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Basic Portrait Marketing
Lori Craft Cr.Photog.
So you want to be a portrait photographer (or are just getting started)? This class will tell you everything you need to know to take your ambition to the streets and bring in the clients!
Start by learning how to plan your work and work your plan, as instructor Lori Craft says. Follow along as she details the key elements in developing a successful portrait studio marketing plan:
- Identifying your target audience and market.
- Developing your brand, your styles and product offerings – all of which should capitalize on YOUR unique skills!
- Partnering with high-quality vendors so that professionalism shows in all aspects of your work.
Then you’ll see how marketing stretches into the studio itself. What do you want those clients to see when they do come in your doors? You’ll learn how to display your work in ways that appeal to different client needs and wants, along with the pros and cons of various sales systems (so you can pick the one that’s best for you).
Once you’ve got your brilliant plan and studio set, shout it from the rooftops! Lori will discuss successful advertising and public relations tactics that will help you launch your ambition. Add it all together and your photography career could be on the rise!
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Lori Craft manages a successful portrait studio in the historic town of Marshall, Michigan with her husband, Dennis Craft. Together they operate Craft Photography. Dennis is the portrait photographer and Lori's talents for the business lie in the marketing and promotional areas of the studio.
The Crafts owe much of their studio success to Dennis's creative photography and the passion both Lori and Dennis have for business, with an aggressive marketing plan and a good relationship with their staff and clients. Lori's plan for the business has expanded in the last few years to include underclass and event photography. As the industry and the economy changed, so did the portrait studio.
Lori received her Craftsman Degree in 2000. She enjoys being able to travel and speak to photographers about her role in the industry. Lori has been a featured speaker for PPA, a variety of State and Affiliate organizations, and industry leaders such as Burrell Colour Imaging and Kodak. She has had the opportunity to speak internationally to photographers in both Korea and China and enjoys working with photographers to inspire and encourage them to look at their business with a new perspective. Lori is constantly exploring new avenues of marketing and business and continues to work at growing their studio despite the declining economy. With all that in her life, which she balances with great enthusiasm, her most treasured position is Mom to her three children.