Developing A Marketing Strategy

Whether the number of photos in your files is large or small, its likely you have specific photos in your stock file that certain editors at this moment are looking for. That makes you an important resource to those editors.

How those editors find you and your photos is the question.

To be a successful editorial stock photographer, do you need to specialize in one area, such as medicine, teens, backpacking? Not necessarily. You can be a generalist, with photos in a variety of subject areas, all across the board, and make consistent sales. But theres no doubt that developing one or several specialty areas is definitely a plus. When an editor finds you -- he or she usually represents a particular special interest, and if you have a deep selection of photos in that area, you've just met a photobuyer who will be a long-term customer for you.

If you don't specialize, if your photo files are filled with a wide variety of subjects, today the Web makes it possible for you to market your generalized photos, too. Thanks to the Web you can make sales to a variety of buyers, who are always looking for fresh ideas and unique photography.

Now you can reap benefits by being both a specialist in some areas, while still having a large generalized photos file, too.

You can utilize the Web by listing descriptions of your photos in a marketing site such as our PhotoSourceBANK. You then respond to the inquiries from buyers.

Before the Internet, it was an uphill battle. Persons with excellent photography found it difficult to publish their images on a broad scale. Yes, an occasional exhibit of their work, or an expensive ad page in a stock photo catalog or magazine, would bring in some customers -- but in most cases even those sales were lucky to be a break-even proposition.

Stock photo agencies were the primary marketing recourse. But everyone has heard of the stock agency blues. You place your photos in a stock agency and they many times gather as much dust there as they did in your own shoe box at home. And the accompanying restrictions, restrictions, restrictions: "You may not place your photos with another agency; you may not withdraw your photos before five years," and so on. Luckily, many stock agencies are changing their ways by allowing you to place your images in several agencies.

The Internet marketing tool for the independent stock photographer, called the 'on-line portfolio,' works like this: Photographers are able to either list their photo descriptions on a Web keyword service site, or display selections of their pictures either on a private Web site, or in a "mall" along with other photographers. Photobuyers using search engines are guided to these sites, where they can find photos that will fit the theme of their current projects.

One question you might be asking is, "If I display my photos on the Web like that, can someone steal them?" The answer is yes. But let me assure you, the thievery is no greater than what grocery stores or clothing stores have to put up with. In fact it's less. Common logic tells us if you steal a photo, and then use it for a commercial purpose, the photo is broadcast where it is seen by thousands or millions- of people. The modest number of cyber-thieves (most people are, indeed, ethical) are easily caught. The risk of a rare unauthorized use of one of your editorial photos is far and away a small price to pay for the opportunities for major increases in your buyer-contacts and sales.

Rohn Engh is director of PhotoSource International and publisher of PhotoStockNotes. Pine Lake Farm, 1910 35th Road, Osceola, WI 54020 USA. Telephone: 1 800 624 0266 Fax: 1 715 248 7394. Web site: http://www.photosource.com/products

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