Marketing & Selling Techniques for Digital Portrait Photography

by Hawkins, Kathleen

• ISBN13: 9781584281634
• ISBN10: 1584281634
• Format: Paperback
• Copyright: 2005-07-01
• Publisher: Amherst Media

Summary

More than a dozen marketers and photographers contributed to this manual that advises photographers attempting to run a profitable business while maintaining focus on their creative expression and client relationships. Savvy marketing advice on how to select a target audience, create a marketing strategy, design effective marketing pieces, and fine-tune the studio environment to appeal to families is complemented by before-and-after examples of studio mailers with an analysis of layout and design changes. The human side of the business of portrait photography is also addressed, including tips for improving interpersonal skills, gaining community visibility, managing the client intake process, and walking prospective clients through the product line.

Author Biography

Kathleen Hawkins and her husband Jeff Hawkins operate an award-winning wedding and portrait photography studio in Orlando, Florida. She is the author of The Bride’s Guide to Wedding Photography and Digital Photography for Children’s and Family Portraiture as well as the coauthor of Professional Marketing and Selling Techniques for Wedding Photographers and Professional Techniques for Digital Wedding Photography. She lives in Altamonte Springs, Florida.

Table of Contents

Introduction	5	(6)
Identify Your Market	11	(12)
Finding Your Niche	12	(4)
Appealing to Your Market	16	(5)
Education	21	(2)
Referral Programs and Promotions	23	(10)
Watch Me Grow	24	(1)
Little Wonders	25	(1)
Summer Vacation Portrait Experience	26	(1)
Getaway Sessions	27	(1)
Lifetime Portrait Programs	28	(1)
Special Offers	29	(3)
The Next Chapter	32	(1)
Advertising Awareness	33	(11)
Website Design and E-Commerce	34	(3)
Direct Mail	37	(3)
Business Displays	40	(4)
Booking a Session	44	(9)
Studio Management Software	44	(1)
Phone Skills	45	(3)
Deposits/Retainers	48	(5)
The Pre-Session Consultation	53	(17)
The Studio Environment	53	(3)
The Client's Role	56	(3)
Maternity Sessions	59	(1)
Baby-Portrait Sessions	60	(4)
Holiday Sessions	64	(1)
Special-Event Sessions	65	(2)
Portrait Contracts	67	(3)
The Digital Difference: Professional Opinions	70	(13)
Gregory and Lesa Daniel	70	(1)
Frank Donnino	71	(1)
Kay Eskridge	72	(3)
Sherri Ebert	75	(3)
Jamie Hayes and Mary Taylor-Fisk	78	(1)
Jeff Hawkins	79	(3)
Charles and Jennifer Maring	82	(1)
Conducting the Session	83	(6)
Narrative Environmental Sessions	83	(2)
Classic Studio Portraits	85	(4)
Preparing Proofs	89	(8)
Proofing Workflow	89	(1)
Proofing Methods	90	(3)
Professional Opinions	93	(3)
A Variety of Tools	96	(1)
Products and Merchandising	97	(11)
Product Presentation	97	(2)
The Whole Story	99	(3)
Album Design Tips	102	(1)
Ten Marketing Rules for Albums and Frames	103	(5)
Software	108	(4)
Studio Management Software	108	(3)
Workflow Management Software	111	(1)
Appendix 1: Sample Forms	112	(7)
Appendix 2: Sample E-Mail Correspondence	119	(3)
Appendix 3: Contributors and Resources	122	(1)
About the Author	123	(1)
Index	124