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PPA Today: Photography Business Archives

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by Sidra Safri 
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Do you ever wonder if your client fully understands their contract--especially the portions dealing with copyright or the usage rights? Some clients are so focused on the end product they completely forget that they may have to ask permission to use their new images for something other than personal use.
 
PPA has a small fix for that. Included in your membership kit (and renewal kit) is a stack of copyright inserts. These inserts can be stapled to your contract or be included in all the materials you provide to your client. The copyright inserts explain copyright law in a nutshell, and urge the clients to ask you, the photographer, for any additional information. Sometimes a gentle reminder or simple education can go a long way. 

These copyright inserts can be downloaded and printed anytime you need them here. 

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By James Yates
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The Business Challenge provides photography business owners with the information and tools they need to develop the foundation for a more profitable business over the course of one year. Not only do they receive the tools required to make changes to their business, but also step-by-step instruction and support from PPA mentors as they implement these changes.

The next Business Challenge starts April 1st and you don't want to miss it! Be sure to sign up for your year of fun, interactive inspiration for you to integrate as much business acumen as you can in one year's time. 

The first assignment is all about defining YOUR idea of success.  It's vital that photographers begin creating a road map that will take them where they want to go so they don't end up somewhere else completely. This was one challenger's answer - one of many great ones--from Lindsay Syme, owner of Lindsay Syme Photography in Spring Creek NV. She also just so happens to be the winner of the 2017 Dream Studio Giveaway at Imaging USA (see photo)! 

"Success is that fabulous thing you achieve when you set a goal and do the work it takes to reach that goal.

My Business Goals:  

• I want to contribute financially for my family: This starts with pricing for profit and having solid business foundations. I need to get over myself and see my worth. I see it in others but fail to see it in myself. I am making progress but still have much to do!

• I want to be 100% present in everything I do: I need to focus all of my attention on whatever it is that I am working on because I tend to be distracted, lack focus, or procrastinate.

• I want to give back to the community and others: Being able to give to others feels so dang good. There are so many areas in our community that I could make a difference. Having the financial means would be awesome as well as the time to volunteer. Again, goes back to pricing for profit so I can have the money and time.

• I want to educate and share with others: I know how grateful I am when others share their time and talent. I want to give back to my photography community. Teaching runs through my veins so I look forward to the day that I can contribute.

• I want to strive to be better and improve my craft: My last step to earning my CPP is the image submission. My eyes have been opened to a whole new perspective! I always want to be better and push for the next step, whatever that might be.

• I want to show others how valuable they are: It amazes me how many times I get put off as a customer by various businesses and business owners. I find it shocking! I want people to feel important. I want people to feel special. I want them to feel communicated to and valuable. I want to go above and beyond so others know how important they are. I feel like achieving these goals will result in success!"

It's going to be an exciting year for Lindsay and her fellow Challengers..including, hopefully, you! We'll check back in with Lindsay and see how things have progressed. YOU should sign up now for April 1st's Business Challenge group. Consider it next, big step toward success for your business


By Sidra Safri 
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Photographers BEWARE! Google's new imaging software, RAISR,  is every photographer's worst nightmare. RAISR stands for "Rapid and Accurate Image Super Resolution". This software, like many others on the market, is able to take a low-quality image and turn it into a larger, and slightly better, image.

RAISR poses a bigger threat because this software is able to improve the image to make it look almost identical to the original! Even more worrisome is that this software is able to do this 10 to 100 times faster than most, and also works on mobile devices. With access to higher quality images on all devices, the door is now open for even more infringement opportunities without any remedy for photographers, perpetuating the unfair copyright-infringement cycle! As software continues to advance, it has become more important than ever to have a copyright-infringement remedy available for photographers and creative artists. 

With the passage of Small Claims legislation in the (relatively near) future, photographers will have the ability to prevent infringers from stealing their work. In order to make this a reality we need your support! Sign your name to the Grassroots Action Team at ppa.com/grassroots. We're trying to get 30,000+ names to show Congress how important this issue is for our members and their communities. For more information about small claims please visit ppa.com/advocacy or contact the Government Affairs Manager at ssafri@ppa.com.  

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By Lisa Sharer

Last year, several industry leaders came together to discuss the future of photography and the art of printing. Over the years we have seen a decline in the amount of printed works, and we've seen the effect it has on homes around the world. Every day someone loses all their cherished memories due to a lost phone, a digital collapse, or worse. The partners that instigated the initiative behind the PRINT movement came together to make a change.

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The PRINT Movement was born to help educate photographers on how to position themselves as print artists. This includes how to sell printed products, the importance of printed works of arts, and what they can tell their clients to sell more printed photographic work. Several educational resources and tools to help sell prints have already been developed and are being shared with photographers, for free, by the PRINT Movement. Just this past week, more plans to develop more tools were created as the partners behind the initiative came together at the PPA office, in Atlanta, GA.

As we work to come up with more resources and tools for photographers everywhere, the PRINT Movement is growing stronger every day. 1600 photographers have already joined the movement, pledging their commitment to printing as artists and learning how to do so and market it in an efficient and empowering way.

Photographers who sell printed works compete at a much different level than the shoot and burn photographers who can only compete on price. As a group, we truly believe that PRINT is the future of the photographic industry as it continues to bring the beauty of photography back into homes across the globe. Join the PRINT. The Movement today to pledge to not only be an amazing photographer, but also a talented print artist!


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Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.

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by James Yates

Looking for a little inspiration or hoping to calm your nerves about photographic competition? It's time for the District Competitions, and you can stream and watch the judging! 

You can stream the judging of the Southeast District Photographic Competition this week, February 24 & 25, from 9am-6pm EST on Stream.theIPC.org

If you've ever wanted to take a peek at what the judges are looking for during the Photographic Open or Artistic competition, or to learn more about PPA's 12 Elements of a Merit Image, we invite you to tune in and get inspired. Who knows? Maybe you'll be entering next year!
By Tristin Vaccaro
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Photographer Darren Roberts went from photographing 20 city weddings a year to more than 50 mountain weddings in 2016. The transition took two years, but his determination allowed him to build a career creating what he loves. He shares tips on brand consistency, search-based marketing, and establishing a niche in "Weddings With a Rocky View," only on PPmag.com

Image © Darren Roberts

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So far you've learned the basics of Marketing and figured out how to recognize your target audience. Now, what do you do with this information? You can't just willy-nilly start throwing ads out there or hitting social media without a plan! So, the next step is to get organized and create that plan. Just follow these easy steps, and you'll be ready to start marketing your photography business!

Step 1: Situation Analysis

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It's as simple as, what is your current situation? Where are you and where do you want to be? Start with a SWOT analysis: Strengths, Weaknesses, Opportunities, and Threats.


Strengths and Weaknesses are qualities that currently exist within your business. Is your photography great, but your bookkeeping could use work? Do you work really hard, but for too many hours? Are you strong with event photography, but need more practice in the portrait discipline? If you take a little time to reflect on your work, you will know where you excel and where you could use a little help. If you have outside mentors, friends, or even members of your business that you trust and respect, you can ask for their help in identifying some of these areas with you.

Opportunities and Threats are forces that are working outside of your business. Is there an opportunity to expand your market, but there's more competition in those markets? Can you include different types of photography, but maybe you aren't fully educated in that area? Think about what you want to accomplish as a business owner.  What conditions in the market are favorable or will help you reach those goals?  Opportunities are everywhere.  They can be relationships you're building with influencers in your area, a new photographic niche that's becoming popular or even technology advancements.    Finally, identify those outside forces that could hinder you.  Threats could be an economic downturn, discontinued product items and again, changes in technology.

Once you've done that, think about what makes your photography unique. How can you set yourself apart from your competition? Maybe you specialize in print photography. Maybe you're the only high school senior photographer in your area. You know what makes your work special, so just pause and identify what sets you apart from the rest.

Step 2: Describe Your Target Market

Lucky for you, you've probably already created an outline for this. If not, take some time to create your buyer persona. Once you've done that, you can write a short paragraph about your target market. Make sure to detail where (geographically) your audience resides, their age, gender, etc. Make sure to identify their wants and the challenges associated with providing solutions for said wants. Make it clear for yourself, and anyone else that might not be fully invested in your business (for example, a freelance marketing assistant).

Step 3: Identify Your Marketing Goals

When thinking about your marketing goals, remember that they need to fit into your overall business goals. Also, don't forget to create S.M.A.R.T. goals.

So, what are your studio's goals? To increase your bottom dollar? To expand the reach of your business? To tell clients about new products or services? Make a list of your goals, from most important to least important, and attack each goal individually. Make sure you are clear about each goal, so you have a clear path on how to effectively reach it.

Step 4: Decide on the Marketing Strategies You'll Use

Your buyer persona will again help you in this area. Many of these strategies will be based solely off of age. Does your audience relate to Facebook, or are they more Snapchat savvy? Would your target audience pick up a magazine, or would they be more likely to see a sign at the local coffee shop? By knowing the likes and recreation habits of your target audience, you can decide the best and most effective outlets for your message.

The most effective strategies will be multilevel. What do you mean MULTILEVEL?! Multilevel refers to engaging your potential client at every moment of their buying journey. You have probably made a decision about a big purchase before. Did you dive in and buy, let's say, the first car you came across? No, you probably did your research, picked your favorite kind, and then shopped your options. That's exactly what your potential clients are doing.

For example, maybe a potential client does a Google search for photographers in their area. There's your first outreach opportunity. Maybe that potential client then checks out your website, but then leaves to run an errand and forgets about their family portrait. Maybe the next thing they do is surf Facebook. Boom! There's your next opportunity to reach out. Maybe later that night your client goes to the local coffee shop to get a late night mochaccino. Did you remember to hang up a flyer there?

Think about all the paths that your buyer persona might take during their buying journey and plan accordingly.

Step 5: Set a Budget


Piggy.jpgIt's time to set some money aside. If you run the finances, make sure that you are putting the appropriate amount aside to achieve your marketing goals. Also, make sure you aren't setting too much aside in order to protect your profits. If you're a little nervous about creating a budget, the PPA Business Challenge and the Square One tool are great resources to get you on the confident budgeting track.


If you're the creative, and you have a partner or a financial advisor, they may be a huge help in this area. Talk over your plan with that person, and let them know your intent and your ideas on how much you might need for running a marketing campaign.

If you're just starting out, this may mean that you'll need to incur some costs up front. In this case, you should monitor your spending and still try to keep to a budget. If you see that some things are proving to be expensive with not much return on your investment (ROI), that's when you start adjusting your plan. Don't worry about keeping a hard line on the original plan; it should always be flexible and serve your business needs. As our marketing director at PPA always says: "Test, Test, Test!"

Once you've followed these steps you should have a clear outline of your next steps. If you're looking for additional marketing tools, check out the See The Difference© campaign and PRINT. The Movement campaign. If these intrigue you, find out more about becoming a PPA member today!

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Lisa Sharer is the Marketing Campaign Manager at Professional Photographers of America. As a Creative Writing graduate, she loves any chance at getting pen to paper. When she's not being creative in the workplace, she can be found skating with the Atlanta Rollergirls or volunteering with the Weloveatl Project. Or really - snuggling with the dogs.

By Autumn Rice

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PRINT. The Movement is an awareness campaign that helps consumers see the value in showcasing and preserving their lives or their families' lives with high-quality prints, albums, and all types of displays from professional photographers and photographic suppliers.

As a professional photographer, it is to your benefit to get involved and spread the world about the movement to your clients and peers!

The Resources page on PrintMovement.org offers easy-to-use content that taps into the emotion of clients to help them understand the value of printed photography

  • The brochure template is tri-fold and customizable for your studio. Simply download the brochure, and add your photos, your studio information, and prices. 
  • The outreach content expounds on the movement and provides clients with credible information about the importance of the movement, and why they should be willing to pay more for printed work. 
  • The Print videos are a great way to promote the movement in your studio. All you have to do is download or stream the videos in the lobby of your studio. 
  • There are also logos for you to put on your official print materials. There are a variety of styles and colors, so choose the one that best fits your business! 

All of these resources are downloadable and customizable on the Print Resources page. Head over to PrintMovement.org/Resources to get your resources and be a part of the print movement today!

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By Tristin Vaccaro

Did you know that an alarming 53% of consumers haven't printed a photo in more than 12 months, 70% don't have photo albums, and 42% no longer print photos at all? Forgotten photos often sit on various digital devices, rarely to be looked at again. These same devices are sure to be outdated and replaced in just a few short years, meaning those photos could be lost forever.  

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Let's change that!

PRINT. The Movement was created to bring consumers and professional photographers together in an effort to get photos off of digital devices and into homes and hands where they belong. By getting involved in the PRINT movement, professional photographers have the opportunity to learn how to advance their business through the sale of high quality prints. PRINT. The Movement will provide you with marketing tools and sales techniques so you can convey to your clients the importance of having their photos professionally printed.

This year at Imaging USA 2017 in San Antonio attendees and vendors alike were all abuzz about PRINT. The word has gotten out and it is clear that this year is going to be a banner year for printed products. PRINT. The Movement champions the idea that photos weren't meant to just sit on a computer or smartphone. They're meant to be looked at, remembered, and cherished.

Those who visited the PRINT For Success Theater at this year's Imaging USA left filled with tons of inspiration, ready to take the message home and spread it among their clients. Theater attendees were treated to 30-minute sessions featuring top photographers sharing their sales tips for printed products. The PRINT For Success Theater was a highlight for many and proved to be one of the most popular installations at the convention. There were always eager participants in the theater, soaking up the info and sales technique tips from respected leaders in the industry. 

If you want to get involved, check out PRINT. The Movement at printmovement.org

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Your PPA family is getting bigger: the New York Institute of Photography is now offering their students certification through PPA's CPP program! This is a big deal and serves to expand and deepen both organization's missions to elevate the craft of photography and provide support to professionals. Check out the press release, reprinted below.

NYIP Adds Certified Professional Photographer (CPP) Designation to Online Photography Course Offerings    

The New York Institute of Photography (NYIP) has partnered with the Professional Photographers of America (PPA) to offer their students and graduates a widely recognized industry certification. The CPP (Certified Professional Photographer) designation is the official credential for photographers that want to set themselves apart within the highly competitive creative industry.

NEW YORK, NY-JANUARY 17, 2017
The New York Institute of Photography (NYIP) has partnered with the Professional Photographers of America (PPA) to offer their students and graduates a widely recognized industry certification. The CPP (Certified Professional Photographer) designation is the official credential for photographers that want to set themselves apart within the highly competitive creative industry.

The Certified Professional Photographer (CPP) program from PPA assures potential clients of a photographer's knowledge, experience and continuance to develop new skills and techniques. It is a declaration of professional competence and ability. Through this exclusive partnership, photographers who study with NYIP can qualify to take the CPP exam and earn their certification.

Photographers who earn their CPP credential do so for three primary reasons. First, it gives them an edge in advertising their services, as certification promotes trust in the minds of clients and consumers. Second, it is a way to justify the price of services offered by the world's top photographers. Finally, the peer validation step that is required to earn the certification signals to the photography world that you truly care about your craft.

"PPA is excited to bring the Certified Professional Photographer (CPP) credential to NYIP students and alumni through this exclusive partnership," says Julia Boyd, CAE, Director of Certification at PPA. "As the world's largest non-profit photography association PPA's mission of creating a vibrant community of successful professional photographers by providing education, resources and industry standards of excellence is in sync with NYIP's values and goals. We are eager to spread the power of Certification as both organizations continue to raise the bar in the photographic industry."

The CPP program can be added to any of NYIP's online photography classes at the time of enrollment for $473. This cost is $50 less than the price typically offered by PPA and includes one year of PPA membership. Students and graduates already enrolled in NYIP courses may purchase CPP directly for the same price.

After purchasing, the path to certification is a simple, 3-step process. First, students will declare their candidacy to PPA. Second, they will study for and pass the CPP exam. Finally, they will submit a set of images for official review. Once said images are approved, the photographer will have earned their CPP designation.

For more information or to get started on your path to photography certification, you may visit http://www.nyip.edu/courses/cpp-photography-certification.

About the New York Institute of Photography
The New York Institute of Photography offers ten great online photography courses. Founded in 1910, NYIP is the largest and longest running photography school in the world, having successfully trained thousands of photographers for more than 100 years. Located in the heart of the art capital of the world, New York City, NYIP brings high quality photography education straight to its students' doors. NYIP currently offers ten online photography courses in areas such as portraits, weddings, travel, nature, photojournalism, video making and Photoshop. NYIP is owned and operated by Distance Education Co., LLC, which also operates the New York Institute of Art and Design, the premier home-study school for creative professionals.

About Professional Photographers of America (PPA)
Professional Photographers of America (PPA) is the world's largest non-profit photography association organized for professional photographers, by professional photographers and with more than 29,000 creative members in more than 50 countries. Our mission is to create a vibrant community of successful professional photographers by providing education, resources and industry standards of excellence.



About this Archive

This page is a archive of recent entries in the Photography Business category.

Inspiration is the previous category.

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