Frank E. Cricchio is being honored with the 2008 Lifetime Achievement Award from the Professional Photographers of America (PPA) for his creative image-making and tremendous contributions to furthering photographic education. Cricchio holds the record for earning the most merits through the PPA's program, with over 1,192 to date. He is also a past president of PPA and the American Society of Photographers. The article profiles Cricchio's long career and impact on the industry.
The document is the March 2008 issue of Professional Photographer magazine. It features articles on successful wedding and portrait photographers including Jerry Ghionis, Parker Pfister, and Mike Colon. It also contains regular sections on business advice, gear reviews, techniques, and industry news. The cover features a portrait by Parker Pfister.
This document provides information about print and proof book products from Meridian Pro, including pricing and sizes. It highlights Meridian Pro's expertise in creating professional prints from digital images. Experts calibrate each image to ensure beautiful prints in over 60 sizes up to 30"x40" on photographic paper. Meridian Pro also offers proof books, wedding templates, event packages, and press printed products. Customers can order online or call their 800 number for help.
This document is the April 2008 issue of Professional Photographer magazine. It features articles on portrait photographers Allison and Jeff Rodgers, Kerry Brett, Tim Kelly, and Michael and Leslie Artis-Gan. It also includes reviews of products from Canon, Manfrotto, and Collages.net. The issue highlights award-winning photographs from the PPA Loan Collection and provides information on PPA events and members.
The document is a magazine featuring articles on professional photographers and their work. The main article profiles Jason Lindsey, a commercial photographer from Champaign, Illinois who utilizes his experience as an art director and designer to enhance his photography business. Other articles discuss photographers Louise Botticelli and her dual studio model, and Marcus Bell who photographs weddings and creates fine art. The magazine also previews an upcoming awards program honoring innovative photography technology.
This 3-sentence summary provides the high-level information about the contents of the May 2008 issue of Professional Photographer magazine:
The issue features articles on senior portrait photographers who help boost their subjects' self-esteem through creative photography, profiles a photographer who infuses fashion into senior portraits, and explores trends in the senior photography market as well as topics like marketing strategies, new camera gear, printing techniques, and software reviews to help photographers succeed.
1) Rasid Kamisan and Hasrunita have achieved the level of Gold International Diamond in 4Life.
2) They believe in network marketing and feel 4Life is the right company to help people achieve health, time freedom, financial freedom, and contribute to charity.
3) Rasid quit his 12-year job to build his 4Life business with determination, believing in 4Life's products and compensation plan.
Atlanta's first Pride march was held in 1971 with about 100 participants. Over the following decades, Pride grew and helped shape LGBT identity and activism. The 1970s saw Pride build momentum as a movement for visibility and rights. Controversy emerged over public support from Mayor Maynard Jackson. The 1980s was marked by the devastating impact of the AIDS epidemic, which shifted Pride's focus to demands for a response to the health crisis.
The document provides a summary and analysis of the payments industry for Q2 2011. It notes that fewer than 50 financial institutions have adopted same-day ACH processing despite its availability over a year ago. EMV chip-and-PIN solutions have seen broad acceptance internationally but limited adoption in the US. Mobile payments are growing in Europe and Asia but seeing only limited rollouts in the US. The author predicts major retailer profits will grow in the second half of 2011 due to factors other than the Durbin Amendment, and that two alternative payments schemes will fold or be sold due to losing their pricing advantage over debit. Google's mobile payments plans faced delays raising questions about its leadership in the space.
The document is the March 2008 issue of Professional Photographer magazine. It features articles on successful wedding and portrait photographers including Jerry Ghionis, Parker Pfister, and Mike Colon. It also contains regular sections on business advice, gear reviews, techniques, and industry news. The cover features a portrait by Parker Pfister.
This document provides information about print and proof book products from Meridian Pro, including pricing and sizes. It highlights Meridian Pro's expertise in creating professional prints from digital images. Experts calibrate each image to ensure beautiful prints in over 60 sizes up to 30"x40" on photographic paper. Meridian Pro also offers proof books, wedding templates, event packages, and press printed products. Customers can order online or call their 800 number for help.
This document is the April 2008 issue of Professional Photographer magazine. It features articles on portrait photographers Allison and Jeff Rodgers, Kerry Brett, Tim Kelly, and Michael and Leslie Artis-Gan. It also includes reviews of products from Canon, Manfrotto, and Collages.net. The issue highlights award-winning photographs from the PPA Loan Collection and provides information on PPA events and members.
The document is a magazine featuring articles on professional photographers and their work. The main article profiles Jason Lindsey, a commercial photographer from Champaign, Illinois who utilizes his experience as an art director and designer to enhance his photography business. Other articles discuss photographers Louise Botticelli and her dual studio model, and Marcus Bell who photographs weddings and creates fine art. The magazine also previews an upcoming awards program honoring innovative photography technology.
This 3-sentence summary provides the high-level information about the contents of the May 2008 issue of Professional Photographer magazine:
The issue features articles on senior portrait photographers who help boost their subjects' self-esteem through creative photography, profiles a photographer who infuses fashion into senior portraits, and explores trends in the senior photography market as well as topics like marketing strategies, new camera gear, printing techniques, and software reviews to help photographers succeed.
1) Rasid Kamisan and Hasrunita have achieved the level of Gold International Diamond in 4Life.
2) They believe in network marketing and feel 4Life is the right company to help people achieve health, time freedom, financial freedom, and contribute to charity.
3) Rasid quit his 12-year job to build his 4Life business with determination, believing in 4Life's products and compensation plan.
Atlanta's first Pride march was held in 1971 with about 100 participants. Over the following decades, Pride grew and helped shape LGBT identity and activism. The 1970s saw Pride build momentum as a movement for visibility and rights. Controversy emerged over public support from Mayor Maynard Jackson. The 1980s was marked by the devastating impact of the AIDS epidemic, which shifted Pride's focus to demands for a response to the health crisis.
The document provides a summary and analysis of the payments industry for Q2 2011. It notes that fewer than 50 financial institutions have adopted same-day ACH processing despite its availability over a year ago. EMV chip-and-PIN solutions have seen broad acceptance internationally but limited adoption in the US. Mobile payments are growing in Europe and Asia but seeing only limited rollouts in the US. The author predicts major retailer profits will grow in the second half of 2011 due to factors other than the Durbin Amendment, and that two alternative payments schemes will fold or be sold due to losing their pricing advantage over debit. Google's mobile payments plans faced delays raising questions about its leadership in the space.
Báo cáo tình hình doanh nghiệp vừa và nhỏ Hà Nội năm 2017Đoàn Trọng Hiếu
Báo cáo được thực hiện và trình bày bởi Tiến sĩ Mạc Quốc Anh - Phó Chủ tịch kiêm Tổng Thư Hiệp hội doanh nghiệp nhỏ và vừa Hà Nội (Hanoisme) tại Đêm doanh nghiệp 2017 diễn ra ngày 28/12/2017. Sự kiện này được tổ chức tại Nhà hát lớn Hà Nội và truyền hình trực tiếp trên HTV2.
Thuyết trình được thiết kế bởi Adamo Studio
Xu hướng tìm kiếm trên Google Việt Nam năm 2017Đoàn Trọng Hiếu
Thật đơn giản để phát triển doanh nghiệp của bạn bằng cách sử dụng tài liệu chuyên sâu về xu hướng tìm kiếm trên Google của Việt Nam. Các doanh nghiệp cần luôn có mặt trên online để khách hàng dễ dàng thấy họ mỗi khi tìm kiếm. "Mùa vụ" hay giai đoạn mà lượng tìm kiếm về sản phẩm dịch vụ của doanh nghiệp trên Google bỗng gia tăng chính là thời điểm tuyệt vời để tận dụng.
Các doanh nghiệp có thể tối đa hoá doanh thu trong thời kì cao điểm này bằng cách lên chiến lược quảng cáo "luôn online" gắn liền với mục tiêu mùa.
Báo cáo tình hình doanh nghiệp vừa và nhỏ Hà Nội năm 2017Đoàn Trọng Hiếu
Báo cáo được thực hiện và trình bày bởi Tiến sĩ Mạc Quốc Anh - Phó Chủ tịch kiêm Tổng Thư Hiệp hội doanh nghiệp nhỏ và vừa Hà Nội (Hanoisme) tại Đêm doanh nghiệp 2017 diễn ra ngày 28/12/2017. Sự kiện này được tổ chức tại Nhà hát lớn Hà Nội và truyền hình trực tiếp trên HTV2.
Thuyết trình được thiết kế bởi Adamo Studio
Xu hướng tìm kiếm trên Google Việt Nam năm 2017Đoàn Trọng Hiếu
Thật đơn giản để phát triển doanh nghiệp của bạn bằng cách sử dụng tài liệu chuyên sâu về xu hướng tìm kiếm trên Google của Việt Nam. Các doanh nghiệp cần luôn có mặt trên online để khách hàng dễ dàng thấy họ mỗi khi tìm kiếm. "Mùa vụ" hay giai đoạn mà lượng tìm kiếm về sản phẩm dịch vụ của doanh nghiệp trên Google bỗng gia tăng chính là thời điểm tuyệt vời để tận dụng.
Các doanh nghiệp có thể tối đa hoá doanh thu trong thời kì cao điểm này bằng cách lên chiến lược quảng cáo "luôn online" gắn liền với mục tiêu mùa.
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
How to Setup Warehouse & Location in Odoo 17 InventoryCeline George
In this slide, we'll explore how to set up warehouses and locations in Odoo 17 Inventory. This will help us manage our stock effectively, track inventory levels, and streamline warehouse operations.
ISO/IEC 27001, ISO/IEC 42001, and GDPR: Best Practices for Implementation and...PECB
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Date: May 29, 2024
Tags: Information Security, ISO/IEC 27001, ISO/IEC 42001, Artificial Intelligence, GDPR
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How to Fix the Import Error in the Odoo 17Celine George
An import error occurs when a program fails to import a module or library, disrupting its execution. In languages like Python, this issue arises when the specified module cannot be found or accessed, hindering the program's functionality. Resolving import errors is crucial for maintaining smooth software operation and uninterrupted development processes.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
In Odoo, the chatter is like a chat tool that helps you work together on records. You can leave notes and track things, making it easier to talk with your team and partners. Inside chatter, all communication history, activity, and changes will be displayed.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
5. CONTENTS
PROFESSIONAL PHOTOGRAPHER | JANUARY 2008
Features
112 SENSE & SENSIBILITY
For Kevin Kubota success came by
listening to both head and heart
by Jeff Kent
122 OUT ON THE TABLE
John Harrington shares everything he has
learned about business—and leaves nothing out
by Jeff Kent
132 A MASTER’S MASTER
PPA’s 2008 Lifetime Achievement
Award honors Frank E. Cricchio
by Don Dickson
144 POOLS OF LIGHT
Howard Schatz and his remarkable life aquatic
by Stephanie Boozer
WEDDINGS: RISING STARS
74 JB & DeEtte Sallee soar into the wedding
photography stratosphere
by Jeff Kent
80 PORTRAITS: ONE STEP AHEAD
Frank Donnino changes with the times
by Jeff Kent
88 WEDDINGS: FRONT PAGE NEWS
Cliff Mautner is hot on the trail of blushing brides
by Stephanie Boozer
NATURE: CHILLING EFFECT
96 James Balog documents the accelerating glacial pace
by Jeff Kent
WEDDINGS: BUILDING BACK
104 In post-Katrina New Orleans, John-Michael Hannan
builds anew
by Lorna Gentry
IMAGE BY HOWARD SCHATZ
10. P ROF E S S I ONA L
EDITORIAL
director of publications
CAMERON BISHOPP
The master senior editor
cbishopp@ppa.com
art director/production manager
JOAN SHERWOOD DEBBIE TODD
EARNING THE ULTIMATE MERIT BADGE jsherwood@ppa.com dtodd@ppa.com
We’re honored this month to feature in our pages the “master’s manager, publications and
features editor
sales/strategic alliances
master,” Frank E. Cricchio, M.Photog.Cr., Hon.M.Photog., CPP, LESLIE HUNT KARISA GILMER
lhunt@ppa.com kgilmer@ppa.com
F-ASP, Hon.F-ASP, a member of the Cameracraftsmen of America.
editor-at-large sales and marketing assistant
Cricchio, a past president of Professional Photographers of America
JEFF KENT CHERYL PEARSON
(PPA) as well as the American Society of Photographers, took his jkent@ppa.com cpearson@ppa.com
first image in 1944 with a Sparta box camera, and opened his first technical editors
ANDREW RODNEY, ELLIS VENER
studio of photography in Port Arthur, Texas, in 1958.
director of sales and strategic alliances
Cricchio also holds a record that many have tried, but so far SCOTT HERSH, 610-966-2466, shersh@ppa.com
failed, to top. Through the PPA Merit and Degree Program, launched western region ad manager
BART ENGELS, 847-854-8182, bengels@ppa.com
in 1937, member photographers earn merits toward PPA degrees for eastern region ad manager
their professional achievements and their contributions to furthering SHELLIE JOHNSON, 404-522-8600, x279, sjohnson@ppa.com
circulation consultant
the photographic education of others. Merits are awarded when a MOLLIE O’SHEA, moshea@ppa.com
member takes PPA-sanctioned classes to advance his skills and editorial offices
Professional Photographer
business acumen, creates images that become part of the PPA Loan 229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A.
Collection, has images and/or articles published in Professional 404-522-8600; FAX: 404-614-6406
Professional Photographer (ISSN 1528-5286) is published monthly
Photographer magazine, and educates other photographers through subscriptions
speaking and presenting seminars at PPA and affiliated events. Professional Photographer
P.O. Box 2035, Skokie, IL 60076; 800-742-7468;
In 1998, Cricchio became the first person to earn more than FAX 404-614-6406; email: ppmag@halldata.com; Web site: www.ppmag.com
1,000 merits—1,192 of them to date—and he continues to make member services
PPA - Professional Photographer
tremendous contributions not only to the association, but the whole 800-786-6277; FAX 301-953-2838; e-mail: csc@ppa.com; www.ppa.com
of the photographic industry. Send all advertising materials to: Debbie Todd, Professional Photographer,
This year, the PPA Board of Directors confers the 2008 Lifetime 5431 E. Garnet, Mesa, AZ 85206; 480-807-4391; FAX: 480-807-4509
Subscription rates/information: U.S.: $27, one year; $45, two years;
Achievement Award on Frank Cricchio, honoring a career of creative $66, three years. Canada: $43, one year; $73, two years; $108, three years.
image-making, his professionalism and tireless contribution to International: $39.95, one year digital subscription.
Back issues/Single copies $7 U.S.; $10 Canada; $15 International.
educating and enriching fellow photographers. Turn to p. 132 for PPA membership includes $13.50 annual subscription.
our interview with Cricchio. Subscription orders/changes: Send to Professional Photographer, Attn: Circulation
Dept., P.O. Box 2035, Skokie, IL 60076; 800-742-7468;
FAX 404-614-6406; email: ppmag@halldata.com; Web site: www.ppmag.com.
BIG TIME Periodicals postage paid in Atlanta, Ga., and additional mailing offices.
Postmaster: Send address changes to Professional Photographer magazine,
Finally, a nod to this issue, our Imaging USA show special, and our P.O. Box 2035, Skokie, IL 60076
biggest magazine ever. We hope you enjoy it, and please pass it on Copyright 2008, PPA Publications & Events, Inc. Printed in U.S.A.
Article reprints: Contact Professional Photographer reprint coordinator at
to anyone you know who’s just starting out in professional Wrights’s Reprints; 1-877-652-5295.
photography. We hope it will serve as a useful introduction for the Microfilm copies: University Microfilms International,
300 North Zeeb Road, Ann Arbor, MI 48106
photographers coming into our ever-growing industry. I Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA
Cameron Bishopp, Publications and Events, Inc., 229 Peachtree Street, NE, Suite 2200, International Tower, Atlanta,
GA 30303-1608. Periodicals postage paid at Atlanta, Ga., and additional mailing offices.
Director of Publications Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed
cbishopp@ppa.com by Professional Photographer or any of its authors do not necessarily reflect positions of
Professional Photographers of America, Inc. Professional Photographer, official journal of the
Professional Photographers of America, Inc., is the oldest exclusively professional photographic
publication in the Western Hemisphere (founded 1907 by Charles Abel, Hon.M.Photog.), incorporating
Abel’s Photographic Weekly, St. Louis & Canadian Photographer, The Commercial Photographer,
The National Photographer, Professional Photographer, and
Professional Photographer Storytellers. Circulation audited and
verified by BPA Worldwide
10 • www.ppmag.com
11.
12. CAROL ANDREWS
M.Photog.Cr., ABI
candrews@ppa.com
SUSAN MICHAL
Professional Photographers M.Photog.Cr., CPP, ABI
of America smichal@ppa.com
229 Peachtree St., NE, Suite 2200
Atlanta, GA 30303-1608 TIMOTHY WALDEN
404-522-8600; 800-786-6277 M.Photog.Cr., F-ASP
FAX: 404-614-6400 twalden@ppa.com
www.ppa.com
2007-2008 PPA board industry advisor
MICHAEL GREEN
president mgreen@ppa.com
*JACK REZNICKI
Cr.Photog., API
jreznicki@ppa.com legal counsel
Howe and Hutton,
president-elect Chicago
*DENNIS CRAFT
M.Photog.Cr., CPP, PPA staff
API, F-ASP DAVID TRUST
dcraft@ppa.com Chief Executive Officer
trustd@ppa.com
vice-president/treasurer
*RONALD NICHOLS SCOTT KURKIAN
M.Photog.Cr., API Chief Financial Officer
rnichols@ppa.com skurkian@ppa.com
chairman of the board CAMERON BISHOPP
*MICHAEL GLEN TAYLOR Director of Publications
M.Photog.Cr.Hon.M.Photog., cbishopp@ppa.com
API, F-ASP
mtaylor@ppa.com DANA GROVES
Director of Marketing &
directors Communications
RONNIE NORTON dgroves@ppa.com
ABI, Qualified European
SCOTT HERSH
Photographer,
Director of Sales &
Associate of the Irish PPA
We bring the rnorton@ppa.com
Strategic Alliances
shersh@ppa.com
highintochool
market
sfocus LOUIS TONSMEIRE
Cr.Photog., API
ltonsmeire@ppa.com
J. ALEXANDER HOPPER
Director of Membership,
Copyright and Government
Affairs
American Student List has been providing High School Student lists to DON DICKSON ahopper@ppa.com
hundreds of satisfied portrait photographers since 1971. High School M.Photog.Cr., CPP
Seniors and Juniors are available on pressure-sensitive labels, diskette ddickson@ppa.com WILDA OKEN
or via electronic delivery.Additionally,our list of Families with Children Director of Administration
is ideal for marketing family and holiday portraits.
SANDY PUC’ woken@ppa.com
See us at the Imaging USA Convention (Booth 1404) for a chance to win a
$100 AMEX Gift Card. M.Photog.Cr., CPP, ABI
spuc@ppa.com LENORE TAFFEL
Director of Events/Education
ltaffel@ppa.com
RALPH ROMAGUERA, SR.
M.Photog.Cr., CPP, API, F-ASP *Executive Committee
NY: 888-462-5600 — FL: 888-550-8548 — www.studentlist.com rromaguera@ppa.com
The most trusted name in youth marketing. of the Board
12 • www.ppmag.com
22. CONTACT SHEET
equivalent of a 2007 Jeep Wrangler Sahara.
Sweepstakes winner Hicks Studio participated in the national
sweepstakes by joining the PPA/SEP Sweep-
PPA and SEP members-only Sweepstakes Marketing Co-op pays off stakes Marketing Cooperative member
program. Along with the Graduate in the
Roman Cooper from Saginaw, Mich., is the first Society of Sport & Event Photographers (SEP). Driver’s Seat Sweepstakes, PPA and SEP
winner of the 2007 Graduate in the Driver’s Cooper entered the sweepstakes at Hicks also sponsored two more give-aways, the
Seat Sweepstakes, sponsored by Professional Studio of Saginaw, owned by Randall Family Destination: Disney Sweepstakes and
Photographers of America (PPA) and the Tucker, CPP. He chose to take home the cash Escape to Paradise Cruise Sweepstakes. The
winners of both will be announced this month.
This exclusive new member-only benefit
enables photographers to participate in a
profit-building sweepstakes promotion with
high-value prizes that they couldn’t offer on
their own.
PPA and SEP members can still join the
2008 Sweepstakes Marketing co-op and
give their own clients the chance to win
fabulous prizes. Find out more at Imaging
USA in Tampa, Fla., January 6-8, or online
at www.ImageSweepstakes.com.
22 • www.ppmag.com
23. 2007
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32. CONTACT SHEET
Your Web site is often a client's first
What makes a photography Web site great? impression. You need a distinct brand identity,
as John Sibiliski's site illustrates (left).
5 important content and design basics BY TRICIA GELLMAN HOLMES
A great Web site is one that gets you the
quality and quantity of work that you
want. In the current age of technology, a
high-quality portfolio Web site is essential
for a professional photographer because in
many cases, your Web site is also your
potential clients’ first impression of you
and your work.
The first and arguably most important
aspect of your site are the images—make
sure they load quickly and are displayed
large. Beyond your imagery, here are five
key components: unique and consistent
branding, easy to use navigation, updated
content, search engine optimization and
clear, easy to find contact information. All
of these contribute to ensuring your Web
site is working to market your business.
1. A distinct and consistent brand
identity. Your Web site is a primary means
to establish your brand and distinguish
yourself. Through the selection of your
images, use of color, typography, logos and
graphics, and even music, you have the
opportunity to create your own unique
brand. Consistent branding throughout
your site shows the attention to detail and
the level of professionalism you bring to
your business.
In the worlds of portrait and wedding
photography, your personality—and that
of your brand—may be as important as
your images to your potential client’s
decision. Customers often look for a brand
and images that they connect with on an
emotional level.
2. Intuitive navigation. Navigating your
site shouldn’t be a challenge. An intuitive
navigation scheme helps visitors explore
your site without experiencing frustration.
With a glance they should understand how
to navigate your site and access the content
32 • www.ppmag.com
33. they want to see. Your choice of readable e-mail or a request for more information, so the amount of business you generate while
fonts is also key to ease of navigation. it’s easy for potential clients to get in touch giving you more time and energy to spend
Ornate or highly stylized fonts should be with you. on your work.
used very selectively. Clearly identified menu Features such as these add value to your
Tricia Gellman Holmes is vice president of
items enable visitors to quickly find the site and make it a resource for clients and
marketing for liveBooks, a provider of cus-
pages they are most interested in. Easy-to- potential clients. A well-designed and easy- tomized portfolio Web sites and marketing
navigate portfolios make visitors want to to-use Web site will dramatically increase software for professional photographers.
explore them fully. The right navigation
makes your Web site inviting and will
increase the amount of content potential
clients view.
3. Updated content. Keep it fresh. A Web
site that changes regularly provides an
incentive for visitors to come back again. A
site that is frequently refreshed tells
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Let your images take up most of the viewing
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overall. Finding the right balance between
high quality and low file size is essential.
Too far in one direction and your photos
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too far in the other gets you fast-loading
photos that don’t reflect the quality of
your work.
5. Clear contact information. A clear
contact page is one of the easiest ways to
increase business. Make sure that after
visitors have explored your Web site they
have an easy way to become your clients.
Have a page where visitors can find out
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contact information, including your address,
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Call 631-656-7400, visit www.qtm.com or your professional photo dealer for more information.
January 2008 • Professional Photographer • 33
35. Beautiful.
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36.
37. Professional Photographer P R E S E N T S Business, Marketing and Sales Strategies
What I think
Frank Cricchio prioritized
professionalism for 50 years
What advice would you give to someone who is just
beginning in the photography business? Know the
technical skills that enable you to give your client the
best product in the industry. Having technical skills
enables you to go further with your artistic vision.
What’s the biggest business risk you’ve ever
taken? My biggest risk was embracing color
photography when we had only black and white.
Families wanted matching images of their
children, and black and white mixed with color
images was not acceptable.
What do you consider your big break—the turning
point? The introduction of color photography in
1958. Before color photography, the old masters
kept their quality processes secret and did not share
with others. When color photography was introduced,
everyone was on a level playing field. All of us had
to start from step one to learn color, from
processing to the art of using color in an image.
What’s the secret to running a successful photogra-
phy business? The secret to any personal service
business is to care more about your customers’
needs than your profits. You must become involved
in your community. Your professional image should
be impeccable. You should always dress profes-
sionally and behave professionally. When the phone
rings, always answer it with a smile in your voice.
IMAGE BY FRANK CRICCHIO
WWW.FRANKCRICCHIO.COM
January 2008 • Professional Photographer • 37
39. animal charities. Three newspapers covered time you can go crazy with fresh looks, but
the event, and one quoted Vicki Taufer: “We the theme should be consistent with your
have run specials for children over the years identity. Whatever the look, do not tamper
and have never seen a response like this. with your logo.
People love their children, but they must POLISH YOUR STUDIO like never before.
really love their pets.” The event generated Repair any nicks and get rid of anything
both buzz and revenue, and positioned unattractive or dated. Give the place a fresh
VGallery in a segment of the market they coat of paint. When I worked at an advertising
had not yet tapped, pet photography. agency, a client company rebuilt the front
Hosting an event can be stressful when room displays in its hair salon and day spa
you’re new at it. I hope these tips from my every six to eight weeks. Our clients knew it
own experience will help you create a would increase sales of add-on products
smashing success. because it was timed with the visiting cycle of
SELECT A THEME. Whether it’s a playful the typical customer, so she’d see something
tagline or an extravagant design, your event new every time she came, yet would still feel at
needs consistency. Use the same theme and home there. Photographers should reenergize
design elements on the invitations, signage,
nametags, packaging, ads and anything else
you use to promote this event. This is one A great goodie bag goes a long way in creating buzz.
Carbon Fiber + G-Lock Tripods
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• Low level shooting with the included Ground Level Set the center
column can be removed completely for macro photography
• Lifetime Warranty European innovation and manufacture
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• Selection of 24 tripods Full range based on weight
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It has taken six years to complete but the project is now a book, an
exhibit, and a live music performance -- and the tripods still function
as well as ever." Frans Lanting
Frans Lanting, one of the world's premier nature and wildlife
photographers. Learn more about his work at www.lanting.com
and read about the LIFE project at www.LifeThroughTime.com
To locate a Gitzo 5 Star Dealer
with products on display and in stock
go2 www.bogenimaging.us/gitzo5star
Gitzo US subsidiary: Bogen Imaging Inc. 201 818 9500 www.bogenimaging.us info@bogenimaging.com
January 2008 • Professional Photographer • 39
40. TM
THE JOY OF MARKETING
their studio at least once a year, and having It’s a wonderful feeling to help others and it PROVIDE A GUESTBOOK. Your database
an event with lots of “guests” is a great creates goodwill in the community. is one of your most important assets. Make sure
motivator to do it. INTRODUCE SOMETHING NEW. People you capture the names of everyone attending
TIE-IN WITH A CHARITABLE CAUSE. look to you as a leader in style and design. They your event and add the newcomers to your
We always find a way to generate funds for a want to see what’s fabulous and new. Maybe database. You can also collect new names
charity we believe in. For example, we can con- it’s a canvas gallery wrap framed with stirring and updates with register-to-win studio gift
tribute the event’s session fees to the charity words, or a line of custom art books, or a certificates. You could have people register
and say so in our promotions. Clients get both new metallic media or a unique frame. New to win a television set or other unrelated
a tangible product and emotional satisfaction. products plant seeds for future session sales. prizes, but you gain an opportunity for
additional sales if the reward is a sitting.
OFFER BEVERAGES AND ENTICING
SNACKS. Pastries, hors d’oeuvres, soda and
even adult beverages for evening events can
stimulate conversations and make people
comfortable in your setting. Make sure the
time of your event accommodates different
lifestyles. Stay-at-home moms are usually
Color scheme and design should be fresh and
suit the theme, but still consistent with your
studio's brand and identity.
THERE’S ALWAYS A REASON TO HAVE A PARTY
If you’ve recently changed the name or framing and in-home design and more. see how to decorate with artful portraits of
logo of your business, an event is an Events bring traffic during slow times. one’s family. Right before Christmas, I
opportunity to keep people attached to Planning an event allows you to be hosted a holiday open house at my home.
your brand. When you make major proactive and boosts the cash flow. Welcoming my best clients into my home
changes to your business, people want to Generating money for a favorite charity strengthened the bond between us.
know that they are positive changes. not only feels good, but also makes people If you are expanding your services,
If you just opened your first retail feel good about you. It would be hard for an event can be a catalyst for growth.
studio space, have expanded or changed many of us to donate $2,500 to a charity For example, if you are starting to offer
location, everybody is curious to see your out of our own pocket, but if we can do it senior photography, plan something
new space. Make every detail perfect and through our business, how wonderful is that! exciting to get seniors to come see
celebrate with everyone you know. When you want to overcome objections, your cool space.
If you transition from proofs to projec- an event can be the solution. Have you ever Even if you don’t have a specific
tion, an event can help educate clients on heard, “We don’t want our home to be a reason to stage an event, throw a fun
how it benefits them. Set up a projector shrine to our kids.”? Because my clients party and hang out with the people who
and show large images with music. It will purchase large wall portraits, they sometimes love your photography the most. Make
give you a chance to explain how you can have concerns that they’ll run out of space. hosting an event a goal for your business
shoot more, how you can help them with I want them to come to my own home and in the new year.
40 • www.ppmag.com
41. available until the kids get home from but on the day of the event, take the time to that might be taking place at the same time
school, and working parents like to come make phone calls to the targeted reporters as yours. Remember that events typically
right after work. Yes, 10 a.m. until 7 p.m. is at the newspaper and television stations. grow each year, so don’t get frustrated if you
a long time, but heck, you’ve done all the One thing about events: there are no don’t have a huge turnout for your first. On
work, the more the merrier. guarantees, warns Vicki Taufer. “You can’t the other hand, we know photographers who’ve
FREE GIFT FOR EVERYONE. I strongly control things like weather or other events had 400 people at their first event.” I
advise studios to invest in an impressive
promotional item. Coffee mugs and pens just
don’t cut it anymore. I have given offset-
printed custom calendars housed in CD
jewel cases. Twelve sheets of paper fit nicely;
turn over the calendar and there’s a second
year. Our art will be sitting in front of the
client for two years after the event. At the
Dog Days of Summer, VGallery gave visitors
gift bags donated by a local bakery holding
custom-made VGallery dog biscuits.
BE GENEROUS. We produce hundreds
more calendars than we’ll need for the event.
I give several copies to everyone whose child
was featured in it—we like to use some of
our best clients as models—and they delight
in passing them along to friends.
PROSPECT FOR NEW CLIENTS. Target
ads and announcements at select neighbor-
hoods, groups or organizations to stir up
new business.
CONSIDER CO-MARKETING. For example,
if you specialize in children’s photography,
you could photograph select clients of children’s
clothing shops in town and display them in
a unique way during your event. Build
goodwill with the store by inviting everyone
on the clothing store’s mailing list.
INVITE FRIENDS AND FAMILY. It’s smart
to invite the people who care about you. It helps
fill your studio, which makes it seem more
exciting, and because they want to see you
succeed, they’re some of your best salespeople.
GENERATE PUBLICITY AND MAXIMIZE
EXPOSURE. Because you’re generating
money for chairty, your event is newsworthy.
Not only should you send a press release,
January 2008 • Professional Photographer • 41
43. on the fine points that make our studio differ- and a word-for-word script to close the sale. state who you are, what services and products
ent. They booked a $20,000 still and video After the first few meetings, I began to get you offer and how you want to limit jobs and
package on the spot. It’s been a joy to work it. Within a structured guideline for building services in the future, your goals in regard to
with them as the job progresses. It’s worth a client relationship, there’s plenty of room to your age and experience, your family life, and
the extra effort to find a handful of such clients! be creative yet make high sales. It’s all about whether you’re a long-time pro like me, or an
One way to simplify your search for the right trust. Recently four different clients voiced that eager newcomer. A startup boutique owner
client is to hire a professional coach or advisor, exact word; they trusted me to design photo- might have an easier time self-profiling
who can help you formulate a step-by-step graphs and albums for them, for more than because you can begin fresh. The demo-
playbook, a guide that defines the desired $15,000 each. With that I knew my invest- graphics of your area have a lot to do with
client, helps you find her, leads you through ment in a professional coach had paid off. the feasibility of your plan. Your coach
selling and contracts, and helps you close at There’s a subtle difference between a busi- should make sure you’re in the right arena.
least seven out of 10 prospects. A proficient ness consultant, who helps to define a market, Profile your client. Your “franchise of one”
coach is worth far more than the investment. suggest operation and sales strategies, and a needs to know the buying habits of the desired
After more than three decades in business, business coach, who focuses on the principals client, where she lives, her social pursuits, her
I didn’t think I needed a professional business of the company and their personal goals and family involvement. Analyze your best clients
consultant, even though I wasn’t reaching strategies. I’m using the term “coach” to signify and note what they have in common. When
enough of the right boutique clients. Then I either one, but ask the professional you’re you know what led them to select you, you
met Rick Skurla. He was the right person to interviewing which one he considers himself have a treasure map to lucrative clients. The
analyze my business from the outside, help to be. When choosing, consider these factors: more detailed the map, the better.
me develop a consistent sales presentation Profile you and your market. First, honestly Attract and book prospects. For boutique
January 2008 • Professional Photographer • 43
44. PROFIT CENTER
photographers, the right client is almost always for a commitment and closing the deal are measure your success with her answers to
a referral from a planner, a friend, a past client, the last of the “offense” plays in your book. your questions about how and why she
or anyone in a position to trust you enough to Service after the sale. Score big when you booked you, what she liked best, what could
refer others to you. You must consistently ask demonstrate your superior technique, unique have been done differently? You’re in a great
particular questions to ascertain that the presentation and timely delivery. When you position to ask for referrals, because the
prospect wants the top-tier product you like your clients and there are but a select few boutique photographer’s reward comes from
provide, is in position to finalize the decision, of them, it’s easy to invent artistic new products, exceeding expectations. I
and has the funds allocated. You can’t afford keep in touch with progress reports on the
to invest time in prospects who don’t meet job and write thank-you notes. Never
Sara Frances and her business partner and
all three criteria. Your coach should help you discount the importance of careful, trans- husband, cinematographer Karl Arndt,
own Photo Mirage in Denver, Colo.
script word-for-word qualifying questions parent billing. I was amazed at clients’
(www.photomirage.com).
phrased accurately and sensitively. positive response when presented with a For more info on Rick Skurla,
professional business and sales coach of
Next, you get to show off your talent with computerized, detailed invoice explaining
Skurla and Associates, e-mail
extravagant samples and offer creative ideas every charge and the inevitable add-ons that rick@skurlaandassociates.com. Download
a free copy of “The Business Owner’s
for the prospect’s particular needs. Your play- come with any job. You will probably spend
Playbook,” a publication of The Hartford,
book should include anecdotes of how you serious time over a number of months to at www.thehartford.com/businessowner.
solved similar problems in the past. If your complete each job. Your billing can make a
Sign up for a one-time consultation with
prospect lives elsewhere and cannot meet in lasting impression and fulfill the meaningful Professional Photographers of America
Studio Management Services, get info on
person, your Web site becomes your credentials; experience the boutique client desires.
upcoming business workshop at
the site in itself isn’t a direct sales tool. Asking Now why not take a client to lunch, and www.ppa.com.
44 • www.ppmag.com