2011 Jan/Feb Ukandu Magazine

ukandu |

MAGAZINE

CONTENTS Editor’s Letter........................................................................ 3 Contributors........................................................................... 4 Oh You Beautiful Baby!.......................................................... 8 Succeeding In This “New” Economy.................................... 16 You Have To Cut Through The Noise..................................... 20 Can A Slideshow Change Your Business?............................ 24 Social Media Speeds Up The Slow Season........................... 28 Excite Customers, Build Sales............................................. 32 Avoid The Slump And Slide.................................................. 36 Product Of The Month.......................................................... 39 Survey Technology............................................................... 40 How To Create Marketing Campaigns.................................. 44 The Cinema Puzzle............................................................... 48 Photography Meet Video...................................................... 51 Charity News....................................................................... 54

ukandu |

MAGAZINE

EDITOR’S LETTER Dear Friends, Welcome back to Ukandu Magazine!

After publishing our inaugural issue a couple months ago, I am so excited to show off our second effort. Like the website, it’s been amazing to see first-hand the growth of Ukandu Magazine since launching in November.

The dawn of a new year marks the start of another tour and the remarkable opportunity to engage with the many Ukandu subscribers I hope to see out on the road. This year I have the privilege of being joined by the incredibly talented Jerry Ghionis for the 2011 Power of Passion Tour, starting Feb. 12 in Denver. I cannot wait to see all of you sometime in the next three months!

The New Year also signifies what is traditionally the slow season for most us, providing a great chance to sit down and take a deep breath after the chaos that is the holidays. But in order to remain competitive in today’s market, you can’t sit on your hands for too long. It’s important now more than ever to build a year-round sustainable business, which is why this issue’s primary focus is marketing during the slow season.

Inside this month’s issue you’ll find several ways from a variety of different industry experts on how to transform your studio into a well-oiled machine 12 months of the year. From incorporating video to creating a social media calendar, this edition is packed full of cuttingedge techniques and concepts that I hope you will find both useful and interesting.

I’d like to sincerely thank all the industry leaders who were willing to share their sound advice and expertise with all of our dedicated readers.

As with every issue, be sure to enjoy the free template download from of our incredibly talented Marketing Monsters. And remember, with a new year comes new marketing!

Warm Regards, Sandy Puc` Editor in Chief

3

ukandu | MAGAZINE STAFF Editor in Chief Sandy Puc’ Commercial Director Shannon Barry Art Director Molly McAdams Associate Art Director/Illustrator Levi Nelson Senior Editor Adriana Lopez Associate Editor Sean Star

4

ukandu |

MAGAZINE

CONTRIBUTORS Sandy Puc’

Rebecca Brooks

Sandy Puc’ is an internationally acclaimed photographer, businesswoman, author and speaker. She also created Sandy Puc’ Tours and Sandy Puc’ University. Currently, Sandy serves on the Board of Directors of the Professional Photographers of America and holds prestigious titles of Print Master and Explorer of Light from Canon USA. sandy@sandypuc.com

Rebecca Brooks at Animoto produces professional quality videos using users’ images and music selection.

Animoto uses the same motion design techniques that the founders used as former producers at MTV, Comedy Central, ABC and this past year’s SXSW Festival in the “Film/TV” category. rebecca@animoto.com

Adriana Lopez

David Hilton

Adriana Lopez is the Web Communications Specialist at Sandy Puc’ Portrait Design. She is also a freelance photographer and writer with a passion for art, social media, travel and design. adriana@sandypuc.com

David Hilton, MBA, M.Ed., Cr.Photog, is president of Strategic Vision Business Development Corp. For more than 10 years David has been a Senior E-Myth Coach; he has taught Dale Carnegie’s Management Program and is currently an Independent Business Advisor with Glazer-Kennedy’s Insider’s Circle. David was also the president of a profitable manufacturing / sales / retail company which he recently successfully sold. For more information about David, please go to freedombusinessadvisiors.com

Glen Clark Glen Clark has more than 30 years of retail and professional experience focused in marketing and sales within professional photography, imaging, and communications industry. Glen’s credentials include a Strategic Marketing Certificate from the Weatherhead School of Business, degrees in both Photography and Cinematography from De Anza College of Cupertino and a Photographic Craftsman’s Degree from The Professional Photographers of America. glen@bayphoto.com

Chris Meyer A professional photographer for over 5 years, Chris Meyer has made his name in the industry as the second most liked photographer in the US with over 14,000 fans. Chris is the featured case study on Facebook due to his successful marketing strategies via social networking. Chris speaks to and mentors photographers and leads a local organization of over 200 professional photographers in Minneapolis, MN. chris@cm-photographics.com

Susan Day Moore Susan Day Moore started Wicker By Design as a home-based business, which she grew from antique furniture restoration to custom furniture design. She

5

ukandu |

MAGAZINE

CONTRIBUTORS Jared Abrams

Susan Day Moore Cont... creates a line of high-end, vintage, Victorian children’s wicker furniture. The romantic style of furniture lends a classic look to portrait photography that appeals to many photographers and clients. info@wickerby.com

Jared Abrams is a cinematographer based in Hollywood, California. He writes a daily news column for the popular HDSLR website, Cinema 5D. After many years as a professional camera assistant, he has been teaching workshops and consulting for Birns and Sawyer on their HDSLR business. He is constantly working on new and innovative ways to push the limits of DSLR cameras in the professional world of motion picture production. goforjared@gmail.com

Jerry Roek Jerry Roek is a photographer, website designer and small business owner, specializing in SmugMug, WordPress and Showit Customizations. Jerry is known for his successful customization blogging techniques and recommendations. info@jrcustomization.com

Brandon Cox Brandon Cox is Sandy Puc’ Portrait Design’s lead videographer. He has extensive experience in broadcast television and freelance video production. He also enjoys teaching the craft to broadcast students. brandon@sandypuc.com

Adrienne LaMilza Adrienne LaMilza is passionate about web design and development. Adrienne has experience in programming, loves everything IT and specializes in the backend of blogging customization. info@jrcustomization.com

Jacque Lopez

Ann K. Monteith

Jacque Lopez is the Executive Director for the Now I Lay Me Down to Sleep (NILMDTS) Foundation, a charitable organization with 501(c)3 status, that introduces remembrance photography to parents suffering the loss of a baby with the gift of portraiture. jacque@nilmdts.org

Ann Monteith is the industry’s leading authority on studio business management and serves as a consultant to studios throughout the country. Her Guerrilla Management Workshops have helped hundreds of studio owners dramatically improve the profitability of their businesses. She is the author and editor of numerous books and articles published within the industry. brucep@marathonpress.net

6

7

Sandy Puc´

L

ong before I joined this industry, there were baby plans. In the 1930’s during the depression, baby photographers would travel around knocking on doors trying to sell baby photography. Often times they would include as many people as possible into these images to get the most out of the session. These itinerant photographers were often called “kid-nappers,” a term originally applied to door-to-door baby photographers by studio photographers anxious to discredit their competition. After taking the baby’s picture (often on a pony led around as a prop), the “kidnapper” would return later offering the baby’s picture for “ransom.”

clients that would go beyond that first year.

I am proud to say that many of my first “baby plan” clients have now graduated high school, gone to college, and some are even bringing back babies of their own. This has been a true testament to the success of our baby plan structure.

As the photography industry has evolved, new and exciting products have been created. These products have provided excellent sales opportunities that clients love to invest in.

Over the years, baby plans evolved, eventually becoming a formula that new parents would follow to ensure that their babies’ first year of important milestones would be documented properly. This created an easy marketing structure for photographers to follow while ensuring repeat business.

From the time I started shooting over 20 years ago, I understood the importance of this plan. A new parent is eager to capture the milestones and appreciates a program that is simple to follow and offers savings as well. For me, this provided not only a year of business, but also an opportunity to create a lasting relationship with new

9

Technology has also taken away the power of a traditional baby program because parents now have the option of creating their own images at home on personal cameras. In addition, some of the tried and true marketing methods for finding new clients through avenues like purchased mailing lists have become nearly impossible due to privacy laws.

with them. Typically we recommend that the session be created between 7½ and 8½ months. In our baby program, the maternity session is not included, but we do offer a reduced session fee. This provides us an opportunity to recommend the baby program as well as to remind them to book the newborn session early.

Newborn session: This is the most important and profitable session in the series. We offer this as a bonus session if scheduled before the baby is 6 weeks old.

We recommend they bring the baby in as early as a week old. During the initial consultation, we have explained that the younger the baby, the more likely we are to capture the perfect images. Newborns during the first weeks sleep most of the time and are not on a scheduled routine.

Regardless of changes in the industry, baby plans are still a wonderful way to gain new business.

A typical baby plan will include several key sessions over a child’s first year. These sessions will be bundled into a reduced pricing structure. The program may include a maternity, newborn, 3-month, 6-month, 9-month and 1-year sessions. After the 1-year session, a product will be provided that shows all of the stages. This product can simply be a folio, or something more elaborate like a finished frame or a digital collage. There are many ways to structure your plan so that you will maximize on the profit potential. The key is understanding the milestones and designing a price structure that works for your clients.

AGES AND STAGES Maternity session: Capturing the magic of pregnancy is a wonderful way to start building a relationship with a new client.

This is an exciting time for the parents and a great way to create a lasting relationship

10

3 months: This is the beginning of our baby

plan series. At the 3-month milestone we are looking for the “tummy shot.� This is an image of the baby propped on a pillow lifting his head. During this age babies can smile, and this really showcases their personality.

6 months: At this stage the baby should

be sitting up. We often recommend that 7 months will ensure that the baby can sit without support but keep Mom close. This is a great time to create little sets. From a simple collection of blocks to a little naked cowboy scene, the more creative you get, the more likely you are to have successful sales.

9 months: In our series, we do not include

the 9-month session, but it can be added for a small fee. At 9 months the baby should be standing with support and possibly walking. There is not much change between 6 and 9 months and the sales averages can be lower. Creating unique art products is key to your sales strategy at this stage.

1 year: This is the second-most important session. At this point, the baby may be taking their first steps. This can be an exciting and exhausting session if the baby can walk, but the sales are better if those steps are captured, so it is worth the work.

those also provided a great return. Now with privacy laws, purchasing names has become a less viable option.

Despite the difficulties in purchasing names, there are still many ways to build a strong baby business. It will take a little effort on your part, but the rewards are well worth it. It is best to sit down and strategize a plan, and then take one project at a time to completion. Little by little, you will build a strong and successful program.

MARKETING YOUR BABY PLAN Getting a list of new parents has always been the hardest part of marketing a baby plan. When I started years ago, it was as simple as looking in the local paper in the new birth section. Eventually I started purchasing lists from companies like Experian.com and

11

ferred them will be receiving a special thank you gift in the mail. We provide a complimentary 8Ă—10 certificate that has a $150 value. The new clients are always impressed, and we let them know that if they like our services and refer someone to us, they will also receive this bonus.

Once clients are working with us as baby plan members, we ask them at each session if they know anyone who is having a baby.

We offer them a special gift certificate that they can give their friend, and we let them know that if their friend does join the baby plan, they will also receive a $50 gift certificate.

This is a great way to create public discussion about your studio.

DISPLAYS There are a variety of opportunities in your community to display your work. The key is getting your work in as many places as you can where new parents frequent.

Hospitals, doctor offices and children’s specialty stores are perfect locations to capture the right market. When you find a place to display your work, remember that the relationship you create with the person in charge is the key component. Be sure to diligently keep the display in good order, maintain constant communication with the staff and show appreciation by stopping by to visit once in awhile. It doesn’t hurt to bring a box of cookies too. Involve the staff in your work as much as possible. Offer them complimentary sessions to experience your work first-hand so that they are more likely to rave about you to their clients.

Referal Program: One of the best ways

to grow your business is by referral. Most new parents have friends that are having babies as well. They have playgroups together, shop together and if you create a great baby plan, they will recommend your services.

The most important part of a good referral program is consistency. You want to make sure that every time a new client calls your studio, you ask them how they heard about you. Let them know that the friend who re-

12

13

gives a stronger call to action can sometimes be the final reminder that gets the session booked.

Be sure that your baby plan is designed well and has a specific look. You want people to recognize your studio; keeping a branded style will ensure that this happens.

SOCIAL MEDIA Social media is a “new marketing” practice that many companies have recently turned to as part of their overall marketing strategy.

By establishing concise goals, your business will be positioned to successfully use tools like a blog, Facebook, Twitter and FourSquare to better connect with your clients.

These tools are not only effective in finding the right type of client, but many of them are totally free to use. Be sure to research your options and study carefully how these tools can be used.

If you would like to tap into your advertising budget, Facebook offers the opportunity to create customizable ads that can be targeted specifically to the audience you’re looking to reach. Daily feedback of your ad’s performance is included to ensure you’re getting the best bang for your buck.

TRADITIONAL MARKETING When determining a marketing strategy, it is crucial to include printed materials in your budget. Studies show that during an economic downturn, companies pull back on printed materials in an effort to cut cost.

This is a good reason to continue mailing.

Your potential clients are receiving less junk mail, so you are more likely to be noticed.

Now is the time: Getting a baby plan started not only jumpstarts your studio’s growth, but it can also lead to years of future family business as well. Unlike the holidays, babies provide a more stable year-round financial model.

Clients aren’t just going to walk into your

An effective mailing campaign would provide a strong marketing piece that includes images and a clear explanation of your offer. In addition, a second smaller piece that

14

Just like all sessions, creating and maintaining quality relationships with your clients goes further than any marketing strategy or campaign. Treat every single client with the same utmost respect and five-star class. Clients will not only come back, but they’ll also refer you to their friends as well.

studio uninvited. You must actively promote your artwork within your community as much as possible, particularly in locations where new mothers visit most frequently.

Running a successful baby program doesn’t end once your clients book their session, either. You must cater your entire studio to expecting and new mothers by having hardwood floors to clean up the inevitable messes, a spacious changing room with a changing table, plenty of bottled water and snacks.

15

David Hilton

P

resident Kennedy once said “A rising tide lifts all boats,” but as we’ve noticed over the past month, the tide seems to be going out. Over my 30 plus years in management, we’ve had ups and downs in the economy.

The challenge for businesses that have only operated in the good times is that somehow they come to believe that their success is a matter of “their exceptional skills as a manager” and fail to recognize the truth of Kennedy’s quote.

16

But, when the economy turns down, these same managers wonder what happened, blaming the economy, employees, and their customers rather than the fact they haven’t honed their own core management skills to meet various economic possibilities.

We will talk more about these five business building methods in upcoming articles.

For today, let’s focus on four crucial core competencies to marketing in tougher economic times:

1. Strategy · Identify clear understanding of your

It’s time to focus on the basics

ideal customers’ wants and needs

· Define measureable goals of where you want to take your company

· Tune your goals to align with

During these current economic times, don’t let yourself get caught in this “blame game” trap. Simply recognize that it’s time to focus on some significant basics, become more disciplined in your activities and take immediate action.

competitive and economic changes

· Communicate your strategy to clients, employees and other stakeholders

· Focus on your core business (don’t be distracted by “shiny objects”)

There are essentially only 5 ways to build a business: 1. Improve lead generation (often thought of as advertising, but its more than that)

2. Improve lead conversion (sales, known

by other terms in various professions)

3. Increase customer purchase frequency (including customer satisfaction/retention)

4. Increase the average transaction size

(through add-ons, up-sells and sometimes price increases)

5. Improve profitability (streamline systems, internal management, adjusting prices)

17

2. Execution

· Discourage negativity from yourself or your team members

· Run your business by the numbers,

· Pay for performance

know your results at least weekly

· Create an action agenda for you and

· Create a challenging, but satisfying

your staff to do “whatever it takes” to stay on target

work environment

· Create and live by clear

· Deliver on customer expectations

company values

and exceed those expectations whenever possible

4. Organizational Structure

· Improve productivity (including

· Make it easier for customers to do business with you

eliminating waste), aim to be better than at least twice the national average for your industry

· Reduce organizational complexity to make it easier for your team to communicate

· Be persistent and determined to meet your targets

· Put your best people (“A” players)

3. Leadership Culture

closest to the action

(your internal environment)

· Improve operating systems (better documentation and continually looking to simplify)

· “Walk the talk”— your team will respond to actions more than words

· Promote positivity and direction for the future

Watch for upcoming articles on how to apply these strategies to market your photography and increase profits.

· Improve your team by eliminating “C level” players and building your “A and B level” players In a nutshell: To succeed in this “new” economy, focus on clarifying goals, action to reach those goals, team leadership and management and willingness to do “whatever it takes” (legally and ethically, of course).

18

a $40 value

enter code UKA2 at checkout

Birth Announcement & Play Date Card

19

Chris Meyer

I

n a society where we have Facebook, Twitter, Yelp and even WUPHF, our clients are constantly getting bombarded with different messages a day. Sales, promotions, discounts, coupons, group buys, gift cards, and more surround us, all trying to capture the maximum dollar amounts in a down market. So how do you stand out? How can you possibly make an impression in such an oversaturated market? How can you be different in a digital age?

Through discussion with hundreds of professionals in online forums, I’ve discovered that there’s no single way to be unique.

Snake your way through hundreds of marketing ideas and see the thousands of comments from pro photographers about what works and what doesn’t, and you’ll realize that there are a lot of unique ways to cut through the clutter.

Personally, I have built my success on Facebook 100 percent. While I market

20

Here are a few ways you can make yourself heard during the slow season:

via a mass medium, my business mantra remains: “Keep business personal.” I don’t filter my Facebook at all, because I want my clients to see exactly who I am and get to know me as a person, and not just as their photographer.

Hand-deliver products – Whenever possible, I deliver my clients’ products to their work place. The impact from doing this can be out of this world. Watching a bride open up her album for the first time in front of all of her co-workers (who are often potential clients) brings energy to the room that you could cut a knife with.

This works for me, but it doesn’t work for everyone (especially those who want to maintain a greater separation of the business/ personal relationship), but it can certainly go beyond the realm of Facebook/Twitter, etc.

However, there are many other ways to cut through the clutter. But there are a few absolutes. In discussion after discussion, I’ve discovered successful professionals adding a personal touch to everything they do. As professional photographers, we need to be willing to go the extra mile to create an impact on our clients. Something that makes them say, “Man that was REALLY awesome…

I need to tell my friends!”

I always make sure to have a few business cards on hand to toss around for those that are interested. You can take this one step

It’s an unfortunate truth that bad news travels faster and further than good news. Jump on an online professional vendor forum, and you’ll see the proof: photography industry vendors who offer lousy customer service get slammed, and slammed hard, by professional after professional. And the message sticks.

That’s why it’s so important to go that extra mile to get exceptionally good reviews.

21

further by including a gift certificate to your services for the co-workers. Coupons have no value in today’s society, but a $50 gift card is worth something!

photographer would. I do this so that when the wedding date comes, they are totally comfortable with me, and I know how to put them at ease if trouble arises.

Dinner dates – During my initial client

I take the time to take each one of my couples out for dinner/lunch/coffee at least once prior to the wedding, and often

meeting, I explain to my couples that I will get to know them better than any other

22

two or more times. Each time I create an impact point, I give them another frame of reference to not only remember me, but for them to tell their friends about me.

Not only does this create guaranteed income, it also gets your name and information out to potentially hundreds of guests before they have even met you! Why wait to get a referral until after the wedding when you could be getting one today?

Impact the guests – In 2011 my studio

is launching a new program, providing a disc of low-res (watermarked) images and a copy of a slideshow to EVERY guest that the bride and groom send a thank you note to. These DVD’s also have a link to our website/Facebook at the end of the slideshow, so if they are viewed on a computer, the guest can navigate directly to our site to purchase prints.

The key in this mixed up, crazy, superconnected society is to go above and beyond what your competition is doing.

Mix it up. Do something different. Think outside the box.

Our DVD’s and mailers are branded with our logo/information and have the bride and groom’s name on them so they still have a personal feel. All the couple needs to do is provide us with the mailing addresses (which they already have) and we handle the rest. You can make an even bigger impact by providing a gift card for the guests to purchase prints (or sessions) in each mailer you send out. You can also create an incentive program so that for every $1 that each guest spends, the couple gets $1 toward their prints/albums too.

Scout the Competition So what is your competition doing? Do you know how other photographers are marketing their businesses? You can read their blogs, and maybe friend them on Facebook. But that’s not where they reveal their marketing plans.

You have to visit DigitalWeddingForum.com. It’s the place where thousands of pro photographers talk about all the things they’d never dare mention on Facebook. Really: would you post on your blog that your spring discount promotion didn’t work? On the DWF, photographers do just that.

There’s profit to be found in candid conversation!

Recreate the registry – Bridal registries

have been around for forever, but very few photographers offer the opportunity for one.

Making it simple and straight forward is the key, which is why we offer gift certificates in any amount that the bride and groom can apply to any upgrades or additional prints, etc. (can’t be used towards the base price of the package).

My DWF membership gives me a spring of knowledge, and the sense of community has always been absolutely amazing. I urge you to take a free trial membership and then join the DWF: www.digitalweddingforum.com

23

Rebecca Brooks

G

one forever are the days of long, stale slideshows that seem to have no plot or purpose. Animoto videos democratize the type of post-production only a Final Cut Pro master could normally accomplish. The result? Not only are top-named photographers like Sandy Puc’ loving Animoto, but photographers everywhere are seeing real results to their bottom-line thanks to the power of video.

Here, we go over the top-3 ways you can use web applications like Animoto to create videos to bolster sales and get more clients in the door no matter what season it is.

1. Include Animoto videos in a premium

package: Animoto videos act as a wonderful incentive to get your clients to step-up to a higher-tiered package. These videos really motivate clients to pay more while making them feel like they’re getting a tremendous value. In other words, it’s a win-win.

24

Play Slide Show

blown away” by them. When they ask how much the video is, Kirk replies with, “it’s only included in this top-tier package.”

Kirk has seen a noticeable increase in his sales and revenue due to Animoto and this sales technique.

Virginia-based photographer Pete Wright sells Animoto videos of his portrait sessions for $125. However, if a client purchases a higher-tiered package, the video is included.

“When a collection includes a video, that $125 value seems like a much better choice,” Pete explains. His clients feel like they’re getting a great deal and meanwhile Pete is selling more of his top-priced packages.

2. Sell videos à la carte: The old sales

saying goes, “If you don’t show it, people won’t buy it.” If all you show are albums, then you’re going to only sell albums. The same idea goes with prints, canvas wraps, and yep, you guessed it… videos.

Known for his senior portraits, Kirk Voclain kicks off every proofing session with an Animoto video. Both his senior portrait session clients and their parents “are totally

25

Kick off a proofing session with an Animoto video. Your clients will definitely love it. It’s such a powerful way for clients to first digest their images in an emotionally impactful way.

Then make sure you include the pricing for the video on your price list.

Video can most undoubtedly play a role in your strategy to get more people in the door.

We suggest that you produce a video for clients who you know are on Facebook. Make sure your studio’s logo begins and ends with each video. Upload the video to Facebook and tag your client. Be amazed as all their friends “Like” these videos and comment on how great the photography is. This is a great way to get more qualified leads into your door.

Seattle-based wedding photographer Jeffrey Fong sold numerous videos to the father of the bride. The father of the bride ordered

Having the ability to evoke so much emotion, videos can be an incredibly compelling add-on sale.

Many senior portrait photographers have been doing this for years with Animoto. Bruce and Josh Hudson, portrait photographers in Renton, Washington, have replicated this campaign to great effect with their family portrait clients as well.

a couple dozen videos for cousins, aunts, uncles and grandparents. Fong placed the videos in high-end leather-bound cases to really hit home the value of these videos. The result? A staggering $1,600 add-on sale.

3. Create and share videos for previous

Anthony Vazquez, a wedding photographer out of New York City, not only posts his brides’ videos on Facebook, but he e-mails them out to clients as well. The clients then share their video with their friends and family. One video in particular got over 350 views courtesy of the bride sending it out to everyone she knew. This bride sent it to her friends who were also engaged, resulting in a total of five brides-to-be booking with Anthony after seeing his work in an Animoto video.

clients: We all know how it happens. After the holiday season, the excitement and sales wind down and things are, well.... slower. You must have a plan to combat this.

26

27

Adriana Lopez

T

Once you have a solid marketing calendar, apply your content to your social media objective and begin planning. To keep it basic, ask yourself: What are my biggest events this year and how do I want to reach my customers? For instance, if your main goal is to get online folks to visit your real location, then give them exciting content that is going to motivate them.

alk to any social media specialist, and they will tell you that the key to social media success is a wellplanned editorial calendar.

Often times, however, small businesses find themselves running to Facebook, Twitter, etc., for visibility without thinking about the repercussions of not having a strategy.

Without a thorough plan, it is easy for any business to lose sight of online objectives and become lost in a sea of competitors.

2. Create attractive, valuable content tailored to your audience:

Web 2.0 sites are created to “socialize,” hence the name social media. And if it’s that simple, then you need to think of ways to strike up a conversation, make friends and nurture the customer relationship. You can do this by simply giving your customers the information they need. Then give it to them in the way they want it.

Believe it or not, there is a solution to this chaos—it just takes some simple, pen-to-paper planning.

You can enhance your social media presence by thinking about how you will create, plan and manage your content on a weekly basis.

Here are some planning tips that will save you time, energy and bring you the exposure that you need year-round.

There is no need to spend exhaustive amounts of time on writing new content, because it is likely that you already have it. Think about every postcard, newsletter, brochure, etc., that you send out and— voila—you’ve got content. All you need to do is find the right social sharing tools to repurpose your existing print materials into something compelling. You can turn your boring print communication pieces into something fun like videos, images, blog posts or podcasts. The opportunities are endless.

1. Plan around your studio’s big events: The first and most important step

for planning your social media content is to get your hands on a marketing calendar.

Social media is not a stand-alone process; in fact, it should be built and modified based off of your business’ larger marketing strategy.

If your business does not have a marketing calendar, you will need to create one.

29

3. Research the web’s best social media tools for your company:

is all about building relationships with clients and if you don’t have the time to grow the relationship, then you will need to start small.

Main point: don’t rush in, focus on customers.

Whether you need to share updates at your event or post images from your latest session, these days, there is a social media tool for everything. It’s safe to say, however, that not every businesses’ needs are the same, so it is important to research the right tools.

Although sites like Facebook and Twitter have mass followers, the truth is that these two tools are really only touching the tip of the social media iceberg. (They are tools that you will want to use but not the only ones).

5. Analyze and focus on customer feedback throughout the year:

Interacting with customers via social media is one of the greatest ways to keep them coming back to you. Intrigue them by not only giving them awesome content (like we discussed earlier) but with outstanding customer service too. Join conversations.

Ask for feedback and give feedback. Isn’t that the real essence of social media anyway Don’t be shy. Jump right in, and your customers will be grateful.

Break your needs down for each event and ask yourself what type of tool you will need, then research those tools. For example, if you are running a seasonal promotion and want to drive traffic to your door, use Foursquare to encourage your customers to find the promotion, then make something happen at your studio when they arrive. There are a plethora of tools out there, so take time to have fun, experiment and find your favorites.

In a social world where people can say whatever they want about your business, you want people to talk about you in a good way. Online reviews play a huge factor in the way people do business nowadays. As a result, you need to be monitoring the web for questions, looking out for complaints and acting on these issues as soon as you notice them.

4. Think about how much time and money you will devote to social media: Social media planning can be very

time consuming. There is a lot of information out there, and it is easy to get overwhelmed.

But don’t worry. Your job is to take it slow and do it right the first time.

Some important questions to ask yourself while planning are: Can I afford to hire someone to help me or can I do it alone?

It is best to discover how much you are willing to honestly take on before you bite off more than you can chew. Social media

30

5 Tools For Keeping Social Media on Track 1. Google Calendar Although there are a lot of calendar options out there, Google Calendar is one of the best organizational tools available. With its calendar sharing, email reminders and email syncing options, Google Calendar makes it easy to stay on track.

2. HootSuite With over 1 million users worldwide, HootSuite has quickly grown to be one of the best social media dashboards available. They provide an array of options, including the opportunity to schedule posts ahead of time, track results with site analytics, assign multiple team members tasks, monitor your company’s mentions and send messages across multiple social media sites.

3. SurveyGizmo SurveyGizmo is a free, upgradable survey site that allows you to customize an unlimited number of questions and responses. The design is flexible and includes an image selection option. This is a great tool for connecting with your customers to find out their needs and wants.

4. Mashable.com To stay abreast with social media’s latest trends, visit this great social media news resource. The site reports on everything from web video, to mobile, to social good news. Hint: They even have a Small Business social media section.

5. Google Alerts Stay on top of your customer game by signing up for Google Alerts. The free, online monitoring service from Google sends you alerts every time your company is mentioned online.

31

Glen Clark

P

romotional marketing is a valuable tool for professional photoraphers, but oftentimes many don’t understand what promotions really are or how to take advantage of them. Simply put, promotions are a way to put your PROfessional efforts in MOTION by offering added value.

A “sale” is just one form of a promotion.

But, you don’t necessarily need to reduce your prices in order to promote your products and services.

maybe even introductions) is a classic winwin, because you both come out ahead. Your customers gain by receiving additional value, and you get pre-qualified leads to potential new customers. What could be better?

So, what kind of rewards can you offer that are both worthwhile to your customers and helpful to your business? Good question.

The best rewards are those that get your customers talking about you, your business, your photography, your products and what a great time they had with their session.

It’s also good to provide rewards that your customers feel have real value (in this case it’s not something like a ball point pen or a refrigerator magnet).

To maintain the integrity of your prices, offer your clients rewards: extras that can provide added benefits that at the same time help you build your business. Promotional rewards can be offered for a variety of reasons, including reaching a specific sales target or providing a certain number of client referrals.

Since you’ll be rewarding your existing clients, it stands to reason that they’ll already know the value of your work and images you create. Therefore, some of the best rewards you can offer would be

For example, one way to attract new clients is to ask your existing satisfied customers for referrals. If your current customers are happy with what you’ve provided them, chances are pretty good that these clients will know other people who have similar tastes and will therefore also appreciate what you do. It also makes sense that they’ll like the opportunity to show off the images you created for them (which they will probably do anyway).

Creating a promotion that rewards customers for helping you (in this case by having them supply you with contact information and

33

additional images, especially images that they can carry with them and show off to their friends, family and, hopefully, your potential new clients. One example would be extra wallet prints with your business name or logo on them. For years, many photographers specializing in high school senior portraits have used promotional wallet-sized prints in just this way to get examples of their work out into their marketplace and to gain new customers.

and help them build sales is a real blessing for their business. One such idea that you can offer your clients--not only as a regular photographic product but also as a promotional extra or gift reward— is a Wave Accordion Book from Bay Photo: a hardcover, mini accordion-fold, press-printed photo book.

These accordion books’ immediate visual appeal, along with their design versatility and

promotions are a way to put your PROfessional efforts in MOTION This same theory can work for your business as well. The trick is to utilize a photographic product that fits with the level of the type of work you’re going after. If you’re targeting higher-end wedding or portrait photography, chances are you’ll want to utilize products that are eye-catching and have a higher perceived value (probably something a little bit better than those wallet prints that work so well with high school students).

variety of options, make them a near perfect product for professional photo-graphers who are looking to reach their clients on several levels. Right off the bat, they are great conversation starters, which means people will be talking about your photography.

Most photographic professionals agree that any product that can excite their customers

34

Before you design an incentive reward program, it’s important to establish a well-designed business strategy to determine how many products your customers would need to buy in order to earn the reward.

This can be done by first determining what your sales average is currently, and then by establishing a slightly higher sales target that you want to meet per client.

This target, “X” can be a pre-determined dollar amount, a package combination, or whatever growth it is that you want to accomplish. When you meet with your clients, you simply let them know that if they purchase “X”, you will give them a

custom-designed Wave book, or similar product as a gift. You’ll be pleasantly surprised how many clients actually strive to reach the target so they can “earn” their free incentive album (and help you reach your sales growth target).

Article and Images provide by Bay Photo www.bayphoto.com - Copyright 2011 - All rights Reserved

35

Susan Day Moore

W

hen parents bring their babies to us, we want to give them memorable images to cherish. We need real strategies for capturing babies at their best.

Posing newborns (under 10 days old) is a challenge: they are still in the fetal position and are adjusting to gravity and space. Their bodies are pliable, they are often asleep, and they are always making little messes.

They will slump if photographed sitting up— car seats just don’t work! The best props for this age are posers that allow them to be draped over a soft, WATERPROOF surface, usually on their tummy (they will tuck in their legs naturally) or on their side. The Newborn Posing Set, Baby Beanbag Poser and Circular Straw Basket work well for these young subjects.

Poser, where they just lie on their back.

The poser is higher at the back so the baby is at a good camera angle. Or, use a pillow/liner that fits into fancier props like the Baby Basket, Cradle or Carriages. The pillow/liner has cushioning for the head and shoulders, a sewn circle to hold the baby’s bottom, and then more cushioning for the legs and feet to rest on.

By 4 months the baby has head control and can sit up with support. The range of props increases at this age, but watch out for the infamous “slide”—they will pull their knees up and slide down the cushion. Smart tip on the sliding problem: put a piece of rubberized shelf liner under the baby’s bottom, and they will stay in place. At this age they can also lie on their tummy and hold their head up for cute images. Various benches, baskets, beds, and seats work well.

As an added comfort, heat up the surface with a hot water bottle or heating pad to keep nude babies toasty warm. Drape with different fabrics to add the unique artistry of your studio.

For 1 to 3 month-olds, the baby has little head, neck and back control, so having head and shoulder support is essential.

You can prop them in the Baby Beanbag

37

By 6 to 9 months the baby is sitting but probably likes something to hold onto for confidence and support. The tummy shot works well here. Props for this age include low-lying chairs, benches and contained spaces, like big baskets or wagons. They are engaged with their world and it’s easy to get their attention with squeakers and a reassuring voice.

So while baby portraits are always among the most adorable images, creating such heart-touching photographs requires tested strategies and props. It’s also very important to identify the correct prop for one’s specific age, as babies go through as many as five different stages throughout that ever-adorable first year.

By 12 months the baby is usually standing with some support. Railings or chair backs that they can hold onto fit this developmental milepost. Truly, the props and poses are limitless because they are in control of their body.

38

Sandy’s Product Of The Month: The Baby Beanbag Poser

N

ewborn and baby sessions can present any number of headaches and challenges. And while one can have an entire closet full of bells and whistles to coax those adorable smiles, props and toys will rarely help you pose the subject accordingly.

As I’m sure most of you can attest to, trying to get a newborn to sit up by themselves can also be quite the task. Since the baby poser is only 20 inches wide by 20 inches long, the newborn can’t help but remain nice and compressed.

Talk about a lifesaver!

That’s why the one product I can absolutely not live without when shooting babies and newborns is the Baby Beanbag Poser from Wicker by Design.

And then there’s the versatility. Whether the baby is reclining, sitting, on its tummy or curled to the side, your newborn subject can be posed any number of ways using the beanbag, which comes complete with a large pillow and footrest.

The Baby Beanbag Poser is versatile, functional and affordable. But most of all, it’s an essential piece in creating adorable, heart strings-pulling baby portraits.

The prop is also extremely flexible in working with other props and backdrops. The poser can easily be covered by any number of different kinds of fabrics to create countless looks or themes. In fact, in most of the images where I’ve used it, the beanbag poser can’t even be seen.

Ideal for newborns to 3-month-olds, the Baby Beanbag Poser is valuable because it’s waterproof, which is so important when working with such young subjects.

With such incredible versatility and functionality, the Baby Beanbag Poser is amazingly affordable at $135.

Just like the traditional beanbags my kids lounge in for hours playing video games, the beanbag is filled with hundreds of tiny foam beads, allowing it to mold around the subject’s body. This keeps the baby nice and compact, instead of them helplessly flailing their limbs about.

If you don’t own one already, and you even occasionally shoot newborns, this product is worth it.

39

F

Jerry Roek Adrienne LaMilza

or this article, we recently conducted an online survey to discover what technology is the most effective in promoting your photography business online. A summary of the survey results is as follows:

40

· Demographics of the survey indicate that nearly 50 percent of photographers specialize in either wedding and/or portrait photography.

· 64 percent of photographers own a specific website, blog and/or a Facebook Fan Page as well as a combination of all three technologies. A combination of all three platforms can effectively aid in reaching out to a variety of customers. · Easy-to-use and manage photo sharing

sites such as SmugMug and Flickr outweigh other web sites by 3 to 1.

· In 2011, over half of the photographers plan on implementing either a blog and/or a Facebook Fan Page. · Over 50 percent of promotions are either

for Holiday or portrait sessions. Surprisingly, 21 percent of the photographers do not use promotions.

· Those who use technology effectively to

promote and communicate their business have increased their overall clientele by nearly 60 percent.

The most effective methods in promoting and communicating a photographer’s business include: Website Announcements Electronic invite to view on-line proofs Facebook status update or wall posting Good old ‘word of mouth’ client referrals

41

Effective Methods For Promoting And Communicating About Your Photography Business

that enable them to apply their specific market brand and tailor the website to their specific use. “First impressions count!” – see tips and tricks below.

A website that enables photographers to manage website announcements and more importantly ‘invites’ for clients to view their online proofs is critical. For example, Smug Mug provides their photographers the ability to send out ‘events’ to clients. The clients as well as family/friends of the client can view galleries, select favorites and purchase images.

Here are some “tips and tricks” from some pro-photographers: “The use of Facebook has helped my studio, but like other forms of marketing, it requires consistent effort. I watch my fan base very carefully. Right now its small (less than 300), but I know it will grow much larger! Lately, I have found a great way to open up a communication route with a new or potential client. Each time someone becomes a fan on my Facebook page, I send them a custom and personalized message thanking them for visiting my page and becoming a fan.

They always respond back and often ask

Facebook status updates and wall postings are effective as well. Continuously promoting family, friends and clients to ‘like’ your fan page is critical in growing your business.

Having a consistent brand among your technical platforms (website, blog, Facebook Fan Page) communicates a professional vision to present and future clients. Most photographers are implementing websites

42

“Having a customized website has been the best thing that has happened to me since I started my business.”– Captain Don McDonald - Everglades Wildlife Photography (www.EvergladesWildlifePhotography.com)

questions about the studio, portraits, etc.

I also have created a custom welcome tab for my Facebook page, and when a visitor becomes a fan, he/she receives a “gift,” of a coupon for a small print. I think my clients really like my approachable, personable attitude, and Facebook helps me to promote that. I also update my photos on my website monthly, and my clients tell me they notice.”

– Kelly Mann– Kelly Mann Photography (www.kellymannphotography.com)

“I give away photos to event bloggers as long as they give me photo credit and a link back.”– Ann Watt- Photography by Ann Watt (www.society-photos.com) “Blog, Blog, Blog! Posting a few teaser pics or articles on my Facebook and linking to my blog is awesome. Because of this, I have received many clients via Facebook and my blog.”- Envizione This Photography (www.envizionethis.com)

“I have found that using Facebook to run quick specials and promote seasonal news is the place. I think its just as important to have a tricked-out customized website so your clients can see your passion and personality in a professional location. First impressions count!” – Monica Krause – Studio KYK (www.studiokyk.com)

43

T

Ann K. Monteith

The Difference Between Advertising and Promotion

he hallmark of successful marketing is continuity. A onetime promotion or a single ad placement is not a fair test of whether a marketing strategy is working: Sporadic and reactive attempts at marketing typically are a waste of time and money.

The terms “advertising” and “promotion” often are used interchangeably, but there is a difference: Advertising delivers your message to target groups to inform, influence, and motivate them to buy; it attracts new clients, helps to retain existing clients and encourages clients to increase their activity with you. The ultimate purpose of advertising is to make sales. Advertising is, in effect, salesmanship in print, via electronics or through conversation.

Marketing efforts must be frequent and consistent if you are to maintain a relationship with your existing clients and let prospects learn about your business. Marketing experts agree that the most effective way to achieve market penetration, when you wish to promote a specific outcome, is through a campaign.

A campaign typically involves multiple marketing resources directed toward achieving a specific marketing and/or financial objective.

Promotion is best thought of in terms of campaigns—the combination of several activities, such as the creation of a special offer, advertising and public displays of your work—all of which combine to encourage

44

and motivate prospective clients to buy.

Advertising messages involve long-term strategies that create a positive brand attitude, while promotion typically focuses on immediate sales.

Image-Marketing Campaigns Nothing helps to establish a brand better than an image-awareness campaign that focuses strictly on the value of the product being offered. While it takes longer to bear fruit, this type of campaign does pay off over time and is an excellent choice for spreading the word about your “want photography” products and services, such as portraits of families, children, adults, and even pets. This does not mean that a brand-conscious studio should stay away from offering promotional incentives when they are called for, just that value-driven marketing should be a consideration.

As you plan your promotional campaigns, remember these cardinal rules of advertising: · Advertising takes planning. · Advertising takes time and patience. · Advertising takes repetition.

Types of Promotional Campaigns Most promotional campaigns offer access to a specific product, at a special price, during a limited time period. Such campaigns often are referred to as “action marketing,” because their goal is to drive business according to a schedule. In professional photography, however, image-marketing campaigns also are employed to help businesses achieve their desired place in the market and strengthen their brand over time.

Product Line Campaigns Product line campaigns are designed to produce sales from market segments that are easily recognized because of the their specific life cycle or special interests, such as high school seniors, bridal couples, parents with new babies and pet owners. Because their demographics are so easy for mailing list brokers to capture, these markets make excellent targets for direct marketing.

The following types of campaigns have a track record of effectiveness for portrait/wedding studios:

Newborns Parents with a new baby in the household are one of the most sought-after market segments for direct marketing because of their potential for long-term business relationships. As a result, newborn marketing materials and strategies must be especially compelling if they are to succeed.

· Image-marketing campaigns · Product line campaigns · Seasonal campaigns · Business-building campaigns

Marketing efforts that have proven to be effective in attracting the attention of new

· Charitable marketing campaigns

45

parents are as different as the studios that use them. The following is one unique campaign approach with an especially good track record:

communicates the program’s benefits to new parents through compelling direct mail materials and handouts, newsletter items, and Internet marketing, along with special events throughout the year that appeal to parents. After the first year, the baby “graduates” to opportunities for additional parent-pleasing portraits.

Sandy Puc’ of Sandy Puc’ Portrait Design in Littleton, Colorado, earned her reputation as a specialist in photographing new babies by creating a multiple-session program that documents the baby’s first year. She

46

Creating Effective Marketing Messages

nice things about your business in your presence, thank them sincerely, and then ask if they would be willing to let you use their words in your marketing. If they agree, tell them you will draft their comments in an email and send it to them for approval.

For prospects to buy what you have to sell, they must first know what you have to offer and what’s in it for them. The story you tell through advertising copy must be compelling.

An effective way to solicit testimonials is to provide each client with a survey card when they come to pick up their finished portraits. Be sure to put a postage stamp on the survey, and take the time to hand it to the client with this explanation: “You know, Mrs. Smith, we are always looking for ways to improve the quality of our products and the level of our service, so we would be very grateful if you would take a few moments when you get home to answer the questions on this survey, then drop it in the mail.”

Most compelling ads have the following in common: · Attention-grabbing headline that involves an appealing benefit, usually indicating to whom your message is directed · Interesting copy that is brief and to the point, expressed in terms of benefits to the reader · An appealing offer, such as added value. · “Call-to-action” so that the reader feels the need to act and knows what to do next (and by what date the action must occur)

Since the survey has room for comments, this device will attract many testimonials for your marketing use. But before it you use a client’s words in print or on the Internet, it’s best to ask for their permission. One of the benefits of a professional e-mail marketing service like Marathon Press is that it offers an optional feature that makes it easy to email surveys to your existing clients. The satisfaction survey benefits the studio in two ways: It provides management with important insight into how well clients are being served, and it also opens the door to testimonial opportunities through its “Comments” field.

· A satisfaction guarantee that reduces any risk on the part of the reader · Compelling photography in every ad · Testimonials whenever possible

The Power of Testimonials If you have a great product and enjoy a good reputation, you have an almost inexhaustible source of great copy—practically free— written by your own clients. Satisfied clients will come up with selling phrases that are straight from the heart that no copywriter, no matter how brilliant, would ever write for you.

The content from this article is from “The Professional Photographers Guide to Marketing Success” by Ann K. Monteith, M. Photog., Cr., Hon. M. Photog., CPP, A-ASP, Hon. ASP, FIPPA. Published by Marathon Press, 800-228-0629.

Happy clients will write with a depth of conviction that the best copywriters will find hard to equal. So when clients say

47

2011 Guest Tour Feature

Jared Abrams

48

H

ere is a little behind the scenes video I shot on a iPhone 4 during the still shoot for our Sandy Puc’ Tours poster.

This little video is a great example of the added value that you can offer your clients that can also be used to help promote your business. In this video I wanted to show how much fun we were having and how that would translate to the fun you would have with us on the tour. The simple addition of video to your work can help you keep pace with the industry and add value to your product.

I will be hitting the road with Sandy Puc’ this May to get the word out to the still photography world that video is here to stay and your clients will demand it. It will be my job to get you ready for this onslaught and to help you profit from it. We will jump into all aspects of cinematography, from continuous lights to sound design and post-workflow.

Most motion picture cameras were designed to work on a tripod in a studio setting. It is rare to see a 35mm motion picture camera ready to go out of the box. Similarly, the Canon 5D Mark II has the same flaws when trying to adapt it to a cinema environment.

The LCD screen is on the back and not off to the side. The battery is located on the bottom, which is not great for car mounts or stunts. The sound is just plain terrible, and keeping a subject in focus is nearly impossible. However, the images that the full-frame sensor can produce rival 35mm motion picture when manipulated correctly.

In cinema we are always trying to tell a story from beginning to end. This is why simply shooting some b-roll on a set won’t cut it. As still photo-graphers, you are already

Shooting cinema is completely different than shooting video. comfortable directing a subject to do what works best for the shot, so that part should come naturally. Putting all of it together to tell a story effectively can be a daunting task. I won’t even mention sound.

49

The motion picture industry has embraced using such cameras, and now it is here to stay. Gale Tattersall shot the final episode of the hit TV show “House” entirely with Canon 5D Mark II’s and L series glass. It was used for stunts on “Iron Man II,” and now it is a common A, B, C or D camera on most major motion picture sets.

Clients ask for the 5D by name. An entire cottage industry of accessories has flourished around it, and the choices can be daunting.

I will make it all seem so simple on the tour with Sandy Puc’.

My most recent project, “Someday Hero,” a short film written and directed by Darcy Fray, got into the CMJ Music and Film Festival and is making its way to other festivals now.

I know all of the support equipment available and the techniques to make the Canon 5D Mark II shoot beautiful video. If you take the time to attend this tour, we will show you how to make your cameras sing like angels.

I have spent the past two years shooting, writing, and promoting HDSLR cameras as the news director for Cinema5D. I was also a camera assistant for many years in the motion picture industry. Some of my credits include “The Sopranos,” “House of 1000 Corpses” and “Planet Of The Apes.” The rest can be seen here.

50

A

Brandon Cox

it is not already clear, with a single push of a button, you can toggle from a still image camera to a moving image camera within seconds. And that is the power of the new DSLR cameras. Not only are they cheaper in price, but they also provide the opportunity to discover a vast, new video market.

s the photography industry continues to progressively evolve, many photographers know that video has or will have an important role in their line of work. In fact, you may be surprised to learn that specific advancements of video capability in newly released DSLR cameras are even being used to create feature films and television productions. When it comes to image quality, these little DSLR’s are putting up quite a fight with expensive cinema cameras, like the “RED ONE” and “HVX200,” which retail for about $25,000.

While the DSLR camera sounds like something you can’t wait to get your hands on, you don’t necessarily need one to implement video into your photo creations. If you are uncertain about investing in a DSLR camera, then you may want to consider these suggestions to help you get started with the equipment you already have.

So, you might be asking yourself: Why does this affect the photography world? Well, if

51

Start with the basics

Here are some of the taboos:

There are many elements that make up a good video. Some elements are the same things you need to create a beautiful image in photography, while others are going to take some getting used to. There are four important factors of video production that make up a good video:

Shaky shots Always use a tripod or a monopod to achieve optimal stability. If you must shoot something handheld, try to stabilize yourself as much as possible. Leaning up against something or tucking your arms closely to your body can help.

- Lighting

Out of focus shots

- Audio

Setting your focus is important in both photography and video. In video production, the typical procedure for doing this is to zoom all the way into the subject, rolling your focus until you achieve the sharpest picture possible and zooming back out to frame your shot.

- Camera Operation - Editing

What makes the image move?

One thing that video and photography have in common are still images. One second of video consists of 30 still images. These images are referred to as “frames.” The amount of frames that fit into one second of video is referred to as the frame rate.

Most films use a frame rate of 24 frames per second (fps) and broadcast television uses 30 fps, hence the difference in appearance.

In simple terms, shooting video is taking hundreds of pictures, placing them side by side and watching a slideshow at the rate of 30 images a second, giving the viewer the illusion of motion.

Unnecessary zooming One of the most amateur mistakes you can make in video production is zooming while recording. However, this is easily avoidable. Just because a camera has controls on it doesn’t mean you have to play with them all the time. Some of the most beautiful shots you will see are just static shots, allowing the action to move within the frame. All you need to do is follow the action to tell the story. The more subtle and smooth, the better.

Getting the shot

Poor pre-production planning

There are several techniques that will improve the production value of your video with very little effort. In addition, there are a few things that are never acceptable within a wellproduced video.

No matter how big or small the production, you must plan your shoot. You have to be able to establish an end goal and visualize how to make that happen. From pressing

52

2. Capture your clients in a short interview, which will follow a slideshow in your sales session. Think of it as a mini episode of the shoot. Posting these types of videos on Facebook or Youtube will help future and current clients understand what to expect from a session. This works great for senior sessions. Note: It is important to obtain a model release.

record to editing and exporting. If you are not planning, you are planning to fail.

Neglecting the planning process can result in an editing nightmare.

Fusing video into your photography world Here are some fun ideas of how you can implement video production into your own photography sessions:

3. Capture a welcome video for your website. Include a tour of the studio, a live shoot and some fun or silly things too. This is your studio’s time to shine!

1. Record a small amount of candid video during the photography session. Note: Clients tend to get excited about this, as it is fun to add this video into the slideshow presentation.

Let Sandy Puc̀ Do All Of Your Marketing

53

Charity News: 2011 Charity Model Search Off To A Near-Record Start Jacque Lopez The 2011 International Charity Model Search (ICMS), created by Sandy Puc’, is off to a near-record start! Benefiting the Now I Lay Me Down To Sleep Foundation (NILMDTS), the ICMS is a quest for “The Cutest Kid,” from newborns to 18 year olds, in the United States and Canada.

This unique event was created by Sandy to help photographers boost their businesses during the slow winter months, while raising funds for the Now I Lay Me Down to Sleep Foundation (NILMDTS), a 501©(3) providing bereavement photography to families experiencing an early infant loss.

With registration having begun in October, there are 212 photographers officially registered and already participating, with another 85 more who have begun the registration process.

The buzz is growing and photographers are reporting that their clients are very excited about this event. After all, every family knows they have the cutest kid! Registered photographers began sessions on the first of the year, ensuring steady business during what are traditionally the slowest months of the year.

Families who want to enter their child or children can only participate by booking a session with a registered photographer.

Session booking fees and portrait sales are determined by and paid to the photographer.

After the session, the family will select one image for each child, then the photographer will officially submit and upload the image to the 2011 ICMS Cutest Kid contest.

Once uploaded, the family can encourage friends and other family members to vote for their child. Each vote is $1, and 100 percent of the money raised through voting benefits the NILMDTS foundation. The top three winning Cutest Kids will receive valuable prize packages, with the grandprize winner receiving a full Creative Pak from Kubota Image Tools along with a 500gb custom portable hard drive from Pexagon Technology.

54

Our generous partner sponsors will continue to add more prizes weekly, giving everyone that much more motivation to participate.

on the Now I Lay Me Down to Sleep Foundation, or how to become a volunteer photographer to provide the gift of remembrance photography, visit www.nowilaymedowntosleep.org.

Registration for photographers is $25 and includes unlimited entries and a fully customizable, pre-designed marketing kit. Puc’ not only co-created this event, but she is also a platinum-level sponsor. In fact, all of her students receive $15 off the registration fee using the promotion code “SANDYPUC.” Registration continues through March, so it’s never too late to participate. Even families who do not enter until March can rally friends to vote and quickly climb to the top.

Participating photographers have already started holding portrait sessions and uploading contest images, so be sure to join in on the fun today! Register and download the marketing kit, and start bringing in clients during the slow winter months.

For complete contest information, rules, and prizes, please visit www. charitymodelsearch.org.

For more information

55