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Branding & Marketing for Commercial Photographers | Phase One Chicago
 

Branding & Marketing for Commercial Photographers | Phase One Chicago

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A Branding & Marketing for Commercial Photographers given by Wonderful Machine CEO, Bill Cramer at the Phase One IQ Conference in Chicago.

A Branding & Marketing for Commercial Photographers given by Wonderful Machine CEO, Bill Cramer at the Phase One IQ Conference in Chicago.

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    Branding & Marketing for Commercial Photographers | Phase One Chicago Branding & Marketing for Commercial Photographers | Phase One Chicago Presentation Transcript

    • BRANDING &MARKETINGFor Commercial Photographers Bill Cramer/CEO
    • Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
    • BRANDING
    • BrandingPHOTOGRAPHIC IDENTITY GRAPHIC IDENTITY Choose the right pictures Design marketing materials to show to support those pictures▹  Who you are, what you do, how you do it ▹  Consistent, intelligent use of type, color and graphics builds familiarity▹  Specialties, style, audience ▹  Communicates your level of▹  Not just about your “favorite” pictures professionalism▹  A good portfolio looks forward, not back ▹  In a nutshell: this is what it’s going to be▹  In a nutshell: these are the kinds of like to work with me pictures you can expect to get from me
    • BrandingPHOTOGRAPHICIDENTITY
    • What is myphotographic identity?
    • 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.
    • Generalist Specialist
    • BrandingGRAPHIC IDENTITY
    • GraphicIdentity Ties together all of your marketing materials: Website Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
    • WEBSITE▹  Match URL to your company name— yourname.com or yournamephotography.com▹  Consistent use of work mark/logo, color, design▹  Large images▹  Logical sections with meaningful names▹  Concise galleries < 30 images▹  Intuitive navigation—show what gallery you are on, where you are in that gallery, make it easy to move forward and back▹  No music, no elaborate intros, no splash page, no water marks, no “recent work” section▹  Mobile device friendly
    • WEBSITE▹  Contact page with contact info and location▹  About page with short bio and picture of you▹  Link to blog and social media▹  If images can be dragged off your site, include metadata with name, copyright, and contact info▹  Check spelling, punctuation, grammar▹  Make sure copyright notice is current▹  Update photos regularly
    • BLOG/SOCIAL MEDIA▹  Coordinate (but don’t duplicate) the look with your main website
    • PRINT PORTFOLIO▹  Still important for big jobs▹  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 regularly
    • MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out…▹  E-Mailer▹  Post card▹  Accordion▹  Booklet
    • MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out…▹  E-Mailer▹  Post card▹  Accordion▹  Booklet▹  Cupcakes
    • STATIONERY▹  Business Card▹  Letterhead▹  #10 Envelope▹  Crack-N-Peel Label▹  Same look as your other marketing materials▹  Design is important, but function comes first
    • BrandingTHE LITTLE THINGS
    • THE LITTLE THINGS▹  What’s your email address? Should match your url▹  What do your emails look like? Normal sized (black or dark gray) text▹  Do you have a proper email signature?▹  What do your estimates look like? Treatments when appropriate▹  How do you answer the phone? What does your outgoing message say?▹  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?▹  Everything you do, say and create is part of your brand
    • Case studyMark Katzman Lifestyle, St. Louis
    • Case studyJonathan Chapman Lifestyle, Minneapolis
    • MARKETING
    • Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
    • MarketingPASSIVE MARKETING ACTIVE MARKETING Make it easy for clients Seek out clients who are to find you right for you▹  You never know who might relate to your ▹  Take charge of your career path work ▹  Get where you want to go▹  There are a lot of clients out there that you don’t know exist
    • MarketingPASSIVEMARKETING
    • Passive Website BlogMarketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO SMO
    • WEBSITE▹  The only absolutely essential marketing tool▹  Centerpiece of every photographer’s promotional efforts▹  Your other marketing tools should drive viewers here
    • BLOG▹  Highly recommended▹  Opportunity to talk about your process and about your recent projects▹  Helps bring out your personality, allows clients get to know you▹  Helps with SEO
    • SOCIAL MEDIA
    • ONLINE PHOTOGRAPHER DIRECTORIES
    • PRINTED SOURCE BOOKS
    • ADS
    • PICTURE AGENCIES
    • REPS
    • EDITORIAL CREDITS
    • CONTESTS
    • NEWS RELEASES
    • SEO (Search Engine Optimization)
    • SEO TIPS▹  Avoid Flash (unless you have an HTML ghost site behind it)▹  Tag your photos so search engines can recognize them ▹  Example: Portrait Photographer Philadelphia, PA Bill Cramer Photography▹  Link to other relevant sites and have relevant sites link to you▹  A blog is a great place to include lots of relevant text that search engines look for
    • SEM (Search Engine Marketing)
    • MarketingACTIVEMARKETING
    • Active Research Customer Relationship Management (CRM)Marketing Prospect Contact Lists Email Broadcasting Services Mass E-mailers / Print Mailers Individual Emails / Print Mailers Phone Calls Portfolio Meetings Industry Events
    • RESEARCH▹  Ad Agencies ▹  Record Companies▹  Magazines ▹  Fashion, cosmetics▹  Corporations ▹  Media Companies▹  Graphic Design Firms ▹  Architects▹  Non-Profits ▹  Department Stores▹  Book Publishers ▹  Institutions, schools, hospitals
    • CUSTOMER RELATIONSHIP"MANAGEMENT (CRM)
    • PROSPECT CONTACT LISTS▹  Agency Access, Creative Access, File FX▹  Find and target the right clients for you▹  Build a list, then refine it over time
    • EMAIL BROADCASTING SERVICES
    • MASS E-MAILERS/PRINT MAILERS▹  Spray and pray?▹  Limit your list to relevant prospects (don’t add to the noise)▹  Use catchy subject lines, but don’t try to fake people out
    • 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 than mass emails, but can be more effective too
    • PHONE CALLS▹  Have a purpose ▹  Get a meeting ▹  Pitch a project▹  Send some emailers or print mailers first to build familiarity▹  Create a script so you know what you’re going to say▹  Research the client before you call so you know that you’re relevant to them
    • PORTFOLIO MEETINGS▹  Meet with clients who are most important to you (and the best match for you)▹  Clients are generally interested in meeting with photographers who are relevant to their needs
    • INDUSTRY EVENTS▹  Speed-Dating (pay-to-play) style portfolio reviews▹  Art Directors Club and other associations are opportunities to meet clients
    • MarketingWORD OF MOUTH /NETWORKING /CHANCE MEETINGS
    • You can’t do it all.
    • Shoot pictures Show marketing Integrate them intomaterials to clients your marketing materials
    • RESULTS
    • ResultsWHAT’S ALL THISTRYING TOACCOMPLISH?
    • For the photographer: work with clients who are right for you.
    • For the creative: build a level ofcomfort so that they’re willing to take a chance on you.
    • More ResourcesGo 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
    • Questions?
    • Thank you!(The End)