branding and marketing for photographers
TRANSCRIPT
BRANDING and MARKETING
An Introduction to
for Commercial Photographers
Bill Cramer/CEO
BRANDING +
MARKETING
Promotion equals…
Creating a memorable identity for your photography business
Introducing that identity to appropriate clients
BRANDING
▹ Who you are, what you do, how you do it
▹ Specialties, style, audience
▹ These are the kinds of pictures you can expect to get from me
▹ Not just about your “favorite” pictures
▹ Consistent/intelligent use of graphics,type, color, design and materials build familiarity and communicate your level of professionalism
▹ This is what it’s going to be like to work with me
Branding
Choose the right pictures to show
Design marketing materials to support those pictures
PHOTOGRAPHIC IDENTITY GRAPHIC IDENTITY
PHOTOGRAPHIC IDENTITY
Branding
How do I determine my photographic identity?
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
GRAPHIC IDENTITY
Branding
Website
Blog / Social Media
Print Portfolio
Mailers / Leave Behinds
Stationery
Marketing�Materials
WEBSITE ▹ Large images, concise galleries < 30 images
▹ Clear and consistent branding – have your work mark/logo show up on every page
▹ Intuitive navigation—show what gallery you are on, where you are in that gallery and make it easy to move from picture to picture
▹ Coherent and logical sections with meaningful names
▹ Contact page with contact info and location, About page with bio and picture
WEBSITE ▹ Match your URL to your company name— yourname.com or yournamephotography.com
▹ Link to blog and social media
▹ If images can be dragged off your site, label metadata with name, copyright, and contact info
▹ No music, no flashy intros, no splash page, no water marks, no “recent work” section
▹ Check spelling, punctuation, grammar
▹ Update regularly, make sure copyright notice is current
BLOG/SOCIAL MEDIA ▹ Coordinate (but not duplicate) the look with your main website
PRINT PORTFOLIO ▹ No longer essential, but it 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 it regularly
MAILERS/LEAVE BEHINDS
▹ E-Mailer
▹ Post card
▹ Accordion
▹ Booklet
Most get thrown away, so do anything you can�
to stand out…
MAILERS/LEAVE BEHINDS
▹ E-Mailer
▹ Post card
▹ Accordion
▹ Booklet
▹ Cupcakes
Most get thrown away, so do anything you can�
to stand out…
STATIONERY ▹ Business Card
▹ Letterhead
▹ #10 Envelope
▹ Crack-N-Peel Label
▹ Same look as your other marketing materials
▹ Design is important, but function comes first
THE LITTLE THINGS
Branding
THE LITTLE THINGS ▹ What is your email address ? Should match your url
▹ What do your emails look like? Normal sized text, black or dark gray
▹ Do you have a proper email signature?
▹ What do your estimates look like? treatments when appropriate
▹ How do you answer the phone?
▹ 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?
Case study
Terry Vine Lifestyle, Travel, Houston
MARKETING
BRANDING +
MARKETING
Promotion equals…
Creating a memorable identity for your photography.
Introducing that identity to appropriate clients.
▹ You never know who might relate to your work
▹ There are a lot of obscure clients out there
▹ Take charge of your career
▹ Get where you want to go
Marketing
Allows clients to find you Seek out clients who are most appropriate for you
PASSIVE MARKETING ACTIVE MARKETING
PASSIVE MARKETING
Marketing
Website / Blog Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests New Releases SEO SMO
Passive�Marketing
WEBSITE ▹ The only absolutely essential marketing tool
▹ Centerpiece of every photographer’s promotional efforts ▹ Your other marketing tools should drive viewers here
▹ Recommended
▹ Opportunity to talk about your projects ▹ Helps bring out your personality, allows clients to feel like the know you
BLOG
SOCIAL MEDIA
ONLINE PHOTOGRAPHER DIRECTORIES
PRINTED SOURCE BOOKS
ADS
PICTURE AGENCIES
REPS
EDITORIAL CREDITS
CONTESTS
NEWS RELEASES
SEO (Search Engine Optimization)
SEO TIPS ▹ Avoid flash (unless you have an HTML ghost site behind it)
▹ Don’t let your photos speak for themselves, tag all of them
▹ Example: Animal Photographer Philadelphia, PA Maria Luci Photography
▹ Link to other relevant sites and have relevant sites link to you
▹ A blog is a great opportunity to include lots of relevant text
SEM (Search Engine Marketing)
ACTIVE MARKETING
Marketing
Research Content Management Systems Prospect Contact Lists Email Broadcasting Services Mass E-mailers and Print Mailers Individual Emails and Print Mailers Phone Calls Portfolio Meetings Industry Events
Active�Marketing
RESEARCH ▹ Record Companies
▹ Cosmetics Companies
▹ Fashion Companies
▹ Media Companies
▹ Architects
▹ Department Stores
▹ Ad Agencies
▹ Magazines
▹ Corporations
▹ Graphic Design Firms
▹ Non-Profits
▹ Book Publishers
CUSTOMER RELATIONSHIP"MANAGEMENT (CRM)
PROSPECT CONTACT LISTS ▹ Agency Access (now owns ADBASE and
Bikini Lists), Creative Access
▹ Find and target the right clients for you
▹ Build a list, then refine it over time
EMAIL BROADCASTING SERVICES
MASS E-MAILERS/PRINT MAILERS ▹ Hire a designer to create a template
▹ Limit your list to relevant prospects
▹ Use catchy and relevant subject lines
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, but can be more effective too
PHONE CALLS ▹ Have a purpose
▹ Get a meeting
▹ Pitch a project
▹ Send email first
▹ Create a script
▹ Research the client before you call
PORTFOLIO MEETINGS ▹ Meet with clients who are
most important to you
▹ Clients are generally interested in meeting with photographers who are relevant to their needs
INDUSTRY EVENTS ▹ Speed-Dating style portfolio reviews ▹ Art Directors Club and other
associations are an opportunities to meet clients
WORD OF MOUTH / NETWORKING / CHANCE MEETINGS
Marketing
You can’t do it all.
RESULTS
WHAT’S ALL THIS TRYING TO ACCOMPLISH?
Results
For the photographer: work with clients who are right for you.
For the client: build a level of comfort so that they’re willing to
take a chance on you.
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