Looking for the RIGHT customers
CalgaryPix
subscriber Posts: 2
After many many years of working in graphic/web design companies, I`ve returned to my roots and am pursuing photography. At first I was getting some good photo shoots along with some contract work in design. However, the last couple of months have been less than stellar.My business plan was to find small to medium sized companies ($100,000 to $750,000 in sales) with needs in staff photos, product photography, locations to shoot - building, etc. However, I`ve not been getting the work. While most people I`ve talked to agree that those companies need the photography I do, very few business people seem to value good photography. I created a couple of cards demonstrating the difference between standard (or snapshot) photography that anyone with a camera can do, and what I do. You can see them here . Most people looking at the cards would say "wow, you really can see a difference."And, I`ve gotten great comments from my recent customers about my photography; they are very happy. And even though some have been evangelizing for me (great feeling), I haven`t gotten the clients.My current marketing has included; SEO (I`m pretty well rated on google for my specific key words), a couple of networking groups where I meet people who should be in my target market, Chamber of Commerce meetings, and post cards to past clients and many new clients.I did a trade show recently where several people were very interested in my work - and I`ve done follow up for both that event and with people whom I`ve met through other functions. My follow up so far has been an email saying "hi" and a quick reminder of my services. If there was something specific I`d talked to them about regarding their company or other events, I`d personalize the email with that as well.So, would you think my business plan flawed? Should I go after big corporate accounts where there is money (and a lot more competition - there`s a ton of photographers in this town.) Sould I go after ad agencies? (I`ve done that in the past and local design agencies seem to be cliquish - I didn`t go to their school. This is a comment I`ve heard from other photographers as well. However, agencies from out of town who hire me to shoot local facilities/staff/products have been very happy.)If I continue going after smaller companies, is there somewhere I haven`t looked they would be hanging out in? Is there an approach I should take to make them aware of the value of better photography? If you own a small business, what makes you decide to either hire a photographer, or not to hire a photographer?I pretty much have no money for marketing any more. So, any ideas would be greatly appreciated.If you want to see my photography, check out SpeersPhoto.com
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I`ve developed some long-term relationships with photographers over the years - mostly from my years running a marketing services firm doing a lot of print work, etc. for clients. Still have many friends and associates that are in the biz. Most have become very specialized - they target very specific and niche markets. In ATL, we are overrun with photographers - so to compete, they all have found their niche. Maybe you are trying to be too much to too many clients. Maybe you can find a niche and exploit it. Make a name for yourself in fewer markets.
There is still a lot of product photography needed - either for print or web. There are shops in ATL that stay quite busy doing nothing but product shoots. More of a factory than a studio. Cans and bottles and shirts and pants and other products don`t talk like models - much easier to work with - if you know what I mean.
I have one friend who specializes in nothing but pet and animal photography and makes a darn good living at it. With the pet industry booming and people spending more and more on their pets, this might be a niche for you to look into to.
Another friend does nothing but architectural photography and does well. too. He has made a name for himself in this arena.
Another is strictly portrait and people. He made a killing by getting the school and kids sports work. Shoots the class photos, the annual photos, etc. Plus, is the main photographer for all the kids sports leagues. But it is a lot of paper work - not something I believe can be done as a 1-man shop.
Just some ideas but I would think niche markets. Hope this helped.
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companies such as financial advisers, realtors, mortgage agents and
such. My main target clients are manufacturers, distributors and exporters. Any ideas on where to find them as a group for networking?
Another options is to visit your local library and ask for reference books on publically traded corporations. At my local library these reference books are in the finance/investment section. The information within those reference books typically will tell you who the corporation leaders are, their salaries, their board of directors, etc. Plus they often name the subsideraries held by the parent corporations. Once that information is known then you can generally go online to read either the subsidiary or parent corporation mission statements, and value statements. This would allow you to customize your presentation to fit their public image and market it to their marketing directors/public realtions department.
Another good source to review would be Crains Book of List or similiar book of lists publications.
I have my own design studio and I do hire photographers and
illustrators for projects. Before that I worked at a large design
agency and hired many photographers for various projects. I choose a
photographer based on their portfolio and style of work and if it
appropriate for the project.
I get bombarded by so many mailings from photographers that it is
overwhelming. I only keep the cards of that catch my eye with an image
that moves me and is memorable. I do have a steady roster of
photographers I work with but I always look out for new talent. I also
keep in touch with artist reps so that I get the latest mailings of new
work by their roster of photographers they represent. Have you ever
thought of getting an artist rep? They can help expand your market and
take care of the marketing while you concentrate on your work.
Also, a lot of the photograpghers I work with do not limit their market
to the city they live in. They work all over the world and market
themselves in other cities and regions. Another thing they do to
generate income is also sign or have some of their photos with online
stock agencies (Getty and Corbis) and have usage fee based (not
royalty-free) stock photos available on their own sites. I sometimes
will ask if one of the images they have shot is available for stock
after their initial use for the original client is over. This allows me
to get much better image than I would get using straight out of the can
royalty-free stock.
Their websites are also very clean and really showcase their work. They
all have unique styles and are very conceptual. Here some links to a
few photographers I have worked with. If you are in Calgary, maybe you
can photograph the Calgary Stampede and use the series as a marketing
tool?
www.jeffcorwinphotography.com
www.abramowitzstudio.com
www.fredrikbroden.com
Jeff travels to other cities and makes appointments with art directors
to show his portfolio. Fredrik Broden has an amazing rep that travels
and shows the work of the artists she represents to design and
advertising agencies all over the country. Alan sends new updates of
work quarterly.
Photography is a hard business, even more so now that there seems like
a flood of photographers out there, ranging from the good, the bad and
the ugly.
You really have to keep your name out and constantly evolve your work.
All of the above mentioned photographers don`t just shoot commercial
assignments but also personal studies and projects which I think helps
give their work an edge. Work that is emotional and not flat.
I hope that helps.
Best.