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Flash Forward Branding & Marketing
This document provides an introduction to branding and marketing for commercial photographers. It discusses defining a photographic identity and graphic identity to create a memorable brand. Website design, print portfolios, and leave behinds are addressed. Mass email marketing, print mailers, directories, contests and reps are suggested marketing methods. Judging effectiveness and getting work are emphasized as most important. The key is getting work in front of potential clients through dedicated marketing.
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Flash Forward Branding & Marketing
- 1. An Introduction to Branding and Marketing for Commercial Photographers Maria Luci Sean Stone Wonderful Machine
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- 4. Branding creating a memorableidentity for your photography Marketing introducing that identity to appropriate clients
- 5. Branding Photographic identity (what kind of pictures do you make?) Specialties Style, point of view Audience Graphic identity (consistent use of logo, type, color, design) site, blog, social networking sites Web portfolio Print E-mailers, Printed Mailers, Leave-Behinds Stationery - business cards, letterhead, envelopes, labels
- 6. How do Ichoose my photographic identity?
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- 11. Websites • Your website is not for you, it’s for your clients!
- 12. Websites • Large Images • Keep gallery small, images numbered — no more than 30 images per gallery • Static and intuitive navigation —make it clear which gallery you’re on • Clear branding • Coherent and logical portfolios/categories • Easy to find contact info — including your location • Clear and concise URL —preferably yourname.com or yournamephotos.com • Email address that is connected to your website —ex. [email protected] - no info@ or contact@
- 13. Websites • Easily updateable (update every 3-6 months) • Triple check for spelling and grammar • Link to your blog and social media • If images can be dragged off 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
- 18. Print Portfolios • Update 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 afford something impressive, do it. • Pick production materials that suit your style and brand • Huge number of options, prices, and levels of flexibility
- 19. Case Study Leo Gong’sPortfolio
- 20. Case Study Roger Snider’sPortfolio
- 21. Leave Behinds Most get thrown away, so do anything you can to stand out… • Large, striking image • A small book, maybe a mini portfolio • Accordions are also cool
- 22. Terry Vine Lifestyle, Travel Houston
- 35. Ways to marketyourself: • Web site • Press Releases • Source books • Bulk Print Mailers • Editorial Credits • Reps • Contests • Individual Emails • Print Ads • Blogging • Picture Agencies • Targeted Print Mailers • Social Networking • Phone Calls • Mass Emails • Portfolio Meetings
- 36. Mailing Mass Print Mailers • Send out every 3-4 months • Target, target, target! • Hire a designer • Maintain your brand identity • Keep it fresh! Don’t send out the same mailer twice
- 37. Mailing Mass Emailers • Send out every 1-2 months • Target your list! • Hire a designer • Make updateable and consistent with your branding • Use an email broadcasting service (to track results) • Keep it fresh – don’t send the same emailer out twice
- 38. Mailing Individual Emails • Send out whenever you have time • Don’t send to the same person more than once a month • Personalize each email in some way • Try to create relationships • Use catchy and relevant subject lines
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- 57. List Services • ADBASE, Agency Access, Fresh Lists, Bikini Lists • Combine with your existing client list • Use to find and target the right clients for you
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- 66. SEO Can search enginesfind you? Get connected.
- 69. Quick SEO Tips Minimize use of Flash (search engines can’t read it!) Make sure context-appropriate and keyword-rich content is written on your site (needs to be able to be highlighted, copied by humans, and read by web crawlers) Add ALT tags to EVERY photo on your site Ex: Keyword, Location, Name of Photographer or Business: Conceptual Photography New York, NY Maria Luci Photography Aerial Photographer San Francisco, CA Sean Stone Photography Links, links, links! Blog your heart out — about appropriate and interesting content
- 70. Most Important MarketingTool: Word of Mouth
- 71. Desired result of goodbranding marketing
- 72. Desired result of good branding marketing For the client: build a level of comfort so that they’re willing to take a chance on you
- 73. Desired result of good branding marketing For the client: build a level of comfort so that they’re willing to take a chance on you For the photographer: work with clients who are right for you
- 74. Judging the effectivenessof your branding/marketing.
- 75. Judging the effectivenessof your branding/marketing. What’s working? What isn’t?
- 76. Judging the effectivenessof your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from?
- 77. Judging the effectivenessof your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from? Where are your assignments coming from?
- 78. Judging the effectivenessof your branding/marketing. What’s working? What isn’t? Where is your web traffic coming from? Where are your assignments coming from? Are you attracting the right clients?
- 79. Get out there! • In the end… the most important thing is to get out there and show your work • Don’t let unfinished branding be an excuse • If you’re book is 90% done, start showing it! • Send the emails, make the follow ups • Your dedication to marketing directly relates to your success as a photographer!
- 80. Copy of Presentation Visit www.wonderfulmachine.com/blog Email [email protected]