Marketing

Q:

I was living in Brooklyn when all of this hit. Now I’m considering leaving the city and going upstate or to the suburbs. Do you feel that would hurt my work opportunities? I’ve heard a few talks saying that life and business will slow. Would you find living in NYC proper to still be as important as it was before?

A:

It’s hard to know this answer for sure, but I am hearing the word “local” come up often nowadays. More local photographers will be used because of travel restrictions. A suburb of NYC is not far, and even if you go upstate, the main goal is for you to stay actively present with fresh work alongside a regular marketing presence.

Q:

That “stewing” you’re talking about, is that only with current clients or is there room for new?

A:

I’m so fixated on my “stewing” metaphor for what is happening right now so thank you for asking this. We have this wild opportunity to create solutions alongside our clients. The lid is open to build this brand-new outcome together, with new or current clients. All are welcome as this will take a lot of cooks to figure out how to proceed.

Q:

Are email promos welcome? Must they mention the pandemic or be relevant to it?

A:

Email promos are welcome right now, maybe even more than ever because people are home at their computers. The images don’t have to be relevant but you may waste the release of an image now since it won’t be used soon. Show an image with the goal to draw clients to your website. To not mention the pandemic now would be insensitive and could even be hurtful. The definition of “too salesy” would be to ignore what your audience is experiencing. Good sale is to know your audience and see it through their eyes.

Q:

Do you ever find photographers or directors on Instagram?

A:

Word of mouth tends to be the way I find people. It’s still pretty hard to find a photographer through random searching although there are always exceptions, of course. My advice is to try to get clients’ attention in every way possible, including targeted ads on social media, snail mail and email promos, setting up meetings, etc. 

Guest Post: Creative/Art Director
Dave Gassman

Q:

How would you advise a photographer about how to get more work?

A:

Focus specifically on the client/industry with which you most want to be working and shape your portfolio around that market. Start with one area and master it. Then you can expand and grow…

Q:

How do you feel about using Instagram Stories as a marketing tool?

A:

Insta Stores are EVERYTHING. It’s a new way to market yourself that is available to everyone and completely free. According to research, on average 80% of users ‘Forward Tap’ through Instagram Stories rather than ‘Exit,’ proving how effective they can be.

Q:

I need advice on naming my business. Is it an important part of marketing? I’d prefer to use my one name and add the word Media, Photography, or Creative after it, but my name is common and there are some sub-par photographers with my name out there right now. Thoughts?

A:

Your name needs to sum you up quickly and succinctly. Media, Creative and Photography all have different business-related meanings so I would suggest you stick to your name, with the word “Photography” and make sure the website name is available too. I wouldn’t worry too much about the other photographers.

Q:

What are the best sourcebooks and websites for a photographer to spend their marketing dollars?

A:

Shooting tests is where you should spend your marketing budget, as that is the most direct path to getting jobs. Once your portfolio is where you want it to be, I would suggest the following US options in the commercial advertising world:

At-Edge, Found, Blvd, Wonderful Machine, Production Paradise, Workbook, Drip, LeBook, (new) Komyoon, Altpick, Lurzer Archive, PhotoServe, and Creative Hotlist.

Sometimes it’s best not to show your new work. I know we always want to show new new new work these days of heavy flowing content, but be careful as some work is not consistent, or not appropriate.

Our instinct is always to show new work and stay updated with fresh content. However, sometimes it’s best not to show certain work, whether it’s because it differs from your portfolio or it touches on sensitive topics like current news or political issues. Be cautious about what you publicly post or display on your website—avoid sharing anything that might be inappropriate given current events.

When I say ‘don’t show it,’ I specifically mean avoiding public posts or website updates. However, if you’re applying for a specific job and have written a treatment or need to send additional images, you can include those in a PDF tailored for that particular person or project, especially if the lighting, style, or technique matches their needs. In such cases, they might be more forgiving.

Q:

If someone is claiming to want to showcase you as an artist & you feel you are not ready, what is the best professional response to decline without ruining your chances for a future showcase?

A:

If someone wants to showcase your work, go for it! You would not usually be asked if you’re not ready. Worse case scenario: It will be a learning opportunity. You will discover what works and what doesn’t, and can make adjustments in the future.