branding and marketing for photographers | asmp new orleans
TRANSCRIPT
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BRANDING & MARKETING For Commercial Photographers
Bill Cramer/CEO
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BRANDING +
MARKETING
Promotion equals…
Create a memorable identity for your photography
Introduce that identity to appropriate clients
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BRANDING
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▹ Who you are, what you do, how you do it
▹ Specialties, style, audience
▹ Not just about your “favorite” pictures
▹ A good portfolio looks forward, not back
▹ In a nutshell: these are the kinds of pictures you can expect to get from me
▹ Consistent, intelligent use of type, color and graphics builds familiarity
▹ Communicates your level of professionalism
▹ In a nutshell: 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
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PHOTOGRAPHIC IDENTITY
Branding
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What is my photographic identity?
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What you like to do.
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What you like to do.
What you are good at doing.
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What you like to do.
What you are good at doing.
What the marketwants from you.
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What you like to do.
What you are good at doing.
What the marketwants from you.
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What you like to do.
What you are good at doing.
What the marketwants from you.
PHOTOGRAPHIC
IDENTITY
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Generalist Specialist
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GRAPHIC IDENTITY
Branding
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Ties together all of your marketing materials:
Website
Blog / Social Media
Print Portfolio
Mailers / Leave Behinds
Stationery
Graphic Identity
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WEBSITE ▹ Match URL to your company name— yourname.com or yournamephotography.com
▹ 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
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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
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BLOG/SOCIAL MEDIA ▹ Coordinate (but don’t duplicate) the look with your main website
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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
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MAILERS/LEAVE BEHINDS
▹ E-Mailer
▹ Post card
▹ Accordion
▹ Booklet
Most get thrown away, so do what you can���
to stand out…
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MAILERS/LEAVE BEHINDS
▹ E-Mailer
▹ Post card
▹ Accordion
▹ Booklet
▹ Cupcakes
Most get thrown away, so do what you can���
to stand out…
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STATIONERY ▹ Business Card
▹ Letterhead
▹ #10 Envelope
▹ Crack-N-Peel Label
▹ Same look as your other marketing materials
▹ Design is important, but function comes first
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THE LITTLE THINGS
Branding
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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
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Case study
Mark Katzman Lifestyle, St. Louis
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MARKETING
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BRANDING +
MARKETING
Promotion equals…
Create a memorable identity for your photography
Introduce that identity to appropriate clients
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▹ You never know who might relate to your work
▹ There are a lot of clients out there that you don’t know exist
▹ Take charge of your career path
▹ Get where you want to go
Marketing
Make it easy for clients to find you
Seek out clients who are right for you
PASSIVE MARKETING ACTIVE MARKETING
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PASSIVE MARKETING
Marketing
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Website Blog Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO SMO
Passive���Marketing
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WEBSITE ▹ The only absolutely essential marketing tool
▹ Centerpiece of every photographer’s promotional efforts ▹ Your other marketing tools should drive viewers here
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▹ 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
BLOG
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SOCIAL MEDIA
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ONLINE PHOTOGRAPHER DIRECTORIES
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PRINTED SOURCE BOOKS
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ADS
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PICTURE AGENCIES
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REPS
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EDITORIAL CREDITS
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CONTESTS
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NEWS RELEASES
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SEO (Search Engine Optimization)
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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
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SEM (Search Engine Marketing)
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ACTIVE MARKETING
Marketing
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Research Customer Relationship Management (CRM) Prospect Contact Lists Email Broadcasting Services Mass E-mailers / Print Mailers Individual Emails / Print Mailers Phone Calls Portfolio Meetings Industry Events
Active���Marketing
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RESEARCH ▹ Record Companies
▹ Fashion, cosmetics
▹ Media Companies
▹ Architects
▹ Department Stores
▹ Institutions, schools, hospitals*
▹ Ad Agencies
▹ Magazines
▹ Corporations
▹ Graphic Design Firms
▹ Non-Profits
▹ Book Publishers
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CUSTOMER RELATIONSHIP"MANAGEMENT (CRM)
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PROSPECT CONTACT LISTS ▹ Agency Access, Creative Access, File FX
▹ Find and target the right clients for you
▹ Build a list of fewer than 1000 prospects
▹ Refine it over time
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EMAIL BROADCASTING SERVICES
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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
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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
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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
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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
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INDUSTRY EVENTS ▹ Speed-Dating (pay-to-play) style
portfolio reviews ▹ Art Directors Club and other
associations are opportunities to meet clients
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WORD OF MOUTH / NETWORKING / CHANCE MEETINGS
Marketing
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You can’t do it all.
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Shoot pictures
Integrate them into your marketing materials
Show marketing materials to clients
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RESULTS
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WHAT’S ALL THIS TRYING TO ACCOMPLISH?
Results
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For the photographer: work with clients who are right for you.
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For the creative: build a level of comfort so that they’re willing to
take a chance on you.
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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
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Questions?
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Thank you!
(The End)