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03/02/2011 12:02:33 AM · #1 |
. . .from other photogs (local) and from dpc.
First and foremost, and perhaps the most difficult lesson I've learned in this photography journey is to "sell myself." In my area is a professional who, well, isn't the strongest photog in the area -- he does pretty good video, but his photography is somewhat lacking. However, for the longest, he was the only show in town, and then I came on the scene, but was in a different community so it didn't really matter.
However, then our world's overlapped. A little bit at first, and then a little bit more. Though people would tell me my stuff was better, he was still "the name" in our county. Why? The man was a marketing genius. He did things that made me face palm and think, "D'uh, why didn't I think of that?" He poured money into advertising, and had his pictures everywhere it seemed -- restaurants (we are a "sports community" -- I can name two or three local dives that love to have local athletes' pictures all over the tables and walls), gas stations, the newspaper. Everywhere I turned, there "he" was. (Interesting note, when we first met, he was very friendly to me -- offered me studio space, etc, but then as I grew my base in the community apart from his, he became more aloof. This past year, on the football field, he looked at me with an almost sneer on his face and walked off. Very sure of himself). Because of his brand recognition, he charged exorbitant rates for a single print. His rates were probably "on target" for some areas of the country (say mid to large cities), but for a small, rural, largely mill and farming community, people didn't buy them because they didn't have money to.
I persevered, and as my name "grew" with my skill (though I still have a LONG way to go), he began to fill pressure from me, though it wasn't intentional on my part. Suddenly, just marketing wasn't cutting it anymore, and he didn't seem interested in finding out how to make his pictures better, and you began to see less of him in the paper, etc.
From him I learned that having a good product is good, but if you don't "present" yourself, people will never know you are there.
Then, I watched the gentleman that did my son's football, basketball and baseball picture. He was efficient and produced marginal prints. Nothing to complain about; nothing really to brag about either -- what you would expect from little league team pictures. I watched him for two years, then got up my nerve to write a "bid" for "our league's" basketball pictures. Because of my "promotion" on the football field for FIVE years previous, my son playing for the league, etc., the board knew me, and granted me basketball pictures. (That in itself was a "whole 'nuther learning curve). They were satisfied and have asked me to put in a bid for football pictures. (woohoooo)
Then, another league approached me for *their* basketball pictures. :)
To be honest, I would rather take a picture of an eight year old dribbling down the court than one of him standing still looking at me expectantly. But, it was something I wanted and NEEDED to learn. The second man had this part down, but really does nothing to promote or market his business. He has no online presence that I could find, and even had a hard time learning anything about him in the phone book.
So, from him, I learned if I want the job, "people gotta know I want the job."
Here comes baseball season. As soon as I heard the local baseball/softball little league was gearing up, I approached their president about how to bid on the pictures. He told me to put something together, get it to him and he would get it to the board.
I struggled for several days about what to do. My order form was terribly "lacking," yet I needed a way to get across to them my offerings and packages. My experience was less than others I knew would bid for the job, so I had to capitalize on what I had already done. And, I didn't wanted it cluttered and messy. I like things clean, uncluttered and simple (well, except for my house and car, those don't count).
I decided I could do this the cheap, quick way, or I could invest some in myself. I learned from the first photog and put something together.
I got shiny black folders from staples (league colors are black and red).
I found an online, free publishing program that was easy to use and made myself some nice looking, easy to read order forms (just an aside here -- in scouring the Internet trying to get an idea for order forms, it almost seemed the more "professional" a photog wanted to seem, or was, the more confusing his/her order form was. I looked at several and just thought, "I wouldn't order from them, because I can't figure out how to fill out the stupid form." I live in a county with something like a 15 - 20% illiteracy rate. It's gotta be simple.)
Then, I went through my shots from the past couple of years and found sports and cheerleading pictures that I like and that I thought best represented what I could do. Most were "action shots," though some were from the two basektball shoots. I also chose kids that I knew the board members would recognize (though I tried to avoid their own kids, unless the picture was really good), and teams that would be familiar to them.
I had them printed and then put them all together in five packages. Each package had the same stuff on the left hand side (order form, about me, what I was offering the league, etc.) and on the right hand side were pictures ranging in size from 9x12 down to 5x7. Each folder had 3 or 4 pictures, and no two pictures were the same.
Gave it to the board president and thought, "If I get it, I get it. If I don't. I don't." This was my biggest endeavor to date (with about 3x as many kids as either basketball league).
I found out tonight that I got the bid. I am replacing the second photog above though he has done the LL pics for at least the past 2 years if not more.
How did I beat him?
1. I marketed myself. I knew that I was a virtual unknown and I had to prove myself. (He is "known," and based on what I've learned basically said he would do what he's done in the past and gave them some photocopied pages of stuff from "somewhere." Unfortunately, for him, the board was completely new except for 2 members and they had no idea what he offered in the past.)
2. I did not skimp, but I made it simple and easy to read. Bullet points are my friends. :) (His order form could be the poster child for "WHAT AM I ORDERING" though he does not make it but uses one of those sites that specializes in sports photography or something.)
3. I offered MY samples. (As stated, his were generic, copied from somewhere photocopies).
I do not claim to be the end all of sports photographers. Heck, I know that compared to the glamorous photography life some of you live, you would rather cut off your left hand than have to do team and individual sport pictures. However, I've found that I kinda like it. :) Compared to the finesse of skip and the abilities of Matt O, I'm feeling a little overwhelmed about the whole process right now. But, I know that with careful planning and attention to detail, this time in 3 months, I will be happy, and I will have made a lot more, previously unknown people, happy. :)
The other benefit to this? The board was asking if I could come to more of the baseball/softball games and get action shots of them as well. THAT I will truly enjoy doing!
(and there are a couple of typos that I can't find now, so I know they are there, just don't see them yet. grr) |
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03/02/2011 12:08:26 AM · #2 |
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03/02/2011 12:25:23 AM · #3 |
Karma, first let me say congratulations. What you have learned is something I still have to work on. Marketing myself would make me a very busy guy. Too busy really, because I've done it a bit in the past and ended up being overwhelmed with work I couldn't possibly get done on time. I hope you continue to get busy and grow your business, but just don't ever forget what helped get you there. You started with better images than your competitor then beat him at his own game with Marketing. Keep improving in both areas and you won't have to worry about the next "Karma" doing that to your business.
Second let me say that several years ago when I joined this site I could never have imagined my name being mentioned in the same sentence as Skip's unless it was that Skip had photographed me being arrested for something. DPC was a large part of that for me. And it always does my heart good to see people strive for a goal and reach them.
Kudos to you! |
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03/02/2011 12:27:03 AM · #4 |
Lovely essay, Karma! I'm glad I named my dog after you :-)
R. |
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03/02/2011 12:27:44 AM · #5 |
| What a wonderful story, Karma. And you've really really earned everything you have coming your way. It is truly a pleasure to see you succeed! Congratulations!! |
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03/02/2011 12:32:28 AM · #6 |
Congrats on the business. An interesting and educational read as well. Thanks for sharing that.
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03/02/2011 12:52:00 AM · #7 |
Great story! Thanks for sharing what you have learned. Congrats on your success!
Message edited by author 2011-03-02 00:52:27. |
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03/02/2011 02:22:23 AM · #8 |
| Inspiring. Really. Thank you. |
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03/02/2011 02:29:19 AM · #9 |
Congrats girl...I knew you had the determination to get there. Keep striving for what you want...and never give up. Give yourself a break when you can or when you really need it...and continue to enter DPC as it keeps the imagination going and thinking outside the box...which keeps you one step ahead of the rest.
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03/02/2011 05:25:37 AM · #10 |
Inspiring. I suspect you could be (sur)passing  MattO shortly, as I see he has abandoned the white stuff and joined the dark side. hehe. |
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03/02/2011 06:23:47 AM · #11 |
WHOO-HOOOOOT!!!!!!
you go girl!!
great write-up! we ALL can learn from that...thanks for posting!
keep it up, and pretty soon you're gonna be seeing volumes that will justify an exposure manager account ;-)
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c'mon, MattO, being overwhelmed is a sustainable way of life...all you need is Aleve, Excedrin Extra Strength, and Tums ;-) |
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03/02/2011 07:12:48 AM · #12 |
| Thanks for posting, that was a great read. Now if you have any advice on how to market yourself while working full time, raising two young children on your own and being unavailable for one entire week out of every three due to your other job I would love to hear it as I feel overwhelmed and like I can't really make it unless I quit my paying job. :) |
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03/02/2011 07:42:24 AM · #13 |
| Woot! Go, Karma! Yes, marketing is a damnably difficult task for those of us that just want to shoot good stuff. It's one reason 9ov several) I've kept my photography purely a hobby. I respect the heck out of those who can go out and not only produce high quality work, but really rock the business side as well. You are on your way; keep up the great work! |
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03/02/2011 08:04:58 AM · #14 |
| Wow. I don't even know you but I am sure darn happy for you. Congratulations, you have done what I wish I could do "Sell myself". Just not confident enough. Love your lessons learned. Maybe one day when I grow up I will be like you. You go girl! |
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03/02/2011 08:14:41 AM · #15 |
| Great post! Inspirational too! Your efforts really paid off and now you know you CAN do it! I suppose many of us would like to do something like this but for whatever reason, we don't take the the initiative. Your story shows us how one woman took a chance and won! Yay for you! Wishing you much success! |
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03/02/2011 09:49:42 AM · #16 |
Splendid post,  Karmat.
Gee - determination, research, talent, hard work (in any order).
So that makes you so 'lucky' in your photographic career.
:))
You Go, girl. |
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03/02/2011 11:37:02 AM · #17 |
Originally posted by Skip:
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c'mon, MattO, being overwhelmed is a sustainable way of life...all you need is Aleve, Excedrin Extra Strength, and Tums ;-) |
I sustained it for 6 months and then crashed and took a month off to remember what direction was up, and who my wife and son were!
Matt |
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03/02/2011 01:45:47 PM · #18 |
Originally posted by karmat:
(and there are a couple of typos that I can't find now, so I know they are there, just don't see them yet. grr) |
You have "fill" where you mean "feel" in the first line of the third full paragraph. :-)
Great write-up -- congratulations (I think) on the big job!
My problem is that I'm pretty good at developing the promotional materials -- I've done desktop design since 1990 or so -- but am no good at all at the "presenting" part ... I really need an agent or rep (and more better pictures) ... :-( |
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03/02/2011 02:13:58 PM · #19 |
| Wonderful post! and Good for you! :-D Go get em! |
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03/02/2011 02:42:16 PM · #20 |
| Excellent! Karma came up and bit that guy in the a$$! ROFL! Really though, congrats Karma! I hope things just keep getting better and better for you. |
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03/02/2011 03:21:39 PM · #21 |
Originally posted by herfotoman:
Inspiring. I suspect you could be (sur)passing MattO shortly, as I see he has abandoned the white stuff and joined the dark side. hehe. |
You make it sound like he stopped doing coke and started something far worse... :) |
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03/02/2011 03:22:29 PM · #22 |
Karma, Congrats!
I think this is one of the most useful posts I've read on DPC, excellent attention to detail and through explanation..
Thanks, and go get 'em! |
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03/02/2011 03:55:52 PM · #23 |
| Nice post. Threads with substance! Gotta love it. |
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03/02/2011 04:00:56 PM · #24 |
Karma...I read your whole post and felt like I was watching the movie "Secretariat"...GO KARMA GO!
Wonderful to see you running lengths ahead of the field! ;-)
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03/02/2011 04:49:10 PM · #25 |
Originally posted by coryboehne:
Originally posted by herfotoman:
Inspiring. I suspect you could be (sur)passing MattO shortly, as I see he has abandoned the white stuff and joined the dark side. hehe. |
You make it sound like he stopped doing coke and started something far worse... :) |
I'm from Missouri, you know the Meth capitol of the free world. LOL |
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