Marketing

Let’s break the mold of what we call “traditional marketing” to put ourselves out there in a way that is our own individual style of genuinely being ourselves. Put it out there and call it MARKETING.

I have a marketing homework assignment for you. I want you to find the thing that just feels right to you. You enjoy it and you put yourself out there in a way that is very unique to you and doesn’t even sound like marketing. It’s not directly correlated to bringing in money or new clients but you’re putting yourself out there just the way I’m doing with AskSternRep. It feels right. You need to find your way, maybe it’s joining a club, kind of like the apa thing. I want you to find the things that are really unique to you. Find new ways to put yourself out there and call it marketing.

Q:

What if we don’t have enough clarity about where we stand now?

A:

It’s a constant challenge to get a barometer reading of where we stand, but it’s also one of the most critical ways to keep business moving in the right direction. So how do we do it when feedback is not readily available? Like many parts of our sporadic business, we need to be inventive and find ways to put ourselves out there. Yes, we have SEO analytics and email promo clicks to monitor, but there are also undiscovered ways unique to us to explore and invent as we go. The more we reach out, connect, stay plugged in wherever possible, and engage, the more we will get a sense of which open doors to follow.

Q:

What are some creative ways to engage my audience?

A:

Creative ways to engage your audience are about CONSISTENCY. Becoming a daily household name on IG Stories is one of the smartest ways to track your views and have a daily presence. Our goal is to have a client think of us when a job comes across their desk. The strongest branding method is familiarity which can come from enough content giving your audience a sense of who you are. Photographer Caleb Kuhl had his largest following by sharing his office barn and chicken coup building process. Share your recognizable voice to be a part of your audience’s regular routine. 

Q:

What’s the best way for new photographers to grab attention at larger ad agencies?

A:

Being honest to clients that you are a new photographer offers two advantages – undiscovered talent and the goodwill of opening the door. What is new has value in our business as it is built on new ideas. The key to this working well is that you show hot, fresh, cutting-edge thinking they have not seen before. Your newness is an advantage you should be using while you can.

Don’t let the term – “SALES” stop you or get in your way. 

It’s actually a simple process of sharing our well-researched knowledge through these 3 steps:

1. Honesty – believe in what you put out there.
2. Empathy – anticipate and address the challenges your clients are up against.
3. Listen – use your time wisely by asking the right questions and allowing space for the answers.

To make the most out of your instagram you must use highlights. You knew I was going to say that. These are your categories or your projects like on your website, because instagram is like your second website. You must use highlights. Make it quick and fast for clients who have 2 seconds to figure out who you are and what you do and to make you find-able if they’re looking for sports or like athleisure or still life for beverages, something like that. Make it really fast because you don’t want them to have to scroll down your whole feed. They could do that if they have time but if they don’t, highlights make it very quick for them to find you.

Q:

Any tips or tricks on making the most of an Agency Access subscription?

A:

I would not rely on a single source for your contact list management. Agency Access can help and be a good resource if you also collect names of prime contacts in other ways like social media, LinkedIn, and jury/portfolio review event lists. Today’s marketing is multi-dimensional, with all of our combined resources working together. I use Agency Access as a research tool offering info on the masses with valuable insights like client email formats and the brands they cover.

Q:

Is it appropriate to send email (and print) promos to reps, as I would to prospective clients?

A:

Yes, it is wise to treat reps as you do with any other clients you want to be working with. The goal is to always stay in front of prospective clients in a way that works for them. Mail printed promos to people’s office addresses and email promos are always good, but don’t limit yourself to just those two methods. Be open to discovering new ways to keep yourself out there as our world is constantly changing.

Q:

Which titles are the best to reach out to as a photographer looking to intro work to an agency?

A:

When researching the appropriate clients who hire photographers look for these key titles- Creative Director, Art Director, Photo Editor, Marketing, Design(er), (Art) Producer, Social Media, Coordinator, Integrated and Content. Other titles that may be helpful are Art Buyer, Account Executive, Director, Project Manager, Photography, Brand(ing), Global, and Copywriter.

Q:

How established does a photographer need to be to put their work in front of art and creative directors? Do art and creative directors want to know that my shoots are pretty “scrappy” on the backend or should I try to appear larger than I actually am?

A:

Being pretty scrappy on the backend can actually work well for you when they need stills on a broadcast shoot or a small crew or low-budget project. The other part of that is an editorial style is often precisely what clients are looking for. Today’s photo industry is always on the search for a wide variety of styles and a multitude of skill sets. Use this to let them know all the benefits about your speed, how many images per day, any other crafts you offer like motion/GIFS, and how nimble crew members cover more than one role. Sell your scrappy approach!

Navigating the Unknown Episode 14 – Marketing Part 2 is now live on YouTube! This week we speak to photography consultants Amy V. Cooper and Julie Skarwecki about all the steps in a comprehensive marketing plan. How do we make the most out of SOCIAL MEDIA, our contacts DATABASE, and our NETWORKING options?

Guests:

Amy V Cooper – Photography Consultant https://www.amyvcooper.com/

Julie Skarwecki – Photography Consultant https://www.julieskarwecki.com/

Navigating the Unknown is a Q&A series in collaboration with APA-LA where we speak to different members of the photo community about all aspects of the commercial photography business. https://la.apanational.org/

With Co-Host: Photographer Hugh Kretschmer https://www.hughkretschmer.net/