Photo Content for Small Business Marketing

By Allen McEachern.

Content is king and it is everywhere. Content marketing is essential for small business to be found in today's digital market place. Our clients, new, existing, and potential, all interact with content across a multitude of platforms - Instagram, Facebook, LinkedIn, Twitter, Pinterest, our websites, blog posts, search engines, and the list goes on... Adding strong visual content to our marking mix can dramatically enhance the chances of being found by clients, and more importantly remembered; or even better, having our content shared. 

Small business owners can use photography to their benefit. Here is a great example. Haricot Traiteur in Montreal has hired me a few times now to create content for their marketing. In one day we created multiple images that were used throughout a six month period - Facebook posts, portfolio updates, email marketing etc.

One day of photography = six months of content. Do you want to learn more about how photography can help your business be found, be remembered? Contact me to find out how I can help you. Follow me on Instagram to see how I am helping small businesses become discoverable.

3 Characteristics Art Directors Look for When Booking Photographers

By Allen McEachern

There are many ways in which commercial contracts arrive for photographers. Some include the obvious; word of mouth referral, powerful SEO on our portfolio sites, publication credits, being in the right place (local SEO)...the list goes on. All this goes to say that you already have the caliber of work needed to be on the radar. But I want to go deeper and get into three specific traits that Art Directors look for when booking, and re-booking commercial photographer. Like I said, we are working with the assumption that your body of work is competitive...

1. Are you an asshole? Sorry for the language, but it really is the best word here. As creatives, we need to have a strong ego, it helps us get through slow times, and also defines much of who we are and how well we preform. But we need to keep it in check. Be humble, listen, think before you speak. Be easy to work with. Add something creative and positive, that's why you are there. No one wants to work with someone that is difficult, over aggressive, inattentive, or rude. Put on the charm, be graceful, smile. You would be surprised how far this will all go to your benefit.

2. Are you available? So many times I have "got the job" because I responded in a timely manner, I was precise in my responses, and I was flexible with my scheduling. We all have busy lives... wives, husbands, kids, clients, travel, etc. etc.. Chances are if an art director is contacting you it is because they already have an interest in working with you. Make it easy for them and all the other people involved in the production. Be flexible, be available, be reasonable, and expect the same in return. 

3. Do you deliver? Commercial photography (advertising / corporate / editorial) can be high stakes. Tight timelines, limited availabilities, always a budget to consider and so on. Are you able to deliver the expected result on time, on budget? Even better, deliver before the deadline, save the client money if you can, but do what you say you can. Actions always speak louder than any words, promises, or excuses. Customer service is super important to remember. It is what helps define our brands, creating positive experiences, keeping us memorable and remembered for the next time.

Pro Camera Equipment - Own vs. Rent

By Allen McEachern.

Owning and maintaining a professional camera kit is expensive. Camera technology in my opinion makes a big step forward every two to three years. I plan my upgrades around this schedule. Considering the price of the professional Canon and Nikon Digital Single Lens Reflex (DSLR) these days, costs can add up very quickly. Add to this increased memory - CF cards as well as hard drives, and upgrades become an anticipated and planned for cost of doing business. Lets say for argument sake, $5000-$14 000 every two - three years, just for cameras and memory. What part of the budget is left for lenses? Again, in my opinion, lens technology moves slower than camera tech. Lenses should need to be updated much less often. 

All this to answer a question I am asked a lot...update camera or lenses or both? My response, get on a schedule of camera updates every 2-3 years. Sell your old cameras to off-set the upgrade costs. Buy used if you can. Decide if you need the top of the line cameras. Next, look at what you shoot. What lenses do you use the most? What subject matter do you shoot the most? Portraits? Landscapes? Sports? Or a mix of subjects. The idea with lenses is to build a base kit that covers your needs. Personally I have the following...85mm f1.2, 100mm Marco f2.8, 16-35mm f2.8, 24-70mm f2.8, 70-200mm f2.8, 1.4 Extender, 2x Extender. I have a useful mix of specialty lenses (85mm & 100 Macro) plus a standard selection of zooms and extenders. This kit allows me to shoot almost everything that I regularly cover. Now, what about the add on's that we occasionally need? One word, RENT! Renting is a great way to stay asset light and expand your kit as you need it. I would argue that it helps to keep costs down. A rental costs money, but this should be part of your billing if you are operating properly. Imagine a 200mm f2 (awesome lens that I regularly rent). The cost of this lens is about $7500 +/-. How often will I need this lens? How else could I use $7500? How much more insurance will I need to cover this one piece if I owned it?

My point is, save your money. Buy what you need, when you can afford it and pay with cash you have. Rent the equipment that you require to fill in the holes in your kit, when you need them. I see photographers going out of business, drowning in debt, trying to keep up. Appearances are important, looking professional is important, being business savvy is a skill. Buy used, build a base kit of lenses, rent what you need when you need it. What are your thoughts on this?

Leave A Branded Item Behind

By Allen McEachern.

Photography is a very competitive business with many great photographers all going after the same clients. Often, the contracts go to the photographers whom not only know how to shoot, but who also know how to stand out and get noticed. A simple way to be remembered is to leave the client with something that contains your branding. One item that I currently use is a branded pen / USB combination. My supplier is USB Memory Direct. I like the pen / USB combo because it is a useful item that won't just be trashed at the end of the day. I use these to deliver back up images, small sample portfolios, bio info, etc..... Getting noticed is the start, being remembered is the road to being hired when the right job comes along. Leave something behind. 

Canadian Photographers - Annual Income Statistics

By Allen McEachern.

Are you thinking about a career as a photographer in Canada? You might want to look at this Statistics Canada page...

http://www.servicecanada.gc.ca/eng/qc/job_futures/statistics/5221.shtml

Networking Event - Grand Déjeuner de BNI Mont-Tremblant Élite

By Allen McEachern.

Next Tuesday morning, December 1st, BNI Mont-Tremblant Élite along with partner, Chambre de Commerce de Mont-Tremblant, are hosting le Grand Déjeuner - a networking event. A great opportunity to get out and meet the people behind some of Mont-Tremblant's most prominent businesses. Full event details below. Click here to register. 

Donating Photography - Working With Charities

By Allen McEachern.

Relais Pour La Vie - Mont-Tremblant. Canadian Cancer Society.

Non-profit organizations sometimes approach me asking for a donation of my commercial photography services. I often say yes, but I do have a structured approach. Here are the main points to consider...

1. Charities operate with very limited budgets. Volunteers and donations are what help these organizations maximize the use of the funds for the people they help. Adding commercial photography greatly increases the organizations brand, market presence, and advertising. Additionally, it helps in their internal communications and community relations. I try to align myself with projects that match my personal values. Sometimes it is ok to say no. Try to refer someone else if you are not available.

2. ROI - Return on investment. In this case, time. Through the organizations I work with I have meet numerous people I would not regularly have access to. Business leaders, other professionals, politicians, celebrities, and so forth. The amount of business generated from these contacts is often substantial. Additionally, increased visibility for my brand comes from on site branding at events, publication of my logo in printed communications, local and national media coverage, photo credits, publication in the annual report, etc, etc, etc. You get the point. The returns are often much larger than the donation.

3. It feels good. Taking a positive, active role in your community is hugely rewarding. Giving of your time and of your expertise can greatly enhance the lives of others. Working alongside like minded individuals creates a silent bond that follows you all year as you interact with your community. I highly recommend getting involved.

Personally, I try to be involved at least once per quarter with a non profit organization. I work with charities that help underprivileged children (something close to my heart), with the Canadian Cancer Society, and with foundations that ease the transit from life to death. What ever you choose, getting involved can have a huge impact on both the organization, and yourself.

3 Ways for Photographers to Use Pinterest

By Allen McEachern.

Pinterest offers the commercial photographer a unique, and powerful tool. Here are three ways that I use Pinterest in my business mix.

1. Create Inspiration / Mood Boards...I use Pinterest to create private mood boards to share images with clients and other team members. These private boards allow me to share images that I like, and that match what the client is describing. The client also shares what they like, what they want to create, sets that match their ideas, etc.. This is a powerful tool for getting everyone on the same page before any shooting starts.

2. Drive Website Traffic / Increase On-Line Sales...Pinterest offers free on-line permission based marketing of my images to a target audience. Carefully use of key wording and strong hashtags allow my images to be found by people who are looking specifically for what I am offering. I use Pinterest to get my fine art prints in front of buyers with back links to my on-line store. My images show up on Pinterest searches for Wall Art, Home Decoration Ideas, Custom Fine Art Prints, etc..Again, a very powerful tool.

3. Research...Pinterest is a great place to start when I am researching a location that I have never been before. A simple search of a place can result in hundreds of images that provide visual cues. I can see how other photographers have captured a place. What light can look like at certain times of day. I find inspiration from looking at the images of others. How did they create that image? What would I do different? What lenses will I bring? Again, often these images will link back to blog posts, and other sources of information useful in my research.

https://www.pinterest.com/allenmceachern/

A Powerful Marketing Tool for Photographers

By Allen McEachern.

I have been working as a commercial photographer since July 2004. I have been using Photoshelter as one of my business tools since 2005. Originally, Photoshelter launched as a searchable on-line storage / archive coupled with an image stock agency. Today, Photoshelter offers on-line storage for serious photographers. Their site is searchable by keyword, so buyers can find your images. Here are some of the other things that I love about using their platform in my business mix...

1. Client Proofing Galleries...proofing galleries that I can share with multiple people. Each person has a login and their choices are unique. I can then review all the selected images - seeing which choices are mutual.

2. Image Delivery...I use Photoshelter to share images with clients through galleries. All the images can be downloaded in a batch or individually. There are multiple file sizes available, each automatically generated from my master file. This saves a lot of time when multiple people need access to the images.

3. Unlimited Searchable On-line Storage...all pro accounts come with unlimited storage. I can upload my entire archive and remotely access it anywhere in the world. RAW, TIFF, JPEG, PSD, etc. etc.

4. Customizable Website Templates... Photoshelter offers a lot of template options for websites. I can have a custom domain name, or a hosted domain with Photoshelter. Personally, I use this option as a add on to my portfolio site, a keyword searchable archive with a e-commerce back-end. http://archive.allenmceachern.ca 

5. On-line Store...I use Photoshelter to sell images, prints, and digital downloads of rights managed stock. Clients can order prints and check out. Clients can license images and check out. There are so many options for print vendors and products. My store is always open, and it is global.

These are only a few of the many powerful features available to professional photographers via Photoshelter. If you would like to find out more please click this affiliate link to learn more.

http://www.photoshelter.com/referral/AL6MC9BK5Y

Original Artwork Certificate of Authenticity

By Allen McEachern.

View fullsize

A certificate of authenticity is an important document that accompanies every fine art image that I sell. The certificate lists the name of the piece, the date it was created, and the date it was printed. It also includes the number of the print if it is a limited edition series and bears my signature and date. This document informs my clients that I stand behind my work and that my limited editions are tracked and documented. Certificates of authenticity also serve as a warrantee. Click on the certificate image above to view the limited edition fine art print series I am currently offering.

5 Things I learned From Failing on Kickstarter

By Allen McEachern

My Kickstarter campaign ABSTRACT NATURE ended last night at midnight. I did not reach my funding goal of $2500. A polite, but brief email from Kickstarter informed me this morning. I was not surprised, I was watching my campaign daily for the last 30 days. I started my campaign on Kickstarter to try to off-set the costs of printing and exhibiting 11 large format images. In truth, I had the images printed before I started with Kickstarter. I wanted to see what was possible, how Kickstarter worked. Here is what I have learned from failing...

1. Many companies exist to help promote your project. Within minutes of launching my project my inbox started to fill up with offers to help me reach my goals. PR, press releases, custom websites, Twitter campaigns, social media everything...Prices ranged from $5- $500 for the services. I was not expecting such a flurry of solicitation.

2. Crowdfunding is a great way to re-connect. After I launched my project I started to reach out to everyone I know to tell them about what I was doing. (also read ask for help) I wrote to old friends, colleagues, family, and so on. Many dropped conversations started again.

3. Free Marketing / Advertising. Kickstarter exposed me, and my work to a lot of people I would not normally have access to. People contacted me directly after seeing my project on the Kickstarter website. My website traffic increased. New friend requests on Facebook, follows on Twitter, and other social media engagement. Print sales on my website grew 700% during the time of my campaign. 

4. Say and do are not the same. People want to help, but not everyone comes through on their word. I understand, people are busy, life goes on. False promise creates false hope. Let it go and remember to smile.

5. You need to reach people outside of your network. Thirty days is a long time to keep showing the same people various versions of the same message. People tune out, i do. Getting your project in front of new people on a regular basis is the true challenge of crowd funding. I believe that without it you will not succeed. *Refer to number 1.

Here are a few links to companies that can help you achieve your goals:

https://www.crowdprguru.com

http://crowdfundbuzz.com

http://www.fundingsuccessful.com

2 Great Books for Commercial Photographers

By Allen McEachern

I recently completed reading two excellent books that I think all photographers should read THE 48 LAWS OF POWER and THE ART OF SEDUCTION. Both are part of a five part series by American author Robert Greene, that also includes: MASTERY, THE 33 STRATEGIES OF WAR, and THE 50TH LAW. All are available on Amazon.ca (yep - affiliate links!).

THE 48 LAWS OF POWER: I loved reading this book because of what it conveys. Power has always been a human pursuit through our collective history. People will try to bend situations to their favour, to manipulate, and take advantage. Cynical, I know, but unfortunately true as well. THE 48 LAWS OF POWER defines tactics for power accumulation framed within historical references. I recommend this book to photographers (or any freelance creative) due to a few reasons: 1. We often work within our own bubbles so it can be hard to be objective at times about the actions of others. 2. We are in business, so we need to understand the market and who is in it. 3. Recognizing when someone is manipulating you can swing the odds in your favour.  Consider client relations or negotiating. 4. Understanding the actions of others makes it easier to offer them what the are seeking. I could go on and on...simplified version...THE 48 LAWS OF POWER helps you discover the motives behind the actions of others in business and life.

THE ART OF SEDUCTION: Who doesn't want to be more charming, or seductive. A soft approach can be inviting. Again, Greene uses historical references to highlight the various character types employing seductive tactics. I recommend this book to photographers / creatives because of the power of the message. People use seduction to influence others. Understanding the personalities of seductive people will  better prepare you to defend against manipulation and offer you tools to achieving your goals. It all sounds  evil in a way, I know. But i think that the more we understand about others, the easier it is to communicate our goals, and needs. Communication, understanding, and competence are relevant in good business practice. Especially when offering services to create content for marketing and sales. 

Have you read either of these books or others by Robert Greene. Let me know your thoughts.

What's In My Camera Bag - FIS Snowboard World Cup

By Allen McEachern.

The FIS Snowboard World Cup makes a stop this week in Quebec and Stoneham for the freestyle events: Big Air and Slopestyle. The Half-Pipe event was cancelled due to lack of snow! The following is a break down of what I am bring in terms of camera, lenses, and other gear.

Canon 1D Mark 4 x 2 - Allows two lens at the same time, back up camera in case one goes down.

Canon 300mm F2.8 - Allows handheld shooting, good reach, fast.

Canon 70-200mm F2.8 - Standard zoom, goes everywhere i go.

Canon 24-70mm F2.8 - Standard Zoom, great for medium close.

Canon 16-35mm F2.8 - Standard Zoom, wide and fast.

Canon 85mm F1.2 - I carry this for athlete portraits.

Canon Speedlite 600EX-RT  - Great all weather flash.

Canon Speedlite 580EX II - Always have a back up flash. 

100+ GB Compact Flash Cards

LowePro Top Loader 75 - Allows me to keep one camera close, and dry if the weather turns.

Newswear Foul Weather Chest Vest - Great organizer for everything I need. 

MacBook Pro - Fast, on-site image processing and client upload.

500GB LaVie Rugged Hard Drive - Easy to carry, nothing to plug in, takes power from laptop.

Battery chargers, AA Ansmann batteries, lens kit, CF card reader, sunscreen, sunglasses, notebook, Hoya 77mm Polarizing Filter, Swiss Army Knife, Advil.