How's Your Merchandising?

There is something about walking past a storefront that is beautiful that just hits us and makes go "WOW". Even if you don't like to shop, you can't stop but to admire it. As long as it's not overpowering you with a million bottles of over-sprayed teen cologne (*cough cough*) or jammed with too many racks of disorganized clothes once you get inside, that visual merchandising can make you stop for a moment and really fall in love.

What makes the merchandising of a retail store so effective? 

Think about the sensory effect when you walk past the store in the mall. This is a 15 second marketing message in which a company introduces a prospect to the brand, its message and it's product and knows that they are about to make a choice. They invest in this 15 second impression more than almost any other part of their process because this impacts every other experience that client will then have with their brand. Merchandising is key because they have taken the time to invest in their brand and the presentation of it to their clients - not just the ones that they are trying to get, but the ones that they already have as well.

They impale your senses from every direction and take no chances on that "call to action". They want to make sure that there was nothing they could have done better or said in a different way that could have changed your decision, if you are their target market, right? When you walk past that store, it shines with their message. You can see plainly what their brand is, what the current trend or sale is. You see, smell, touch, hear, and sometimes even taste it. They've researched this, they make sure they get it right.

Merchandising elicits emotion. It creates connection, reaction, and interaction with a brand. I know that with the recent changes in our beloved {hated} social media, it's become harder and harder to do so - but I challenge you that maybe it's just that we need to get more involved in our merchandising strategies. Did you know that most (read: pretty much ALL) retailers have look books in which they outline their specific merchandising all the way down so that it is unified all the way across the board for every campaign they run?

I'm here to tell you, you can do this, but merchandising over social media needs to be strategic and cannot be accomplished with a one and done mentality. It is complex, planned, and integral to an actual marketing tactic. You need to put a strong marketing message in place, and then create ways to deliver the message to appeal to the range of senses over the course of a week at a time. Focus on a sensory appeal for the day, and make sure to hit it with strength.

Let's Analyze! How are your displays? When you're building your posts on social media, are you considering the senses? The 5 seconds (if that - your time is shorter on social) that you have of their attention to give them an introduction to your brand and message? How will you hit them hard and make them WANT to know more, to do more, to share more about you? This is about the click, the like, the share, the post. We need to generate movement. This is something you need to take the time and invest in. Your clients want to be invested in - they want to be important enough to you to be invested in.

First, create your action plan. Think about the stores your target market shops at. Research online and look at their visual merchandising, their window displays. Do Google image searches, look at their websites. Read the words they use, look at their social media campaigns, see what their Facebook pages look like, how they tweet. How do they interact with their clients? Take notes. Write down things that appeal to you. Can you make this work for your brand? Do you know how to do this for your business? What are they doing that is so different from you? Better yet - go shopping! Go to the mall and check it out (the store fronts, not the merchandise!)

Now, how to translate it. This is something you'll want to plan out as a campaign for things like Facebook and Twitter. With the Blog and Website it can take on more of an actual floor-set mode. I'll explain that in a minute. Let's get to starting your "look books".

Facebook and Twitter Campaigning/Merchandising Style: 

• With Facebook and Twitter you'll want to identify a message to communicate for an entire week, but spread it out incrementally over the full week. Make a daily plan. Write out your message for that day and what elements you'll use to share it (photos, video, blog, etc). Choose the time of day, and then share it throughout the day. 
• You're giving out pieces, sneak peeks, parts of the design throughout the whole week so that the audience needs to interact the full week to get the full experience. Build excitement, let them know there is more.
• The point of a campaign is to get reach across the brand. It could stretch into photos, videos, your blog, a tab, questions, your website, an event, a download - as long as it's something in it for them in the end and not just a win for you. 
• Ask people to share your posts/photos, etc with their friends. You don't get what you don't ask for.
• Another key is do not cross post from FB to Twitter. Yes, its easier, but people on Twitter want different information. Give them different tidbits. Shorter info, different links. Take them to different photos, different tabs, different exclusive content. Make them feel a different kind of special. Ask them to RT (retweet it), and use hashtags (#). 
• Use a different medium each day. Don't just hit a single sensory contact each day, try for a mix - and don't miss a day. Try vision/hearing, etc. 

Website and Blog/Floorset Mode:
First, I'll explain what a floor-set is. A floor-set is kind of like a map that retail managers are given when they need to lay out the design of a store's merchandising displays to maximize the sales and the displays of merchandise. It helps plan where the merchandise should go based on sales projections, planning, goals, basic merchandising structures, store layouts, marketing plans, and business structure. It's built around the brand and helps guide the business to make the right decisions about how to plan the layout of their marketing and sales decisions from the design on up to really maximize their profit for the upcoming season. Obviously, this is used in stores with actual space, but for right now, your space is your website and your blog and you need to make sure you maximize it wisely!

This is a lot about basic branding, but it's also about content and making sure that your merchandising is well thought out and all of the elements are in line with the impression of your brand and your experience. When you look back on the research you did or even through the images on this post, what was the impression you had of these brands? Would you shop there? What would people think of your photography business if they saw your website or your blog? What would they think if they read your blog posts? Is there a lot of fluff and junk that isn't selling you? Are you hiding your message or not showing the best of the best?

You've only got a few moments of your clients time when they first enter your site to hit them with your Visual Merchandising to make that impact decision of "do I stay, or do I go?" This is why you do not want to skimp on this. Focus on your visual merchandising of your blog and website just as much as you do your Facebook and other social media.

Are your blog posts engaging, well written, and not overwhelming? Do they show only the best few images? Are you being selective and speaking to both your current clients and prospects or are you posting just to post? This is your voice to your clients (past, present and future), how does it sound?

And just like the outside, the inside (offline) interactions are dripping with merchandising as well.

• Email
• Welcome Packets
• Phone
• Consults
• Session
• Sales

 How do yours stack up? If you need to revisit your merchandising, do it now! It's all about the first impression.

Featured Photographer: Debbie Ellis Photography

Debbie Ellis Photography

Residential Studio Photography

Online: Web, Blog, Facebook

Serves: New England and beyond

Market: Newborns, Children and High School Seniors

Go to Gear: Nikon D90, 35mm 1.8, 24-70 2.8, 70-300

I used to be not so into kids. Didn't really want to "hold the baby" when a friend or family member had a new one to share. Almost ten years ago, that began to change. My oldest was born in January of 2002.

As I embarked upon my Photography career, there was that nagging question that was always there..."what will you specialize in?". So in my first couple of years of business I have been trying everything on to see if it fits. I have done kids' birthday parties, second shot weddings, small children running all around with me chasing them up and down hills throughout a park, maternity, families, corporate headshots, dance performances, theater performances. I may even get a brandie newborn baby shortly after birth next week in the hospital...so excited at that prospect.

The one I have really been enjoying is newborns! It takes a lot of patience and you have to like getting to know strangers as you will be spending two plus hours with them. This is no "mini session" that's twenty minutes and you're done.

So, how do I do it?

I have a "Residential Studio"; aka it's in my finished basement. A few days ahead of the session, I send the new mom a detailed email with everything from what to expect, what to bring, when to feed and let them know I have a non toxic home (we don't use any chemicals to clean) but, we do have pets. Full disclosure is key so there are no surprises or allergy attacks. (In the new year, I plan to mail this to them instead of emailing it)

I set the stage with my over-sized bean bag known as a newborn nest, drape a cozy blanket (only used for my sessions...I don't just pull them from my children's beds) from the background stand over the newborn nest. Position the 4x6 Larsen soft box, hair light and reflector for the set up. About an hour before, the heat is on. I like to have it about 80 degrees. Because of this, I usually wear a tee shirt with capri yoga pants and bare feet (only if properly pedicured). I run the air purifier the whole night prior to the session.

When the Mom/Parents come in with the baby, we go over my simple contract, and head downstairs. (after I oogle over their beautiful new baby, of course)

In my studio, I have a basket of wipes, newborn diapers, and towels. Yes. Babies pee, and poo, and they will on you and your oh so cute blankets and props. It's totally ok and expected, I tell them it will happen and we usually are laughing about it. I have asked the mom to feed the baby right before she comes over or when she gets here so the baby will be ready to sleep. (Pee and poo tends to shortly follow!)

We then work together to get the baby to sleep. This is the hard part, as you know if you have children. Sometimes they follow along just perfectly and other times...not so much. I have a white noise maker and will keep the room darker, I recommend binkies and movement. When it's time, we get the baby set up in a comfy cozy position on the newborn nest or in another prop we have chosen.

The most important key is safety. There are photos you will see of "hanging babies" but I have learned how to do this safely. I won't go into it as that would be a whole other post. Please, always be right next to the baby, or have the parents be hands on. You can remove them in photoshop.

Another important thing is to get the mom in the photos. New moms feel fat, and well, they may be bigger than they used to be. But, getting them holding their baby and the connection....you can feel it from the photos. They love them, even if they didn't want to in them, and always buy them. And, get a few with eyes open...try to avoid the cross eyed ones, but the big dark glassy eyes are way cool.

A typical newborn session, we will do about three set ups and one to two different poses in each set up. I recommend they bring props or heirlooms like dad's blanket that his grandmother made for him when he was a baby. They always buy that for Grandma.

Props are so fun! I love finding new props. Doll beds are perfect for newborns, as are sturdy wicker baskets (rectangle and round ones), I have a big plastic tonka truck, wooden boxes, hats, bows, blankets, blankets and more blankets!

Before they leave, we schedule the viewing session, usually about a week out. When they come back for the viewing session, I am on full baby duty so they can make decisions with no concern of the baby. My goal is to make mom cry when she watches the animoto video; I have been pretty successful thus far!

It's best to get the baby in asap after they are home. They are still all curled up and sleep more when ten days and younger. I have done them as old as six weeks for a newborn session and made it work.

You just need to love babies, feel comfortable holding them and moving them around.

Thank you for reading!

Web, Blog, Facebook

Want a Little One-on-One?

The Studio Trainer is opening up a limited number of Mentorships for the 2012 year. This Mentor Program runs from January to December 2012.

This is a One-on-One program designed to help you grow your business, and includes:

1 hour/week phone call with Kate

1 chat per month as a group with the other mentoring members
Access to a secret FB group with Kate and the other mentor members

Unlimited emails

Registration to all of our online classes

All of our newsletters

Website critique

Ongoing gallery critique

Culling of up to 10 sessions per month

50% off of all document creation and other services

This is a value of over $6000 in services. 




There is only 1 spot left in this amazing program at  
90% off the value!



 Contact us for details.

We do have flexible payment plan options available, and it is first-come, first served.

Payment Plans:

1. In Full, Up Front
2. Split (2 Equal payments. January/June)
3. Monthly

Policy Planning

No, this is not a post about health insurance. Well, not directly. It may save your health to have these policies in place - or at least your sanity.

Every business has policies. Policies are guidelines and rules that help a business and the consumer when situations arise. As a business owner, they give you something to stand on when you're faced with a tough situation, and it ensures that you won't let your clients walk all over you. It's company policy, after all!

When you're creating your business policies, you may come across recommendations on other websites, forums or groups that sound great. I want to caution you, before you put them into practice, please do two things for me. 1) Ask yourself if it's brand right for your business; and 2) Check your local laws to make sure you can legally have that policy.

Policy creation can be very exhausting and a little overwhelming. So often, we strive to be flexible with our clients and even more-so as small business owners. They feel they can push a little more, and we feel inclined to give in a little more. Policies are here for your protection, and for you to bend as you see fit. Don't fold on a policy unless the benefits to your business outweigh the possible negative repercussions.

I'm not going to tell you what your policies should be, I'm just going to list things you should have policies about.

Copyright
Model Releases
Session Cancellations and Reschedules
Appointment Cancellations and Reschedules
Refunds
Unsatisfied Clients - session/images
Unsatisfied Clients - finished orders
Digital Images
Sneak Peeks on Facebook and Blog
Session Scheduling and Collection of fees
Order placement and collection of money
Late charges, returned check charges, non-payment
Online Gallery (if applicable)
Retouching
Yearbook submissions (if applicable)
Discounts and Promotions
Portrait Programs
Shipping and Mailing
Proofing
Session Fees
Travel Fees
Large Group Fees
Holiday Fees/Weekend Fees
Turnaround time for ordering appointments
Turnaround time for finished orders
Reprints/Reorders
Missing Product
Changes to placed order
Non-orders
Exclusivity
Photography/Camera Phones
Custom Pieces design, proofing and approval
Portrait Care
Payment Options
Payment Plans
Social Media Tagging and Cropping
Pricing Guarantee
Location expenses/parking, etc
Reshoot Circumstances
Storage of ordered and unorderd images
Minimum purchase
Session Preparation
Illness/Emergency
Pricing Availability (in person only, online, etc)
Watermarking
Delivery of Finished Prints
Print Releases (if applicable)
Commercial work
Friends/Family
Sponsorships
Donations
Referrals

This should get you off to a good start. Can you think of any more you'd need to add? Let me know in the comments below!

Designing an Effective Email

Email marketing: is it in or is it out?

The verdict is still out on this one. As with radio or television, email is a medium we've become numb to. We delete messages in our inbox with barely a glance. Only the most important, legitimate or interesting things are saved and read. 

The same is true of your clients and prospects. And yet, you've sent out those emails, haven't you? You know the ones I'm talking about - the ones with boring, obvious titles; the ones with way too much information that it gets boring; the ones that just stink like spam and look like a cookie cutter of the same email you sent last week on that awful blah template that looks nothing like your cool site. "D'oh!"

If we know all these things, why do we keep doing it? And worse, why do we keep getting bummed when no one opens our emails?

Don't worry, it's easy to fix. 

The rules for creating an effective (read: will get opened) email are simple.

1. Create an Interesting, Relevant Subject. 

          Ask yourself "Would I open this email?" If you wouldn't, why would your clients?

2. Be Branded. 

          Have your business name in the "From" section, have a custom designed and branded base for your message layout (want an awesome host that will help you do this as a part of their services? Try MyEmma or ConstantContact.) 

3. Keep It Simple. 

          Stay on track with the topic of the email. Even if it's a newsletter, don't talk about more than 3 major things in the main body of the email. If you want to share more, host the rest online somewhere and include the "read more" link. Be positive, and don't give too much information - give just enough.

4. Stick to the Rule of 3. 

          No more than 3 paragraphs/sections. Your business name 3 times in the email. 

5. Clear Call to Action.

         Make sure the reader knows what to do next, and when to do it by. Don't hint - be obvious and ask for it.

6. Contact Information

         Make sure it is REALLY clear how to find you online, email you back and to call you if they want to. 

7. Use Real Clients

         In every email, include images (1-4) and make sure that at least one image has a quote FROM THAT CLIENT next to it. 

Keep in mind, using that rule of 3, that you'll want to send any promotion emails at intervals. I recommend sending the first email, and then 4 days later send a variation with the same message, and 3 days later (2 days before the event) send the message again. Consumers usually need to hear/see things in advertising at least 3 times before they will take action on it. 

Using these tips and a strong email base, you're bound to have success with your email marketing. Of course, I'm always available for pre-send tests and critiques. Just contact me for more information. 

Organizing You, part 2

Welcome to part 2 of organizing you, and your business. The last post, I talked about studio management and workspace; This time I will talk about laying out a workflow and managing your client base.
Missed part 1? see it now!

Workflow
This question comes up time and time and TIME again. How do you keep your workflow organized? The secret is a wall mounted whiteboard. You can make one yourself, or purchase one online from places like Photography Concentrate or Design Aglow. You can also use your Studio Management software, plus your desktop to keep you organized.

A basic workflow chart could include these steps (will vary):
Consultation Scheduled (opt)
Choose Location (opt)
Session Scheduled
Collect Session Fee
Send Confirmation and Receipt to Client
Send Reminder to Client
Contracts and Releases signed
Photographed
Ordering Appointment Scheduled
Send Confirmation to Client
Upload Images
Cull Session
White Balance and Basic Editing
Import into Presentation Software
Organize Presentation
Build Composites for Showing
Send Reminder of appointment to client
Post teaser on FB (opt)
Ordering Appointment
Final retouching and cropping
Send order to lab
In production
Blog Session
Awaiting packaging
Packaged and Ready for Delivery
Contact clients
Delivered

If you're using a CRM or Studio Management solution, you can usually automate many of these steps based on what they call "triggers" so that you don't need to remember to do all of them individually.

As you can see, a lot of this crosses over into Client Base Management. I do a mix of online and offline for my clients. Every client is entered into the Customer Relationship Management software (CRM). Active clients also get file folders.

I use regular size manila folders. On the tab, I have their client number and name. They are filed alphabetically by last name, so that is listed first. Inside the file, I have a data sheet with basic information about the client: Name, address, phone numbers, email, how they heard about us, what kind of session, and any notes. If you're using a CRM program you can print this from the program itself. Also in the folder goes copies of all communication, all invoices, anything with signatures (except cc receipts), and copies of the order submission to the lab and retouching notes. Do not keep their cc number in their file for security (and legal) reasons.

When you close out the file, I recommend keeping everything that has notes and signatures. I like to staple them together and mark it on the front with last name and year. Many states require you keep this information for a designated period of time - do some research on the laws in your area.

In my CRM, I make notes of anything we talk about, and I send emails to the clients through their "file". This allows me to track exactly what was said and sent, and when. Get as many personal contact options as you can from your clients. Many CRMs will also have "status" options that you can change, much like the workflow board.

Also make sure to note how they heard about you, whether they are a referral (who referred them), if they are a return client. Try to also keep note of any plans/programs they belong to with your business and their running total of spending with you for the year.At the end of the year, I send out appreciations to that years clients and this information helps me know what to send.

That's the basics of getting things set up so you're off to an organized start :) Want to know something specific? Leave me a comment and let me know!

Senior Reps, pt 2

Wow, this has been a much anticipated post ... and long-awaited.
Missed part 1? See it here!


How do I do things? My program is benefit rich. As I've said before, I give a lot to my senior reps... but they give even more back to me.


Basics: They get free sessions. They get cool tools to use both online and offline and something for mom to show, too. They earn credit and bonuses. They don't have to order until spring of their senior year, but are offered an early order bonus. They have a group on Facebook, have very few requirements and I keep the lines of communication as open as possible. They do pay to take part in the program (but it is used as credit towards their order if they actively participate). 


Reps usually come from recommendations from former reps or clients. When building a new rep program, I get referrals from school counselors, youth pastors, current clients, the blog and Facebook. I like to use Facebook ads to promote during the recruiting time. 


Reps go through an interview process. I call each rep and ask them specific questions designed to tell me if they're a good fit for the program. If they are, I set up an in person, group style orientation. If not, I refer them to a website that has further questions. 


Once they're invited to the orientation, I send them a welcome packet with a quick overview of the program plus a handwritten note with confirmation of their time and date. Parents are encouraged to attend this, as orientation is when they actually enroll and forms/money will need to be signed and exchange hands. 


At orientation, I do a presentation of slides and talk about the program in depth. It is very interactive and fun, with snacks and samples and lots of great information for them. I also take plenty of time to answer any questions. 


If they choose to enroll (and over 90% do), they schedule their session and let me know which brand training they can attend, pay their rep fee, and get their Guidebook.


As a Senior Rep they get some awesome freebies, like a Rep In/Out Studio Session, Stylized On Location Session, Sibling Session, Family Session, Update Session (spring of sr year), Prom Session, Spirit Session, and Grad DVD. 


I know, it seems like a LOT of free sessions. Only one is required (the Rep In/Out) and the rest are optional. Not every rep takes advantage of every session, and only about half do more than 1. These aren't all at once, and they are spread out over the course of the time they are a Rep. There are black out times when their free sessions aren't able to be scheduled (busy season).

The more you can keep new images filtered in for the rep, the more excitement builds, and the more they have to show off and share (and eventually, the more they order from).

They get a lot of tools to get their images in front of other people. They get a portfolio book from their main session and mini portfolio books from any of the optional ones they do alone. They get 70 printed referral cards (to start, more available at any time) with an image of their choice. They get a digital kit that includes a digital referral card, a video short (Animoto style) and a video montage of recent seniors images. They get a photo from their session posted on FB monthly where they are tagged, and they are tagged to all promo images or notes online as well. They also take part in a Rep Sale.

I keep reps in the loop by using a Secret Facebook Group, monthly newsletters, and updates. Every week I send them an email of how many people have mentioned them as their referrer, and every two weeks I send an update of their credit. Credit is only earned once the referral is photographed. 

Rep images are featured on the FB page, the website, the blog, mailers, email advertising and as samples.

They can earn credit in over 20 ways. I try to make up new ways to earn credit every month, so there is a lot of variety and something that appeals to everyone. Credit is in the form of print credit or free products, and ways range from referrals to assisting at shoots. I offer bonus levels at increments for referrals. 

They are required to pay the Rep fee (I sponsor 1-2 per year for hardship cases), turn in an email list of kids from their senior class they think would be most interested in our work, to participate in the rep sale, abide by copyright laws, tag photos and share photos and posts, and allow images to be used unconditionally. They are required to also attend brand training. There are no minimum requirements for the number of referrals. 

------------------------------

This is an overview of how I do things. If you need any clarification on any of this, comment below. 

If this sounds like a good fit for you, contact me about a Custom Rep Program just for your business. 

Organizing You, part 1

I get a lot of questions about keeping your business and workspace organized, laying out a workflow, and managing your client base. I will do this in two parts. This one will cover business and workspace.

The first thing to set up is Studio Management. Find a good Studio Management software, pair this with an accounting solution, and if necessary, a Customer Relationship Management program. Let me go in to some detail about what these are, what I recommend, and why you need them.

Studio Management -
This software will allow you to organize your client images, show them for ordering presentations, create professional invoices/receipts, schedule sessions and appointments. Many can run reports to help you assess your marketing efforts, and can even help with workflow. It takes some time and patience to set this up, but it means bye-bye paper notes and can really finish the feel of your brand to your clients.

What I recommend:
If you're on PC, I would choose StudioPlus Software (not Mac compatible without parallels).
On a Mac, StudioCloud would be my choice. Many photographers use Successware and Proselect.
If you're unsure of what solution is best for you, I would try the trial of each and go from there.

Accounting -
Even if you have a CPA (please get one if you don't!) you should have some sort of accounting software. At the very least, it should have the ability to manually enter expenses and income, print reports for taxes and sales, and sync to your bank accounts. There is nothing worse for an audit or filing taxes than shoebox accounting. I cannot stress this enough - you don't want to mess up your taxes, and accounting software will keep that in check.

What I recommend: 
Quickbooks 
If that's out of the budget, WaveAccounting is a good, free online option. It's only downfall is that it doesn't track goals.
If you want goals, Mint is great.

Customer Relationship Management (CRM) -
This software will allow you to keep track of your clients and prospects in detail. Many suites will allow you to take notes, assign client numbers, send emails and automated communication and link all communication to that client file. It can save you a lot of time and keep you in check to make sure you never miss anything - and keep your clients feeling like they're your number 1.

What I recommend:
This is why I love StudioPlus so much - it has a CRM built in! Talk about perfect.
If you're not going with SP, then I would say check out ACT! or SugarCRM for good options.

***

Your Workspace will be strongly customized to how you work, and your brand.

At the very minimum, keep your branding binders close at hand, a desk calendar, a phone, a computer, workflow board and client files. Everything should be within easy reach.

My desk area has everything listed above, plus my label maker, a standing filer, general office supplies (pens, stapler, etc). I also keep a cropping guide nearby, as well as all of my current materials and prices/products. I have a couple of bins under my desk for current and ongoing larger projects so that I can keep things neat. I have my to do list on a clipboard next to my mouse, and my inquiry log sheet next to the phone.

On my computer, I keep my desktop organized with a custom background that works as a sort of workflow board. You can find something similar at Design Aglow, or on Facebook in the New Pros Photography Group. There is a desktop shortcut to all of my scripts, pre-drafter emails, and anything I use on a daily basis (this means that anyone using my desk can also easily send these things just in case).

see part 2

Branding Basics

There are a lot of things to think about when you're branding your business. To keep yourself organized, I recommend starting with a branding board. From there, you can place things into the branding binders and put things into action. 

Branding is ultimately the way that your business effects the senses of the public. It is your message, your personality, the vision, your experience, your feel, your smell, your "sound", the way the business "tastes" to your prospects and clients. It is the words, the emotions, the colors, the flow, the information, the layout, the vendors you work with, the clients you represent, and the life of your business.  

It is you, in business form - like your heartbeat, your dreams into a living being. It is what creates their memory and recall of your business, the connection and attachment that builds loyalty. It is how you're recognized. Your branding is your "special sauce".

Your images, your editing, the way you answer the phone, how your office looks, how you run your sales appointments, how you email clients, your packing and delivery, your mailers and promotions, the events you host, your URL, your writing style on your blog, your workflow,your prints and products, how many clients you take on, any special programs you run, even your pricing and package structure ... it is all a part of your branding. Your branding builds the expectation of the experience with you. 

Branding has to be authentic and realistic - so don't overpromise and under deliver. Hold yourself to the standard of your brand - every decision you make for your business will effect it.

Use magazines, pinterest, everything you can and cut out or print out things you love. Put them on the board under different headings. 

To start branding, choose:

• Name
• Colors
• Graphics
• Words
• Images
• Design (simple or detailed)
• Smells
• Experience
• Business Model (high volume, low volume, boutique, etc)
• Photographic Style and Editing Style
• Fonts
• Specific Target Market (age, spending style, where they shop, what they love, who they are)
• Marketing avenues (twitter, fb, g+, blog, website offline - how often, and what)
• Vendors that represent your brand well 

Things you need to brand:

•  Logo
• Tag Line
• YouTube Url and Design
• Twitter Url and design
• G+ profile and page
• Website Url and design
•  Blog Url and design
•  Facebook Page, welcome page, and tabs
•  Promotional Pieces
• Props, Backgrounds, Places your photograph and Sets
•  Inquiry Script
•  Booking Script
• Pricing and Packages and presentation of prices
• Events and Special Promotions
• Office Space and Desktop
•  Presentation and Ordering Process
•  Product Line
•  Email Marketing 
•  General Advertising Piece
•  Business Cards
•  Rep or Referral Programs
•  Checks and Credit Cards
•  Policies
•  Customer Retention Program
•  Email Communications 
•  Workflow process created
• Packaging and enclosures/gifts

If you're ready to move to Branding Binders, click here. 

More info on a Word Bank is here.

What about Branding Yourself? 

RTC PhotoWork: Featured Photographer, week 9

Tamara of RTC PhotoWork

RTC PhotoWork

Location Photographer

Online: Web, Facebook, G+, Twitter

Serves: Fort Worth, TX

Market: Maternity and Newborns

Go-to Gear: Canon 5d, Canon 70-200 f2.8, Wacom Intuos3 Tablet

Since my son (Tristan) was born this past February and my nephew (Matthew) was born a few days before him, I decided to make a switch from a focus on wedding and engagement photography to newborn photography. I’d love to say that having a baby changed the way I saw the world, and that all I wanted was to be around babies all day. That’s not quite how this last year worked for me. I was probably on a path to this change since before Tristan was born.

I had recently moved back to Fort Worth after working for an “I’ll photograph anything” photographer in Waco, and I was struggling for work. Without equipment of my own, I lacked the confidence to market in a way to book sessions and weddings. I then chose to seek out assisting jobs with other photographers, finally landing a contract position as the right-hand of a local newborn and maternity photographer. I learned a lot from her in terms of conducting a newborn session and handling newborns (being unafraid to offer to change a diaper so Mom could relax) as well as in terms of conducting business. Let me say, she charged WELL, and she did NOT apologize for it. That was a lesson I’d known in theory for a few years, but I saw it in practice with her clients.

Then, I found out I was pregnant. Thinking I was more than a contract worker, I told her soon after I found out. We spent weeks talking about it in between sessions. When we had twins in for a newborn session, she commented on how I was a natural at handling babies and that I had nothing to worry about in being a mother. Then, one day she sat me down to talk and told me that I would not be getting the full time job as expected… because I was pregnant.

It wasn’t until I went through the majority of my pregnancy (questioning every day whether I should continue to pursue photography in any way at all beyond retouching for contract) that I decided wedding and engagement photography was too difficult a market and schedule to have when I had a baby. When I spent 4 days photographing Tristan and Matthew, I got it. Newborns, they are so much easier for me. My difficulty communicating posing to clients was suddenly a non-issue. You know what? Parents are just as excited about their babies’ photographs as they were about their own engagement and wedding photographs. PLUS, the market isn’t as oversaturated as it is with weddings.

Since the decision to change my focus and really go for it, I am booking multiple sessions a month. (I was happy to have a paid session every 6 months prior to that. There is something to be said about the confidence you put out there when you market.) I firmly believe in specializing in one area, even when you are willing to do other sessions as well.

Here is my best advice when you choose a specialty:

• Pick one or at most 2 specialties. You can’t say, “I specialize in family, senior, wedding, newborn, and bridal photography.” That isn’t a specialization; it is your offering. Pick based on what you enjoy most or feel is your strength, and introduce more than 1 specialty at a time only if they go together (like maternity and newborn or engagement and wedding or children and family). You need to send a clear message to the world, and starting to pursue high school senior and newborn photography at the same time with full force, you WILL confuse the world.
  
  
  
  
  
• Go for it with everything you have. Spend most of your marketing strength on the specialty as you develop it, and go at it with confidence. Whether you offer portfolio-building pricing at the beginning or not, educate yourself to become an expert and share the information an expert would share. (In the case of a newborn photographer, I believe this was paramount to the success I have started to enjoy. If I did not position myself as an expert and if I lacked confidence, parents likely would have had difficulty trusting me to handle their newborn. When a parent is ill at ease, the baby senses it, and the session could be a waste.)
  
  
  
  
  
• Assess every part of your business for improvement. Do a SWOT analysis of your business as a whole and as a business in pursuit of this new specialty. You need to learn who you are as this new photographer and what your business is as a business with a specialty in order to convey that message in your marketing and your work.
  
  
  
  
  
• As a part of the previous point, get everything in order to maximize each session’s success and in order to make the process as easy and enjoyable as possible for your client. The easier and more put-together your process is, the faster your success will come.
  
  
  
  
  
• Make sure, now more than ever, that you are priced for profit. Strategically choose as time goes on and you improve to raise the price of your work because there are people who pay for experts in their fields.
  
  
  
  
  
• Don’t be afraid to say no. If there is any photography or styles that don’t fit your specialty or that you don’t want to do, say no. When you spend too much time doing sessions you don’t want to do, that don’t fit your brand you not only confuse people about your brand but you distract yourself from your specialty. I firmly believe in the saying, “A Jack of all trades, a master of none.” It doesn’t mean you shouldn’t do anything but your specialty (unless that’s what you want); it just means you don’t have to do everything to be successful. I highly suggest you avoid EVERYTHING if you want to be successful. Though it probably makes no sense to most people, I decided a couple months ago to no longer do family sessions aside from twice-a-year mini session events. Family shots are included in newborn and maternity sessions, but I generally prefer not to pose several people. It is not my strength, and I believe that I and my clients deserve for me to do my best work.
  
  
  
  
  
• Last but not least, enjoy your specialty. Even if you selected it for business and marketing reasons, enjoy it. If it sucks the life out of you, find something else. I bet you’d be more successful switching.
  
  
  
  
  
  RTC PhotoWork Website
  RTC PhotoWork Facebook
  RTC PhotoWork Twitter
  RTC on Google+
  
  
  - Tamara
  RTC PhotoWork

VLV Photography: Featured Photographer, week 8

VLV Photography

Location Photographer

Online: Web, Blog, Facebook, Twitter

Serves: ND, SD, MN, MT

Market: Weddings, Couples, Brides, Newborns, Families and Seniors

Go to Gear: Canon 5DmkII, 24-70L lives on my camera, alien bees with mini-vagabond, reflector. 

I'll start how I got into photography. Photography pretty much found me. It was through life experiences and then the eventual birth of my son that lit the creative spark that was already there. I had found something that allowed my mind to wander and dream. I had never experience that before. So my photography journey began. I've now been in business two years and 3 months and it has been the toughest road. EVER.

I have learned much in the year that led up to my eventual decision to build my own website, and the more than two years since. Some of those lessons I would like to share with all of you today. This list is for those who are thinking photography may be a career path for them but haven't quite taken the leap in purchasing a dslr, or for those who have purchased a dslr and are looking to create a side business for themselves. I suppose this could also apply to someone who has been plugging away for a year and may be at a crossroads, after realizing they bit off more than they could chew. Regardless of who reads this, I think something can be taken away from it, or better yet, maybe even shared with someone you know that may have been bitten by the "shutter bug."

So, today I share with you my top ten list of lessons learned since I've embarked on my own photographic journey.

1. Take your time and pace yourself. I understand the hunger of wanting it all and wanting it all...like yesterday. Take your time in studying the art of photography, learning your craft, discovering what it is that you love to photograph, and learning how to shoot on manual. Once you go manual you never go back!

2. Seek education. Soak it all in from every resource you can. Join some free online groups such as www.betterphoto.com (I joined this and it's a good place to start with contests and critiques), or local photography groups. And get a magazine subscription to PPA. This magazine isn't about gadgets and gizmo's-it's about knowledge. You can learn technical stuff for free online on YouTube or just by Googling; however, the articles in PPA are from photographer's who have been there and done that. Ultimately hone in on your business skills. If you don't know business, you can't run a business. Doesn't get any more clear-cut than that.

3. Get legit. If you're going to take money from people get your business registered, get a tax id, and get liability insurance. This doesn't need much explanation but you owe that to your clients. If you're "into" photography as a hobby, you shouldn't be taking money from people. However, if you want to make photography your career of choice for the long-term, number three isn't an option. It's the only legal way of owning a business. And if you have personal assets that you want to keep as yours, take number three one step further and get your LLC. I'm in the process of doing so right now.

4. Invest in a professionally designed website and set up a Facebook business page. I cannot stress enough the importance of a professionally designed website. I thought I'd be an over-achiever and design my own. HUGE MISTAKE. I hated it and really wasn't showing myself to the cyber-world as a professional. As soon as I saved up enough I hired a professional designer. It was the best investment I've ever made and one, to this day, I do not regret. I also had my logo created at that time. I have a Wordpress blog site and I can't say enough how easy it is to manage and navigate. It did take a little bit of a learning curve but if I can do it, anyone can. I still can't stand code so I do still hire her from time to time for maintenance or when I realize ways I want to make my website better. I don't even want to add up how much I've invested into my site but I know ever penny was worth it...and then some! Getting a Facebook page at the recommendation of a wedding client was also a turning point for my business. I cannot recommend this step enough! It will change your business for sure!

5. When you start as a shoot-n-burn photographer, people will know you and remember you as a shoot-n-burn photographer because you'll be cheap. Pricing is hard.....REALLY hard. But being a shoot-n-burn photographer, where you do the session and hand over a disc of all the images for $100 or even a couple hundred more, is not going to help you reach your business goals. There are a few resources out there that are free or close to free, including Stacy Reeves' guide, as well as many that are quite a bit more. The best thing to do is your research and ask around to find the best solution for you when it comes to figuring out your pricing. Ultimately though, you want to price your business for the business you WANT to have in the future. And trust me, handing over the farm isn't going to get you anywhere but "burn-out ville." I never started my business this way and am so thankful I didn't. I've heard too many stories from photographer's who started out this way and hit so many roadblocks when they finally realized they needed to change how they ran their business.

6. Price for Profit. So you are using Stacy Reeve's pricing guide or you purchased one, the next step is to price yourself for profit. Just Google "photographer's pricing for profit videos" and you'll get a ton of hits. After two years I've finally come to the point in my own business where I realize that in order for me to be around five years from now and be able to help support my family, I need to price for profit. Realize in doing so, you will lose clients. But the possibilities of where your business can go, as scary as it may seem, is the constant thought you need to keep at the forefront of your mind. Forget about the naysayers. Understand and study your target market and take a lesson from advertising you watch on TV. Ask yourself how companies are marketing to you or your family.

7. Sell yourself. That may sound funny but you really need to sell yourself. Show people what you're made of, what makes you tick, be authentic in your communication with clients and know that everyone in your target market is your potential client and treat them as such. All the while being professional and know that everything you do, say, or show is a direct reflection of you and your business. If you go to a session dressed like a slob but charge premium, boutique prices, that won't exactly match up to your brand. BE YOUR BRAND through and through and be authentic in doing so.

8. Understand and accept you cannot please everyone. Very recently, a dear friend of mine (I'll call her "Kate") said this to me: "Choose your battles where there is a chance of winning." This relates so much to parenting as well but really hit home for me too when thinking about my business. There will be people that will be less than happy and that's okay. Why? Because sometimes a situation just is what it is. There are things that are out of our control and even the things that are in our control can be simply a matter of miscommunication, which leads me to number 9.

9. CLEAR communication is key. Communication is the fundamental and necessary foundation to your relationship with your clients. If an issue arises, more often than not, it could have been avoided with clear communication. And this would cover having clear expectations laid out on the table, a solid contract, clear and concise marketing pieces, and just the development of trust that can only come with time and conversation. You can't expect your client garden to grow if you don't nurture the relationships you put into it, so to speak.

and the granddaddy of them all......[insert drum roll please]......

10. Take care of you and be sure to always run your business and not let your business run you. Okay, that's sorta two. I have learned this the hard way though, with many nights burning the midnight oil. Running a business is far from easy. And the work doesn't start with the session and stop when the session is over. With every 2 hour portrait session, you can bet you'll be putting in another 8 hours of work. And for a wedding...well, add on at least another 40 hours onto the wedding day coverage time as well. Owning any business is not for the faint of heart. You have to have a thick skin and definitely have business skills. Shooting is only 10% of running a photography business. And if you are burned out and falling asleep at your desk, you can't run your business appropriately. The ones who suffer are you, your health, and your family (if you have one-which makes running a business 10x as hard).

So there you have it. I had a hard time listing only 10...I have MANY more but don't want to be a blog hog! lol! I hope this information was helpful and possibly give pause to someone who is thinking they'll just make a quick buck or two. The only way to have a successful business, and by successful I mean, a profit at the end of the year (being busy does not always equal success), is to learn your craft, be legit, seek education, invest professionally into your online voice and branding, price for profit, sell yourself/market, have a plan of action for the ups and downs, clearly communicate who you are and what you do, and take care of yourself by not allowing your business to run you.

Thank you for reading!!

Victoria

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