I'm a big fan of playing offense versus defense and right now, even if you haven't done anything yet, you've still got time for some great offensive marketing plays, especially if your skill set is in portraiture. It's August, and there are so many opportunities in the fall, but you snooze you lose.
It's Marketing Monday - take the time to think through your plans for the rest of the year and let's get you carrying the ball instead of chasing it! 1) Holiday Portrait Gifts: There isn't a mother on the planet who doesn't want new pictures of her family, but you've got to plant the seed for fulfillment. Even more important there isn't a grandmother who doesn't complain about not having up to date images of her grandchildren! When was the last time you did a holiday promotion? When was the last time you did a mailing or a blog post to get people thinking about how outdated their family portraits are? Making it even easier is Marathon's Family Marketing Program, which I just wrote about in a post this morning. They'll help you create the marketing program with up to four different mailers. More info is just a click away. 2) Add-on Sales: Remember to position your holiday promotion with new ideas and products from your lab, album company and other vendors you work with. Don't just sell somebody a print - promote a framed print. Check out canvas wraps, metal prints - things that people don't see very often. It might be old hat to you, but not to most of your customers. How about a second album of that wedding you shot for the grandmother? Or, a large signed print of the bride and groom as a Christmas gift from Mom and Dad. It's also the perfect time for video holiday cards. Whether it's goodwill saying thanks to an excellent customer or a new revenue stream, don't let the season slip by without video presentations. Here's a link to some great help from the "Queen of Hybrid," Suzette Allen. 3) Back to School and Homecoming: I'm always amazed how few photographers go after this segment of the business. I know it's not big bucks, but it isn't always about the direct revenue - sometimes you have to focus on the publicity you can create to build brand awareness. Here's where it would be great to team up with a couple of partners like the local limo company and a florist. Put together a homecoming package with the limo, flowers and two 5x7's. The three companies can share the cost of the mailing, and each partner becomes an ambassador for the other partners. 4) Halloween: Sure it's an obvious opportunity, but if that's the case then why don't more photographers tie in promotions. It's kids and family time. 5) Who's doing the Kiwanis holiday party this year? Every community has a group like Kiwanis, Rotary, Exchange Club and Lions. Each year they typically do a holiday party. Why not suggest portraits of the guests as part of the actual event? Then, work with your lab on a folio with the group's logo on the front and yours on the back. 6) Giving Back: Don't forget to look for charitable opportunities to tie in photography as a way to give back to your community. It's another promotional opportunity to remind people who you are in the community and your desire to give and not just take. 7) Your Blog: Your website is about what you sell, but your blog is about what's in your heart. Don't miss opportunities for content about the importance of capturing memories and the experiences that fly by during the next few months. The seasonality of the fourth quarter offers so many different opportunities for family-centric images and posts. Creating awareness for concepts like these, especially if you've never done them before, takes time. You might not hit one out of the park your first time at bat, but remember to get a few shots of you working with clients for your own press releases. Build a stash of images of you being involved in projects like these so you can create awareness in the community with more press releases in the future. And don't forget to look for partners! This is consumer bundling at its best, and you've got limo companies, florists, venues, caters, tux and gown shops, salons and even other photographers to help you absorb the promotional costs and create the excitement! You don't have to pay for everything on your own. Plus, when you bring in partners for a direct mail piece, for example, you not only reduce the cost, but you all become ambassadors for each other. Over the next few months, you've got dozens of opportunities to plant the seeds for photography as this year's number one holiday gift, but it won't happen by itself. You've got to market the concept and look for partners to help you stir the pot!
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It's Sunday morning and I read something the other day that stuck with me. "There are dreams of love, life, and adventure in all of us. But we are also sadly filled with reasons why we shouldn't try. These reasons seem to protect us, but in truth they imprison us. They hold life at a distance. Life will be over sooner than we think. If we have bikes to ride and people to love, now is the time." Elisabeth Kübler-Ross Yesterday I was on my way home from running a few errands and I called Sheila. I had this big smile on my face, the top down, the radio blaring and I said to her, "It's one of those days when everything is right in the world!"
When she asked me why, I really had to think about it. The answer is the foundation for today's Sunday Morning Reflections.
But the truth is there's a bigger reason...I simply choose to be happy. The clock is ticking and one thing I've learned as I've gotten older is how precious every day is. We make the decision every morning on what the "weather" is going to be for the day. I lost the month of June fighting a battle with a 9mm kidney stone. The event was instrumental in appreciating everything I have; my health, my relationship with Sheila, good friends and without question an industry I love dearly. It shouldn't take a crisis to make us appreciate everything we have, but that's life. So, to follow the directions in that quote I shared, I've got a bike to ride and people to love, and I'm taking the time to appreciate them! Wishing all of you a wonderful Sunday - and time with the people you love. Put your heart into those eleven-second hugs. Remember, whatever today brings is up to you, so you might as well go crashing into it with a smile on your face and a little rock 'n roll in your heart. Happy Sunday!
Intro by Skip Cohen
In a couple of weeks Suzette Allen is teaching a special program at Bay Photo. If you can be at this workshop, here's the link. AND if you act today you can get in on the FREE seat giveaway Suzette is offering via Bay Photo's Facebook page here. While I know many of you aren't in the area to attend, I love the way Suzette teaches. She needs to be on your radar. Having attended a number of her programs over the years, one workshop with Suzette really is a "growth spurt" for your skill set. And, if slideshows aren't in your list of services then you're missing an incredible opportunity to increase both goodwill and revenue. Just to give you a feel for what Suzette is all about in a workshop here's the description of her upcoming program and three short demo videos.
Join the fun of a beach photo shoot on Sunday Night and then a full day class held at Bay Photo Lab in Santa Cruz CA, on August 13-14! Suzette Allen will be teaching a small hands-on class on filming short video clips along with stills and them putting them together to create short Live Portraits, that play the video off the print.
Bay Photo offers this exclusive [Augmented Reality] product that is a fabulous value-added feature to Prints! Check out the link below to see some of the videos and cinemagraphs she created in the class a few months ago, and sign up to learn how! Only a few openings left! Class is $175. Every now and then a unique project comes along to remind me of the strength of images, technology and storytelling. The new Hall of Heroes Memorial at Fort Bragg is just that. It's a short video and a powerful reminder of the impact of photography and video. "The U.S. Army Special Operations Command unveiled it's new digital, interactive, multi-display "Hall of Heroes" memorial wall during the 2017 Memorial Day observance ceremony. The wall pays tribute to the 341 special operations Soldiers who have made the ultimate sacrifice since 9/11. WE INVITE FAMILY AND FRIENDS TO SUBMIT PERSONAL PHOTOS OR VIDEOS to history@socom.mil for us to add to the digital wall display." Our son is based at Fort Bragg where the new interactive display was recently unveiled and our daughter-in-law sent me the video. As I watched it, I realized some of you may have images and videos of "Fallen Soldiers" who were members of Special Operations, which could be added to the stories. The memorial wall is also a solid reminder of the importance of never-compromising on the quality of the images you capture. There's no room for artists with a philosophy of "that's good enough." Every subject deserves your very best skill set, because you never know how an image or video is going to be used later on...or how valuable it might become to the families who are your clients. Quality is more important than quantity. One home run is much better than two doubles!
Steve Jobs Image copyright Paul Ernest. All rights reserved. Since starting this series last year, over and over again I'm surprised at the power of the images and backstories being shared. I started "Why?" to introduce you to some of the movers and shakers in the industry, but it's become so much more.
Paul Ernest is in the spotlight and definitely somebody who should be on your radar. Based in Dallas, Paul's work is all about fine art imaging. Like so many artists on "Why?" there's probably nothing Paul can't photograph, but he's chosen fine art because it's so in line with his passion for storytelling. "We live through stories... stories that are handed down to us through seasons and generations. We are inspired by stories and live to write our own narrative and our own contribution of life to tell." Check out more of Paul's work by visiting his website and galleries. Just click on his image above. And, if you're interested in a terrific online educational series to help you further develop your storytelling portrait skills, here's the link. He's launching a six week series later this month. Five Ways for Family Photographers to Transition to Boudoir   Guest post by Jenn Bruno Smith8/1/2017 Intro by Skip Cohen Over the last few years one of the fastest growing segments of professional photography has been boudoir. It's also one of the most difficult segments to do well. Stunning boudoir images are the result of trust and the relationship between the artist and the subject. They're also the result of photographers who have worked hard to build their skill set, especially in understanding lighting. Jenn Bruno Smith is back with a terrific guest post helping artists make the transition from family photography to and including boudoir. Like building any aspect of your business in photography it's important to do a little planning and make sure you have the skill set before you embark on a new journey! The backstory regarding my friendship with Jenn, which I shared in her previous guest post, goes back to my good friend, Erin Zahradka of AIBP (Association of International Boudoir Photographers.) Erin asked if I had an interest in building content about boudoir at SCU and my answer was obviously "YES!" She put the word out on the AIBP Facebook forum, and Jenn responded. To see more of Jenn's work, click on her images. Her image above connects to her family website, while the two below to her boudoir site. A BIG thanks to Jenn and Erin for sharing some great content and building blocks for establishing a stronger presence in boudoir photography. Being an established family photographer is one thing, but boudoir photography is a world of it’s own. Looking to make the leap? You’ll want to take a good look at your overall business structure—from social media, to your portfolio. By following these five insider tips you’ll be well on your way to joining the world of boudoir photography. 1. Separate Websites & Social Media - but make them cohesive. If you’re going to make the jump from family to boudoir photography, your client pool will be different (even if a few clients overlap). Make sure to have separate social media and website pages for your different photography styles. This will keep clients who are interested in one, from being distracted by the other. Trust me, someone who is 37 weeks pregnant does not want to see a client in lingerie. It will help if the two brands are cohesive though. My websites, brands, and logos are different but have the same aesthetic look. Potential clients can move from one website to the other seamlessly. 2. Have A Consistent Portfolio The key to a good photographer is finding your style, and sticking to it. One of the biggest mistakes I see new photographers make, is putting up work that’s inconsistent. Find your style, and own it; whether your photos are warm, cool, matte, or sharp. Once you find your style you’ll find more clients will inquire and book. Clients want to know exactly what they’re getting when they’re booking you. It’s a win-win! 3. One Size Doesn't Fit All! Marketing is vastly different for boudoir photography, compared to photography targeted at families. Make sure you gauge your target market for each, before you move forward with your marketing strategy. This means making sure you pinpoint your tone, message, and any promotions to fit your audience. And speaking of... 4. Do Your Damn Homework! Whether you’re trying to reach brides who want to give a glamorous gift to their loved one, or reaching out to that soccer mom who wants to invest in some self-care; take some time and really do your homework on who your ideal client is. This will help better target your marketing, and will help you place your business in the right environment to attract new clients. 5. Shoot Your Bliss, but don’t forget where you came from! In order to be successful at boudoir photography you do not have to stop shooting everything else. After all, brides can become moms who then have families and children who need photos taken and your family clients may become your boudoir clients one day. Don’t forget your most powerful marketing tool is word of mouth, and every client has the potential to bring you more business. If you are thinking about transitioning or not, as a photographer, remember that it ultimately comes down to you taking the time to get to know your client. Whether that’s before, with targeted marketing, or after they’ve booked a shoot, your ability to connect with people is what will make your business thrive. Boudoir image: Model: Madeline Rivera https://www.facebook.com/MadelineRiveraModel/ Makeup Artist: Liz Martin https://www.nocheazulspa.com |
Our Partners"Why?"Check out "Why?" one of the most popular features on the SCU Blog. It's a very simple concept - one image, one artist and one short sound bite. Each artist shares what makes the image one of their most favorite. We're over 100 artists featured since the project started. Click on the link above and you can scroll through all of the episodes to date.
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