Case studies sound boring, am I right? But is making money boring? Not so much! That's why we've gathered details and sales tips from three PPA members around the country (case studies, if you will). If you're a PPA member too, you can read all about their best-selling portrait/wedding sales packages here.

Not a member? Rectify that right now--join PPA and then you can learn all we've got to share!

Many photographers agree that some form of social media is necessary. But you've got to be smart about it. Two PPA members share what works for them (socially) in the August Professional Photographer magazine issue, and we've snagged a bit of that article for you right here:

Know What Works Best Where
When using more than one social media platform, it's tempting to link all the accounts you can and auto-update. While it may feel like saving time, it might not the most effective use of those spaces. Selective posting may be a better bet, as both John Pyle of Georgia and Jordan Brian of New Jersey have found. Here are a few pointers of what they post where:

• Blogs--Both Brian and Pyle post longer, educational pieces on their blogs. Brian and his staff create articles for brides in-house (or share what vendors send) on topics like how to time the hair and makeup sessions.
• Facebook--"It's all about engaging with your clients," says Brian. So instead of giving online images to the clients, he asks them to tag themselves on his Facebook page, even in the behind-the-scenes images and video slideshows. Pyle treats Facebook more as a traffic feed for his blog. He'll post teaser images from a session (linking to the blog), make announcements or even share the accomplishments of his senior clients, such as when one signed with a college baseball team.
• Instagram--Pyle's favorite social media platform, Instagram, allows him to share behind-the-scenes images on Twitter, Facebook or email without having to log in to a separate site. He likes to show the client just arriving, picking out the wardrobe or trying to get in position for the shot. "With Instagram, it's easy to build excitement around what we're doing now," he explains. "I am able to keep everyone updated on my destination shoots, and I get comments back instantly with seniors saying, 'Can't wait until my session!'"
• Twitter--Because his senior clients check this site often, Pyle also uses it to keep his name top of mind. He shares music he likes and cool products he sees--anything to put himself in the "cool crowd," as he says.
• Pinterest--Gathering and sharing visual ideas is where Pinterest shines. Brian shares tips and suggestions for wedding photographs, along with detail ideas from weddings he's covered. Pyle even created a Pinterest Style Guide to ideas of what to wear to sessions.

Keep Your Images Safe
Whatever social media you use, don't forget to keep your images as safe as possible. Any online use of an image means your rights as the creator could be infringed. Help protect your images in these ways:

• Register your work with the U.S. Copyright Office at copyright.gov
• Add a visible watermark or a caption.
• Embed metadata into the file properties of your images.
• Link images back to your website.
• Indicate that your images are "all rights reserved" (if the social media platform offers that option like Flickr does).

Read the full "Be Socially Smart" article in the "PPA Today" section of the August Professional Photographer magazine issue. Learn more about PPA member Jordan Brian at jordanbrian.com. Learn more about PPA member John Pyle at johnpylephotography.com.

Who here would like to save while still creating cool-looking packaging for your clients? (It's probably unanimous, huh?) Then you won't want to miss this article we put together with the help of PPA members Trevor and Tourine Johnstone of Johnstone Studios, a wedding, portrait and design studio. They've shared the ways they make the most of every bit of material they have, resulting in beautiful packaging and other items branded with their look. You'll soon be searching through your own studio to see what you can repurpose, too!

Read the full article.

IMAGE © JOHNSTONE STUDIOS

How do you handle your slow season? Most photography studios have a time when the bookings slow to a trickle; it's nothing new. The key is planning for those slower times, either by saving money or marketing to encourage more business.

In fact, PPA members Lori Nordstrom, M.Photog.Cr., CPP, ABI, and Kalen Henderson, M.Photog.MEI.Cr., CPP, API, have shared some of their seasonal promotions that coincide with different holidays to boost client awareness and keep business coming through the door.

Members can read the article with three of their promotional ideas. These ideas can help you make your slow season a thing of the past!

IMAGE © LORI NORDSTROM STUDIO

When it comes to holiday promotions, response is often contingent upon getting clients in the spirit well in advance of the holidays. Key to generating holiday enthusiasm in, say, July is good imagery. After all, you are running a photography business, and the images should ultimately speak for themselves.

Color Scheme
The first thing you should consider is the color scheme. Beth Forester, M.Photog.Cr., CPP, of Forester Photography in Madison, WV, says that she's experimented with different color combinations, but nothing sells quite like red and green. "When I'm putting together my card designs to show clients, I experiment with different colors, but I always have a red and green option," she says.

Read the full article

Image ©Forester Photography

Marketing to the senior portrait market is no cake walk. It demands an adaptive plan that stays abreast of the fickle tastes of teenagers while also appealing to the moms and dads who foot the bills. Check out two promo approaches that have been working for some PPA members.

1) Senior Modeling Campaign
For Eric, Cr.Photog., and Shawna Anundi of Eric John Photography, a senior model promotion has breathed new life into their senior portrait business. Suggested to them by the marketing team at Marathon Press, and based on a program that worked well for PPA members Shane and Sunny Dwyer, the campaign worked like this: Shawna posted Facebook status updates on the studio's page, requesting models for some promotional shoots. She posted the updates around 3:00 p.m. (when kids were leaving school) for six days over the course of two weeks. No cost, no obligation to buy anything; the only requirement was that the models bring a parent with them.

"For two hours after each post, the phone would ring like crazy," says Shawna. "After six days, we had signed up more people than we could handle, so we closed the program."

The modeling shoots usually last 15 to 30 minutes. At the end, the kids' parents receive all the relevant studio info, including pricing and booking details. Kids can come back for a viewing session to see the images in a customized slideshow (and about 90% of the participants did so). "I was hoping for 15 kids, but we ended up with 50," adds Eric. "From that group, we've already booked 33 full senior portrait sessions. And we still have another 10 model sessions to photograph!"

Read the full article here.

For the last dozen years, Andrew Jenkins, M.Photog.Cr., CPP, has owned and operated Canfield Jenkins House of Photography in St. Johns, Mich. Over those years, Jenkins and his staff have built the studio into a premier provider of high-quality senior portraiture (as well as child/family portraits and wedding photography). And though maintaining high sales averages isn't easy for any studio, Jenkins has consistently done just that through careful marketing, effective sales techniques and a superlative experience for both senior and parent.

Coordinating Marketing Initiatives
These days, Jenkins' best marketing initiatives revolve around his senior model program. Every spring, he launches a model search by posting status updates on Facebook, asking rising seniors to come in for modeling sessions in March or April. Jenkins lets them know that the studio wants to use the images in its marketing materials. In exchange, he offers every participant a free portrait session during the summer months.

"This program does two things," adds Jenkins. "One, it creates a buzz early on for our studio; and two, it's a great way to start booking sessions for the summer."

Members, read the full article here.

Just as launching a professional photography studio need not break the bank, neither does marketing said studio. Photographer after photographer has said that the most effective forms of marketing tend to be related to building relationships (and the resulting referrals). Problem is, it is sometimes hard to find networking opportunities depending on where you live.

If that's the case, you may want to try what PPA member Nicole Bartolozzi of Moments by Cole does--host your own networking event. Called Networking in a Flash, her event is now bi-monthly, open to all professionals and is free to attend. And her small studio is rapidly expanding!

Members, read the full article here.

Ever feel like the year went by too fast? Seems like that happens every year! To help you get ready for 2012, PPA would like to give you a moment--or perhaps two--to reflect on some past Vital Signs articles.  Maybe you didn't get a chance to read through all of them, or maybe something new has come up in your business since you did. Regardless, here's a few that might be worthy of a second look.

Remember: Whether you need a refresher on marketing and sales strategies or have questions related to copyright infringement, PPA's comprehensive list of resources can help as you build an even better business. So, read on and have a happy New Year!

Clever marketing to distinguish yourself in the competitive world of pro photography

Where do I put my marketing dollars? How do I reach my potential clients more effectively? What can I do to stand out from the crowd? These are just a few of the marketing-related questions that photographers ask themselves routinely. Whether you're a newbie or a longstanding icon in your marketplace, chances are you've pondered the same questions.

We certainly don't have all the answers, but we do have access to some of the brightest thinkers in the pro photo brain trust. To inspire others, we're sharing a few clever ideas that have worked well for some studios around the country.