Branding & Marketing for Commercial Photographers / Photoshelter Luminance

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Branding & Marketing for Commercial Photographers / Photoshelter Luminance

  1. 1. BRANDING &MARKETINGFor Commercial Photographers Bill Cramer/CEO
  2. 2. Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
  3. 3. BRANDING
  4. 4. 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 and appropriate use of type, color and graphics builds▹  Specialties, style, audience familiarity▹  Not just about your “favorite” pictures ▹  Resonates with the right clients▹  A good portfolio looks forward, not back ▹  Communicates your level of▹  In a nutshell: this is what my pictures are professionalism going to look like ▹  In a nutshell: this is what it’s going to be like to work with me
  5. 5. BrandingPHOTOGRAPHICIDENTITY
  6. 6. What is my photographic identity?
  7. 7. What youlike to do.
  8. 8. What you What youlike to do. are good at doing.
  9. 9. What you What youlike to do. are good at doing. What the market wants from you.
  10. 10. What you What youlike to do. are good at doing. What the market wants from you.
  11. 11. PHOTOGRAPHIC What you like to do. What you are good at doing. IDENTITY What the market wants from you.
  12. 12. Generalist Specialist
  13. 13. BrandingGRAPHIC IDENTITY
  14. 14. Graphic It’s the “look” of all your marketing materials:Identity Website Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
  15. 15. WEBSITE▹  Match URL to your company name— yourname.com or yournamephotography.com▹  Consistent use of word mark (and/or logo), color, design▹  Large images▹  Logical sections with meaningful names▹  Concise galleries < 30 images▹  Don’t repeat pictures▹  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
  16. 16. WEBSITE▹  Contact page with contact info and location (no forms to fill out)▹  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 your copyright & contact info▹  Check spelling, punctuation, grammar▹  Make sure copyright notice is current▹  Update photos regularly
  17. 17. BLOG/SOCIAL MEDIA▹  Coordinate with (but don’t duplicate) the look of your main website▹  What audience are you trying to reach (clients or other photographers)?▹  Write about recent projects, your creative process▹  Keep it fun and informative, but always professional (not personal or political)
  18. 18. 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 pictures and your audience▹  Update it regularly▹  Print portfolio vs. iPad
  19. 19. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  20. 20. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  21. 21. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  22. 22. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  23. 23. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  24. 24. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  25. 25. STATIONERY▹  Same look as your other marketing materials▹  Design is important, but function comes first ▹  Business Card ▹  Letterhead ▹  #10 Envelope ▹  Crack-N-Peel Label
  26. 26. BrandingTHE LITTLE THINGS
  27. 27. THE LITTLE THINGS▹  What’s your email address? Should match your url (no gmail)▹  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 work with?▹  Do you know how to act on a creative call?▹  Do you send thank you notes to your clients after a big job?▹  Personality counts for a lot!▹  Everything you do, say and create is part of your brand
  28. 28. Case studyMark Katzman Lifestyle, St. Louis
  29. 29. MARKETING
  30. 30. Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
  31. 31. MarketingPASSIVE MARKETING ACTIVE MARKETING Make it easy for clients Seek out clients who are to find you right for you ▹  There are a lot of clients out there that you ▹  Take charge of your career path don’t know exist ▹  Get where you want to go▹  You never know who might relate to your work
  32. 32. MarketingPASSIVEMARKETING
  33. 33. Passive Website BlogMarketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO, SEM
  34. 34. WEBSITE▹  The only absolutely essential marketing tool▹  Centerpiece of every photographer’s promotional efforts▹  Your other marketing tools should drive viewers here
  35. 35. BLOG▹  Reveals your personality, allows clients get to know you▹  Helps with SEO
  36. 36. SOCIAL MEDIA
  37. 37. ONLINE PHOTOGRAPHER DIRECTORIES
  38. 38. PRINTED SOURCE BOOKS
  39. 39. ADS
  40. 40. PICTURE AGENCIES
  41. 41. REPS
  42. 42. EDITORIAL CREDITS
  43. 43. CONTESTS
  44. 44. NEWS RELEASES
  45. 45. SEO (Search Engine Optimization)
  46. 46. 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
  47. 47. SEM (Search Engine Marketing)
  48. 48. MarketingACTIVEMARKETING
  49. 49. 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
  50. 50. RESEARCH▹  Ad Agencies ▹  Record Companies▹  Magazines ▹  Fashion, cosmetics▹  Corporations ▹  Media Companies▹  Graphic Design Firms ▹  Architects▹  Non-Profits ▹  Department Stores▹  Book Publishers ▹  Institutions, schools, hospitals*
  51. 51. CUSTOMER RELATIONSHIPMANAGEMENT (CRM)
  52. 52. PROSPECT CONTACT LISTS▹  Agency Access, Creative Access, File FX▹  Find and target the right clients for you▹  Build a list of fewer than 1000 prospects▹  Refine it over time
  53. 53. EMAIL BROADCASTING SERVICES
  54. 54. 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
  55. 55. 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
  56. 56. 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
  57. 57. 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
  58. 58. INDUSTRY EVENTS▹  Speed-Dating (pay-to-play) style portfolio reviews▹  Art Directors Club and other associations are opportunities to meet clients
  59. 59. MarketingWORD OF MOUTH /NETWORKING /CHANCE MEETINGS
  60. 60. You can’t do it all.
  61. 61. Shoot pictures Show marketing Integrate them intomaterials to clients your marketing materials
  62. 62. RESULTS
  63. 63. ResultsWHAT’S ALL THISTRYING TOACCOMPLISH?
  64. 64. For the photographer: work with clients who are right for you.
  65. 65. For the creative: build a level of comfort so that they’re willing to take a chance on you.
  66. 66. 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
  67. 67. Questions?
  68. 68. Thank you! (The End)

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