Marketing Campaigns for Photographers

This is the eighth in our series looking at different marketing campaigns for photographers.

Also in this series:

Marketing Campaigns for Photographers #8 Getting Press

It’s nice to be talked about but don’t be fooled into thinking that your local paper or photography magazine is going to call you up out of the blue and ask if you’d like a 6 page feature!

Why do I want to be in the press?

Ok that might seem like a silly question but it’s a valid one. Take a photography magazine for example…. why would you want other photographers to know how wonderful you are….. surely they aren’t going to hire you?

Wrong

The readership of most photography magazines isn’t going to necessarily be your local full time pros….. but I bet a bride with a real sense of what she wants in terms of style might read the same magazine.

This is all about raising your profile so why wouldn’t you want your name to appear in as many places as you can.

Shouldn’t I expect to get paid for supplying content to these magazines?

If you’re an editorial or press photographer then this is your business so of course you should expect to get paid….. if you’re a wedding photographer then don’t kid yourself…… you’re a dime a dozen and editors know this.

Getting Published

As a marketing campaign having your work published isn’t the easiest thing to judge in terms of effectiveness.

Unfortunately it’s also a hook publishers use to get free content but we’re not talking today about doing work in exchange for a byline.

Having your work published in the magazines (and websites) that you choose and approach can be a very effective way of raising your profile.

What magazine to approach

Choose a relevant magazine to the type of work you do. There’s no reason why you can’t approach photography magazines as well.

Do keep in mind that often the editorial and adversing world run hand in hand…….. unfortunately.

Selling your images

Keep in mind we’re using the term ‘selling’ in it’s loosest possible sense.

Here are some things you might offer editors

Comment on something that is happening on a national level.
Sharing award winning images
Offer something that is quirky or different…… think ‘Big Fat Gypsy Weddings’
A behind the scenes perspective
Choose something seasonal but be aware that you’ll have to be a couple of months ahead of the season.

Approaching Editors

Email is generally preferred. Include the following:

A title for your piece
A brief outline of the story – bullet point are always good.
A small selection of images
Don’t sit down and write the whole story before you have approached any editors.
Sell to one magazine at a time.
Be patient but make sure to follow up if there is no response.

Be nice….. it’s all about building a relationship that can be mutually beneficial.

Notes

Download our action plan sheet to help you get organised and create your own campaign.

Download Photographer Marketing Campaign Action Plan Sheet

For a little bit more guidance read the introductory article or this series:

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Michael Shilling

Michael has been working as a photographer for the last ten years. In that time he has shot over 100,000 peoples’ portraits and worked in four different continents. In 2001 Michael graduated with a degree in photography from Manchester Metropolitan University.

Marketing Campaigns for Photographers – Getting Press