Branding & Marketing for Commercial Photographers

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Branding & Marketing for Commercial Photographers

  1. 1. An Introduction toBRANDINGand MARKETINGfor Commercial Photographers Maria Luci & Kayleen Kauffman
  2. 2. ! BACKGROUND
  3. 3. ! PROMOTION
  4. 4. Promotion equals…BRANDING Creating a memorable identity for your photography. +MARKETING Introducing that identity to appropriate clients.
  5. 5. ! BRANDING
  6. 6. BrandingPHOTOGRAPHIC IDENTITY GRAPHIC IDENTITY !"#$%&()%*+%,-$./01% 5*(11$0($%.10%*+%6*7*8% )*%2*.%3#&04 $2,08%-*6*/8%)017(9%%* Specialties. * Web site, blog, social networking sites.* Style. Point of view. * Print portfolio.* Audience. * Emailers, print mailers, leave behinds. * Stationery – Business cards, letterhead, envelopes, labels.
  7. 7. BrandingPHOTOGRAPHICIDENTITY
  8. 8. !"#$%"$&$("")*$+,-("."/01-(2$2%*3.2.,4$
  9. 9. What youlike to do.
  10. 10. What you What youlike to do. are good at doing.
  11. 11. What you What youlike to do. are good at doing. What the market wants from you.
  12. 12. What you What youlike to do. are good at doing. What the market wants from you.
  13. 13. PHOTOGRAPHIC What you like to do. What you are good at doing. IDENTITY What the market wants from you.
  14. 14. BrandingWEBSITES
  15. 15. !"#$%&()*+%*)%,"+%-"$%."#/%% 0+1)%-"$%."#$%23*,+)/
  16. 16. 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.
  17. 17. 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.
  18. 18. BrandingPRINT PORTFOLIOS
  19. 19. 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.
  20. 20. LEO GONG’S PORTFOLIO
  21. 21. ROGER SNIDER’S PORTFOLIO
  22. 22. BrandingLEAVE BEHINDS
  23. 23. LEAVE BEHINDS !"#$%&$%$()"*+%,*,-.% #"%/"%,+-$(0+&%-"1%2,+% $"%#$,+/%"1$3* Large, striking image.* A small book, maybe a mini portfolio.* Accordions are also cool.
  24. 24. LEAVE BEHINDS !"#$%&$%$()"*+%,*,-.% #"%/"%,+-$(0+&%-"1%2,+% $"%#$,+/%"1$3* Large, striking image.* A small book, maybe a mini portfolio.* Accordions are also cool.* Edible: Big points!
  25. 25. BrandingTERRY VINELifestyle, Travel, Houston
  26. 26. ! MARKETING
  27. 27. Promotion equals…BRANDING Creating a memorable identity for your photography.MARKETING Introducing that identity to appropriate clients.
  28. 28. 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
  29. 29. MarketingPRINT MAILERS /MASS EMAILERS /INDIVIDUAL EMAILS /PHONE CALLS
  30. 30. PRINT MAILERS* Deliver every 3-4 months.* Target, target, target!* Hire a designer.* Incorporate your graphic identity.* Keep it fresh!
  31. 31. JOHN MIRELES
  32. 32. JODY HORTON
  33. 33. MASS EMAILERS* Deliver every 1-2 months.* Target, target, target!* Hire a designer.* Make it easy to update.* Track results.* Keep it fresh!
  34. 34. CHRISTIAN BRECHEIS
  35. 35. INDIVIDUAL EMAILS* Informal and easy.* Create relationships.* Personalize each email.* Use catchy and relevant subject lines.* Make excuses to send.
  36. 36. PHONE CALLS* Have a purpose. — Obtaining meetings. — Pitching projects.* Send email first.* Have a voicemail script.* Research before you call.
  37. 37. MarketingPHOTOGRAPHERDIRECTORIES
  38. 38. MarketingREPS /PICTURE AGENCIES
  39. 39. REPS
  40. 40. PICTURE AGENCIES
  41. 41. MarketingCONTESTS
  42. 42. MarketingPROSPECTIVE CONTACT LISTS /EMAIL BROADCASTING SERVICES /CONTACT DATABASE
  43. 43. 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
  44. 44. 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
  45. 45. EMAIL BROADCASTING SERVICES
  46. 46. CONTACT DATABASE
  47. 47. MarketingPORTFOLIO MEETINGS
  48. 48. MarketingRESOURCES
  49. 49. MarketingSEO (Search EngineOptimization)
  50. 50. 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
  51. 51. !"#$%"&%"()*
  52. 52. ! RESULTS
  53. 53. ResultsDESIRED RESULTS
  54. 54. Results !"#$%&$()*+%,$-.*)/$0$)1)$"2$ ("32"#%$4"$%&0%$%&56#$7*))*+8$%"$ %09$0$(&0+($"+$5".:DESIRED RESULTS
  55. 55. Results !"#$%&$()*+%,$-.*)/$0$)1)$"2$!"#$%&$(&"%")#*(&#+$,"#-$,.%&$("32"#%$4"$%&0%$%&56#$7*))*+8$%"$ /0.1%2$,&"$*#$#.)&%$3"#$4"56 %09$0$(&0+($"+$5".:DESIRED RESULTS
  56. 56. ResultsJUDGINGEFFECTIVENESS
  57. 57. Results JUDGING EFFECTIVENESSWHAT’S WORKING?WHAT ISN’T?
  58. 58. Results JUDGING EFFECTIVENESSWHERE IS YOURWEB TRAFFICCOMING FROM?
  59. 59. Results JUDGING EFFECTIVENESSWHERE ARE YOURASSIGNMENTSCOMING FROM?
  60. 60. Results JUDGING EFFECTIVENESSARE YOU ATTRACTINGTHE RIGHT CLIENTS?
  61. 61. GET OUT * Show your work * Send the emails, make theTHERE! follow ups, get the meetings * Dedication to marketing leads to success!
  62. 62. !"#$%"&%()*)+,-,."+ /.*.,0 wonderfulmachine.com/blog wonderfulmachine.com/blog/how-we-help- photographers/resources/12-.30 maria@wonderfulmachine.com kayleen@wonderfulmachine.com

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