Theme 9. MARKETING
MARKETING IN PHOTOGRAPHY.
COMMERCIAL MARKET ANALYSIS,
BUSINESS DEVELOPMENT STRATEGY. METHODS
OF COMMUNICATION WITH THE CLIENT AND WITH THE TEAM.
Do you want to learn
how to make money from photography and not become a craftsman?
No, I will not tell you how easy and simple it is, to assure you that there is a super recipe — because this is a lie and profanation.
And I'm not going to teach you to "make a quick buck", because this is piggish, first of all, in relation to yourself!
I will tell you how to make you proud of your work for many years to come.
Yes, it's a hell of a job. But this is a real thrill, this is adrenaline, and this is life!
And most importantly — I will tell you the truth.
- What is "professionalism"? What qualities are necessary for a photographer to be in demand, successful, have a good reputation with clients.
- Analytical approach to the commercial photography market. Private clients, advertising photography, magazine, stock photography, salon and gallery photography, corporate calendars and business projects, wedding and children's photography, and much more. Advantages and disadvantages of each direction.
- The ability to choose your path of development and your niche depending on your life priorities.
- Several fundamentally different ways of commercial positioning. How to get out of the sphere of dumping and not get bogged down in endless cheap orders.
- Issues of labor qualification as the main lever of competition.
- Marketing in photography — what steps should be taken to ensure that the client finds you.
- PR and advertising. Options for working on your own brand and recognition. What is appropriate, what is necessary, what is undesirable.
- Communication strategies on the Internet, conscious use of "white” and "black" PR. The social environment and its role in your promotion.
- Defining the psychological and financial profile of your consumer.
- Communication with the client, psychology, negotiation. Analysis of typical errors and their consequences.
- Documentation required for commercial orders and creative shootings. Rights and obligations of the photographer, customer, model.
- The price depends on the quality of the work, the time required, the composition of the team, as well as the method of using the image by the customer. What is a "business offer" and what it should look like.
- Team work. How to find the right people, how to interact with them, how to organize a complex shooting. Scheduling.
- Relationships with models, makeup artists, stylists, assistants, agents, managers, and many other people that you need in your work and creativity.