Branding & Marketing for Commercial Photographers / Photoshelter Luminance

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  • 1. BRANDING &MARKETINGFor Commercial Photographers Bill Cramer/CEO
  • 2. Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
  • 3. BRANDING
  • 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. BrandingPHOTOGRAPHICIDENTITY
  • 6. What is my photographic identity?
  • 7. What youlike to do.
  • 8. What you What youlike to do. are good at doing.
  • 9. What you What youlike to do. are good at doing. What the market wants from you.
  • 10. What you What youlike to do. are good at doing. What the market wants from you.
  • 11. PHOTOGRAPHIC What you like to do. What you are good at doing. IDENTITY What the market wants from you.
  • 12. Generalist Specialist
  • 13. BrandingGRAPHIC IDENTITY
  • 14. Graphic It’s the “look” of all your marketing materials:Identity Website Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
  • 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. 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. 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. 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. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 20. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 21. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 22. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 23. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 24. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹  E-Mailers▹  Print Mailers ▹  Post cards ▹  Accordions ▹  Booklets
  • 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. BrandingTHE LITTLE THINGS
  • 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. Case studyMark Katzman Lifestyle, St. Louis
  • 29. MARKETING
  • 30. Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
  • 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. MarketingPASSIVEMARKETING
  • 33. Passive Website BlogMarketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO, SEM
  • 34. WEBSITE▹  The only absolutely essential marketing tool▹  Centerpiece of every photographer’s promotional efforts▹  Your other marketing tools should drive viewers here
  • 35. BLOG▹  Reveals your personality, allows clients get to know you▹  Helps with SEO
  • 36. SOCIAL MEDIA
  • 37. ONLINE PHOTOGRAPHER DIRECTORIES
  • 38. PRINTED SOURCE BOOKS
  • 39. ADS
  • 40. PICTURE AGENCIES
  • 41. REPS
  • 42. EDITORIAL CREDITS
  • 43. CONTESTS
  • 44. NEWS RELEASES
  • 45. SEO (Search Engine Optimization)
  • 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. SEM (Search Engine Marketing)
  • 48. MarketingACTIVEMARKETING
  • 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. 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. CUSTOMER RELATIONSHIP"MANAGEMENT (CRM)
  • 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. EMAIL BROADCASTING SERVICES
  • 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. 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. 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. 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. INDUSTRY EVENTS▹  Speed-Dating (pay-to-play) style portfolio reviews▹  Art Directors Club and other associations are opportunities to meet clients
  • 59. MarketingWORD OF MOUTH /NETWORKING /CHANCE MEETINGS
  • 60. You can’t do it all.
  • 61. Shoot pictures Show marketing Integrate them intomaterials to clients your marketing materials
  • 62. RESULTS
  • 63. ResultsWHAT’S ALL THISTRYING TOACCOMPLISH?
  • 64. For the photographer: work with clients who are right for you.
  • 65. For the creative: build a level of comfort so that they’re willing to take a chance on you.
  • 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. Questions?
  • 68. Thank you! (The End)