Florida Photographer by FL Professional Photographers, Inc.

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Florida Photographer Is the ofﬁcial publication of the Florida Professional Photographers, Inc. Permission to reprint contents on this publication is granted to similar publications of the photographic industry, provided that the author and THE FLORIDA PHOTOGRAPHER are recognized as the sources. The opinions expressed in any article or column are those of the author and does not necessarily represent the ofﬁcial position of the Florida Professional Photographers, Inc. The Florida Professional Photographers exists solely for the good of its members. The association provides tools and educational opportunities for its members to achieve their business and artistic goals. It is committed to an ongoing exchange of information and experiences between all members in an open and friendly atmosphere.

publishing editor advertising and design Luis Melendi 828 Narragansett Lane Key Largo, FL 33037 Tel 305.453.5441

Fax 305.453.5448 melendi@bellsouth.net

Best of Show Portrait Her Majesty

Michael Potthast

President’s Message

FPP School of Photography

Computer Tech Corner

2013 Convention Update

New Members

Use Your Tool Box

Photographic Competition 2013

Top 10 Ways to Find Clients

In Memoriam - Theresa Saylor

FPP Committees for 2013

Mentors and Silent Auction

Get the Most Out of the FPP Programs

Join the

Florida Professional Photographers See Application at www.fpponline.org Florida Photographer 3

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President’s Message SANDRA PEARCE, FDPE, FSAE, FED

Surprise, we are celebrating our 80th year as Florida Professional Photographers. We started in 1933.Time to evaluate where we are and where we want to be. The first step is to see what happened in 2012. How much business did you do? Did it bring in the desired level of income? Did you enjoy the work you did? The first two questions are easy to answer, they are based on facts, the third is tougher. The solution to these questions is the same. The work load and profits are easier to change, but personal satisfaction is harder to obtain. Let’s start with the first question and possible solutions. Do you have enough business or do you want more? Do you want to change the kind of business you do? You are a professional you must have a plan. General Motors does not just build

cars hoping someone will buy them; they research the market and develop the cars people want to have. You need to do the same. Take out your notes from speakers and classes; these apply to your business. Go after the business you want. FPP is a big part of this growth. Seminars, Florida School, State Convention and Trade Show are packed with ideas to make your business better. The classroom is just a part of the education process. Making lifelong friends that share your photographic interest and are willing to help you is a great benefit. Instructors are still willing to help if contacted. In short, FPP is one of the first places you should go for help. As your President, I want to make sure FPP is serving your needs. If you have ideas or suggestions, please let me know. Attend FPP functions, help others, make friends,and your business and theirs will benefit.

On a sad note, it is with a heavy heart that I inform you of the passing of an Icon. Our beloved Theresa Saylor has passed into Heaven. Theresa became the FPP’s ofﬁcial bookkeeper in 1973 and became our Executive Director in 1975. She went on to serve for 25 yrs. before retiring in 1999. Theresa was the epitome of class. She loved the FPP and its members with all her heart. A kinder, nicer, funnier or classier lady would be hard to ﬁnd. She was the “backbone” of the FPP and the “glue” that held us together for many years. She is the wife of Ted Saylor and the mother of Teri Crownover, who served as our Executive Director for 11 yrs. Theresa was well respected from all members and boards that had the privilege to work with her. She will be greatly missed. n

Reach the Florida Market... Advertise in the Florida Photographer! Contact Luis Melendi 305.453.5441 ~ melendi@bellsouth.net Florida Photographer 5

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FPP, Inc. Board of Directors PRESIDENT Sandra Pearce, FDPE, FDAE, FED 2014

1122 SW 15th Street Okeechobee, FL 34974 863.763.2684 pearcephotography@earthlink.net VICE PRESIDENT Martin Gudz, FSA, FED 2014 6174 SW CR 360 Madison, FL 32340 850.973.6376 martingudz@yahoo.com SECRETARY TREASURER Jackson Koontz III, FSA, FED 2015 PO Box 6878 Ocala, FL 34478 352.369.4257 actionjacksonpro@aol.com DIRECTORS Cindy Strickland, FSA, FED 2013 5750 CR 12 Tallahassee, FL 32312 850.545.3110 info@amomentcaptured.com Gary Hughes 2014 1603 Wilson Ave. Orlando, FL 32804 321.279.0077 gary@hughesﬁoretti.com Britney Kirby Fullgraf, 2013 302 East Belvedere Street Lakeland, FL 33803 863.686.4980 fullgraf@aol.com

FPP SECTION’S WEB SITES FPP Section Chair: Marty Grivjack, Cr.Photog., FSA 1 7 1 1 4 1 2 3 rd Te r. N . ; J u pit e r, F L 3 3 478- 5211 Bay - BPPA: www.bppafl.com Ft. Myers - SWFPPA: www.ppswf.com Gainesville - PPNCF : www.ppncf.com Jacksonville - JPPG: www.jppg.org Lakeland - PPGMF: www.ppgmf.org Melbourne – APPA: www.appabrevard.com Miami – PPGF: www.ppgf.com Orlando – PPSCF: www.ppscf.com Palm Beach – PPGPB: www.prophotoguild.com Pensacola – NWSFPP: www.nwsfpp.com Tallahassee – TPPG: www.tppg.wordpress.com Tampa – TAPPA: www.tappa.org

FP P M A NA G E R S

P P A CO UNCILO R S

Convention - 727.481.9329 Debbie Alcorn debbie@reedyphoto.com

Keely Deuschle 904.403.9553

Kevin Newsome 813.968.2810

Britney Kirby Fullgraf 863.686.4980

Sandra Pearce 863.763.8684

Marybeth Hamberger 954.426.2562

Robin Phillips 863.682.6958

Gary Hughes 321.279.0077

Kim Warmolts 727.934.4456

Trade Show - 305.453.5441 Luis Melendi melendi@bellsouth.net

Carol Walker, FDPE, FSA, FED 2015 7925 4th St. North St. Petersburg, FL 33702 727.577.5626 carol@thomasbruce.com

School Director - 954.426.2562 Maribeth Hamberger mhamberger@comcast.net

Patrick Van Dusen, FSA 2015 3539 Bareback Trail Ormond Beach, FL 32174 386.677.4897 dutchdaddy@aol.com

Our FPP Website - www.fpponline.org

Past Presid ent Donna H. Campiz, FSA, FED 2013 2880 Mandarin Meadows Dr N Jacksonville, FL 32223-2633 904.683.2585 FPP Office - EXECUTIVE DIRECTOR

Kaye Newsome Florida Professional Photographers, Inc. 11738 North Dale Mabry Hwy. Tampa, FL 33618 813.760.1933 kaye@fpponline.org

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While in Orlando... Stay where we stay! The Rosen Plaza Hotel 9700 International Drive Orlando, FL 32819 Special FPP Rates 800.627.8258

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FPP School of Photography MARYBETH J. HAMBERGER, M.PHOTOG.CR., CPP

JUNE 2 - 6, 2013 Daytona State College www.fpponline.org

Schedule of Events… New Instructors… EZ Payment Plan! Choose your class NOW before classes are closed! Class sizes are limited and applications will be accepted on a ﬁrst come, ﬁrst serve basis. Take advantage of our EZ Payment Plan and stretch out your tuition payments. Florida School celebrates its 21st year and offers professional photographers an enlightening hands-on experience of practical, real world instruction with some of the best and brightest photography minds in the industry. Our commitment is to help our attendees build a satisfying and prosperous career and to provide quality, cost effective professional photographic education with some of the leading experts. FIVE DAY WEEK LONG COURSES

Preparing for Certification All Levels Al Audleman, M.Photog.Cr., CPP, API, FDPE, FSA, GFD Are you ready to separate yourself from the crowd of “self-professed professional” photographers? Are

you ready to clearly demonstrate to your potential clients that you are a qualified professional that they will know can deliver an excellent product? Become a Certified Professional Photographer! This is a two-part process that includes passing a comprehensive exam and submitting images to be judged by qualified peer judges. This class is designed to give you a much better chance of passing the exam. According to PPA statistics, your chances are doubled when you take a preparation course. Al will also spend some time during and after class assisting you with preparing your image submission portfolio. In class, we will cover a lot of the math and lighting techniques required to pass the test. There will be a lot of practice in solving the problems presented on the exam. So give yourself a leg up on the competition AND the exam … signs up for this comprehensive class and get moving toward becoming a Certified Professional Photographer. Al’s background in the certification process should provide you with a great chance of success … and the process will be completed within five days! Plus we will have some fun along the way and you will be a much better photographer as a result!!

Environmental, Outdoor, On Location, and In Home Portraits Using Off Camera Flash and Reflectors Doug Box, M.Photog.Cr., CPP

Randy Kerr

All Levels • Can’t always shoot during the “sweet light “ time? • Can’t find “Great Light” outdoors? • It is overcast and you can’t find any direction to the light? • Hate that “On Camera Flash” look? • Tired of taking too much equipment on location? • Tired of buying the wrong equipment? • Want to better utilize the flash you already own? • Want distinctive lighting? • Want to add direction of light to your outdoor portraits? • Want an easy set up for In-Home sessions? Doug Box returns to Florida School in 2013 with his co-instructor

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Randy Kerr and will show you how to plan for light quality and light direction. They will demonstrate window light, available light and how to use indoor constant lights. Students will practice their new lighting skills on each other to prepare for the next day of photographing with models. Every day there will be an image review period of the images shot that day. Doug and Randy will demonstrate their techniques for using translucent scrims and reflectors to supplement available light for better portraits. Then step out for a breakout session to practice your skills with models before returning for your daily image review. They will go deep into Off-Camera flash techniques for creating dramatic portraits in nature and learn how you can combine flash and sunsets for stunning portraits. (Camera, telephoto zoom lens, camera flash, tripod, light meter required).

Photoshop for Studio Success Suzette Allen, Cr.Photog., CPP, API Jon Yoshinaga Intermediate/CS 6 Here is a new proﬁt center we should all be incorporating: Photoshop! Have you noticed how all our clients want images composites and artsy images lately? Show them the cool stuff, and they will want to buy it! Well, doing work on speculation can be risky but Suzette will show you some speedy ways in Photoshop CS6 to make dynamic images (using great plug-ins like NIK and TOPAZ) and how to make appealing composites (and templates) in record time! In addition, you may want to start offering beautiful hand painted portraits which is now possible (and easy!) with CS6!

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Regardless of method or topic, her techniques are based on efﬁciency for the purpose of making a saleable premium product with a production mindset. Of course there is time involved with creating Photoshop masterpieces, but Suzette will teach you the FASTEST and most EFFICIENT ways to get all your work done! Especially for the self-taught PS user, this class will pay for itself in a few months, just in time savings! Many studios sent their staff to learn too--- This will prove to be the most valuable class of the decade when it comes to your bottom line! (Computer with Photoshop CS5 or CS6, Wacom tablet (Suggested) and extension cords required).

Change Your Wedding Image in 2013! Ken Sklute, M.Photog.Cr. All Levels Join Canon Explorer of Light, Ken Sklute as he shares the posing techniques that he has learned and perfected in his 37 year career as an award-winning Portrait/Wedding Photographer. Today, more than ever, it is so vital to understand how to make suggestions to your clients to make them look their best! It is not up to your clients to know how to stand or pose; it is the photographer’s duty to pose them. We will discuss facial and body analysis, male and female posing techniques, camera height, position and lens choices to portray their best assets and minimize their challenges. Sklute will demonstrate with the help of live models, how to help your clients look their very best! There is a direct relationship with getting your clients to be able to connect to you as a photographer to guide and simply teach them how

to feel comfortable enough to become themselves in front of the camera. Ken will share all of his secrets for getting his people in the moment and to react in a tasteful intimate way to create remarkably romantic images without looking posed. (Camera, telephoto zoom lens, light meter suggested).

Of Goddesses, Angels and Little Comedians

Stewart Powers, M.Photog.Cr. Fellow-ASP, API, MFA Susan Powers, M.Photog.Cr. All Levels The Art and Business of Photographing Young Families, Maternity, Newborns and Little People. Join Stewart and Susan Powers for a week of tummies, fresh babies and awesome little folks. The Powers will photograph multiple sessions and will share tried and true techniques for creating artistic and salable products. They will demonstrate how they work with and direct little children of any age. They will cover how they market and sell their award winning portraits and albums with an emphasis on productivity and consistent quality. Studio and on location lighting and camera technique will be demonstrated. Portrait projection sales and live internet connection selling will be demonstrated. RAW ﬁle processing will be taught and demonstrated. Photoshop portrait retouching with special emphasis on maternity and kids, print ﬁnishing and presentation will also be addressed along

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with lots of laughter and silliness. Come have a week of fun! (Camera with telephoto zoom lens to record lighting set ups suggested).

Photoshop Painting Power Sandra Pearce, M.Photog.Cr. MEI Working Knowledge of Photoshop Required Things envisioned in the mind become living art when you learn to take advantage of the vast potential in Photoshop. A collection of photos on a single topic can become a way to tell a story, see the many sides of a single individual at one glance, or take the mundane and turn it into a gallery piece. Sandra Pearce, who in just ﬁve years has earned degrees as Craftsman, Master Artist and Master of Photography, is not only experienced in photography, but took both the 1st and 2nd Place PPA Grand Imaging Award for Electronic Imaging in 2010 and the 2011 2nd place award in the same category. Her many years teaching both traditional art and digital art will help you stretch your creative eye to make exciting digital paintings come to life. You will learn color, balance, lighting, and creativity as you learn to take full advantage of all Photoshop has to offer. It is not necessary to buy any other program when you already possess the program to paint like the pros. You will incorporate the techniques of painting into beautiful art pieces Join Sandra for a fun week of exploring your inner creativity and learn to paint during the journey! (Computer/Photoshop, Wacom tablet, images to retouch and extension cords required).

Creative Arts and Portraiture

along with networking with other fellow photographers and vendors at our host hotel. DSC students are welcome and encouraged to attend!

Jane Connerziser, Cr. Photog.

Class Schedule and Hours Classes will begin at noon on Sunday, June 2nd and end at 2:00pm on Thursday, June 6th. Student registration and opening ceremonies begin Sunday at 11:00 am located on the Daytona State College campus.

Mike Potthast

Intermediate

Get ready to make your portfolio shine with images you create in this fresh and energetic class with Jane Conner-ziser and Mike Potthast. They've gone all out to find striking locations and beautiful models, some pro; some not, and by team teaching they offer you up close and personal instruction on lighting, body flow and orchestrating mood and movement in photography. You'll photograph in a variety of styles ... some classic, some contemporary, some wacky and wonderful, using studio lights, projections, available light and flash ... in a variety of locations ... studio, outdoors, in home ... and you get to work with the models on your own as well as experiencing Jane and Mike's visions for creating memorable imagery.

Our Host Hotel Our ofﬁcial hotel for the Florida School is The Daytona Beach Resort located at 2700 North Atlantic Avenue, Daytona Beach directly on The World’s Most Famous Beach. Please contact the hotel directly at 386-672-3770 and reserve by May 11, 2013 to get the special studio room rate of $94 per night (includes kitchenettes). Tuition and Meals Course tuition will be $585.00 for FPP/PPA members and $775.00 for non members. A late fee will be applied to all applications received after March 1, 2013. There are no tuition refunds after April 15, 2013. Tuition will include course instruction, daily continental breakfast, welcome reception and dinner, celebration dinner, school photograph and a certiﬁcate of completion. Travel, housing and some meal expenses are not included in the tuition.

When you're not photographing, take advantage of Digital Lab time for selecting, cropping, adjusting and ﬁnishing your favorite images, with hands on help from Mike and Jane. You'll leave inspired and excited to show off your newest creations! (Camera, telephoto zoom lens, tripod, light meter, computer with Photoshop and extension cords required).

The FPP reserves the right to cancel courses, make faculty changes, or refuse admission to any student. In the case of a course cancellation, the students will have the option of registering for another course (subject to availability) or receiving a full refund. Withdrawal from a course is subject to a $175.00 non-refundable admission fee.

Monday and Tuesday Evenings All School programming with after hours education (to be announced)

SPEND THE WEEK FOCUSED ON WHAT YOU LOVE! n

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Win 8:Where’s The Start Button? MARTY GRIVJACK, CR.PHOTOG., FSA - FPP DELEGATE CHAIR

Let’s Fix It.

Those of you who read the tech section of the PPGPB newsletter know I’ve been testing Microsoft’s most recent operating system (OS) release, Windows 8, since early 2012. And you also will have read that, at least for me, it takes upwards of 30 hours or so of poking, prodding, opening, closing, clicking, swearing, looking, installs and failures to really get a handle on a new Microsoft operating system. And in that time, you learn what you like and what you don’t like. You ﬁgure out where “they” moved things, what items are disguised as, what they’ve renamed them to, and last but not least, what’s new and what doesn’t exist anymore. And with Windows 8, that’s where my frustration peaked with a ﬁt of pique. What the heck did they do with the start button???It’s been around since Windows 95… decades!And we all know there’s nothing more logical than to click “Start” to “end” the PC session, right? We’ve ALL gotten used to it…and then they go and take it away. Windows 8’s desktop taskbar looks like this:

does. But on the other side of this concept…who’d a thunk that MS was way ahead of their time? They invented the Home button! …And happened to mislabel it “Start.” But I digress.

If you consider the state-of-the-art technology we use today, the onebutton concept still works: all Microsoft needed to do was replace the word “Start” in the Start button with a graphic of a house and rename it the “Home” button…doesn’t everything now have a “Home” button on it nowadays? My phone does. My iPad

the plunge into a new OS. Fear, loathing, trepidation and chills set in. But to my glee, the angst was without merit!Time needed to learn this new OS? Less than an hour! The same experience applied to my “training” on Mountain Lion (I skipped Lion), which I decided to try this past Christmas (see last month’s PPGPB article, “Optimizing

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As a side note,I got my ﬁrst Mac in 2008 and jumped into OS X Leopard, having never really “used” a Mac before. Being a DOS and PC guy since the day of 8” ﬂoppy disks (ok, say it: FOSSIL), I had a little digital post-partum depression learning how to do tasks in a different way, and had THE plush leather chair at the dumb table as I digested a foreign nomenclature designed for the latte-sipper contingent. I had to reprogram my brain for how Windows features translate in the Mac world, but I persisted and got used to it. In all, it really didn’t take too long.I was surprised. And I learned to like the Mac. Then in 2012, Lightroom 4 came along and required OS X Snow Leopard, so that meant moving to the next version of Mac OS. I couldn’t teach LR4 without making

Your MacBook Pro,” Jan., 2013). However, what I DID have to learn was the new method of scrolling, opposite from previous versions. No biggie. Other than that, no real learning curve, per se. But that’s the Mac… OS, done right. Now, back to Windows 8:The most pleasing find was the speed of the new OS running on an “ancient” 8year old Dell laptop with 2gb of RAM in 32-bit mode. Yes ma’am, it may be hand cranked, coal fired and steam powered, but it still works. Results? From boot up to desktop is less than 30 seconds!XP was taking almost four (4) minutes before the upgrade. Nice improvement! And the reason is simple… Windows 8 is a complete reprogramming of the venerable graphical OS (concept invented by Xerox, no less), and is now designed for a touch screen tablet with 16gb of of RAM and NO hard drive. To accomplish this technical feat, the programmers had to rethink every aspect of how Windows works and make it as code-efficient as possible, something LONG overdue. Goodbye, bloat-ware! And then the reality hit. Where’s the Start button? How do I find “My Computer?” Where’s my C: drive? Where’s Windows Explorer??? Arrgh. To amplify this dilemma, this OS is now showing up in my computer client’s homes and offices (yep, I lead a double life)…and now I have to support these new installs and pretend I know what I’m doing. Not having that silly “Start” button

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really made the software less than easy to use, and clumsy if you’re not using a touch screen. Heavy sigh. So apathy set in and during this past year, I seldomly used my Win 8 test machine. It just took SO many tablet-designed “gestures” as they’re called… to do something… LIKE TURN IT OFF!!! Four clicks and swooshes to get to the shutdown option. Nope. That had to go. Too frustrating. This past Christmas, one of my elderly clients received a new PC from her kids, an HP with a touch screen and, of course, Win 8. Yikes! No more play time, no more digipouting. But that missing bleeping “Start” button… she complained about it too, thank goodness. It was time to deal with it. One thing you’ll learn about me is that if I get frustrated enough about an issue, I’ll ﬁnd a solution. Voltaire

once said “No problem can withstand the assault of sustained thinking.” If you keep that in mind, things can happen. So I Googled “what happened to the Windows Start button?” and in the ﬁrst screen of search results, up came an open-source solution called “Classic Shell.” What? Can’t be! But try it. You can turn it off if you don’t like it. A screenshot is worth a thousand words. (visit ClassicShell.net to ﬁnd this open source product…FREE!) Enjoy! n

Marty Grivjack, Cr.Photog., FSA, lives in Jupiter, Florida, and is a Lightroom Master, teaching Lightroom throughout the US. He is also a computer/networking technologist servicing business and domestic computers and networks in the South Florida area. You can contact Marty at magriv@aol.com.

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FPP 2013 Convention Update DEBBIE ALCORN FSA, FED - CONVENTION MANAGER

Save the Date! August 17 - 21, 2013 - Rosen Plaza Resort - Orlando, Florida This year marks the 80th birthday of the FPP! We have come a long way from the small, but brilliant group of individuals that started our

organization in 1933 with approximately 30 members. Our Convention and Trade Show has grown to be one of the ﬁnest in the

nation. The FPP Convention is a beneﬁt for all FPP Members and is included in your annual dues. There are many credited speakers in the photographic industry. My job is to ﬁnd and hire the ones the membership wants to learn from. The plan is to have something for everyone, no small task! For the most part, the photographer of today has to be a jack of all trades. Marketer, Photographer, Poser, Photoshop Guru and Seller. The well rounded photographer of today needs a well rounded convention and that is exactly what we are aiming to do. If you are just starting out, are a seasoned veteran, or somewhere in between, we will have something for you. So far we have programs on studio work from A to Z, for all levels, a posing program for all ( you can always use news tips), an advanced and beginner Photoshop program and even a program to get you rejuvenated and remember to shoot for yourself. Not naming any names until the contracts are signed and all the details worked out. There is still room for more programming so any and all suggestions are welcome, call me at 727-481-9329 or email at Debbie@reedyphoto.com. Of course, no convention can be a success without volunteers. My two Lts. Cindy Strickland, Convention Committee Asst. Mgr. 850-556-5555 and Britney Kirby Fullgraf, Speaker Support Asst. Mgr. 863-686-4980 are waiting to hear from you. Call them to work on the many committees that are necessary to pull off a great convention. You reap what you sow, so get involved. Learn, make new and life lasting friendships and earn a Service Merit to boot. Remember to mark your calendar, Aug. 17-21. n

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Degrees and Awards Received at the PPA Convention

New FPP Members The following people have applied for membership in the FLORIDA PROFESSIONAL PHOTOGRAPHERS, Inc. Their names are published for all members to review in accordance with the membership rules. If no objections are received within thirty days of this publication, these individuals will be accepted pending approval from the FPP Board of Directors.

NAME

CITY

STATUS

Patricio Sadovskis Norman Wolf Vincent Hogan

Davie Niceville Miami

Non-Professional Professional Professional

Masters: Enrique Munoz, III

Craftsman: Keely Deuschle Tammy Griffen-Vincent Gary Hughes Michael Joseph

Grand Imaging Awards: Sandra Pearce-McAuley Randy Van Duinen Tomas Munoz Mario Munoz, Jr. Marceliano Munoz

Florida Photographer Next Issue

Deadline March 15th Share your Knowledge, Write an Article! Florida Photographer 15

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Use Your Tool Box GREGORY DANIEL FDPE, FSA, M.PHOTOG. CR., F-ASP

Never underestimate the power of having a plentiful toolbox loaded with skills, knowledge and experience. If you are like me, every session seems to have different variables that challenge my preconceived ideas of how I thought it was going to pan out. The cloud you wanted was not in the proper spot, our client was very early or could only do the session at high noon and how about a small child that is not old enough to know how to pose perfectly on demand? These are the conditions where having a strong photographic knowledge base allows you to maximize your creativity and deliver the goods. A couple of months ago I was commissioned to create a portrait for one of our past clients. We had created a lovely wall portrait of her young son that portrayed he and his mother playfully, with strong warm backlight. She wanted to hang her daughter’s new portrait in the same room and wanted them to match but did not want them to be created in the same location. She loved the idea of having elements of gazebo, ﬂowers, fence, interactive storytelling, warm light and vertical to match her son’s portrait. We selected a local park that had a few of the elements we needed. Warm light was accomplished two ways, light is warmer just before sunset and with no clouds in the sky we used a gold reﬂector to create a strong sense of backlight. Placing the subjects far away from

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the gazebo allowed me to see the entire gazebo and use it as an element in the design. Doing so placed our subjects in direct sun light so using the translucent diffused the light creating a beautiful flattering light on our subjects. The gazebo was tucked away in significant tree cover, which blocked most of the direct sunlight creating the right side to be in very low light. To compensate I used a bare bulb strobe to bring up the illumination and create background dimension. During the planning session, Lesa helped with clothing selection based on color harmony and something that would flow. Placing the basket of flowers closer to the camera gives them size and prominence, in addition, they become the perfect element of use in creating an interactive story. Now all the elements are in place and ready for the magic to happen.

This is where Lesa is brilliant with young children as she creates a story time with the child. She tells stories getting the child fully engaged in wonderland allowing me to wait for the “spaghetti moment” (you know, Lady and the Tramp). Looking back on this session I am certain that without all the years of giving, caring mentors and instructors poring their knowledge into my toolbox, I would never have been able to create such a lovely timeless heirloom for our client. I encourage each of you to seek out classes and venues that will build your own personal toolbox. n

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FPP Photographic Competition 2013 ROBIN ADAMS We are excited to continue our relationship with Jeff Burton of Proof Cast in 2013. We will again accept digital ﬁles and prints for another year of “hybrid” competition. We think the response from last year’s print entry using Proof Cast for both digital and printed entries was overwhelmingly positive.

Again this year, we will accept “Exhibit Only” prints from makers who prefer to have their images judged digitally, but also have their images up for viewing in the salon display. We also received positive feedback from the monitor in the display area to run a continuous slideshow of the digital

entries; we are working to offer that again this year. In effort to streamline the process and allow for plenty of time to prepare, we will we have new deadlines for entering print competition. Those deadlines will be published far and wide and well in advance of Convention. Stay tuned on the website and in the magazine for details on entry procedures. Also returning this year with Proof Cast, we will have on-line registration of images, pre-printed labels, image bar coding, and text notiﬁcations when your images are up for judging, as well as scores. If you saw the Proof Cast system in action last year, you know how modern and elegant the system was. This year, we anticipate more ‘bells and whistles’, such as: • Apps for your mobile devices, including iPads. The various apps will allow convention attendees (as well as folks who are at home) a preview of the images to be judged, the images currently being seen by the judges, current standings, and the potential for apps to take Print Competition experience even further. More on that later! • We hope to repeat the lounge area where real time results will be displayed on the big screen. Convention attendees can hang out in the lounge and discuss the images freely, come and go as they please and be a little more “celebratory” as judging continues in real time. Every year, we’re a little better, a little more organized, a little more modern. This year will be no exception; perhaps we’ll launch ourselves further and faster than ever before. Watch this space for more details and more exciting news. n

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Top Ten Ways to Find and Keep Clients for Life ALYCIA ALVAREZ

The “marketing aspect” of running a photography business isn’t always the most enjoyable part for a photographer, however, to be successful, it is the most important part. It’s a fact that a mediocre photographer with mad marketing skills will ultimately be more financially successful that the most talented photographer who does not know how to market and run their business. In today’s economic climate, finding clients can be a challenge, therefore once you do find a great client, it’s crucial that you do all you can to cultivate that relationship and keep that client for life! I’ve put together my top ten tips for both finding and keeping your clients for life. 1. Advertising. One of the “4 P’s of Marketing” Is Promotion and is key to getting the “word out” about your business. A fellow photographer once told me that “Running a business without advertising is like winking at a pretty girl in the dark.... you know what you’re doing but no one else does.” I have always remembered this and taken it to heart. There are many forms of advertising, such as printed media (magazines, newspapers, directories), postcards, business cards and direct mail. It is important to understand “who” your target client is and get your name in front of them as often as possible.

for photographers these days (we use www.bludomain.com). In most cases, this will be your first interaction with your prospective client. Your website is your “portfolio”. Make sure to keep your website updated and fresh with you best images, showing only the type of work you would like to photograph. Also be sure to include an easy way to contact you, either via email or phone. In addition to your website, blogs are also very popular and help drive new clients to your website. A blog is a great way to share your most current work and clients love to see their images showcased! I even like to have “personal” posts on my own blog to show a little personality so that clients can get a feel for who I am, not only as a photographer but as a person too. Updating blogs and websites on a regular basis also increases your SEO (Search Engine Optimization). When I moved from Florida to Texas, I hired an SEO analyst to help me get my website and blog listed on the first page of Google. This was a huge success and out of my last 10 clients 9 of them found me by a “google search”. If you would like a FREE Consultation to research and analyze the potential to reach the first page of Google in a few months we recommend Arif Burr at 732.535.6709 (mention Alycia Alvarez for the Free analysis)

2. Website/Blog. Having a nicely presented website is very important

3. Social/Viral Networking. Viral networking is just that... VIRAL! If

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you don’t already have one, I highly recommend creating a Facebook “Fan Page”. Utilizing facebook, you can create a “buzz” about your business...exciting others to want to “share” with their friends. Some ways to get the most out of your facebook page is to run/share current promotions and specials, post some favorites from your latest sessions (and *tag* those clients so all their friends and family will see too!), create contests, announce new products.... the sky is the limit! Other popular social networking sites we use are Twitter and Pinterest. In fact, my blog company (www.photoidentities.com) just implemented a “pin this” button so that readers can “pin” and share my work with others allowing me and my work to reach people I may never have... and hopefully creating new clients in the process!

4. Networking. Creating relationships with other businesses and vendors in your area is a win win for every one. Most photography

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studios are small businesses, so teaming up with other small businesses can be profitable for both you and the people you network with. One way we use our networking is to offer gift certificates to our local businesses for them to share with their best clients, even using their own logo on the certificate at times to show the gift is from “them”. This allows them to reward their best clients and send them to you at the same time. Some local vendors we work with are florists, jewelers, bridal shops, children’s boutiques, pediatricians, realtors, spas... Any business that targets the same market you desire. 5. Displays. Having displays is a guaranteed way to find new clients. Most of the time, being allowed to have a display up in a local office is free, with the only cost being the cost of the prints and/or framing. It’s a good idea to have a set of business cards or postcards at the location too. Also, be sure to visit the office often to replenish your cards, check on your prints and nurture the relationship with that business. I sometimes even take a goodie basket to the offices when I visit! Don’t be afraid to ask if you can display your work. This is also a win win for everyone...the office gets some beautiful (and free) artwork for their walls and you are getting your work in front of everyone who walks in their doors. Suggestions for displays: pediatrician, dentist, bridal gown shop, jeweler, 4D Ultrasound, children’s clothing stores (really, anyone you would consider networking with as mentioned in #4).

6. Creating The EXPERIENCE. So now clients are coming in the door.... and NOW is the time to win them over and turn them into a lifelong client. The “Experience” refers to many things in a photography business. Of course, the obvious being how the actual session goes. Are they having fun? How can you make it fun for everyone? A client of mine shared a story about an experience she had with another photographer she went to before she came to me. The photographer was very serious and stern and she described to me that “the children were made to feel like props.” For this reason, she truly does not enjoy her portraits from this session (and they are very beautiful images). She simply cannot get over how bad “the experience” was for all of them. I have always remembered this story and make it my goal to make every session upbeat and fun. Experience also includes other aspects of your business, including your logo, branding and packaging. As wedding and children photographers, we know that our target market is “women” and women love pretty things! I explain it like this... a gorgeous pink “Victoria’s Secret” bag with pink tissue paper is much more impressive (and fun!) than a plastic grocery bag. Don’t go broke on packaging, but, don’t skimp either. 7. Quality Products. This may seem obvious, but it is important to note. We ﬁrmly believe we are only as good as our weakest vendor. We have hand selected every vendor we use... from prints

to albums to frames. We would only want the best and highest quality for our clients. (some of our favorite vendors are whcc.com, azuraalbums.com & gnpframe.com) 8. Unique Products. Hand in hand with “quality” products, we feel it is also important to have special & unique products that make your studio stand out. In my children’s photography studio, I offer fun “extras” such as custom hand bags & jewelry (ginaalexander.com & kimbrastudio.com). I also try to create new products for different promotions I may be offering. For example, I created a series of “Kid Quote Album” templates which I gear towards younger children as a Mother’s/Father’s Day promotion. I send a list of 50+ questions to my client and have them “interview” their child with them. The answers they give are just adorable.... “What are daddy’s made of?”...a 4 year old’s answer... “Skin”. (Kid Quote samples can be seen/purchased at rrwebstore.com)

9. Client Referral Rewards Program. Your clients love you and tell everyone they know. Reward them for this! The best kind of

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advertising truly is word of mouth. For every client referral, I mail a hand written Thank You note with a $50 certiﬁcate towards prints or a future session. Some other ways I have rewarded clients is by gifts, including notecards (using prints of some of my “ﬁne art” work) or if I know they love the custom jewelry or hand bags I will order them one as a surprise!

In Memoriam Theresa Saylor, FSA, Executive Director, Life Member S e pt e m b e r 2 3 , 1 9 3 6 - J a n u a ry 4 , 2 013 It is with much sadness that we announce the passing of our beloved Theresa. Our heartfelt sympathy goes to her family and the love of her life, Ted. She is survived by her husband Ted, loving children, Teri, Michael and Christopher, as well as, 8 grandchildren and one great grandson. Theresa served the FPP as Executive Director, retiring in 2010. Until recently she continued to offer her expertise as the FPP Bookkeeper. She was active in Association Management and was instrumental for the cutting edge handling of the FPP for many years. Her valued opinions and experience in the role of the Executive Director for a Non-Proﬁt, was sought after by PPA, as well as SEPPA. She was the encouragement and the right hand for 25 FPP Presidents and Board of Directors. Many members attribute their success to her constant support and professionalism.

10. Giving Donations. Donations are a great way to get your name out there and just good karma all around. I often give donations to many different causes and events. I always have a nice display with a print or two and some business cards included with the donation. Some of my favorite places to donate (either my time or with a gift certiﬁcate for a session and a print credit) are The Junior League, private schools (often my clients children go there), The Heart Gallery, various Golf Events for different causes or any worthwhile charitable gala/event who approaches me. By implementing these “tips”, you will ﬁnd yourself with many new clients... then be sure to follow through and you will create a loyal and returning lifelong client. n

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All of the above, was superceded by her warm heart, loving guidance and gentle spirit. Her laugh was infectious. She now rests in the loving arms of God, healed and in His glory. A Memorial Service was held on Jan. 20, 2013, with close friends and family in attendance. At her bequest donations may be made in her name to: Catholic Charities Central or 722 S. Grove St. Eustis, FL 352-602-4640 cﬂcc.org

Catholic Charities 1321 Sunshine Ave Leesburg, FL 352-460-0700

Theresa's legacy to the FPP, as well as, a tribute to her accomplishments and a celebration of her life, will be presented in it's entirety in the next Florida Photographer issue. You can look forward to reliving many precious moments shared with Theresa. Those who knew her, will remember those times, those that did not have the honor to know her, will have an insight into who this wonderful lady was. And, why she will be missed by so many.

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FPP 2013 Convention Committees CINDY STRICKLAND FSA, FED You have heard it before... you get as much out of volunteering as the organization gets out of your service. It only takes a small commitment from you to realize that is very true.

Are you able to make a little larger commitment? Please let us know what committee you would like to chair. No experience is required for most positions, and you will have the support of those around you.

FPP is a family. We look forward to working together to make the 2013 Convention a celebration of photography and each other. Please contact me at: cindy@amomentcaptured.com n

When you serve, you get to feel good for giving back to your organization, and sometimes have an inside look at how FPP works. But most importantly, you get to know the people in the photographic industry who care about educating and becoming educated. FPP is a family-like organization full of people there for each other. We have a history of helping, sharing, supporting, caring, and working to improve the industry and those who participate in it. This Convention, please consider what role in this “family” of ours that you would like to ﬁll. Not many of the opportunities take much time, and are easier than you might realize. We need people to hand out door prize tickets, prepare rooms for presentations, provide transportation for speakers arriving at the airport, AV workers, prepare the Banquet room, set up for our Party, and the list goes on.

Fort Lauderdale Photography STUDIO FOR SALE Sudden illness forces sale of 40 year established full service studio. Turn key digital facility including cameras, computers, props, website, furniture, etc. 4000 sq ft modern commercial building. Excellent reputation and continuing contracts. Owner Will Assist Transition 954-648-3886 photof8@aol.com

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FPP Mentor/Silent Auction BETTY MCDONALD, CR.PHOTOG., FDAE, FED, FSA

The time has come again to remind you of our Mentor and Silent Auction Programs that take place each year at our FPP Convention I hope that you plan on participating by bidding on the Mentors of your choice. Also our Merchandise we will have on display. Something new this year! Robin Phillips has agreed to join me as co-chair of these committees. Most of our members are familiar with our Mentor Program. To the new members who are not, each year at the FPP Convention we have a Silent Auction where members can bid on the photographer they wish to be their Mentor for a day. The day is chosen at the convenience of both the bidders and the mentors. The day must be used before June 30, 2014. All the money that is made from

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the auction goes into the FPP Scholarship Fund. This fund allows us to give Scholarships each year to the Florida School. These scholarships are awarded at Florinda School and the Convention Awards Banquet. This year we are adding new Mentors as well as our mentors who have volunteered in the past years. Any member who would like to be a mentor or suggest a member they would like to have as mentor, please contact me or Robin and we will contact them. As in the past, our Silent Auction will include Photographic Merchandise that is donated by some of our Sponsors and Vendors. We will have the merchandise or photographs on display at the auction booth in the Trade Show. As you visit their booths in the Trade Show let them know how much we appreciate their participation. Be sure to stop by and check out our Mentors and Merchandise. We will be available for bids during the Trade Show hours on Sunday and Monday. This will give you time to bid without missing any programs. At this time I would like to remind all bidders for mentors at the 2012 Convention , if you have not already spent your day with the Mentor or set a date to do so, please do so at your earliest . Don't wait until the last minute. Remember, June 30 is the ﬁnal date. At this time a big thanks to all Mentors, Sponsors, Vendors and Bidders who participate in this program. Looking forward to the 2013 FPP Convention. n

Get the Most Out of the FPP Programs! Do you feel like you're not getting everything out of programs or seminars as you should? Here are six ways to maximize your involvement: 1. Arrive early. This gives you the control to make the seminar work for you. Arriving early gets you "in the mood" for learning and helps you avoid the stress of rushing in at the last minute. 2. Remove yourself from ofﬁce pressures. Nothing's worse than taking the studio with you everywhere you go. Let the ofﬁce function without you for one day; ask your assistant to leave messages or make an appointment at a set time to check-in. 3. Bring business cards. Attending an educational seminar gives you an edge, both intellectually and professionally. It's a great place for networking and you'll want to have business cards ready for those people with whom you'd like to keep in touch. 4. Introduce yourself to at least three people sitting near you. You obviously have something in common with them; they all work in the photographic industry and they want to learn - there's no better way to make new contacts. 5. Take notes. It helps your comprehension to make a few notes, even on the handouts. Write down questions as they pop up so you'll remember to ask them later. 6. Participate in the discussion. You'll remember more of the material if you participate in the discussion. If you have a suggestion that works or had a similar problem and solved it, share that information so others can learn from your experience. Information Source: American Society of Association Executives. n

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