tips3

TIP TOPIC #3 - Marketing Your Work

Already entered into the Standard and Deluxe editions of PhotoJobsDatabase is contact information for magazines, ad agencies, entertainment companies, retailers and catalogs, and corporations/manufacturers. And, with built-in marketing tools, scheduling and notes features, you can manage your marketing efforts with ease.

I'd like to get the word out about my work. How do I start?

There are many factors to consider before launching a marketing campaign. These include the type of photography, what your target market is, what you want out of the campaign and your budget. Since there are so many variables, to simplify things we'll talk in general terms about marketing options available to freelance commercial photographers. Before beginning any marketing campaign, the first step is making sure you have your presentation ready. Next, decide who your target market is and what you want out of the campaign. Are you introducing yourself to new clients or are you reminding old clients that you'd like more work? You may want to adjust the content of your message for each. We also suggest focusing your target base on those you know may be responsive to your message. For instance, if you're a children's photographer, eliminate automotive and hi-tech from your targets. On the other hand, you might include children's fashion and lifestyle clients.

Is it better to build relationships or play the game of numbers?

It is up to you as an individual to have respect for the people you are contacting. As discussed in the question above, when you're using a list such as ours, focus only on contacting potential clients who are a match for your own. Why would an automotive art buyer want to see the work of a photographer who specializes in children? Inundating art buyers who are clearly not a match only amounts to clutter. They are more likely to throw away your promo card or dump your email than keep them, so it's a waste of their time and your own. See our Art Buyer tips for more details.

Once you have filtered the list for potential matches, we recommend targeting only a handful at a time. When it's clear a target isn't interested, move on to the next. This gives you an opportunity to build relationships and focus in on what the contact is looking for and when to followup. This is TRUE target marketing. Our Deluxe and Standard editions of PhotoJobsDatabase make it easy to relationship-build. It's not just about sending out promo cards or emails; it's about establishing rapport. Our built-in scheduling system makes it a snap to stay in touch and remind yourself of events such as when to send your next promo.

What methods should I use in my marketing campaign?

Most photographers can effectively reach selected list audiences through a combination of phone calling and following up with printed or e-promo cards. Or by mailing a printed promo card and then following up with a phone call. Other marketing methods involve a more grass roots approach. Word of mouth and getting involved in your community where you're apt to meet local business leaders go a long way in extending your reach beyond what a list can offer. If you do have your own contacts, Deluxe and Standard PhotoJobsDatabase lets you add them manually or by importing.

Whether you're using contacts from our list or your own - or sending a promo card or an email - our software has features that make it easier. With Deluxe and Standard PhotoJobsDatabase you can create mailing labels in seconds, send emails with one click, and track your marketing efforts with notes and scheduling.

I'm not very good on the phone. Can't I just email targets on a list?

We believe mass email marketing by photographers is largely ineffective. Why? Often your email will get lost with hundreds of other emails in the inbox and never seen. Think about it. Do you open your email when you don't recognize who it is from? Most of us don't so off it goes into the trash bin. The best method for establishing a relationship with someone is by making contact by phone or mail first, as discussed above. Once the recipient is OK with receiving an email from you, they'll be more apt to recognize your name in an email and maybe even bookmark your site. If you don't feel comfortable kicking open the door yourself, then get an assistant or intern to be your mouthpiece. Keep in mind, though, that it is you who will eventually need to maintain the relationship with the client - not your assistant. And because photography is a one-on-one type of business, it's better if you can establish the rapport from the beginning. Personality often plays a big role in getting and keeping clients. See our Policies for more details on email usage and spamming.

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