The Art of Pregnancy Photography (19 page)

SAGE ADVICE

Mitche Grafe says, “Marketing is a tool, not a magic pill, a cure-all, or a secret potion. It takes hard work. Some photographers need to be reminded that the camera is also a tool to get what we want out of life” (as quoted in CharMaine Beleele, “Power Marketing Super Conference.”
Rangefinder,
Feb. 2005).

The goal of this chapter is to provide several ideas for getting the word out about your specialty. As you will see, creating the marketing piece—be it a brochure, business card, or postcard—is only half the challenge. Finding the right location at which to display your marketing pieces or a mailing list that will allow you to target prospective clients is key to your success.

YOUR IMAGE

The first step to success in marketing is presenting your work, studio, and yourself in a cohesive manner. Your work, studio, and professional appearance should send a message to prospective clients and entice your desired demographic. When looking at your body of photographic work, what words come to mind? Is your work traditional, young and fresh, edgy and modern, or calm and romantic? If you can’t come up with descriptive words that describe the type and style of your work, show a selection of your images to others and listen to what they say. Do your studio and appearance reflect the feel of your portrait style? The look or feel you create is considered “branding.” To sculpt your image, consider the following questions: What sets you apart from your competitors? What message do you want to send to the public? Why should a mother come to you, rather than another photographer, for her maternity portraits? Bill Chiaravalle and Barbara Findlay Schenck’s book,
Branding for Dummies
(Wiley Publishing, 2006) is a great resource for developing your business image.
Power Marketing
by Mitche Graf (Amherst Media, 2004) is another indispensible book. On the Internet, be sure to check out
www.smallbusinessbranding.com
for information on sculpting your image.

Your business cards should mirror the style and quality of your other marketing materials and should appeal to the demographic you’re after. Business cards created by Studio2CDesign (
www.studio2Cdesign.com
).

CLIENT TESTIMONIAL

“During my first prenatal visit I saw a beautiful photograph of my obstetrician’s pregnant belly surrounded by her three adoring children. I was so enchanted by this photograph that I had to find out who could do such amazing work. Through her art, Jennifer George truly captures the essence of soul and spirit. I feel very fortunate to have found her.” –Christine R.

Once you have a handle on what your style is, or what you want it to be, you will want to ensure the colors, font styles, and even the size of the pieces you create reflect that style. If your style is traditional, you will want to select standard-size postcards, subdued colors, and brochures and with classic fonts. If your look is young and fresh, you will want to use odd-size postcards, bright colors, and funky fonts. Keep the look cohesive and follow the color, style, and feel throughout all your marketing pieces, including your website.

BROCHURES AND FLYERS

Many photographers drum up interest in their pregnancy portraiture by placing colorful, eye-catching brochures and flyers in local obstetricians’ and pediatricians’ offices. Your brochures and flyers should feature your best work and should be updated often with new images.

When designing these materials, be sure that the text does not overshadow the focal point of the marketing piece—your photography. Also, be sure that your contact information (studio name, address, phone number, and website) are prominently featured. Also, strive to create a brand identity. In other words, select a font and overall layout that remains consistent from one piece to another. Also remember to ensure that your print materials are top quality. They represent you, your studio, your work, and your professionalism. If you are not confident in your ability to design your own marketing materials, hire a professional designer. Quality is key. Remember, your portraits may be award winning, but if your marketing materials don’t reflect that professionalism, prospective clients won’t pursue you as their photographer.

POSTCARDS

If you distribute postcards, make them colorful and eye-catching. Say little, show a lot! Make them tiny masterpieces. The same design elements can be incorporated in print newspaper and magazine ads and television ads; this will help you to build brand recognition.

The priceless expressions and the rounded tummy featured on this postcard will appeal to a wide range of prospective clients. Frequently update your postcards and other marketing materials so that the image shown represents your current style. Postcard by Studio2CDesign (
www.studio2Cdesign.com
).

Beautiful children and mothers make good subjects for marketing pieces. Here, the colored fabric behind the mother and child helps to catch the eye of the viewer.

Mail the postcards to newlywed clients—or to all of your clients. You can also mail them to local residents if your budget allows. Smaller studios and more frugal owners may find that they can generate all of the business they can handle simply by leaving the postcards in doctors’ offices, in baby furniture and clothing stores, in maternity shops, on laundromat bulletin boards, in teachers’ lounges at schools, in child pickup areas at preschools, at La Leche League meetings by the refreshments table, on bulletin boards in stores near the photo supplies or baby items, in the “quiet room” where babies are taken during church services, at elementary school resource centers, etc. Purchasing a mailing list can simplify your marketing strategy. One good source for such lists is
www.listservicedirect.com
.

With the ability to order high-quality postcards online at reasonable prices and small quantities, you can afford to change the images on the postcards frequently.

NEWSPAPER AND MAGAZINE ADS

If you advertise in newspapers, family magazines, or weekly speciality papers, be sure to purchase an advertisement large enough to draw attention, and run the ad consistently (e.g., every Monday, Wednesday, and Friday, for several weeks). Consider including a coupon for a free sitting in the parents’ magazines and newspapers for your area. You will have a way to gauge your exposure by the number of coupons redeemed.

If your budget prohibits the purchase of newspaper or magazine advertising, consider offering to photograph a few local events in exchange for advertising space. Many small-town newspapers are understaffed and would welcome your offer to lend a hand. Amy Connor, a successful San Diego–area photographer has had success with this approach. She worked with her local newspaper, taking photos in her community to supplement their news coverage, and the newspaper ran her studio’s ad. Amy said of the experience, “It not only opened the community’s eyes to my work but also continually got my name out in front of a whole new audience of potential clients.”

KEEP IT FRESH

Every time you update your print materials, go back to the same locations and distribute the materials again. You may pick up a client who did not respond to the first postcard or flyer you handed out.