One of the central goals of marketing is to inform consumers about the product or service offered. Many modern photographers struggle with this aspect of their business as it has become relatively easy for any amateur to buy a high-end camera and start shooting.
Instead of focusing on these struggling photographers, I will discuss the marketing strategies of a photographer that has made it in the industry, Jared Polin. The key aspect of his marketing strategy is this: Life-Time-Value.
Jared Polin is a relatively young photographer who has made his mark on the photography industry. Though Jared had a successful career, a year ago he decided to ‘give back to the photography community’ following the unfortunate death of his mother. Jared launched the ‘Fro Knows Photo’ site and began with simple camera and lens review videos. As his popularity rose, he expanded the site to include forums and photo critiques. Jared is not looking for clients with his websites; he is simply getting his name out there, in a very successful manner.
Jared Polin in his signature 'I Shoot RAW' shirt. Source: www.froknowsphoto.com
The ‘Fro Knows Photo’ site is very well marketed. Jared’s iconic ‘fro’ has become his brand in the industry, and his slogan ‘I Shoot RAW’ has recently launched a very successful T-shirt line. (RAW is a type of photo format, one that I now use 100% of the time) Also, Jared aims to connect with his fans through personal videos such as a touching ‘Why I Started this Site’, and weekly videos featuring his 101-year-old grandma Lil. Recently, Jared and his co-worker Greg have started a live photography show that airs every Sunday.
The 'Fro' with his Grandma Lil
Jared Polin is not looking for clients with this site. However, through connecting with potential clients on a personal level, Jared has managed to expand not only his own business, but also his internet presence. May marked the first month in which the ‘Fro Knows Photo’ site had over 1 million hits, a great achievement. Also, his increasing fame has led many companies such as Nikon and Black Rapid (camera accessories) to give products to Jared to test and discuss. In a world where marketing is aimed at the masses, Jared has managed to create a personal and interactive relationship with his fans and future clients. He seeks to promote his customer-value-oriented business.
These next two photographers have also put a lot of effort into reaching out to their fans and clients. They each post weekly videos and photo contests, and respond to them personally.
Russell James (Victoria's Secret Photographer) connects with his fans through his Facebook page. He continuously updates his profile, and personally responds to questions.
Chase Jarvis, arguably one of the best photographers in the world, has an online blog visited by thousands on weekly basis. Source: www.chasejarvis.com
Lastly: Each of these photographers shoots with Nikon! Great advertising!