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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.

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Branding & Marketing for Commercial Photographers | Phase One Chicago

  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 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
  6. 6. What is myphotographic 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. GraphicIdentity Ties together all of your marketing materials: Website Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
  15. 15. WEBSITE▹  Match URL to your company name— or▹  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
  16. 16. 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
  17. 17. BLOG/SOCIAL MEDIA▹  Coordinate (but don’t duplicate) the look with your main website
  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 style and audience▹  Update regularly
  19. 19. MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out…▹  E-Mailer▹  Post card▹  Accordion▹  Booklet
  20. 20. MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out…▹  E-Mailer▹  Post card▹  Accordion▹  Booklet▹  Cupcakes
  21. 21. STATIONERY▹  Business Card▹  Letterhead▹  #10 Envelope▹  Crack-N-Peel Label▹  Same look as your other marketing materials▹  Design is important, but function comes first
  22. 22. BrandingTHE LITTLE THINGS
  23. 23. 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
  24. 24. Case studyMark Katzman Lifestyle, St. Louis
  25. 25. Case studyJonathan Chapman Lifestyle, Minneapolis
  26. 26. MARKETING
  27. 27. Promotion equals…BRANDING Create a memorable identity for your photography +MARKETING Introduce that identity to appropriate clients
  28. 28. 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
  29. 29. MarketingPASSIVEMARKETING
  30. 30. Passive Website BlogMarketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO SMO
  31. 31. WEBSITE▹  The only absolutely essential marketing tool▹  Centerpiece of every photographer’s promotional efforts▹  Your other marketing tools should drive viewers here
  32. 32. 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
  33. 33. SOCIAL MEDIA
  36. 36. ADS
  38. 38. REPS
  40. 40. CONTESTS
  42. 42. SEO (Search Engine Optimization)
  43. 43. 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
  44. 44. SEM (Search Engine Marketing)
  45. 45. MarketingACTIVEMARKETING
  46. 46. 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
  47. 47. RESEARCH▹  Ad Agencies ▹  Record Companies▹  Magazines ▹  Fashion, cosmetics▹  Corporations ▹  Media Companies▹  Graphic Design Firms ▹  Architects▹  Non-Profits ▹  Department Stores▹  Book Publishers ▹  Institutions, schools, hospitals
  49. 49. 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
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. 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
  55. 55. INDUSTRY EVENTS▹  Speed-Dating (pay-to-play) style portfolio reviews▹  Art Directors Club and other associations are opportunities to meet clients
  57. 57. You can’t do it all.
  58. 58. Shoot pictures Show marketing Integrate them intomaterials to clients your marketing materials
  59. 59. RESULTS
  61. 61. For the photographer: work with clients who are right for you.
  62. 62. For the creative: build a level ofcomfort so that they’re willing to take a chance on you.
  63. 63. 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
  64. 64. Questions?
  65. 65. Thank you!(The End)