Marketing traditional B&W Portraiture.

[JBrunner]

Well, I've decided to expand my idiom a bit, and I'm going to be offering traditional B&W portraiture.

(I would be willing to to bridal portraiture, but I won't shoot weddings. Been-there-done-that-got-the-T-shirt-its-not-my-bag-baby.)

I had a Yellow Pages ad for my commercial work, but dropped it after a year. Expensive way to get a bunch of calls from price shoppers. Ultimately a huge waste of money, and bigger waste of time. I can't be competing against the portrait mills and GWC's anyway. As a matter of fact, I don't think I have any competition for this niche in this market.

I was curious how others market these services. Your thoughts and advice would be appreciated.

Thanks,

J

 

[SuzanneR]

Word of mouth... though hard to get started is the best way to market it. I've had mixed results, but donating to the very occasional charitable auction is not a bad idea. Even if you end up with a bum of a client, you've at least had a chance to get postcards/business cards circulating. Offer workshops through community groups in "how to photograph your children" using, of course, your framed photographs as examples. I've heard lots of folks have great success with exhibiting in Starbucks... I haven't done that for a variety of reasons. Not least of which... I don't want my prints coming back smelling like coffee. I've been wanting to find an upscale children's clothing boutique to exhibit work in trade for some photos if they like, but there isn't a good store quite close enough to do that effectively.

Also...write up a press release, and submit it to a local paper about your business, and or any awards... whatever. Create some news.

Just a few thoughts.

It's not easy, but once you get your name out there a bit, it will start to happen.

 

[Ole]

Well, I for one don't know.

But just today I was asked if I might like to take portraits of every employee at work. so maybe it might work out - since I'm a consultant, they/we would hire my services instead of doing it as part of the job. We'll see what our economist says (there's one in the company, the rest of us are geologists and can't be trusted with numbers).

 

[Whiteymorange]

Well, I for one don't know.

But just today I was asked if I might like to take portraits of every employee at work. so maybe it might work out - since I'm a consultant, they/we would hire my services instead of doing it as part of the job. We'll see what our economist says (there's one in the company, the rest of us are geologists and can't be trusted with numbers).

Can the economist be trusted with rocks?

 

[Ole]

Can the economist be trusted with rocks?

No. That's what he's got us geologists for.

 

[waileong]

The problem is the cost of our time and darkroom materials, and the fact that 99% of the population can't understand why they should pay so much for a portrait when they can get a digital McPhoto portrait for $99.99 or less.

 

[JBrunner]

The problem is the cost of our time and darkroom materials, and the fact that 99% of the population can't understand why they should pay so much for a portrait when they can get a digital McPhoto portrait for $99.99 or less.

Those aren't the clientele I'm looking for. Not everybody eats at McDonalds, and it is a mistake to assume so.

I have had little problem getting the high end commercial work, but there just isn't enough of it in this market, and I'd like to do something different once in a while.

Also, with the level of work I offer, a digi workflow offers no real advantage in speed or cost. I'm specifically not competing in that market.

Suzanne's suggestions are interesting. The ballet company here has a charity auction, and I should look into that.

I wonder how to find out about other events like that.

 

[removed account4]

Hi Jason:

You might go to your secretary of state
and get a list of some of the 501(c)3's in your area
sometimes they are secondary schools
( I offered a portrait sitting at one and the person listing the auction
was the person who bid the highest ) or other organizations.
Our local YMCA has a silent auction as does the local public tv affiliate.

John

 

[waileong]

Well, lucky you. I just haven't found any photogs who survive only on portraits-- they typically have to do commercial work as well. And I've done my sums, how much I want to make each month, how long it will take to get each portrait done end to end (incl. toning, etc) and I just realised the price I'd have to charge per client runs into the hundreds if not thousands!

Those aren't the clientele I'm looking for. Not everybody eats at McDonalds, and it is a mistake to assume so.

I have had little problem getting the high end commercial work, but there just isn't enough of it in this market, and I'd like to do something different once in a while.

 

[BobNewYork]

First - Jason should post a picture of himself in the Tutu!!! P'raps you could wear it in your next video

On a more serious note; time is, of course a consideration, but someone once told me years ago that in your own business your time is worth nothing! There's some truth in this - particularly if you're looking at the high end portrait market. If you were to add a reasonable charge for the time to dev. film, proof, test strips, print, tone etc - let's say $50 per hour. You'd never get that price for an 8x10 or whatever. Not to say no-one does but they're few and far between. All the arts fields are he same unfortunately. You can make a very good return on the cost of materials however. "It don't come easy"

 

[JBrunner]

Well, lucky you. I just haven't found any photogs who survive only on portraits-- they typically have to do commercial work as well. And I've done my sums, how much I want to make each month, how long it will take to get each portrait done end to end (incl. toning, etc) and I just realised the price I'd have to charge per client runs into the hundreds if not thousands!

A typical concept portrait job would most certainly run into the hundreds. With a good print order it would cross a thousand. I'm not looking to abandon my commercial work, just supplement it.

There is nothing "lucky" about targeting the upper end demographic. It's where the good work is, and where the return on time and money is the best. My personal experience has borne this out time and time again.

Low end clients and jobs are the most headache, most time consuming, and lowest paying, three strikes, so its out. In my commercial work when someone starts to significantly discount price, I hang up. They will undoubtedly be a PIA in every other aspect as well, and if the money isn't there, why bother with all the other BS? With the portraiture it would be sheer idiocy for me to expect to compete on price, which seems to be your premise. Competing on price is a small business killer.

I'm fully aware of the low end, and its erosion of the middle. I don't intend to engage it, and I'm not under allot of pressure to make things turn overnight. I'm looking for about three jobs a month. If I can reach the right persons, that isn't unrealistic. I'm interested in marketing to the persons who will pay for what I offer, and that is what my OP queries.

 

[Jeffrey A. Steinberg]

I specialize in black and white portraits of children. I took some ads in a local paper wtih great shots and got no response. Then I went on-line and found
mother resources and found two sites, one babybitesnyc.com that allowed me to send a very large .jpg ad I made my self. I offered 25% off sitting fees for readers
and out of a list of 500 moms, got 3 inquiries (1 booking) with 3 hours.

I also always donate 2 portrait sessions to local charities for their silent auction. I usually get two people to buy it (I lose money on it) but then they are happy and tell others.

These two things have really helped me build my business.

 

[wilsonneal]

I've done the charity auction donation several times and it's usually resulted in the client ordering more than the one print I'd agreed to (good!), so I made money on it (or probably just broke even, when you really look at it). Unfortunately, it has never resulted in other phone calls from other people who saw the work, bid on it but didn't win, etc. On many occasions, the winning bidder never contacted me to get the portrait done. It's as though they wanted to support the auction but didn't intend to use the service.

My website gets lots of price shoppers. I think it's pretty clear what I offer to do...large format B&W portraiture...usually in PdPt...and that it's special and different than what other photographers offer, but the price always puts an end to the conversation. I don't see much point in doing it for less than the incredibly reasonable sitting fee I quote. I recently had a client that paid for a LF sitting but rather than requesting prints asked me to prepare the chosen image as a web ready d*****l file. Really. I had to make a contact print to make the file, so I gave them the contact print (and charged them for it in the cost of the d-file).

I think it's a tough time to launch a traditional portraiture business with film. It's a big education process for the clients, even the monied ones. I live in an area with very affluent neighborhoods, and even these folks seem to think that anyone with a d-cam can make a picture. Not trying to make this a film versus d discussion, just recognizing the market conditions for high-end traditional portraiture in my market. I hope you have an easier time.

Neal

 

[JBrunner]

Thanks Jeffery, that's great info.

 

[JBrunner]

I've done the charity auction donation several times and it's usually resulted in the client ordering more than the one print I'd agreed to (good!), so I made money on it (or probably just broke even, when you really look at it). Unfortunately, it has never resulted in other phone calls from other people who saw the work, bid on it but didn't win, etc. On many occasions, the winning bidder never contacted me to get the portrait done. It's as though they wanted to support the auction but didn't intend to use the service.

My website gets lots of price shoppers. I think it's pretty clear what I offer to do...large format B&W portraiture...usually in PdPt...and that it's special and different than what other photographers offer, but the price always puts an end to the conversation. I don't see much point in doing it for less than the incredibly reasonable sitting fee I quote. I recently had a client that paid for a LF sitting but rather than requesting prints asked me to prepare the chosen image as a web ready d*****l file. Really. I had to make a contact print to make the file, so I gave them the contact print (and charged them for it in the cost of the d-file).

I think it's a tough time to launch a traditional portraiture business with film. It's a big education process for the clients, even the monied ones. I live in an area with very affluent neighborhoods, and even these folks seem to think that anyone with a d-cam can make a picture. Not trying to make this a film versus d discussion, just recognizing the market conditions for high-end traditional portraiture in my market. I hope you have an easier time.

Neal

That's pretty interesting Neal. In researching my area I have found that the top portrait photographers are commanding prices in line with what I intend to work up to. No mention is made of process, but its a fair bet that it is hybrid, most likely electronic with Chromira/Lightjet output. Were I to do a similar workflow, I still wouldn't be interested in competing with the mills, and GWC's, so I don't think process or price is the issue here. Traditional B&W process is a merely a good marketing point, and carefully considered niche. I know the work is out there, I just need to find it.

 

[copake_ham]

Fascinating discussion.

The only marketing idea I'd suggest at this point is descriptive.

Market it as "Heritage Portraiture Photography" not "Traditional....".

We "boomers" are moving into the "senior" years. We've got the bucks to pay for quality but still want to come off as both "hip" (so "traditional" is out) but "lasting" (as in creating a heritage for the grandkids).

The word "heritage" speaks of looking forward to relay the past to the future. And it is eloquent enough to convey a positive/acquisitive image to your upscale client market.

 

[wilsonneal]

Fascinating discussion.

The only marketing idea I'd suggest at this point is descriptive.

Market it as "Heritage Portraiture Photography" not "Traditional....".

Yes. I like that very much. I think I'll make some changes to my pitch.
N

 

[SuzanneR]

Heritage is good, but I've used the word heirloom a lot. I make "heirloom prints" for clients. And yes... it runs into the hundreds to thousands. Doing b/w film portraiture is not for the JCPenny crowd. You need to find and market to a high end client. Traditional print ads may or may not work. I ran some in a local arts listing (a magazine that folded on me, which is a long story I won't bore you with), but I think the benefit of having run those ads... I get a lot of "... where do I know your name from?". It can be about "name recognition" more than anything. I have clients who waited 6 months to a year to book, and some that found out what I do, and book me immediately.

I'm still growing this thing, and I feel like it's baby steps... and the reality is... I have two small children, so I've been at it largely part-time, but this fall was pretty full time. I've raised my prices recently... I'd rather have less work for more money. And marketing yourself as a film shooter can really differentiate your product from the "soccer moms with the latest Dsomething camera makes me a photographer" crowd.

And then there's always the Elsa Dorfman business model, $3,000 or some such for one giant polaroid. http://elsa.photo.net/camera.html

You've gotta love that!

 

[JBrunner]

Fascinating discussion.

The only marketing idea I'd suggest at this point is descriptive.

Market it as "Heritage Portraiture Photography" not "Traditional....".

We "boomers" are moving into the "senior" years. We've got the bucks to pay for quality but still want to come off as both "hip" (so "traditional" is out) but "lasting" (as in creating a heritage for the grandkids).

The word "heritage" speaks of looking forward to relay the past to the future. And it is eloquent enough to convey a positive/acquisitive image to your upscale client market.

Very good point George. Thank you.

 

[Jeffrey A. Steinberg]

I use "Heirloom Quality Black and White Photos" (I hope I spelled that right!)

 

[BobNewYork]

In some respects this may be the time to start building your rep in this market. Sure, the economy's uncertain, but it's a time to start getting the word out without having to push too hard - which won't work with your target market anyway. Getting your best samples, properly matted and framed etc on display is probably better than print advertising. A local photographer here started with a kind of "stall" in a local upscale mall and appears to have built up very well. Your decision to re-think or at least add an additional revenue stream, makes sense in the prevailing market. The more diverse you can be at the other end of the downturn the better off you'll be.

Bob

 

[blaze-on]

I did the donate portrait thing to a fundraiser last year and the guy that bought it ($200.00) said he did because it was traditional.

Another thing I did was hang a few portraits at the local café shop along with other work with a notation for "Traditional Portrait Session Please inquire..." posted

Ok, so no-one has, but it takes time. Soon I want to contact the local historian and see what I can offer, or at least let them know I do it...word of mouth..

Good luck

 

[TheFlyingCamera]

I have had no luck whatsoever with donating services at charity auctions or other benefits. Complete and utter waste of time and money. I would look into placing advertising in your local 'high-end lifestyle' magazine(s), providing the price is not ridiculous. There at least the demographic is in your price range, and would expect something "more" that would be distinctive from the everyday.

 

[eddym]

I think it's a tough time to launch a traditional portraiture business with film. It's a big education process for the clients, even the monied ones. I live in an area with very affluent neighborhoods, and even these folks seem to think that anyone with a d-cam can make a picture. Not trying to make this a film versus d discussion, just recognizing the market conditions for high-end traditional portraiture in my market.

Yes, it is. At least, that was my experience. I opened my portrait studio in 2003 and closed it in 2006. I had a good location -the only access road to an affluent neighborhood and high end tourist resort- but none of those Rovers, Mercedes, and Lexuses that drove by ever turned in to my parking lot, nor called. It was tough. I closed it a year ago, and have gone back to doing location portrait work, plus my dance and theater photography, and my business is profitable again.
Most of the calls I received at my studio were of the "What's your best price for a wedding?" variety. Sigh......

 

[JBrunner]

Yes, it is. At least, that was my experience. I opened my portrait studio in 2003 and closed it in 2006. I had a good location -the only access road to an affluent neighborhood and high end tourist resort- but none of those Rovers, Mercedes, and Lexuses that drove by ever turned in to my parking lot, nor called. It was tough. I closed it a year ago, and have gone back to doing location portrait work, plus my dance and theater photography, and my business is profitable again.
Most of the calls I received at my studio were of the "What's your best price for a wedding?" variety. Sigh......

Wow. I have no intention of overhead. My studio is in my home, and all of the great locations around here, so I am following the model you returned to. I had studio space from about 1996 to 2002. It was simply a boat anchor. I won't be making that mistake again.