It’s been a long time since my last major photography marketing push, and now that we’ve settled in one place for a while, it was time to invest in another big outreach effort. Here was my process:
- Throughout this summer and fall, I started compiling a list of local and regional businesses. I wanted to target 4 types of potential clients: first and foremost, architects, followed by corporate portrait clients, event planners, and finally, editors.
- I selected my best work in each category, some new, some old. When making selections, I considered the best compositions, my best work in Photoshop, best lighting, interiors, exteriors, people, tear sheets, and impactful-ness. I also selected images with enough space around the main subject to allow for text and design flexibility.
- I used the same designer, Kendra, that did our great Christmas cards.
- I combined the client mailers below with my 2014 Christmas Card, both to add a personal touch and also to conserve resources.
- I didn’t send all of the designs to everyone on my list; I targeted the mailing according to the type of work I’d like to do for each recipient.
See below for more details and ideas!
Mailed To: Architects, PR Firms, Ad Agencies, Local Venues, Historical Organizations
Kendra completed two designs for me with the architecture theme, and I couldn’t decide which I liked better, so I printed both of them. I ordered more of these than any other design below, because architecture is the main focus of my work, and my preferred subject matter. Here are the fronts of the two designs:
On the back of each, I added a full bleed photo with no design or text. On the first, I used an exterior image from the custom home in Bloomington I shot for Steve Kibler, and on the latter, an interior from my shoot for OKW Architects at Land of Lincoln Credit Union.
Mailed To: Local Venues, Non-profits, Restaurant Groups, PR Firms
Although my main revenue source is from shooting architecture and some commercial portraiture, shooting events (corporate / non-profit events, not weddings) is a nice secondary revenue stream. Events are relatively straightforward to shoot, usually requiring relatively few hours both on-location and in post, and therefore, low-maintenance and low-stress in comparison to other types of commercial photography. However, landing major event jobs requires versatile skills, plus creditability based on prior experience (i.e. the client has to trust you, because they only get one shot at getting good photos of their event).
Given those considerations, I selected images that featured 1) both action and stills; 2) recognizable local brands, and 3) large events.
Mailed To: Ad Agencies, Local Businesses, PR Firms
For this mailer, I wanted to show that I can make portraits with off camera light, and that my portrait work has been published.
Mailed To: Editors, Architects
This mailer was designed specifically with the goal of getting a story about the design and construction of our table published in an industry magazine. However, it will also be generally useful with local designers, because this region has so much Arts and Crafts architecture.
Thoughts? Critiques? What tips can you share?