Marketing

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.

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.