Marketing

Q:

When sending out promos consisting of documentary or environmental portraiture, how important is it to have subjects in the photos that are well-known celebrities or artists? Or does that even matter at all?

A:

Send out promos where your work matches the type of imagery your clients are looking for. That’s what will help you get noticed. 

You only need to show famous folks if you are going for the celebrity or entertainment industry. Stay true to your look/style and make that powerful theme which will stand out.

Q:

What advice can you give to aspiring photographers?

A:

Explore. I don’t even call it testing anymore. Explore and expand your look without losing all that specific edge to your style. As I said before, all photographers need to rediscover themselves on a regular basis. Educate themselves, look at others, assist and learn as much as possible. 

We’ve talked a lot about the importance of social media but I think new photographers could really benefit from thinking beyond social media for their marketing as well. Send emails. Write people on LinkedIn. Go to lunch. Meet people in person. Aspiring photographers may need to get creative by finding ways to connect.

Guest Post: Interview w/ Mara Serdans

www.MarasMix.com

To put it simply, shooting what you love can, with the right presentation, lead to assignments that you love. 

Guest Post: Wonderful Machine + Mellissa Pascale

Originally published on Wonderful Machine Member Blog

Q:

What is your process after you’ve on-boarded a new photographer? After discussing where the photographer wants to go and where their work would be a great fit, what is your strategy in regards to marketing? What is a rep’s game-plan?

A:

This is a big question and I could probably write pages! The overall marketing strategy for a photographer really depends on what stage they are at in their career. Some need to revise their website while others need to print a mailer promo. The game plan often begins by figuring out who their potential clients would be (based on the categories in their portfolio) and then emailing all potential clients a “hello” + a link to their work. We create specialized client lists based on what category we are targeting, and I also like to give the photographer a list of 10 “hot” clients to email directly every month. We structure their entire marketing plan which includes social media, portfolio meetings with clients, and upcoming tests.

In marketing, the more your written communication can sound like your own voice, the better. 

Q:

I am always hearing you should only show the same style of work and focus on that. The thing is, I love shooting many different ways and with different moods. Is that a bad thing to showcase a wide variety of work?

A:

This depends mostly on whether you live in a small or large city. The larger the city you are in, the more you will really need to hone in on your look + specialty. You are more likely to be able to get away with shooting a lot of things in a smaller city where there are fewer photographers and there may be a need for someone who is more of a generalist. Overall, something cohesive should be in all of your images, as your portfolio is the core of your branding.

Q:

How do you know when your book is strong enough to start marketing to potential clients? I’ve heard you only get one shot and only one first impression.

A:

You get more than one shot because clients in larger cities changeover often. When a client sees potential in your book they will often want to witness where you take it and be the one to help launch your career. Your book is strong enough when you start bidding on jobs.

Space out your reply emails to use it as more marketing PR time.

Q:

Is it pointless to market yourself as a generalist? I shoot a lot of architecture, but also people and some products.

A:

Being a generalist and shooting a bit of everything is definitely a more difficult marketing path for any photographer. I find this can work in smaller locations or if the photographer has a lot of personal friendships with their clients.

Q:

What is the difference between an Art Producer and a Print Producer? And when sending promos who precisely should I target?

A:

An art producer is the same as an art buyer, just a new term that sums up their role more accurately. If an agency has an art producer then I’d skip their print producers who often have nothing to do with choosing photographers. The only reason I’d contact a print producer is if the agency does not have an art producer, because then they are most likely doing both jobs. Definitely send promos to all levels of Art Producers (or art buyers). A print producer is the person who gets the image ready to go to print.