Local/National Marketing Strategies

Just wanted to make a note of one of the differences in marketing strategy when it comes to the local and national/global procurement of the ever-elusive client. It became glaringly obvious as I went through the CAPIC Portfolio Speed Review last week (see previous posts). One of the comments that popped up more than once was "You're limiting yourself with the type of work you've included (in the portfolio).". Obviously, what the local client is seeking from the local photographer is a 'Generalist', someone who has the ability to shoot, and shoot well, portraits, food, architecture, etc, etc.

Now, this flies in the face of anything I've read regarding a photographer's national marketing strategy. The message there from more than a few photographer's consultants is 'specialize, focus your work, develop and hone your style, this is what will sell you and your service.'.

The solution? In my humble opinion, the answer to LOCAL marketing is to build a portfolio (printed, 'cause you know, I'm old-school) of what the photographer loves to shoot, the sort of image & style that defines them. As an accompaniment, the all-singing, all-dancing iPad loaded with work a photographer has done in other disciplines. Prospective client says, "Yeah, sure you can shoot people, can you shoot food...?". Out of the fancy shoulder bag pops the iPad! The photographer (who has just scored 'cool' points) flips to the fantastic cuisine images created for some local restaurant.  It works well and doesn't blow the roof off of the marketing budget by requiring a separate book of cuisine (architecture, sports imagery, whatever) images. Yes, different disciplines really should have a book (and on-line presence) of their own.

National/global marketing? If a photographer is entertaining the notion of chucking their pork pie into this ring they'd better have a very focused & honed specialty. Given that printed books are rarely called in these days (doesn't mean you don't need one!) the first line of offense is the on line portfolio (I don't much care for the term 'website' when I'm referring to my on line works). Images that represent the same style, look and feel (never disregard the 'feel') and are the best of the best of a photographer's work must be displayed here. Mixing in cross-market work will cause prospective non-local client's perceptions to shift to "this guy's a generalist, we have a hundred of those here" (or some such thing). Vision, style, specialty, a tight collection of works that resonate. Yeah, make that happen.

Damn, this was supposed to be a short note. Forgive me.