Marketing

The change in our marketing these days is massive. In the past we had a clear route with less options. 

The #1 mandatory way in now is to stay fresh and join the Instagram party. 

This is no longer an option.

I’ve noticed lately that Instagram feed posts aren’t getting as many likes or views as they used to. We know it’s because of Instagram Stories, which have become more prominent. However, as a rep, if I’m researching a client, photographer, or anyone, and I see that they haven’t posted on their feed in a few weeks, I lose a bit of respect and don’t take them as seriously. It gives the impression that they’re not as engaged or haven’t made time for it. So, I still think it’s really important to post regularly on your feed.

Instagram! Get your work out there in the world. More and more often producers are being tasked with finding undiscovered talent. You’ll see that some of the biggest brands are shooting campaigns with photographers that were discovered via Instagram, many of whom have never shot an ad campaign. 

Guest Post: Executive Producer, Rebecca O’Neill

This tells me so much about our market right now. It’s fresh and raw. We have to stay young thinking. Don’t think like an experienced photographer, think young, new thoughts and new ways. That’s what clients want right now. They want what’s hot, what’s new, what’s next. You don’t have to have a big client list to get jobs. That’s a great opportunity. Once again it’s Instagram.

Insta Stories: Marketing with a twist of becoming human. 

For the first time we have an opportunity for what I call wall-less and door-less marketing where we get seen. 

Q:

What would it take to get you to rep me?

A:

It would take a powerful and compelling body of work that displays a unique, but marketable, style that brands would be willing to pay for. It also comes down to personality for me, I need to trust and enjoy the daily interactions of working with a photographer and have a compatible style of communication.

The biggest misconception about “Marketing,” is that other people’s marketing needs to be your marketing. 

You will do even better if you find your own definition of “Marketing.”

I get asked a lot about marketing—what’s the right approach, whether I’m using the right marketing plan. My answer is that there’s no one-size-fits-all marketing plan. What works for others doesn’t have to work for you. I’ve worked with many photographers, and each one is unique with their own personality, which is what they should showcase. Don’t mimic others unless it truly feels right for you.

In my own marketing, I remember once going to an agency with a blended mocha from Coffee Bean. It was interesting how something so simple made a huge impact and opened doors for me. I’ve known that person since then, and that experience stood out to me because connecting in that way worked. I’m a connector by nature, and I’ve used that approach successfully for years. So, find your own style of marketing and figure out what works best for you.

Kerry Washington was recently interviewed on the Alec Baldwin Show and made a statement that resonated profoundly with me. In reference to learning how best to market herself she said, “I wanted to make sure that my own fears about being seen weren’t getting in the way of my opportunities as an artist.”  Essential advice for every photographer, or entrepreneur in general.

I’ve repped a lot of people in the past, and I’ve seen what can get in their way, whether it’s perfectionism or an inability to delegate. A lot of this is personal and something to work through with your therapist or friends. It’s important to be conscious of these issues so they don’t hinder your progress.

If you’re not comfortable with personal showings of your portfolio, don’t do it. Instead, focus on areas where you can confidently demonstrate professionalism that will get you hired. Understand your fears and don’t let them block your path. This requires a lot of self-awareness, which is a whole other topic. I’ve seen photographers not advance as far in their careers as they could have because they were unaware of what was holding them back.

Q:

Can you include buyers and reps in your email list or do you have to ask for their permission before sending out promos?

A:

It’s usually better to ask for forgiveness than permission. It depends on the type of work you shoot, but in the commercial advertising world we send out promos regularly to client’s business email addresses. My theory for marketing is to throw the pasta against the wall and see what sticks. Personally, I receive lots of promos and emails that I didn’t sign up for and I don’t mind at all.

Best sales method is to compliment people

(and mean it). 

This post is not just about compliments, but using the same method, the best sales method, to work through your conflicts in business. Be a really nice, kind person, talk it though and be honest. If you have a conflict with a client talk it over with them. Tell them your situation and how you landed there and what do they think. Bring them in on it. They’re not your adversary, you work with them and you’re a team player.

The quickest way to get your marketing email deleted is to show all the other cc’d names in your mass email. 

Emails are our basic way of communicating nowadays but mass email or any kind of spam will be deleted by the recipient. If you make it sound like your email was sent to a bunch of people and not to that person, we would bet 99% of people are going to delete it. Write to specific people. If you do have to do a mass email, make sure you blind copy them. Try to use their name and personalize as much as possible.

Q:

I love photographing kids, architecture, urban environments, and candid images… Is it a requirement to focus on a specific niche as a photographer?

A:

This does depend on what industry you are in, but for commercial photography, an advance prior to the start of the shoot is especially important if it is with a new client. I would not begin a shoot without an advance for 50% of the total or 75% of the expenses.