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Business articles > Marketing Trends - Survive and Thrive
Marketing Trends - Survive and Thrive
Interview by Angela WolffIt takes more than great photos to be a successful photographer. Not only do you have to create the image, you also have to market your talent, network and negotiate pricing and contracts. Additionally, as digital moves from the wave of the future to standard operating procedure, a whole new set of marketing opportunities and challenges loom on the horizon. ASMP is offering seminars to help photographers not only survive in this tough market, but to thrive. Susan Carr, co-owner of Carr Cialdella Photography in Kalamazoo, Michigan, and head of the ASMP Education Committee, answers a few questions about this new education program.
Q. What seminars are currently offered?
A. We launched two new education programs in September: “Marketing, Pricing and Negotiating” and “Working Digitally.” Both focus more on business practices than on photographic skills.
Q. How are they different from other workshops out there?
A. What really distinguishes all of our seminars is that they are from real working photographers who are still out in the world doing it every day. And photographers helping photographers is one of our proudest traditions.
Blake Discher, who is leading our marketing seminar, works for the car industry, mostly in corporate and editorial, and he’s representative of a large majority of our members. He’s very approachable and articulate, he’s a good educator and people will be able to apply his lessons directly to their business.
Sometimes you go to see the big stars, and you think, “That’s their world not mine.” We want to have a seminar series where people will walk away with a solid feeling of “I can apply A, B, and C tomorrow.”
Q. Why is marketing education so important?
A. “Marketing, Pricing and Negotiating” is a three-hour seminar that covers getting a handle on basic marketing issues–what exactly it is that you are selling, the need to specialize, how to negotiate with clients when asked to price jobs and the relatively new area of web-based marketing. As independent artists we hate marketing ourselves. This is stuff photographers need, and for most of us it just doesn’t come naturally.
Q. How does ‘Working Digitally” fit in with the marketing mix?
A. This is not a Photoshop “tips and tricks” seminar at all. There are so many digital seminars out there. What we wanted was for real working photographers to show what’s involved.
Judy Herrmann and Mike Starke do a great job of inspiring people while being honest about the expense, and explaining what you need to think about on the business side to make it work.
I’m proud of this seminar because I think it’s a very honest assessment of working in the digital area. It’s the wave of the future, and we’ve all got to do it. It’s a whole new can of worms.
Once photographers understand everything involved in going digital, they will better understand issues like what they need to include in estimates and why, the liability concerns with delivery of digital files compared to film and what additional services they can offer and charge for.
Q. Why do you think this type of seminar is so important?
A. There’s no doubt that digital is the direction where photography is headed. Photographers need to incorporate digital capabilities in their repertoire, and then it becomes what they can sell to their customers. Most photographers who are doing well in this tough economy are those who have embraced the new technology by adding additional services to their businesses. Some people are doing these things but not charging enough for them—or not charging period. Photographers are taking on more and more of this post-production work, so they really need to go out and grab some of these revenues. And the seminars hit on these sorts of issues over and over again. You have to master the skills, but we can help you understand the business implications.
Q. Where are the seminars being offered?
A. The goal is to have a series of seminars rotating around the country, hitting as many of our 40 chapters—large and small—as possible. It’s great that we can get a lot of people to these seminars in the big cities, but photographers in big cities have a lot of other education opportunities. We want to make sure our members in smaller cities get a chance to benefit from these seminars as well.
We’ve also done our best to make them affordable, and we’re giving any profits back to the chapters and to the ASMP Foundation, whose purpose is to raise money for education.
Education Seminars Comments
Below are member comments that were provided on feedback forms following ASMP education seminars held around the country. Most were submitted anonymously, but we have provided attendee names and locations whenever this was available.
Visit the following link to learn more about these two ASMP seminars, view a list of upcoming dates and locations and to register online:
http://www.asmpweb.org/commerce/education.php
Working Digitally:
"It is the best seminar we have ever taken. The volume of information and clarity, with which it was presented, was phenomenal. We would recommend this program to everyone, from the most experienced photographers to those just getting started. The program and reference materials given to attendees contains a wealth of information that will prove to be a valuable resource for years to come. In Greg's thirty years of attending workshops and seminars, he said that none have surpassed your presentation. And I, who have relatively little or no experience working digitally, found the presentation entirely clear and understandable. Anna, who just graduated with a photography degree from a prestigious art school, said she learned more information about digital photography in one day from your program than she did in four years of school." —Kelly Baumgartner, Greg Pease Photography, Baltimore, MD
“I have attended some dozen workshops on digital techniques and pricing. I’ve even conducted one myself. But this is the best I’ve experienced. Judy and Mike have a package that is accessible to the beginner, but complete enough to help us with more background and experience.”
“I drove four hours to hear this. I would have driven eight.”
“Enough information to leave my head hurting. Outstanding information presented in a professional manner.” —Richard Vander Meulen, Ripon, California
“The speakers did a great job of sticking to the subjects outlined in the contents, and did not go off on certain topics unrelated to actual “work flow.” NOT a Photoshop demo, NOT a digital camera demo. This day was a wealth of information on making what we create work (and earn) the most $$$ for our effort!” —Shaun Gabbard, Alameda, California
“Better than excellent! The handouts are a great resource, and the presenters were amazingly knowledgeable. This seminar was very comprehensive. I really appreciate that everything was presented in one day. I’m looking forward to more seminars like this one!”
“Very accessible… answered many questions on lunch break and was very generous with information and time. I am at the very beginning stages of digital capture and the seminar was very beginner friendly for me. I like the pace, controlling questions and the delivery of information. Thank you!”
“Great presentation and very knowledgeable presenters. They have a comprehensive understanding of digital photography and express this information in a straightforward, useful manor. Thanks Judy, Michael and Susan. Great job!” —Dave Seide, Chicago, Illinois
“Explanation of working in 16 bit vs. 8 bit was excellent! Great explanation defining the concept of ‘color management.’ Having actual PowerPoint notes during the presentation would have been helpful to follow along. Judy and Mike: great people, great knowledge, super job!”
“I wonder, if time would permit” about the benefits of including a sample job to ‘estimate’—to see checklists of digital production costs to consider? Not so much to learn the exact dollar amounts, but more to understand the review process and itemization critical to developing an accurate estimate?”
“I thought it would be a little more in-depth, but it’s probably worth the price to know that I already know most of what I need to know. Seems targeted to entry-level photographers. My minor gripe aside, I am very grateful for your efforts and expect that you will make adjustments. Please keep going and add as much detail as you can. … This is a great value added service to ASMP members. Keep it up!”
“So much! So good! So needed! One of the best workflow seminars I have attended.”
“The information was presented in a very down-to-earth way—lots of good technical information, but not too “geeky” for mid-level learners. I also appreciated the mix of technical photography/digital information and how it actually works in your business.”
“Wonderful nuts and bolts information presented in an easy to understand format. Info. to take home and put into practice. Great program!” —Terry York
“Today’s presentation was very thoughtful and it became obvious to me quickly that ASMP has NOW hit the nail on the head providing its members top content that reflects the poor state of the industry (acknowledging that the problem exists) and providing attendees with detailed, extremely specific content on running a digital business. I rarely give excellent marks. Well done!”
Marketing, Pricing and Negotiating:
"It was the most informative three hours I have experienced in a long time. Blake's presentation was smooth and very professional. He covered so much salient info, insight, and advice in such a short time. Real World info that I can begin using today to improve my business performance, especially as it relates to shooting digitally and web-based marketing. He had the audience hanging on every word and I believe we would have happily sat there till midnight if possible. Folks who drove 200 miles from Houston went home with smiles on their faces, satisfied that this seminar was well worth the drive. The comprehensive handout provides excellent support to the subjects covered. If this seminar comes anywhere near you, Go! You'll be glad you did (and much better prepared for the challenges we all face)."
—Clem Spalding, San Antonio, TX
“Extremely frank and open. Exhibited great people skills and communication transferable to client deadlines.”
Thought the information you presented was right in line with what I do know and very enlightening concerning what I don’t know.”
“We should be required to take a seminar like this.”
“I liked the practical advice that goes much farther than some flashy photographer who is selling equipment.”
“Pricing seemed to be more of an interest to members and possibly should be presented first while the night is young. That way, when program goes long (because it was really good), people are not missing that great info. (We all get a little stupid late at night!)”
“Need more programs like this. Would like to see a whole day set aside. Only negative: less time on web site; more time on negotiating and marketing.”
“I appreciate that this information was available in one evening. Blake was extremely knowledgeable and a very good presenter. Excellent all around! The binder is a great resource, too.”
“A good speaker. Made me feel he is ‘one of us’ and not an untouchable.”
“I wish that both photographers and students accessed this kind of information more regularly.”
“I loved it! Thank you very much. I am a new member of ASMP and I just wish I had been a member long before. I just moved to the U.S. five months ago from South America where I was doing well as a professional photographer. It is hard to start all over again and ASMP has helped me to do it. Thank you!”
—Claudia Uribe, Miami, Florida
“Very down-to-earth. Great presentation. Could have used some examples, i.e. post card/‘mailer’ designs.”
“One of the first seminars that was entirely worth my while. Thank you!”
“Blake’s a great speaker. Most of the information was good to hear again, but there were a few nuggets of information that were really, really valuable.”
“Some good hidden tips provided—especially regarding web site and phrases to use when dealing with awkward situations.”
“Wow! This was great. So much info, and all of it useful, timely, and from a working photographer.”
“Great practical presentation. Excellent voice. Entertaining.”
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