Results

Marketing to millennials: Win over the next generation of affluent consumers


December 2018 issue Business

When you plan your marketing do you consider generational differences in consumers and how to appeal to people from different age groups? For years, the primary driver of revenue in professional photography has been Generation X and the baby boomers, people born between 1965 and 1980 and between 1946 and 1964, respectively. These generations have been looked to as the established, mature consumers who hold America’s purse strings for family purchases as well as business expenses.But it’s... Continue Reading >

Wow the kids with photos made into coloring pages


May 2018 issue News

When child and family portrait photographer Melissa Klein hand delivers albums and prints to a client’s home, she adds a little something extra to the package: coloring pages and a box of crayons. She makes the coloring pages in Photoshop using photos from the session.The process is simple, she explains: Open the black-and-white or color photo in Photoshop; under Filter, go to Sketch; and under Sketch, click Photocopy. Adjust the detail and the dark and light areas a bit, and you’ll have... Continue Reading >

Your blog is a mighty magnet


February 2018 issue Business

Whenever I teach a marketing class, I like to ask two questions:1. How many of you have a blog? Invariably, at last two-thirds of the people in the room raise their hands. Many are a little reluctant in their response, like they’ve been asked about a load of laundry they forgot about.2. How many of you regularly publish articles on your blog? More slowly and reluctantly still, about five people in an audience of 500 will raise their hands.Gary Hughes © Gary HughesWhy is it that... Continue Reading >

How to create a branding style guide


December 2017 issue Business

I started my photography company almost 10 years ago after leaving my corporate career. It’s filled my life with flexibility, opportunity, and meeting people I never could have imagined. I’ve photographed Vice President Joe Biden, a homeless couple’s wedding, and many more clients I’d never have come in contact with had I not become a photography entrepreneur. It’s a great career, but that’s not to say it’s an easy one. As entrepreneurs, we must continually improve both our craft... Continue Reading >

One grand plan: Selling a senior portrait package up front


December 2017 issue Business

© Nate Peterson"The greatest piece of advice I received early in my photography career was that every image should tell a story,” says Nate Peterson, M.Photog., CPP, owner of NP Design & Photography. When he began planning a restructure of his senior portrait business for better results, he recalled that advice and extended it further: If every image should tell a story, then every client should have their story told through a unique experience and a personalized collection of images.... Continue Reading >

How Jeff Roffman’s hilarious Santa portraits went viral


10.25.2017 Business

Jeff Roffman’s first couple years of Santa photos were a disaster—or so he thought. After dozens of shoots, most of the images were of kids crying.So Roffman did something different. Rather than shuffling those images away as outtakes, he shared them online. After all, they were real. He dubbed the collection of photos “The Naughty List,” and put them up on his website and on social media.The parents loved them. Many of the images went viral on social media. Last year alone, Roffman... Continue Reading >

Get noticed: Marketing tips to stoke profit


October 2017 issue Business

You may be a talented photographer, but if you don’t set your business apart from the pack, you won’t win clients, which is key to profitability.© Darty Hines Photographer Darty HinesDarty Hines, Cr.Photog., who will present the session “How to Get Noticed in the Crowd” at Imaging USA 2018, offers tips:Get social, really. It’s one thing to open a social media account for your business; it’s another to really engage with your audience. To rev up the interaction, post... Continue Reading >

An in-person sales road map for photographers


October 2017 issue Business

© Julia Kelleher Photographer Julia KelleherEven from the early days of her business, Julia Kelleher, M.Photog.M.Artist.Cr., CPP, saw the shift to a digital-only model looming. Ten to 15 years ago, clients would order prints online but usually not large ones. Increasingly, they asked for digital files, and there were plenty of upstart photographers willing to oblige. When Kelleher opened her studio a decade ago, it seemed like the shoot-and-burn model was the way to go. After all, it was... Continue Reading >

Teri Fode’s biggest marketing mistake


8.25.2017 Business

Never let them forget youAlthough Sacramento-based photographer Teri Fode has built a flourishing senior portrait business over the past decade, she admits that an early career mistake cost her dearly. “It’s hard for me to believe it now, but for the first four years of my business I failed to keep in touch with my clients after the sale,” says Fode. Maintaining contact with clients post-assignment, during what she’s dubbed the “after party,” is something she teaches to... Continue Reading >

Stay on script: Marketing do’s and don’ts for photographers


September 2017 issue Business

What you need is a consistent messageOverwhelming. It’s a word Sacramento-based photographer and much-in-demand marketing consultant Teri Fode uses a lot, especially when she describes the pressures photographers face to keep their businesses prospering.“Almost every photographer I meet tells me it is overwhelming to keep up with the rapidly changing world of social media and other marketing tools,” says Fode. “I hear them. They’re faced with the prospect of learning about and... Continue Reading >
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