branding & marketing for commercial photographers
Post on 05-Dec-2014
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BRANDING and MARKETING
An Introduction to
for Commercial Photographers
Maria Luci & Kayleen Kauffman
BACKGROUND!
PROMOTION!
+
Promotion equals…
MARKETING
BRANDING Creating a memorable identity for your photography.
Introducing that identityto appropriate clients.
BRANDING!
Branding
* Specialties.
* Style. Point of view.
* Audience.
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PHOTOGRAPHIC IDENTITY
* Web site, blog, social networking sites.
* Print portfolio.
* Emailers, print mailers, leave behinds.
* Stationery – Business cards, letterhead, envelopes, labels.
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GRAPHIC IDENTITY
Branding
PHOTOGRAPHICIDENTITY
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What you like to do.
What you like to do.
What you are good at doing.
What you like to do.
What you are good at doing.
What the marketwants from you.
What you like to do.
What you are good at doing.
What the marketwants from you.
What you like to do.
What you are good at doing.
What the marketwants from you.
PHOTOGRAPHIC
IDENTITY
Branding
WEBSITES
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WEBSITES* Large images.
* Easily updatable (every 3–6 months).
* Keep galleries concise: < 30 images.
* Intuitive navigation—make clear what gallery you are on.
* Clear branding.
* Coherent and logical portfolios/galleries.
* Easy to find contact info, including your location.
* Clear and concise URL—preferably yourname.com or yournamephotos.
WEBSITES* Email address that is connected to your website
— ex. maria@wonderfulmachine.com, no info@ or contact@.
* Triple check spelling and grammar.
* Link to blog and social media.
* If images can be dragged o! 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.
Branding
PRINT PORTFOLIOS
PRINT PORTFOLIOS* Update at least 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 a!ord something impressive, do it.
* Pick production materials that suit your style and brand.
* Huge number of options, prices, and levels of flexibility.
* Many examples at youtube.com/wonderfulmachine.
LEO GONG’S PORTFOLIO
ROGER SNIDER’S PORTFOLIO
Branding
LEAVE BEHINDS
LEAVE BEHINDS
* Large, striking image.
* A small book, maybe a mini portfolio.
* Accordions are also cool.
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LEAVE BEHINDS
* Large, striking image.
* A small book, maybe a mini portfolio.
* Accordions are also cool.
* Edible: Big points!
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TERRY VINE Lifestyle, Travel, Houston
Branding
MARKETING!
Promotion equals…
MARKETING
BRANDING Creating a memorable identity for your photography.
Introducing that identityto appropriate clients.
WAYS TO MARKET YOURSELF* Website
* Source books
* Editorial Credits
* Contests
* Print Ads
* Picture Agencies
* Social Networking
* Mass Emails
* Press Releases
* Bulk Print Mailers
* Reps
* Individual Emails
* Blogging
* Targeted Print Mailers
* Phone Calls
* Portfolio Meetings
Marketing
PRINT MAILERS / MASS EMAILERS /INDIVIDUAL EMAILS /PHONE CALLS
PRINT MAILERS* Deliver every 3-4 months.
* Target, target, target!
* Hire a designer.
* Incorporate your graphic identity.
* Keep it fresh!
JOHN MIRELES
JODY HORTON
MASS EMAILERS* Deliver every 1-2 months.
* Target, target, target!
* Hire a designer.
* Make it easy to update.
* Track results.
* Keep it fresh!
CHRISTIAN BRECHEIS
INDIVIDUAL EMAILS* Informal and easy.
* Create relationships.
* Personalize each email.
* Use catchy and relevant subject lines.
* Make excuses to send.
PHONE CALLS* Have a purpose.
— Obtaining meetings. — Pitching projects.
* Send email first.
* Have a voicemail script.
* Research before you call.
Marketing
PHOTOGRAPHER DIRECTORIES
Marketing
REPS / PICTURE AGENCIES
REPS
PICTURE AGENCIES
Marketing
CONTESTS
Marketing
PROSPECTIVE CONTACT LISTS /EMAIL BROADCASTING SERVICES /CONTACT DATABASE
PROSPECTIVE CONTACT LISTS* Agency Access (ADBASE, Bikini Lists) / Creative Access
* Combine with your existing client list
* Use to find and target the right clients for you
CLIENTS* Ad Agencies
* Architects
* Book Publishing
* Department Stores
* Graphic Design
* In House Corporate
* In House Cosmetics
* In House Fashion
* In House Media
* In House Travel
* Magazines
* Music Companies
EMAIL BROADCASTING SERVICES
CONTACT DATABASE
Marketing
PORTFOLIO MEETINGS
Marketing
RESOURCES
Marketing
SEO !Search EngineOptimization)
QUICK SEO TIPS* Avoid flash!
* Don’t let your photos speak for themselves
* Tag EVERYTHING — Example: Animal Photographer Philadelphia, PA Maria Luci Photography
* Links, links, links!
* Make your blog a resource
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RESULTS!
Results
DESIRED RESULTS
Results
DESIRED RESULTS
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Results
DESIRED RESULTS
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Results
JUDGING EFFECTIVENESS
Results JUDGING EFFECTIVENESS
WHAT’S WORKING? WHAT ISN’T?
Results JUDGING EFFECTIVENESS
WHERE IS YOUR WEB TRAFFIC COMING FROM?
Results JUDGING EFFECTIVENESS
WHERE ARE YOUR ASSIGNMENTS COMING FROM?
Results JUDGING EFFECTIVENESS
ARE YOU ATTRACTING THE RIGHT CLIENTS?
GET OUT
THERE!* Show your work* Send the emails, make the follow ups, get the meetings
* Dedication to marketing leads to success!
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wonderfulmachine.com/blog
wonderfulmachine.com/blog/how-we-help-photographers/resources/
maria@wonderfulmachine.comkayleen@wonderfulmachine.com
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