It’s important to recognize the changing landscape of the photography industry. Today, the demands on photographers like you are much greater than just being able to take a good photo, create a strong composition, understand lighting, or create a well-executed visual concept. The photography climate really digs deep into an artist’s relationship-building process and your ability to market yourself.
“Define and Market your Visual Voice” was a recent seminar taught by Amanda Sosa Stone and myself. At the seminar presented by APA|NY, Amanda and I spoke about how as an artist, you need to have basic fundamentals in place first before you begin to market yourself.
Here’s a checklist of components to consider:
In today’s market, there is no singular way to effectively market yourself; you need to consider cross-marketing. I believe in a seven-prong approach:
Photo Cred: Casey Templeton Photography
You now have all seven prongs of marketing, which will help you establish what to do next.
Be sure to first set up your marketing budget and prioritize all of your steps. If you do not have enough in your budget to complete all seven prongs, you should at least consider email, direct mail, and telemarketing in order to gain momentum in establishing your brand.
Remember that the ultimate goal is to establish your brand and to continue bringing awareness to it. Your brand and all your marketing need to consistently reflect your personality and your vision. Use your marketing as an opportunity to showcase your process in creative ways that portray you as fun, professional, and easy to work with. For example, you could create a “behind the scenes” video of one of your shoots. In the end, it will allow you to bring something extra to the working relationship.
Define your market and establish your budget. Build your plan and begin to market.
Jennifer Kilberg’s unique insight into the photo industry is a result of her extensive experience and understanding of all aspects of photography since joining the industry in 1996. In 2004, Jennifer started FluidVision Inc. and has worked with a diverse international client base of photographers and illustrators of all styles and specialties. As a strong communicator, Jennifer enjoys working with all types of personalities, and her loyal client base is a testament to her ability to build long-term relationships. Jennifer has worked with Agency Access clients since 2009 in both Campaign Manager programs and other types of consultations. FluidVision
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