There are an estimated 163 million households in the United States with a dog or cat.  In the hierarchy of why people hire a professional photographer the ranking is brides, babies and pets.  Pets is number three and represents a serious segment of the market you should be targeting if you’re a portrait photographer.

This isn’t new information.  I’ve written about it before, but as we go into the holiday season, keep pets in the back of your mind.  Vicki Taufer launched a pet promotion three summers ago that expanded her reputation and made her one of today’s best known pet photographers in Illinois.  Kay Eskridge followed suit a year or so later and did a successful pet promotion in the Phoenix area. Jules Bianchi in LA did a whole book project tying in her dog into events around Hollywood and has a gallery on her website called, “Mutt Mugshots”.  Ann Hamilton has a whole section on her website putting weddings and dogs as her two primary specialties – plus, you’ll find her teaching workshops on pet photography at various conventions around the US.

If you’re a dog or cat lover I don’t need to say anymore, but if you don’t have a pet at home, then just trust me, this is an important market segment for you to focus on (pun intended).  As a portrait photographer it’s a segment you can’t afford to ignore and holiday time is the perfect excuse to make sure you include pets in this season’s sittings!

George Eliot wrote: Animals are such agreeable friends – they ask no questions, they pass no criticisms.  

Thoreau wrote: It often happens that a man is more humanely related to a cat or dog than to any human being.

and Benjamin Hoff wrote in The Tao of Pooh: Lots of people talk to animals…. Not very many listen, though…. That’s the problem. 

There’s always a bottom line in every blog and here it is…work on having a few pet shots in your portfolio and in your galleries.  Just about every family, couple, person with a dog or cat considers their pet a member of the family.  Pets are an important part of our lives and you need to include them in your business model.

The only challenge with pets…they do grow up! Fortunately we don’t have to!

“Me and Molly” by Cantrell Portrait Design

Well, here we are a year later and while the government would like us to think we’re headed for recovery, it’s sure hard to see.  The challenges for families in the Gulf, unemployment, health care and home foreclosures all being at the forefront of topics in our lives on a daily basis. 

I’m not minimizing the challenges with the economy, but I do see light at the end of the tunnel and I’m seeing it because of photographers who are doing well, but let’s define the word well.   Well means they’re trying new things. It means they’re holding their own and still making a decent enough living to support their family.  Well means they’re exhausted, but in a great zone about how they feel about themselves and the future.  Lastly, it means they still wake up every morning smiling.

If you want a dose of optimism and new ideas check out any program Tony Corbell is doing, talking about his favorite topics, lighting and Nik.  Check out Jim Garner, Scott Bourne, Jerry Ghionis, Yervant, Doug Gordon, David Ziser, Kevin Kubota, Dawn Shields, Jasmine Star, Dane Sanders, Sandy Puc,  Becker, Kirk Voclain, Judy Host and Kay Eskridge, just to name a few.

(Call it a plug and shameless promoting, but most of these industry icons will be teaching at Summer School in a few weeks.  And if you’re not signed up you’re going to miss all of them sharing ideas and new answers to helping you grow your business.)

Kay’s in Phoenix and while traditional business has been slow she’s tested the water on Golden Age Seniors, Pets and Boudoir – all having an impact on her business.  Vicki Taufer, who did the first big pet promotion, at least the one everyone talks about, has added to her reputation.  She’s now considered one of the best known pet photographers in her area of Illinois.

Here’s what I’ve learned from these incredible photographers as the key to beating the media and ignoring the economy, at least enough to keep your business strong:

It all starts with your attitude.  Stay away from self-fulfilling prophecies.  There’s that old statement – If you define a situation as hopeless, then it will be!  You’ve got to stay focused on the importance of your contribution as a professional photographer.

Diversity in your skill set:  Okay, you’re a commercial photographer and you really hate shooting weddings, but do you at least know how to do it right if a client asks?  Or, you’re a wedding photographer and your brides from the last few years are all starting families – they loved your work the first time around.  So, are you going to contact them and do the first portrait of the new baby or sit back and give the work to another photographer? 

Listen to your vendors!  This one is critical, because every photographer I mentioned earlier is working closely with several vendors.  WHCC has a full line of great products Vicki Taufer sells to her clients, right down to custom made holiday cards.  Tony is doing some of the most beautiful work in his life utilizing Nik Software and ProPhoto Lighting.  Kevin Kubota is constantly fine-tuning his Image Tools to give you more creativity.  Judy Host is finding new ways to use Graphic Authority’s templates and turn her images into fine art.  Kirk Voclain is utilizing new programs from H&H Color Lab for his finished packages with the senior market.  Marathon Press, who everybody used to think of as a printing company, offers a full line of marketing initiatives to help you not only define your business better, but develop a stronger target strategy for growth and success.  Pictage is ramping up for another outstanding Partner Con in New Orleans in November.  

Come on – notice a pattern here?  The vendors are all putting their efforts into finding new tools for their clients to help find new business.  They’re investing time and money into ways to help you!  Is it philanthropic?  Of course not – but they know that if they can help you build your business you’re going to need their products and services and everybody wins as the economy within photography at least, starts to improve. 

Utilize your network!  Every single photographer I mentioned is involved in something outside their direct business. They’re blogging, guest blogging, shooting with other photographers, attending other workshops, reading every newsletter and article they can find and they’re never slowing down.  They’re involved in forums like DWF because they believe in working together to find more solutions.

When I ask anybody the question, “How’s business this year?”  Those who say they’re holding their own always finish with the same comment, “But I’ve never worked so hard in my life!”   Nobody said it was easy, but nobody is afraid of hard work either.

I’ve been accused a lot of being overly optimistic.  People have told me I’m too much of a cheerleader.  But here’s the view that I get to see, which you don’t – I’m talking to hundreds of photographers every week.  I have an advantage of a front row seat looking at the big picture.  I’m getting feedback on new ideas, the economy and technology.  I’m seeing guys like Clay Blackmore jumping into fusion technology and creating new products for his clients – it’s not about still images anymore, but about your creativity in telling the story.

If necessity is the mother of invention then all of our survival is based on the necessity to continue to be part of the industry we love so much and find new ways to make it stronger.  The media keeps telling us things are getting worse and from their perspective they are, but we’ve all got the opportunity to make changes and best of all as photographers, to make a difference!

Two great quotes from Zig Ziglar that really bring it all together:

You can have everything in life that you want if you will just help enough other people get what they want.

It is your attitude, not your aptitude, that determines your altitude.

Last week I talked about jump-starting a business that’s stalled, but it’s a completely different challenge if you’re just starting out.   Many of the components are the same, but it’s a little different approach, since your goal is going to be twofold – getting your business started, while at the same time building brand-awareness for you and your company. 

Keep in mind, just like jump-starting an established business I’m assuming you understand the skill set!  I’m taking it for granted you understand exposure, composition and already work with a great lab!  Seriously, don’t underestimate the importance of the skills to create great images – no amount of publicity, networking and marketing will help you get established if people don’t love the images they see!

The Community:

Personally, I absolutely believe this where it all starts.  You need to be involved and I’ve written a lot about it.  People like buying products and services from companies they perceive as giving something back.  You’re looking for the community to be good to you, so you’d better be sure you’re good to your community. 

There are lots of ways to get involved and most involve volunteer work – PTA, Chamber of Commerce, Lions Club, Rotary, Exchange Club, community events, local charities, even helping out at a specific event that might be a fund-raiser, Little League dinners, soccer events etc.   The key is just getting people to know who you are and while you might be the new kid in town, you want everybody to understand it’s your town too and you’re there to help.

Networking:

New business new community means building a new network.  You need to get to know every business in town, especially those that might be targeting the same consumers you are.  For example, a wedding photographer needs to get to know the florist, the limo company, bridal salon, wedding planners, venues etc.  A children’s photographer should get to know the local children’s shops, pediatricians, barbers and salons etc.  A commercial shooter should invest some time in getting to know any business that might be producing catalogs, brochures, annual reports etc.

I still love the Dawn Shields model.  Dawn is in Missouri and established a monthly networking luncheon of everybody associated with the wedding business.  Everyone pays ten dollars for lunch and they get together once a month to just network, talk about business etc.  In the process they all get to know each other.

When networking, this isn’t just about building awareness with non-competing companies – get to know your competitors.  The strongest photographers in our industry have a network of counterparts they refer business to as well.  They work together and often cross-promote each other.  Let’s face it, at some point you’ll have a conflict and won’t be able to take on a new assignment.  Or, maybe you won’t have the skill-set, but you’ll have a friend who does. 

An effective network isn’t just about the number of people you know, but how well they compliment each other as well as fill in the gaps for what you might personally be missing.  It’s all about having friends who cover your short suits, while you in turn can help them. 

Advertising and Publicity:

You need to advertise and get your name out there.  If you’re just starting out in the senior market, I still love the idea of photographing a half dozen seniors for free and letting them spread the word.  If you’re just starting out in weddings you need to let people know you’re there.   There are tons of publications, both in print and online that offer wedding photographers advertising opportunities.

It might be time to design a postcard and do a mailing, either by yourself or with a couple of those non-competing companies in your network.    Share the cost of the mailing and hit your target audience with some high impact promotional packages.  And when doing that postcard, don’t forget your own holiday cards.  I’ve written a ton about the importance of using your own images in your holiday cards and now is the time to plan for that early November mailing!

On the publicity side, there’s too much information to include here, so refer back to a blog I wrote previously.  There’s even a template for you to use, all ready to go and there’s information on GhostRighters.com as well.  Publicity in the local paper doesn’t happen by accident and nobody can do it as good as you can yourself!  The key to great publicity is to simply become a machine, sending out releases on a regular basis to the local paper, Chamber of Commerce, even some of the local associations you might belong to.

Social Media:

From your website to your blog to utilizing Twitter as a marketing tool, you need to have a presence.  No, you need more than a presence, you need a solid non-stop plan with consistent participation.  There’s so much to talk about in just this one area, that all I can do here is refer you to some great blogs for more detail.  My good buddy Scott Bourne has been cutting edge on social media since the two words got put in front of us.  Take the time to read his blogs on Twitter and using social media effectively.

Promotions:

I touched on it briefly in the section on advertising, but in any business today you need that “hook”, something that gets your target audience excited and brings them through your door.  Think about your own buying trends as a consumer and it can be anything you’ve ever bought.  How many times have you bought something after being stimulated by a special limited time offer?

Your business is no different and getting started in a new community as a professional photographer demands the same excitement.   As a new photographer though, at least from my perspective, it’s easier.  A promotion can be as simple as a an open house, inviting the community in to see what you’re doing.   If you don’t have a studio or a formal storefront, a gallery opening might just do the trick and you can tie it in with a local venue.  Even a coffee shop like Starbucks needs their walls decorated and might just give you the venue to present some great images.

Then there are formal promotions around holidays, purchases offers and buy-one-get-one campaigns.  Joining forces with another company, for example, teaming up with a limo company at Homecoming for a portrait tied together with the limo company’s services.  The list goes on and on.  Check out this blog on ideas for the Spring.  It’s also not too late for a pet promotion similar to Vicki Taufer’s or the one Kay Eskridge did.

And speaking of Vicki Taufer, when she first started as a children’s photographer she went to the local children’s store and photographed the owner’s kids and all the clerk’s kids.  Imagine the power she had with her images all over the store.  A customer would be at the register checking out and notice the pictures the clerk had of her kids on display.  You couldn’t ask for a stronger word-of-mouth promotion!

The list of things you can do to get your business literally goes on and on, but remember…

“If you wait until all the lights are green before you leave home, you’ll never get started on your trip to the top!”Zig Ziglar

If you want to stay on top of the trends and challenges then you need to have each one of these icons in your network.  So, if you can join us at Summer School in August terrific, but if you can’t, then make it a point to keep in touch with each of these photographers.  Read their blogs, look at their teaching schedules, keep track of what they’re doing.  They’re teaching because they love education and they believe in the growth of professional photography…so get to know them.   And today I get to introduce you to Kay Eskridge!

Kay Eskridge:  This year’s Summer School theme is about diversity and few photographers are more diverse than Kay!  She’s a marketing and branding machine, looking for new ways to support the community around Phoenix.   Over the past year her studio work has branched out into the pet market, boudoir and Seniors, not high school seniors, but the Golden Age senior crowd.  

Think about that for just a second.  It takes a monumental effort to get on the radar of the Golden Age crowd, but there isn’t a grandmother on the planet who doesn’t complain about not having pictures of her family and virtually none of them have images of themselves that are up to date.    It’s a unique opportunity, well worth working to develop.

When it comes to developing new concepts and testing out new ideas, Kay’s secret weapon is her enthusiasm!  She’s a family photographer with incredible energy and creativity.  Best of all Kay walks the talk and is constantly looking for new ways to expand her business.   She loves to teach, is a terrific instructor and proof that hyper-active kids grow up and have great careers!

The only sad thing about Kay is that she has my Arnold Palmer signed putter hanging over her fireplace when it belongs in my house…it’s been over ten years since she outbid me at a PPA Charity Auction and after years of therapy I’m almost over it! LOL

Want to learn more about Kay?  Visit her website, Images by Kay.  You’ll find her on Facebook too.  And if you’re on Twitter, you’ll find her there too!  She’s also got a great blog, well worth reading on a regular basis.

Monday, I’ll hook you up with Kevin Kubota!

It’s a star-studded cast, in order of apperance, Dane Sanders, Scott Bourne, Jerry Weiner, Joe Buissink, Vicki Taufer, Jasmine Star, Kevin Kubota, Stacy Pearsall, Jonathan Canlas, Kirk Voclain, Yervant, Cliff Mautner and Kay Eskridge. And, there are a few fun surprises planned over the 2 1/2 day program! 

The theme for next summer is diversity.   You still need  to focus on your primary specialty, but in a tough economy you want to be able to take on every job that walks through your front door.   So, we’re going to talk a lot about weddings with a great collection of instructors specializing in children and family, pets, boudoir, high school senior and golden senior, marketing, business, social media, and lighting!   And, we’re going to have fun doing it! 

Remember “fun”?  It’s that too often forgotten word in business today.  Well, we’re going to work hard and play hard and thanks to MGM’s summer package, at $79 a night, it’s not going to break the bank for a great room in one of Las Vegas’ nicest hotels.  Plus, there will be a 2 for 1 dining and entertainment card similar to last year along with a one time entertainment and dining credit per room (details are on the MGM site).

Best of all, we’re going to own the entire third floor of the Conference Center, which is approximately 80,000 sqaure feet – that means everyone has a seat in all the programs.  They’ll all be set up classroom style, meaning, you’re sitting at a table, not in a chair like a theater.  It’s easier to listen, take notes and there will also be free wifi, so you can stay in touch with business while your away.

The Lighting Lab is this year’s newest edition, run by the very best – Tony Corbell and Bobbi Lane.  We’ll have at least two sets with plenty of lights and they’ll be there all day Monday and Tuesday.  We’ll have a few models, backdrops and the very best Profoto has to offer in professional lighting.  The Lab will be open from 9-12:00 and 2:00 – 5:00 on both days, giving attendees a chance to ask their questions of the very best in a completely unstructured environment.

The sponsors this year are the very best in our industry, but we’ve intentionally limited the number of companies participating.  We don’t want you buried in decision-making, but we do want you to have a good feel of the support that’s out there to help you grow your business.  In alphabetical order…

Albums Inc, Asukabook, Azura Albums, B&H Photo Video, Big Folio, Fujifilm, DWF, GhostRighters, GoingPro, GraphiStudio, H&H Color Lab , Jill-e Designs, Kubota Image Tools, Marathon Press, Marketing Essentials International, The MAC Group, Midwest Photo Exchange, Nik Software, onOne Software, Photodex, PhotoOne Software, PhotoFocus, Pictage, PWDlabs, Simply Canvas, SmugMug, Triple Scoop and WHCC.

Last but not least – thanks to the support of the sponsors and the photographic community, we’re working hard to keep the cost to attend within everyone’s budget.  The cost for this year’s program is the same as last year at $279 per attendee and there’s even an early bird special of $199 until April 1st.  It then goes up to $249 for May and June.

Think about your experience in past summers.  Summer School is a great way to recharge your battery before the fall season kicks in.   Plus, for those of us who were a little less focused than others when we were kids and had to go to summer school – we never had an opportunity to learn this much or have this much fun! 

I’m looking forward to seeing you in Vegas!