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07/13/2005 05:15:41 PM · #1 |
Back in the 70's I decided to open a photography studio. I did not expect a traffic jam at my door, but business was plan b. Plan a was a lovely and convenient studio with a walkin (no doors) darkroom. I already owned a good amount of gear and so equipment consisted more of lighting and enlarging equipment. After completion it was a simple matter to go out and get the business. I wanted to target the commercial market, however, I know it takes time to get started, meanwhile, I needed to pay the rent. This is how I did it:
I had seen this ad by some National Press co. They did small and big runs with business cards and brochures. You sent them a transparency (this was nack in the 70's) and they printed the cards or brochures. The customer pays a deposit which I kept along with my photography fee and then they pay the company the balance.
I now needed some mock ups showing business cards and brochures. At that time it the pc technology was at its infancy. I also equiped my port with commercial shots. I then went to visit restaurants, to sell my services.
The business cards took off like a rocket. For under 200.00 they get 2500 four color offset cards with the image of their restaurant. National Press got about 75.00 dollars and my deposit was like 35.00 and the 80.00 was the cost of my shooting. All of these figures are going way back.
The first day out, I took a camera and did some store fronts. I developed and printed the results into a business size. Now, all you need is PS and PC with printer to make the mock-up.
I then sought the owner and closed the sale. Eventually I did some brochures and in no time I was being sought after by big restaurants. I developed a special technique to shoot restaurants indoor and it seemed I was the only one with this secret. Not so, it is just that many photographers do not explore enough.
The object is how do you photograph the interior while preserving the atmosphere? You can bring in a battery of lights but then you need a special time and some employee will always trip on something and then so much light gives you a different image of the place. Some of these owners go out to bring such harmony, with choice of tablecloths, flowers, pictures and candles. Well, they say that if you really want a cool picture go to Dan at Mercury Photo. He only comes with a camera, tripod and one single light source, but look at the image.
All dan did was compute for a time exposure with the single light source aimed right across the room. Always using the slowest ISO. I needed at least 3 seconds and this determined the wattage of my hot light. Once I got the exposure all I did was trip the shutter and allowed one second for ambient exposure, you know the candles, the details in the subdued lighting and then like a maniac I used the light like a giant spray gun of light and panned the room back and forth. Finished. Changed angles and repeat.
Now, all you need do is practice this tecnique at home. Determine what wattage will allow you the longest time up to about 3 seconds and then do different size rooms to learn variations. If the wall is closer, the light or the exposure must be reduced and the inverse is true if the room is larger.
To succeed, you will need to contact a printer and these mail order companies are always around. Go with the big ones. You want the cards printed by offset, because these cards can take a beating compared to digital prints.
The next item to consider is what to charge. Well, you have two prices, one for outside or storefront and one for interior. But here is where some decent equipment comes in handy. Nothing special, but at least a dslr. You can begin charging 75.00 for the exterior and 150 for the interior. When things pick up, you can adjust your prices. The important thing is have good samples and for these you may have to wait for the right time of day, specially the store fronts. You will need a tripod and close your aperture to at least 11 or f16. Most lenses are able to really show off their optical quality at these settings. Remember, your capture and post processing has to exceed the owners capabilities. You convince him of this by showing him good images of store fronts where nothing is blown and all signs are evenly lit and general store graphics are faithfully captured. Always keep camera parallel to the store front, no tilting, as artsy shots are not highly appreciated.
Once you get a few jobs you will be surprised at the feedback, repeat business and new business that will come your way.
I want to impress you so that you will go out and succeed. I started as Mercury Photo and this card and brochure business got so big that I decided to cash in on the printing end. I then bought printing equipment and named this annex, "House of David Printery" This was done so as not to invite general business or commercial printing. With this duo I eventually picked up catalogue work. I did postcards for the old South Street Museum and they sold my postcards like hotcakes. Each one, even the business cards had a tiny copyright with my name. Being a photographer first, I sought quality jobs from Museums and kept a good portfolio to offer art prints to Restaurants and bars.
You may say that I made it because I had to, that is, after working for some studios, I opted to go on my own but I never guessed that the specialty business card industry was that big and this is where you come into this story. I know, that you would rather sell art prints of your wonderful work, be patient as this time will come. First, take care of business. If you have the disposition to interact with others then this is a viable consideration. The money and business is there: go get it.
Message edited by author 2005-07-13 19:20:11. |
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07/13/2005 05:23:34 PM · #2 |
Wonderful contribution and story. That's something that I've certainly never thought of before, and I'm sure many others also have not. While I personally am not trying to 'make it', I found it interesting to read. Most of all, I enjoyed reading about your experience and lighting technique.
Have any samples lying around? ;P
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07/13/2005 05:25:56 PM · #3 |
| I do but first I must access my archives (the basement) lol On my next visit I will bring up some samples. |
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07/13/2005 05:34:37 PM · #4 |
| most excellent contribution, dan! (and thanks for your other note, as well!) |
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07/13/2005 05:49:30 PM · #5 |
That's a great story, and timely too. I have been seriously considering how to make $$ at photography.
Post cards have been on my mind specifically. After high-school I ran a printing press for many years. Recently I was a sales rep for a postcard company. The owner published on of my photos which is currently a hot-selling card in St. Augustine, Florida. Didn't get anything for it, other than publicity; but I did learn how easy it is to make a lot of money with post cards.
Last night I was considering some type of Co-op where the photographers contribute images in exchange for royalties. That's not how it usually works. Printing is steep, but distribution is easy. Maybe someday...
Thanks for sharing. You are an inspiration.
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07/13/2005 05:52:24 PM · #6 |
Thanks so much Daniel, for sharing your desire for everyone to succeed. Great story, great advice and inspiration!
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07/13/2005 06:42:20 PM · #7 |
Wow, that's a really cool idea. I would love to see some examples of what you were able to shoot with your 3-second exposure. I'll have to try that at home and see what I get!
And what a wonderful motivational story to help us "get off our collective butts and get moving". Thanks for sharing!
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07/13/2005 06:58:28 PM · #8 |
| Thanks! Very inspirational... I'll remember your story for future enterprises! |
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08/05/2006 01:25:54 AM · #9 |
Hi Dan,
Thanks for the inspiration. ;)
Eric
(Saw this thread from one of the recent posting... and it definately deserves a bump... Enjoy) |
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08/05/2006 04:54:23 AM · #10 |
This definitely is inspirational and very helpful.
I would love to see some examples! Have you made it down to the basment yet? :) |
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08/05/2006 10:07:57 AM · #11 |
Thank you Daniel, you are an inspiration to all of us.
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