Photographer's Guide to Marketing and Self-Promotion
by PISCOPO,MARIAEdition: 4th
Format: Trade Paper
Pub. Date: 2010-06-17
Publisher(s): PERSEUS
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Summary
Veteran photographer's rep Maria Piscopo turns theory into practical, easy-to-understand advice about building a marketing plan that incorporates self-promotion, advertising, direct marketing, public relations, and the Internet. This fourth edition has been updated to included tips on using social media and e-mail, advice on creating an effective Web site, and twenty-two in-depth interviews with top photographers. Readers will learn how to:
Author Biography
Maria Piscopo has been a photographer's representative for more than twenty years. She has consulted, lectured, and written extensively about the business of selling photography. She works with artists, designers, and photographers, speaks at industry conferences, conducts professional seminars and conference workshops, and teaches courses at various colleges, including the Art Center College of Design in Pasadena, Orange Coast College, and Laguna College of Art and Design. The author of The Graphic Designer's and Illustrator's Guide to Marketing and Self-Promotion, she has had articles published in many industry magazines, such as HOW, Digital Output, Petersen's PHOTOgraphic, Rangefinder, Step-By-Step, Shutterbug, and Communication Arts. She lives in Costa Mesa, California.
Table of Contents
| Acknowledgments | p. xi |
| The Business Side of Self-Promotion | p. 3 |
| Tools for Personal Productivity | p. 3 |
| What Your Photography Clients Really Want | p. 8 |
| Getting Started in Business | p. 13 |
| Financial Factors | p. 13 |
| Legal Factors | p. 16 |
| Identify Your Marketing Message | p. 18 |
| Sample Business Plan Outline | p. 20 |
| Case Study: Ira M. Gostin, Marketing Strategist | p. 21 |
| The Ethics of Good Business | p. 23 |
| Ethics Are Not Always Big Decisions | p. 23 |
| Ethical Issues with Clients | p. 24 |
| Photo Representatives, Other Agents, Hiring and Working with a Marketing Coordinator | p. 31 |
| Art/Photo Representatives | p. 31 |
| Other Types of Reps | p. 32 |
| How Do You Know if You Are Ready for a Rep? | p. 32 |
| How Do You Find a Rep? | p. 33 |
| Case Study: Rhoni Epstein, Rhoni Epstein Photo Group | p. 35 |
| Hiring and Working with Marketing Coordinators | p. 36 |
| Types of Clients | p. 43 |
| Digital Photography | p. 43 |
| Consumer Clients | p. 44 |
| Commercial Clients | p. 45 |
| Marketing to Commercial Clients | p. 49 |
| Once You Have Your Marketing Message | p. 49 |
| Use All the Tools | p. 50 |
| Case Study: Working with Commercial Clients | p. 51 |
| Marketing to Consumer Clients | p. 57 |
| The Balance of Personal and Non-Personal | p. 57 |
| Planning Your Budget | p. 58 |
| The Never Ending Cycle | p. 60 |
| Case Study: Andy Marcus, Fred Marcus Photography | p. 60 |
| Marketing on the Internet | p. 63 |
| Where to Place Your Web Site | p. 63 |
| Better Working Web Site | p. 65 |
| Add Useful Information | p. 66 |
| Driving Traffic to Your Web Site | p. 67 |
| Search Engine Optimization | p. 68 |
| Social Media and the Ubiquitous Blog | p. 69 |
| Case Study: Marketing with Your Web Site | p. 69 |
| Researching New Clients | p. 75 |
| Primary Market Research | p. 75 |
| Buying Databases and Lists Information for Leads | p. 78 |
| Secondary Market Research | p. 79 |
| Computers for Your Business Management and Marketing | p. 83 |
| Get Professional Help | p. 83 |
| Better Management of Your Business | p. 84 |
| Publishing Promo Pieces | p. 87 |
| Bookkeeping and Accounting | p. 87 |
| One That Does It All | p. 88 |
| Backup and Anti-Virus | p. 89 |
| Steps to Selling | p. 91 |
| Finding the Will to Be Persistent | p. 91 |
| The Rule of 3 | p. 92 |
| Making Better Submissions | p. 92 |
| Scripting for Conversation Etiquette | p. 92 |
| The Motivation to Make the Call | p. 93 |
| Handling Objections | p. 94 |
| Get the Name of the Person in Charge | p. 94 |
| Get an Appointment | p. 95 |
| Get Information | p. 95 |
| Present Yourself to Build Follow-up | p. 96 |
| Dealing with Voicemail | p. 98 |
| Packaging Your Cost Proposals | p. 101 |
| The Big Question | p. 101 |
| PLUS Size Resources | p. 102 |
| The Project Description | p. 102 |
| Take Some Time | p. 104 |
| Considerations to Negotiate | p. 104 |
| Talking About Price | p. 105 |
| The Written Proposal-Package Your Price | p. 106 |
| Case Study: Meeting Your Needs and the Client's Needs, Andy Batt and Therese Gietler of andyBATTstudio, LLC | p. 110 |
| Keep Clients Coming Back | p. 113 |
| Demonstrate Technical Ability | p. 113 |
| If You Do Not Have Experience | p. 114 |
| Show Your Creativity | p. 114 |
| Offer More Services | p. 115 |
| Be a Professional | p. 115 |
| Meet the Client's Real Needs | p. 115 |
| Make Them Feel Safe | p. 116 |
| Handle Conflict Better | p. 116 |
| What to Do Next? | p. 117 |
| Case Study: Keep Clients Coming Back | p. 117 |
| Advertising as a Marketing Tool | p. 123 |
| Submitting Free Listings | p. 123 |
| Buying Display Advertising Space | p. 124 |
| Planning Display Advertising | p. 125 |
| Sometimes There Is a Gap | p. 132 |
| Direct Mail Marketing | p. 133 |
| The Gap Is Back | p. 135 |
| Frequency and Re-Use | p. 135 |
| Set Specific Goals | p. 135 |
| Plan and Test | p. 136 |
| Design Criteria for Direct Mail | p. 137 |
| Image Selection for Direct Mail | p. 141 |
| Case Study: Direct Mail Marketing, Fred Hernandez at Modern Postcard | p. 143 |
| E-mail Marketing | p. 147 |
| Do and Don't E-mail Design Issues | p. 148 |
| Avoid Sending Spam | p. 152 |
| E-mail Service Providers | p. 156 |
| Case Study: E-mail Marketing with Meg Baisden, Meg Baisden Photography and Suzanne Norman at Emma“ | p. 157 |
| Portfolios That Sell Your Work | p. 161 |
| Portfolio Planning | p. 162 |
| Creating Portfolio Images | p. 164 |
| Case Study: Portfolios That Sell, Louisa J. Curtis, Chatterbox Enterprises | p. 165 |
| Promotion Pieces | p. 167 |
| Primary Promotion | p. 167 |
| Secondary Promotion | p. 171 |
| Case Study: Producing Promo Pieces | p. 175 |
| Public Relations | p. 179 |
| Planning and Writing Press Releases | p. 180 |
| Entering and Winning Awards | p. 187 |
| Events and Programs | p. 187 |
| Photo Workshops | p. 188 |
| Case Study: Benefits of Public Relations, Erika Taylor Montgomery, Three Girls Media, Buzzle Talk TV & Radio, and Girl Talk TV | p. 188 |
| Case Study: Working with a Public Relations Firm, Trishann Couvillion, Fire Eyes Photography | p. 191 |
| Marketing by Association | p. 193 |
| Client Associations | p. 194 |
| Community Associations | p. 195 |
| Peer Associations | p. 196 |
| Case Study: Photographers Making a Difference | p. 197 |
| Writing the Commercial Client Marketing Plan | p. 203 |
| Case Study: Event Photography for Commercial Clients | p. 207 |
| Case Study: Finding Commercial Clients Right for You | p. 209 |
| Case Study: The Future of Marketing Commercial Photography | p. 212 |
| Writing the Consumer Client Marketing Plan | p. 215 |
| Case Study: Consumer Event Photography | p. 215 |
| Case Study: Success in the Portrait Market | p. 219 |
| Case Study: Growing Your Wedding Business | p. 220 |
| Selling Your Personal Work | p. 223 |
| But Is It Art? | p. 224 |
| Are You Ready for the Fine Art Market? | p. 224 |
| The Changing Fine Art Market | p. 224 |
| The Future | p. 225 |
| Case Study: Selling Your Personal Work, David Davis, Facerock Productions, LLC | p. 225 |
| Case Study: Selling Your Personal Work | p. 227 |
| Index | p. 231 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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