Task 1. Apply a range of marketing methods relevant to contemporary photographers and image makers. Online presence Almost every business has some kind of online presence whether it be a facebook page or a professionally designed website. The advancement in mobile technologies the majority of people have immediate access to the internet 24/7. Potential customers and clients have the ability to search for any product or service at anytime of the day and from almost every location in the UK and internationally. It is therefore very important for any business to have an online presence to become noticed and conduct business. Businesses should have a website with a domain name that reflects the business name or the type of product or service offered and should be easy to spell which allows for the best search results. www.nikon.com simple and easy www.Jamesrandolphweddingphotography.co.uk long name easy to make spelling mistakes. Website design and building is a skill in itself, a skill that requires a knowledge of colours , fonts and placements of text and visuals, shopping trends and layouts of newspapers and magazines. Whilst a website may have the product you are looking for, finding it on a badly designed website may be off putting and potential clients may look elsewhere. A website can be seen as a businesses "shop window" and like traditional high street shops, they should be interesting, engaging to entice and invite the customer to look further inside. The home page should be simple but have enough information to keep the viewers attention and interested to click next to look inside. Like a real shop once inside the website navigation around the product and services should be simple and obvious , displays and visuals should be engaging with enough annotation to be informative without being overbearing. Shoppers on-line want a simple and fast experience. An example of a poor web design lots of text not very enagaging An example of a well designed home page simple and clean.We are going to have a look at a number of different websites for different photography genres and analyse what makes them a good website. Also look at some websites that appear to be unsuccessful in their engagement. Unique capture commercial and advertising
Matthew Seed advertising photographer
Nancy Lisa Barrett Wedding Photography http://www.nancylisabarrettphotography.co.uk/
David Stubbs Photography
Paul Gallagher landscape photography
some website which do not appear to be as appealing although the information is there. Insideout commercial photography
Paul Barron wedding photography
Social media, blogging and vlogging The late 1990 and early 2000's saw the explosions of the internet and social media. Facebook It has been reported that half the population in the UK use facebook as an on-line social platform. That is a staggering number of people which the developers of facebook have taken advantage of by introducing a number of marketing tools to what was just a social networking site to promoting and advertising business products and services. Facebook users have a personal profile and from there users can develop other pages of any subject from social events to business pages. Pages can be shared by other users to widen the number of people who see a particular post or page. For business users the gain of likes to their page means they have greater audience to promote their business. These kind of likes are called organic likes, ones a person/ business generates for itself. Facebook generates some of its income by encouraging business to pay for likes or have a page promoted. Whilst this can generate lots of likes it does not necessarily produce leads, as it is believed many of the 'like' clicks are made by people often outside of the uk and employed by facebook. There are many advantages to having a Business facebook profile which is cost free and if utilised effectively can create business leads and act as an online gallery and portfolio. A place to promote a business to a wide and growing audience with the ability to reach further when requesting others to share. Facebook allows for photos/images to be uploaded quickly which can then be shared all those users who liked a page can instantly see the image. This can be done at intervals to keep an audience interested and a brand at the forefront of their thoughts. Over saturation can cause some users to "unlike a page" therefore having the opposite effect. For a business facebook page to be effective there should be a balance between posts on products,service and information. Instagram has become a secondary photo sharing platform to facebook with an estimated 14 million active users in the UK. (Business insider 2015) http://uk.businessinsider.com/instagram-14-million-monthly-active-users-uk-2015-7?r=US&IR=T Users create a profile then upload an image often from a mobile device. Images can then be shared using the hashtag # to link to other profiles which share the same content, i.e #foodphotography , users who have been linked by following the hashtag group can now see your image. Instagram serves as a free instant online portfolio which can be shared to potential clients, so whilst instagram has its value in promoting a business by having an online gallery/portfolio, it rarely creates leads YOUTUBE. Youtube is a video sharing platform where users can view, share, rate and subscribe to video content. Since its beginnings in 2005 youtube has grown massively, with a video covering almost every subject. Photographers use youtube to promote themselves as a photographer and as a teacher. Youtube has the facility to upload galleries and portfolios in video form. Many photographers started out making "how to" videos and have managed to promote themselves well enough to have their own youtube channel. This kind of promotion leads to the marketing of the person and online workshops, plus merchandising. The more subscribers a channel gets helps towards attracting support and sponsorship from other companies associated with that channels subject such companies therefore have a targeted audience. Companies like Nikon will give or loan cameras and equipment to on-line youtube photographers and sometimes pay them to conduct reviews of their products. Task 2 Articulate the specialist nature of my own practice including how this may have influence opportunities within the sector. My specialist area of photography is wedding photography. Within the genre of wedding photography there are many different styles and micro styles. Here are list of just a few. Fashion wedding photography focuses on the lighting, posing, clothing and backgrounds. Landscape wedding photography focuses on the environment the scene, place, location Artificial lighting strobes and speedlights are used to create a specific type of capture and style. Vintage and rustic style photographers main theme is emualting weddings from an earlier period or a particular era using styles and backgrounds from that era also trying to show a frugal and basic approach to the wedding. Candid, reportage and Editorial photography have unique elements to each but visually they are based on a similar theme when it comes to weddings. I believe it is necessary for any wedding photographer to have some knowledge, understanding and capability to incorporate all of these elements into their work whilst bringing out an individual style within their own genre. I described my style of wedding photography as candid and reportage with elements of portraiture. My strap line is Capturing memories , Real people, Real emotions. My advertising material has photographs which have been described and commented on by clients as "Nice to see real looking brides and not just slim magazine attractive models". My website has details of my work and my motivations for wedding photography. "My passion for making real and emotive images comes from within and from my personal life experiences. My style of photography captures moments that will be cherished forever and become priceless. I want you to know that there is nothing more important to me than to take your pictures, tell your story and document your special day. " A sample of my wedding photographs My style of wedding photography has been influenced by a number of photographers. I continually watch and review many artist in the field of wedding photography to gain creative inspiration and to learn new techniques. Joe Buissink, Jerry Ghionis have been 2 of my biggest influences. I consider my approach to wedding photography to be similar to Joe Buissink in style and having a similar backstory where he "hides", blends into the background to capture candid moments. Joe's style reflects the emotion and interaction between the wedding couple and the their guests, with little or no posing. His aim is to capture the moments and not to concentrate to heavily on the technical aspects of photography. Jerry Ghionis has a character which is fun, relaxed and confident, his character allows him to interact with his clients in a way that he is able to gain a natural looking pose. Jerry has a creative eye for seeing and capturing the light to the best advantage of the photograph. The number of my wedding photography clients has increased over the last few years this has partially been due to an increase in other related clients in family/baby portraits special occasions/events. I am now able to offer more services with a family theme other than just weddings such as family portraits, family activity shoots, events such as birthdays and anniversaries parties. For my weddings I use my Nikon equipment. I started out with a D3100 body and have since have had a D300 D7000 and D610 Lenes F3.5 -F5.6 18-55mm nikon kit lens f5.6 , 55-300mm nikon f1.8 35mm nikon f4-5.6 24mm-105mm nikon f2.8 70-200mm Tamron I use the 35mm lens for close up almost macro shots and some portraits. I use the 55-300mm to get most of the candid shots and has been one of my favourite lens. I use the 70-200mm with the D610 for my portrait shots. I use the 24-105mm with the D7000 and D610 for group shots. Task 3 Communicate effectively with relevant individuals and Organisations in connection with my specialism. Communicating effectively requires skills in listening, speaking and thinking. Communication with clients, suppliers and organisations is very important to any business and not conducted correctly could be detrimental to the business and its operations. Spoken or written, effectively communicating can prevent misunderstandings, conflicts and prevent frustration. Effectively communicating can give the client confidence in your products and abilities and helps for them to buy into you as well as the products and services you offer. Different communication styles should be adopted to communicate with different types of people depending on whether they are clients, suppliers or organisations. This variation should be adopted in both written, verbal and non-verbal communication. As a wedding photographer communications skills are required at many levels which include event organisers, professional bodies such as insurance companies, venue staff, other wedding vendors, clients and their guests Using the 7C's of communication will help to develop a professional communication style 1. Clear. Keep communications clear. What are you trying to say. What is the purpose of your communication?. Let the audience know what you mean. An audience shouldn't have to read between the lines or make assumptions or question the meaning of the content of your communication. Bad Example. Hi I am writing to ask about the job you have advertised yesterday . I would be interested. thanks Dave Good example Good morning, I am writing to enquire about the Freelance photography job which is advertised on your website. I am a freelance photography and would be very interested in the job offer. Could be please provide further details of the job requirements and application process. with thanks Dave 2, Concise Keep communication concise , why use 3 words when 1 will do. Try to avoid filler words " basically, literally". Don't repeat the some point. Bad Example Hi I wanted to write to you to enquire about the job advertised on your website this morning. The job was for a freelance photography to work on a sportswear catalogue, so basically I would like to know more information, so that I can apply. I am currently a freelance photographer . I specialise in sports ware photography and would be able to meet with with you to show you my work, if that's at all possible, if not could you please let me know the application process. With thanks Derek Freelance photographer. Good example Hi I am writing in response to the job advertised on your website for a freelance photographer to photograph sportswear products. Could you please provide details of the application process Thank you Derek Freelance photographer. 3. Concrete Provide information that the reader/ audience can see a clear picture of what you are telling them. Provide detail and keep it concise. Bad Example Wedding photography service £1500 This is a statement that lacks detail. We know it is a wedding photography service but it lacks any vivid detail or nothing to create any real interest. Good Example Full day wedding photography service Bridal prep to 1st dance , 2 photographers , wedding album. just £1500. By adding just a few words the statement provides a lot more detail. When the message is concrete a potential client has a clearer and solid idea of what they are getting for their money and made to sound like a bargain. 4. Correct Communication should fit the audience. Is the level of knowledge/ level of understanding correct to the audience. Will they know their aperture from their shutter speeds. Check grammatical error. Bad Example Hi Dave Thank you for meeting at lunch today. I thought the conservation went well. We should meet up again soon. I can be free again in two weaks time. Derek Proof reading communications will highlight errors that a spell checker might not have picked up on Conservation - Conversation weaks -Weeks 5 Coherent. Communication should be logical all the relevant points all connected and not jumbled up. The point should flow and be relevant to the topic and consistent. Bad Example Martyn I wanted to write you a quick note about the photograph I was making in the dark room yesterday, I gave it Richard to have a look at, he wanted to know about the meeting tomorrow where we will be discussing my portfolio book. Thanks James The email doesn't communicate its point well. It starts with one thing about a photograph and changed topic halfway through. Good Example Martyn A quick note about the photograph I was making in the darkroom yesterday. I showed it to Richard who gave me some advice on making some changes. Thank you James. A much clearer communication. The details of the meeting can be communicated in a separate communication. 6. Complete Is the communication complete? Have you provided all the relevant information names addresses time. Bad Example Hi All Just a quick reminder of the beginners photography class next week see you all there James. The message is in complete, participants need confirmation of the time, place location. Good example Hi All Just a quick reminder of the photography class next week. 1900hrs Wednesday at Preston office room F55 Please let me know if you will be attending. with thanks James. 7. Courteous All communications should be open, honest and friendly. There should be no passive- aggressive or condescending tones. Bad example Sam I don't appreciate that my time slot in the studio was taken by the year 1's. I have a lot of my projects to get through and I really need the time in the studio. Can you make sure this doesn't happen again. James Clearly not very courteous and a bit angry at Sam, shows no consideration why the time slot was given away. Good Example Hi Sam Thank you for booking the studio for me yesterday. Unfortunately the studio was occupied by the 1st years and I was unable to complete my project. My project deadline is looming I would therefore appreciate it if I could re-book the studio and avoid any clashes with the 1st years. Many Thanks James. The difference is clear with the point being made without having to be dis-courteous or impolite. This kind of approach is likely to be more helpful in facilitating the writers needs. Applying the 7C's will make for credibility especially with an audience or people that do not know you well. try and be creative to keep your audience engaged. The better we communicate in business the more credible we become with our peers, clients and other business. Communicating with professional bodies. Simply Business are the countries leading insurance provider for business and in particular small businesses. It is important you use simple and concise language to communicate what your enquiries and requests are in order to gain the correct responses. Communicating with industry professionals is very important to portray professionalism and offer credibility to the service you offer. Wedding Fayres Lancashire are a leading wedding event organisers in Lancashire and the Northwest. They offer event space at their wedding fayres to various wedding vendors including photographers. I have hired space at a number of thier events and correspond by email and in person at the events. As a wedding and portrait photographer I have to effectively communicate with clients and potential clients on regular basis it is highly important to be professional, courteous, friendly and honest at all times as will also sell you as a person. Correspondence with potential family portrait clients. Correspondance with wedding clients. Industry support bodies There are many organisations that support photographers in business as well as creatively. These organisation provide business advice , insurance , promote and host websites. here are listed a few with a brief description. http://www.bipp.com/ BIPP is an internationally recognised qualifying organisation with over 100 years of experience in supporting and networking photographers. BIPP qualify and support professional photographers by offering a challenging Qualifications Structure, Events, Regional & Weekend workshops, National & Regional Awards and a number of membership benefits! http://swpp.co.uk/ The SWPP is one of the worlds largest organisations for pro and aspiring photographers. Members receive a range of benefits to help them in their careers and businesses. Members have access to our photographic Forum, comprehensive listing on thier website, online photographic gallery, Professional Imagemaker magazine and a great deal more photo services. http://www.masterphotographersassociation.co.uk/ The Master Photographers Association (MPA) is the qualifying body for professional photographers. A not-for-profit organisation, committed to working with the photographic trade to raise the standards in professional photography using an industry recognised three tier qualification system. Its mission is to support, grow and educate the values of professional photography. To be the voice of photographers who are and aspire to be professional photographers. Creating a community with a public message, a message The Association will endeavour to educate to the public so its members are proud to say “I am more than a photographer… I am a Master Photographer” https://www.the-aop.org/ AOP The Association brings professional photographers together and provides a sense of community that is simply unavailable anywhere else. They promote the highest levels of achievement and lobby for members' interests at all levels. https://photoguild.co.uk/about-us The Guild of Photographers was originally established as the Guild of Wedding Photographers in 1988 and over the years has grown much wider to become an association for all individuals committed to the art of photography. http://www.rps.org/ The Royal Photographic society. The Royal Photographic Society exists to promote photography and image-making and to support photographers in realising their potential, irrespective of their level of knowledge, equipment or skills. It has an international membership. The Society also acts as a public advocate for photography and photographers. Task 4 Utilise a range of methods that support self -promotion and career development Business cards and flyer to promote the business. Wedding album and portfolio to show to clients logo'd USB presented to clients. Task 5. Develop a marketing Strategy appropriate to the specialist pathway.
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