Branding & Marketing That Works for Photographers & Creatives
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Branding & Marketing That Works for Photographers & Creatives
- 1. BRANDING & MARKETING That Works for Photographers & Creatives 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 use of type, color and graphics builds familiarity ▹ Specialties, style, audience ▹ Communicates your level of ▹ Not just about your “favorite” pictures professionalism ▹ A good portfolio looks forward, not back ▹ In a nutshell: this is what it’s going to be ▹ In a nutshell: these are the kinds of like to work with me pictures you can expect to get from me
- 7. How do I determine 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.
- 14. Graphic Ties together all of your marketing materials: Website Identity Blog / Social Media Print Portfolio Mailers / Leave Behinds Stationery
- 15. 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
- 16. WEBSITE ▹ Contact page with contact info and location ▹ About page with 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
- 17. BLOG/SOCIAL MEDIA ▹ Coordinate (but don’t duplicate) the look with your main website
- 18. 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
- 19. MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out… ▹ E-Mailer ▹ Post card ▹ Accordion ▹ Booklet
- 20. MAILERS/LEAVE BEHINDS Most get thrown away, so do what you can to stand out… ▹ E-Mailer ▹ Post card ▹ Accordion ▹ Booklet ▹ Cupcakes
- 21. STATIONERY ▹ Business Card ▹ Letterhead ▹ #10 Envelope ▹ Crack-N-Peel Label ▹ Same look as your other marketing materials ▹ Design is important, but function comes first
- 23. 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
- 24. Case study Mark Katzman Lifestyle, St. Louis
- 51. Case study Jonathan Chapman Lifestyle, Minneapolis
- 85. MARKETING
- 86. Promotion equals… BRANDING Create a memorable identity for your photography + MARKETING Introduce that identity to appropriate clients
- 87. Marketing PASSIVE MARKETING ACTIVE MARKETING Make it easy for clients Seek out clients who are to find you right for you ▹ You never know who might relate to your ▹ Take charge of your career path work ▹ Get where you want to go ▹ There are a lot of clients out there that you don’t know exist
- 89. Passive Website Blog Marketing Social Media Online Photographer Directories Printed Source Books Ads Picture Agencies Reps Editorial Credits Contests News Releases SEO SMO
- 90. WEBSITE ▹ The only absolutely essential marketing tool ▹ Centerpiece of every photographer’s promotional efforts ▹ Your other marketing tools should drive viewers here
- 91. BLOG ▹ 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
- 92. SOCIAL MEDIA
- 98. ADS
- 99. PICTURE AGENCIES
- 100. REPS
- 101. EDITORIAL CREDITS
- 102. CONTESTS
- 103. NEWS RELEASES
- 104. SEO (Search Engine Optimization)
- 108. 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
- 109. SEM (Search Engine Marketing)
- 111. Active Research Customer Relationship Management Marketing (CRM) Prospect Contact Lists Email Broadcasting Services Mass E-mailers / Print Mailers Individual Emails / Print Mailers Phone Calls Portfolio Meetings Industry Events
- 112. RESEARCH ▹ Ad Agencies ▹ Record Companies ▹ Magazines ▹ Fashion, cosmetics ▹ Corporations ▹ Media Companies ▹ Graphic Design Firms ▹ Architects ▹ Non-Profits ▹ Department Stores ▹ Book Publishers ▹ Institutions, schools, hospitals
- 114. 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
- 116. MASS E-MAILERS/PRINT MAILERS ▹ Spray and pray? ▹ Limit your list to relevant prospects (don’t add to the noise) ▹ Use catchy subject lines
- 117. 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
- 118. 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
- 119. 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
- 120. INDUSTRY EVENTS ▹ Speed-Dating (pay-to-play) style portfolio reviews ▹ Art Directors Club and other associations are opportunities to meet clients
- 121. Marketing WORD OF MOUTH / NETWORKING / CHANCE MEETINGS
- 122. You can’t do it all.
- 123. Shoot pictures Show marketing Integrate them into materials to clients your marketing materials
- 124. RESULTS
- 125. Results WHAT’S ALL THIS TRYING TO ACCOMPLISH?
- 126. For the photographer: work with clients who are right for you.
- 127. For the creative: build a level of comfort so that they’re willing to take a chance on you.
- 128. 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
- 129. Questions?
- 130. Thank you! (The End)