Flash Forward Branding & Marketing

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Flash Forward Branding & Marketing

  1. 1. An Introduction to Branding and Marketingfor Commercial Photographers Maria Luci Sean Stone Wonderful Machine
  2. 2. Background
  3. 3. Promotion Branding Marketing = +
  4. 4. Brandingcreating a memorable identity for your photography Marketing introducing that identity to appropriate clients
  5. 5. Branding Photographic identity (what kind of pictures do you make?) Specialties Style, point of view Audience Graphic identity (consistent use of logo, type, color, design) site, blog, social networking sites Web portfolio Print E-mailers, Printed Mailers, Leave-Behinds Stationery - business cards, letterhead, envelopes, labels
  6. 6. How do I choose myphotographic identity?
  7. 7. Photographic Identity
  8. 8. Websites • Your website is not for you, it’s for your clients!
  9. 9. Websites •  Large Images •  Keep gallery small, images numbered — no more than 30 images per gallery•  Static and intuitive navigation —make it clear which gallery you’re on•  Clear branding•  Coherent and logical portfolios/categories•  Easy to find contact info — including your location•  Clear and concise URL —preferably yourname.com or yournamephotos.com•  Email address that is connected to your website —ex. maria@marialuciphotos.com - no info@ or contact@
  10. 10. Websites •  Easily updateable (update every 3-6 months)•  Triple check for spelling and grammar•  Link to your 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
  11. 11. Print Portfolios •  Update 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
  12. 12. Case StudyLeo Gong’s Portfolio
  13. 13. Case StudyRoger Snider’s Portfolio
  14. 14. Leave Behinds Most get thrown away, so do anything you can to stand out…•  Large, striking image•  A small book, maybe a mini portfolio•  Accordions are also cool
  15. 15. Terry VineLifestyle, Travel Houston
  16. 16. Ways to market yourself: •  Web site •  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
  17. 17. Mailing Mass Print Mailers •  Send out every 3-4 months •  Target, target, target! •  Hire a designer •  Maintain your brand identity •  Keep it fresh! Don’t send out the same mailer twice
  18. 18. Mailing Mass Emailers •  Send out every 1-2 months •  Target your list! •  Hire a designer •  Make updateable and consistent with your branding •  Use an email broadcasting service (to track results) •  Keep it fresh – don’t send the same emailer out twice
  19. 19. Mailing Individual Emails • Send out whenever you have time • Don’t send to the same person more than once a month • Personalize each email in some way • Try to create relationships • Use catchy and relevant subject lines
  20. 20. Photographer Directories
  21. 21. Reps
  22. 22. Picture Agencies
  23. 23. Contests
  24. 24. List Services•  ADBASE, Agency Access, Fresh Lists, Bikini Lists•  Combine with your existing client list•  Use to find and target the right clients for you
  25. 25. EmailBroadcasting Services
  26. 26. ContactDatabase
  27. 27. Portfolio Meetings
  28. 28. SEOCan search engines find you? Get connected.
  29. 29. Quick SEO Tips Minimize use of Flash (search engines can’t read it!)Make sure context-appropriate and keyword-rich content is written on your site (needs to be able to be highlighted, copied by humans, and read by web crawlers)Add ALT tags to EVERY photo on your site Ex: Keyword, Location, Name of Photographer or Business: Conceptual Photography New York, NY Maria Luci Photography Aerial Photographer San Francisco, CA Sean Stone PhotographyLinks, links, links! Blog your heart out — about appropriate and interesting content
  30. 30. Most Important Marketing Tool: Word of Mouth
  31. 31. Desired resultof good branding marketing
  32. 32. Desired result of good branding marketingFor the client: build a level of comfort so that they’re willing to take a chance on you
  33. 33. Desired result of good branding marketingFor the client: build a level of comfort so that they’re willing to take a chance on you For the photographer: work with clients who are right for you
  34. 34. Judging the effectiveness of your branding/marketing.
  35. 35. Judging the effectiveness of your branding/marketing. What’s working? What isn’t?
  36. 36. Judging the effectiveness of your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from?
  37. 37. Judging the effectiveness of your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from? Where are your assignments coming from?
  38. 38. Judging the effectiveness of your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from? Where are your assignments coming from? Are you attracting the right clients?
  39. 39. Get out there! •  In the end… the most important thing is to get out there and show your work•  Don’t let unfinished branding be an excuse•  If you’re book is 90% done, start showing it!•  Send the emails, make the follow ups•  Your dedication to marketing directly relates to your success as a photographer!
  40. 40. Copy of Presentation Visit www.wonderfulmachine.com/blog Email maria@wonderfulmachine.com

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