTITY What the market wants from you.
    • BrandingWEBSITES
    • !"#$%&()*+%*)%,"+%-"$%."#/%% 0+1)%-"$%."#$%23*,+)/
    • 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.
    • 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.
    • BrandingPRINT PORTFOLIOS
    • 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.
    • LEO GONG’S PORTFOLIO
    • ROGER SNIDER’S PORTFOLIO
    • BrandingLEAVE BEHINDS
    • LEAVE BEHINDS !"#$%&$%$()"*+%,*,-.% #"%/"%,+-$(0+&%-"1%2,+% $"%#$,+/%"1$3* Large, striking image.* A small book, maybe a mini portfolio.* Accordions are also cool.
    • LEAVE BEHINDS !"#$%&$%$()"*+%,*,-.% #"%/"%,+-$(0+&%-"1%2,+% $"%#$,+/%"1$3* Large, striking image.* A small book, maybe a mini portfolio.* Accordions are also cool.* Edible: Big points!
    • BrandingTERRY VINELifestyle, Travel, Houston
    • ! MARKETING
    • Promotion equals…BRANDING Creating a memorable identity for your photography.MARKETING Introducing that identity to appropriate clients.
    • 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
    • MarketingPRINT MAILERS /MASS EMAILERS /INDIVIDUAL EMAILS /PHONE CALLS
    • PRINT MAILERS* Deliver every 3-4 months.* Target, target, target!* Hire a designer.* Incorporate your graphic identity.* Keep it fresh!
    • JOHN MIRELES
    • JODY HORTON
    • MASS EMAILERS* Deliver every 1-2 months.* Target, target, target!* Hire a designer.* Make it easy to update.* Track results.* Keep it fresh!
    • CHRISTIAN BRECHEIS
    • 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.
    • MarketingPHOTOGRAPHERDIRECTORIES
    • MarketingREPS /PICTURE AGENCIES
    • REPS
    • PICTURE AGENCIES
    • MarketingCONTESTS
    • MarketingPROSPECTIVE CONTACT LISTS /EMAIL BROADCASTING SERVICES /CONTACT DATABASE
    • 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
    • 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
    • EMAIL BROADCASTING SERVICES
    • CONTACT DATABASE
    • MarketingPORTFOLIO MEETINGS
    • MarketingRESOURCES
    • MarketingSEO (Search EngineOptimization)
    • 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
    • !"#$%"&%"()*
    • ! RESULTS
    • ResultsDESIRED RESULTS
    • Results !"#$%&$()*+%,$-.*)/$0$)1)$"2$ ("32"#%$4"$%&0%$%&56#$7*))*+8$%"$ %09$0$(&0+($"+$5".:DESIRED RESULTS
    • Results !"#$%&$()*+%,$-.*)/$0$)1)$"2$!"#$%&$(&"%")#*(&#+$,"#-$,.%&$("32"#%$4"$%&0%$%&56#$7*))*+8$%"$ /0.1%2$,&"$*#$#.)&%$3"#$4"56 %09$0$(&0+($"+$5".:DESIRED RESULTS
    • ResultsJUDGINGEFFECTIVENESS
    • Results JUDGING EFFECTIVENESSWHAT’S WORKING?WHAT ISN’T?
    • Results JUDGING EFFECTIVENESSWHERE IS YOURWEB TRAFFICCOMING FROM?
    • Results JUDGING EFFECTIVENESSWHERE ARE YOURASSIGNMENTSCOMING FROM?
    • Results JUDGING EFFECTIVENESSARE YOU ATTRACTINGTHE RIGHT CLIENTS?
    • GET OUT * Show your work * Send the emails, make theTHERE! follow ups, get the meetings * Dedication to marketing leads to success!
    • !"#$%"&%()*)+,-,."+ /.*.,0 wonderfulmachine.com/blog wonderfulmachine.com/blog/how-we-help- photographers/resources/12-.30 maria@wonderfulmachine.com kayleen@wonderfulmachine.com