B&m colorado photo_review_101312
•
1 j'aime•825 vues
This document provides guidance on branding and marketing for commercial photographers. It discusses the importance of creating a memorable photographic identity and graphic identity through branding. Photographers are encouraged to develop consistent branding across their website, blog, social media, print portfolio, mailers and other marketing materials. Both passive and active marketing strategies are covered, including the benefits of a website, blog, online directories, ads, agencies, and active prospecting through research, email campaigns, meetings and events. The overall goals of branding and marketing are to introduce the photographer's identity to appropriate clients and build a level of comfort so clients are willing to work with them.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (18)
Similaire à B&m colorado photo_review_101312
Similaire à B&m colorado photo_review_101312 (20)
Plus de wonderfulmachine
Plus de wonderfulmachine (18)
Dernier
Dernier (20)
B&m colorado photo_review_101312
- 1. BRANDING & MARKETING For Commercial Photographers Bill Cramer/CEO
- 3. Promotion equals… BRANDING Create a memorable identity for your photography + MARKETING Introduce that identity to appropriate clients
- 4. BRANDING
- 5. Branding PHOTOGRAPHIC 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 and appropriate use of type, color and graphics builds familiarity ▹ Specialties, style, audience ▹ Resonates with the right clients ▹ Not about your “favorite” pictures ▹ Communicates your level of ▹ A good portfolio looks forward, not back professionalism ▹ Message: this is what my pictures are ▹ Message: this is what it’s going to be like to going to look like work with me
- 7. What is my photographic identity?
- 8. What you like to do.
- 9. What you What you like to do. are good at doing.
- 10. What you What you like to do. are good at doing. What the market wants from you.
- 11. What you What you like to do. are good at doing. What the market wants from you.
- 12. PHOTOGRAPHIC What you like to do. What you are good at doing. IDENTITY What the market wants from you.
- 13. Generalist Specialist
- 15. Graphic It’s the “look” of all your marketing materials: Identity Website Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
- 16. WEBSITE ▹ Match URL to your company name— yourname.com or yournamephotography.com ▹ Consistent use of word mark, logo, color, design ▹ Large images ▹ Logical sections with meaningful names ▹ Concise galleries < 30 images ▹ Don’t repeat pictures ▹ 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 ▹ Less is more
- 17. WEBSITE ▹ Contact page with contact info and location (no forms to fill out) ▹ 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 your copyright & contact info ▹ Check spelling, punctuation, grammar ▹ Make sure copyright notice is current ▹ Update photos regularly
- 18. BLOG/SOCIAL MEDIA ▹ Coordinate with (but don’t duplicate) the look of your main website ▹ What audience are you trying to reach (clients or other photographers)? ▹ Write about your recent projects, creative process ▹ Keep it fun and informative, but always professional
- 19. PRINT PORTFOLIO ▹ Still important for big jobs ▹ Makes a great conversation piece for face to face meetings ▹ Make it visually consistent with your website ▹ Include your branding and contact information ▹ Pick materials that suit your pictures and your audience ▹ Update it regularly ▹ Print portfolio vs. iPad
- 20. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 21. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 22. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 23. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 24. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 25. MAILERS/LEAVE BEHINDS Most are ignored, so do what you can to stand out ▹ E-Mailers ▹ Print Mailers ▹ Post cards ▹ Accordions ▹ Booklets
- 26. STATIONERY ▹ Same look as your other marketing materials ▹ Design is important, but it has to be functional ▹ Business Card ▹ Letterhead ▹ #10 Envelope ▹ Crack-N-Peel Label
- 28. THE LITTLE THINGS ▹ What do your emails look like? Normal sized text (black or dark gray) ▹ Use branded email signature ▹ Your email address should match your url ▹ Estimates easy to understand (tc, cover letter, treatments) ▹ How do you answer the phone? What does your outgoing message say? ▹ Are you responsive to emails and phone calls? ▹ Do you know what to say on a creative call? ▹ Thank you notes, holiday gifts ▹ Are you nice? Are you easy to work with? ▹ Personality is a big factor for clients ▹ Everything you do, say and create is part of your brand
- 29. Case study Mark Katzman Lifestyle, St. Louis
- 56. MARKETING
- 57. Promotion equals… BRANDING Create a memorable identity for your photography + MARKETING Introduce that identity to appropriate clients
- 58. Create a Marketing Plan
- 59. Marketing PASSIVE MARKETING ACTIVE MARKETING Make it easy for clients Seek out clients who are to find you right for you ▹ There are a lot of clients out there that you ▹ Take charge of your career path don’t know about ▹ Get where you want to go ▹ You never know who might relate to your work
- 61. Passive Website Blog Marketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests Press Releases SEO, SEM
- 62. WEBSITE ▹ The only absolutely essential marketing tool ▹ Centerpiece of every photographer’s promotional efforts ▹ Your other marketing tools should drive viewers here
- 63. BLOG ▹ Reveals your personality, allows clients get to know you ▹ Helps with SEO
- 64. SOCIAL MEDIA
- 70. ADS
- 71. PICTURE AGENCIES
- 72. REPS
- 74. CONTESTS
- 75. PRESS RELEASES
- 76. SEO (Search Engine Optimization)
- 80. 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
- 81. SEM (Search Engine Marketing)
- 83. 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
- 84. RESEARCH ▹ Ad Agencies ▹ Record Companies ▹ Magazines ▹ Fashion, cosmetics ▹ Corporations ▹ Media Companies ▹ Graphic Design Firms ▹ Architects ▹ Non-Profits ▹ Department Stores ▹ Book Publishers ▹ Institutions, schools, hospitals*
- 86. PROSPECT CONTACT LISTS ▹ Agency Access, Creative Access, Bikini Lists, File FX ▹ Find and target the right clients for you ▹ Build a list of 1000 prospects ▹ Refine and cultivate it over time
- 88. 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
- 89. INDIVIDUAL EMAILS/PRINT MAILERS ▹ Personalize each email by drawing a connection between what you’re offering and what that client needs ▹ More time consuming than mass emails, but can be more effective
- 90. 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
- 91. 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
- 92. INDUSTRY EVENTS ▹ Speed-Dating (pay-to-play) style portfolio reviews like Palm Springs Photo Festival ▹ Art Directors Club and other associations are opportunities to meet clients
- 93. Marketing WORD OF MOUTH / NETWORKING / CHANCE MEETINGS
- 94. You can’t do it all.
- 95. Shoot pictures Show marketing Integrate them into materials to clients your marketing materials
- 96. RESULTS
- 97. Results WHAT’S ALL THIS TRYING TO ACCOMPLISH?
- 98. For the photographer: work with clients who are right for you.
- 99. For the creative: build a level of comfort so that they’re willing to take a chance on you.
- 100. 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
- 101. Questions?
- 102. Thank you! (The End)