branding & marketing for commercial photographers

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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