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By John Owens

 

It's already been a few weeks since our last update from Krista Newbill and her adventure with PPA's Studio Makeover. This time Krista checks in with a video on the changes she is making to her sales.

 

In this video blog (or Vlog for you web lingo-savvy readers), Krista shares what she learned from chatting with her PPA mentor. From their conversation, Krista says she will make changes to slow down her sales process and change her album pricing. Could these changes apply to you? Watch her 2-minute video check in and see:



About PPA's Studio Makeovers:

This year PPA is working with two lucky studios in all areas of their business, to give them a total "makeover". Every facet of their businesses will be scrutinized to help them be more profitable. The makeover will touch on and improve their business model, branding, pricing, marketing, sales strategy, workflow efficiency and overall profitability--all based on the tools, information and resources set by PPA's Benchmark!

Follow these two studios' progress, challenges and changes. Updates will be posted right here on the blog and you will be able to watch monthly webinar updates to track this year-long process. It's a series worth paying attention to, as there will be strategies and business tactics you can apply to your business too.

 

You can get a refresher with the project overview and take a look at the first update on Krista's makeover. Some of the advice they're receiving may very well apply to your business! Another update on Krista's progress is coming soon as well as more from our second studio makeover recipient, Wes Roberts. This adventure is supposed to make both Krista's and Wes's studios Be More Profitable. So stay tuned for the next update on PPA's two Studio Makeovers!

 

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John Owens is PPA's resident wordsmith. Know how they say a picture is worth a thousand words? That's where he comes in. The Connecticut transplant and (still) avid Hartford Whalers fan is an aspiring adventurist/novelist/racer on a lifelong quest to find the best trails, brews and burger.

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In the previous post 2 Studios Are Getting a Full Business Makeover This Year! you met PPA Studio Makeover recipients, Wes Roberts and Krista Newbill and read the overview of the makeover process.

Now that the makeovers are underway, you can follow along with their progress! First up is Wes as he and the PPA mentor team dove into the financials of his business.

Wes's Story

The Financials

Wes was super excited to get started. He's been working with PPA's Business Consultant and CPA, Bridget Jackson, to get a handle on where he is currently and the best way to move forward.

First, we always did a complete financial analysis of the studio. It's important to know what's working and what's not. We did this by comparing Wes' studio's numbers to PPA's Benchmark Survey. By comparing his cost of sales, overhead and net profit we started to get a good picture of the pitfalls that are causing monetary loss. We also uncovered potential opportunities for savings.

Wes' numbers looked better than the average benchmark studios in 2013 and 2014. However, his 20% cost of sales percentage doubled between 2013 and 2014. While, in general, 20% is a great number to achieve (below the recommended 25%), we had to figure out what has changed to cause such a drastic uptick and put everything in place to ensure that trend would not continue in 2015.

Second, PPA mentors helped Wes develop a photography business plan for 2015 that included three goals:

  1. the number of sessions he wants to photograph (broken down by month)
  2. the sales average of each session
  3. his net profit

By: Lauren Walters

 

Prom season is coming up! For a photographer, prom can be a tricky setting to work in - not to mention the formality of the portraits. So how do you survive a prom photo session? Read up on these tips from theLoop! Don't wait; it's just around the corner.

 

1.     Make sure you communicate with the coordinator often to ensure you both are on the same page. You will want to discuss backgrounds, props, times, etc. Prior to the prom, drop off advertisements for the school to distribute to the students including prepayment information, brochures, samples, etc. This will let students know of your services, pre-pay, or ask questions. Also, bring extras to the event.

 

2.     Arrive early to allow plenty of time to set up. Odds are the venue won't have all the supplies you need like a nearby wall outlet. Bring extension cords, pens, paperclips, a stapler, change, and a secure place to store money. If you can, bring along an assistant to help process the paperwork and payments. Make sure to let your assistant know the image number for each couple, so he/she can write it on their paperwork. High school is full of awkward moments, which may make for awkward photos. If possible, bring sample photos of poses.

 

3.     Make sure to clarify for each shot if the participating students are just friends or are a romantic couple. It's not uncommon to see a few same-sex couples come up for photos. Some of the time, they are just friends, but others may be an actual couple. If it is a same sex couple, pose them just as you would a heterosexual couple. This can be a sensitive subject, but if you're open and accepting about it, the students are much more comfortable. Considering you're a professional, it is most appropriate to keep your personal beliefs to yourself when on the job.

 

4.     It is important to have a reasonable turnaround time. It shouldn't take more than a few weeks max to get back to photos returned to the school. Notify the school and students of your estimated turnaround time ensuring your quality work.

Thank you to Crystal Prahl at Forever Me Photography for your contributions on theLoop. Have any further tips or opinion about prom photography? Check out the thread on theLoop.

By: Lauren Walters

How do you compete with amateur photographers? You have good resources at PPA to help! The See The Difference consumer-focused campaign aims at showing consumers "the difference" when evaluating photographers...and realize the importance of hiring a pro like you. It may seem hard to differentiate yourself, but you can stand out from the crowd by putting the tools and resources PPA developed for its members to work for you. This See The Difference toolbox can show your clients the difference it makes when hiring a PPA photographer. If you are with PPA, you can download videos, logos, customizable brochures, and other marketing materials to educate your clients. It's marketing help and sales pitch that support YOU as PPA photographers.

The video below is a reminder that when it comes to weddings, the day happens so quickly that you barely remember all the details. A PPA photographer not only stays focused, but captures the emotion - not just the composition. (If you do not photograph weddings, no worries: there are more videos for other specialties on the See The Difference Resource page!)

Watch this video then consider sharing it with your wedding clients so they can see why they should hire a PPA photographer like you!

 

There are a lot more videos on the See The Difference Resources page including some showing the importance of hiring professional Family and High School Senior photographers. If you're a PPA photographer, grab the embed codes for your own website today. There are other resources you can download/embed/use and share to spread the work and make a more compelling case for your professional status:

  •         logos
  •          brochures
  •          side-by-side comparisons
  •          Facebook tab
  •          other tools

Go ahead, show the difference hiring a professional photographer makes. Remember: the more photographers spread the word, the more successful and more powerful the "See The Difference" message becomes, which benefits ALL professional photographers! 

By: Lauren Walters

Are you getting back into the swing of things after Imaging USA? Put those ideas to work! ...After you check out our top blogs for the week.

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1.       When Photography Becomes More Than Just Taking Pictures

MAKING A DIFFERENCE: How do you capture original images in places that have been photographed over and over? This photographer wanted to take the best photograph ever taken in Myanmar. Worrying it's all been done, see what he did to tell a unique story.

 

2.       DOCUMENTARY: Finding Vivian Maier - Secret Photographer

OSCAR WORTHY: After dying in a Chicago nursing home, a woman leaves behind her hidden collection of photographs. Celebrating her life, this article delves into the story behind her Oscar nominated photos. The full documentary is available in some movie theaters and on iTunes, Amazon Prime and YouTube.

 

3.       Photos That Made The Photographer Cry

EMOTIONAL COST:  Traveling to a different country for original images is normal, but would you put yourself in danger to obtain that shot? This photojournalist thinks so. Take a look at her photos and judge for yourself.

 

4.       DOCUMENTARY: In 'Through A Lens Darkly,' Black Photography Fades up to Joy

MAKING YOUR MARK: This documentary features photography of African-Americans making history. Appreciate the difference these photos made and learn about the filmmaker's intent to showcase the evolution of professional photography!

 

5.       Print Your Photos or Risk Losing Them to The Digital Dark Age, Internet Pioneer Warns

PRINT VS. DIGITAL: To print or not to print? That is the question. This article suggests that you print or else your photos will get lost in cyber space. What do you say? Save or print?

6.       Thinking About Brand, Thinking About Photography

BRANDING: How do multi-talented photographers brand their work? Instead of keeping up with 2 or 3 separate brands for each talent such as a writer, photographer and painter, just keep up with one; your personal brand!

 

7.       The Checklist for Narrowing Down Your Photography Portfolio

PORTFOLIO HELP: When putting together a portfolio, your included pieces need to showcase a diverse range of skills and professionalism. Follow this short checklist to see if your portfolio work best represents you as a professional photographer.     

 

8.       How Much Should Photographers Charge in 2015?

INDUSTRY: Photographers were thrown a curve ball when the digital technology evolved. After this struggle, a few photographers were left in the dust because everyone with a smart phone considers themselves a photographer. With this new found struggle, what's a fair price range for professional photography?

 

9.       Adobe Photoshop Turns 25: How It Created, and Questioned, The World's Most Iconic Images

SOFTWARE: How long have you been using Adobe Photoshop? The software has been helping photographers plunge into the digital age of photography for the past 25 years. What does Adobe hold for the future?

 

10.   Stolen Photos of Newborn's Final Moments Being Returned

ETHICS: Baby Amari's life was lost 30 minutes after birth due to medical complications. Photographer Faith Massey's photos of Amari were stolen a month after they were taken, but returned shortly thereafter?  

 

There you have it ladies and gents, our top blogs selection for the week! If you have any suggestions for our next round, please contact us on the Loop.  

By: Lauren Walters

Ready to take the plunge into Imaging USA? First, stay up to date with what's happening in the world of photography. Read our top ten favorite blog posts and use them as conversation starters at the convention!

1.       5 Tips for Successfully Marketing Yourself at an Industry Trade Show

PERSONAL BRAND: Headed to Imaging USA next week? Get a head start! Learn how to market yourself successfully for when you're walking around at the Expo. The first step is to plan, plan, and plan again!

2.       Why Sports Illustrated Laid Off All of its Photographers

LAYOFFS: For a magazine so heavily reliant on its high-quality images, we were surprised to learn that Sports Illustrated laid off their entire staff of six photographers. A cut of photographers of this scale hasn't happened since The Chicago Sun-Times cut their 28-staffed photographers in 2013. Is history repeating itself?

3.       Joshua Kane: Running a Destination Wedding Photography Business

DESTINATION PHOTOGRAPHER: PPA photographer Joshua Kane gets paid to travel the world and photograph destination weddings. Although Joshua is living the dream, it's not always a vacation. Read about the challenges and benefits of a destination photography business.

4.       Pixels to Paint: Mixing Photography and Printmaking Yields Beautiful Results

MIXED MEDIA: How would a printmaker involve photography in their process? After mixing digital and print mediums, a hybrid medium was born. Check out a lithographer's approach to digital photography.

5.       India Through a Lens: The Nation Embraces Photography as Art

TRAVEL PHOTOGRAPHY: India has always been rich in imagery, but not so involved in the art of photography. After their first photography festival four years ago in New Deli, India has become more present in the photography scene. Check out breath-taking images showcasing the exotic Indian lifestyle.

6.       Study Finds that Professionally Captured Photos Are More Memorable Than Amateur Ones

DUH! (THANKFULLY): According to the National Press Photographers Association (NPPA), people can distinguish a professional from an amateur photographer. The researcher who conducted this study used special equipment to record the subject's eye movements when exposed to photographs. Check out other conclusions they drew from this experiment.

7.       Johnson Publishing to Sell Historic Photo Archive

ARCHIVES: Hoping to raise funds, the publisher of Ebony magazine is selling their entire photo archive. This collection dates back to 1945 including historic and award-winning photography. Find out more about this collection.

8.       Street Photography: It All Comes Down to Editing

EDITING: As a street photographer, you can shoot anytime, anywhere! Where the structured schedule is lacking, the photographer picks up the slack when it comes to editing. Why would one have to heavily edit street photography? Read more to find out!

9.       Photographer Suing Nike Over the Origins of the Famous Jordan "Jumpman" Logo

COPYRIGHT: Learn about Nike's "jumpman" logo legend. Was there a photograph behind this genius design for inspiration? If so, does the photographer deserve to be compensated?

10.   Photographer Captures Enchanting Landscapes Inspired by The Brothers Grimm

INSPIRATION: We all know those beloved fairytales from our childhood. How about capturing the landscapes that inspired the original Grimm's fairy tales?

Check back with us next week for more top blogs. Any interesting blogs you'd like us to check out, let us know on theLoop!

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By: Lauren Walters

Itching for news in the world of photography? Here are our top ten blog posts for this week. From tips and tutorials to adventure and high art, this week's top ten is a creative cluster.

 

1.       Imaging USA: The Next Stage of Your Photography Career Begins Here!

EVENT: Become more knowledgeable, connected, and confident by attending Imaging USA. This convention hosted by PPA takes place on Sunday, Feb. 1 - Tuesday, Feb. 3, 2015, in Nashville, Tennessee. Read this article to find out about all the benefits it has to offer. Come join the fun at Imaging USA!

 

2.       The Consequences of Working for Free

BUSINESS: Relating the life of a photographer to a life of a circus performer, this blog shares a few concepts of working the circus life that seem all too familiar to us photographers. There is no publicity value in working for free. North America has a silly belief system that work should not be enjoyable, therefore we should only be paid if there isn't enjoyment. But, don't sell your skills for free just yet! Value your work and yourself as a professional. 

3.       How to Make Artistic Multiple Exposures In-camera and in Photoshop

TUTORIAL: Interested in expanding your portfolio with creative pieces? Try a multiple exposure piece! From abstract to artistic portraits, regardless of the medium, this tutorial covers it all when it comes to multiple exposures. Have fun experimenting!

4.       How I Learned to Stop Taking Photographs and Start Making Photographs

PARADIGM SHIFT: Going from taking photos to making art can be a huge step. A common struggle among learning photographers can be focusing on a shallow depth of field. As soon as you start to learn that photography is a story telling device is when you start "making" photos instead of "taking" them.

5.       Why Photographers Aren't Artists

ARTISTS vs. PROFESSIONALS: As a photographer, do you consider yourself an artist? This blog distinguishes creative individuals as craftsmen, artists, professionals and finally entrepreneurs. Furthermore, this blog explains that true artistic geniuses such as Beethoven no longer exist. Instead of artists, we've become professionals.

 

6.       Help Unravel a Gordon Parks Southern Mystery

HISTORY: They say a picture is worth a thousand words. The featured photograph dates back to 1956 in an Atlanta airport. Relations of race and gender are assumed through this intimate photograph. Although, the details of this photo still remain a mystery today.

7.       Help, I Am Being Sued for Nearly $500,000 by a Model I Photographed

COPYRIGHT PROTECTION: After signing a release, participating in the shoot and getting paid, a model decides to sue the photographer for the photos getting stolen. The model signed a release allowing her photos to be used as stock, but they got stolen off her personal Facebook page after posting them herself. You won't believe where the images wound up!

8.       Gotham 7.5K A Rare High Altitude Night Flight Above NYC

AERIAL, BY NIGHT: "Gotham From Above" was shot from a helicopter 7,500 feet above the ground of New York. Capturing aerial photographs can be quite a challenge; helicopters vibrate, so the photographer had to use a relatively high shutter speed. This project showcases the scale of New York City.

 

9.       Photographer armed with just a SWORD braves threat of wolves and -50C in Siberia to snap awe-inspiring Northern Lights images

-50C AURORA BOREALIS: Into the Siberian wilderness, a Russian photographer ventured to capture images of the Northern Lights. Because of temperatures (as low as -50C), the photographer designed a coat to protect his camera. We applaud this photographer for braving such harsh conditions for the sake of art. Take a look at the results!

 

10.   Stunning Photos of Acrobatic Dancer Leap and Twirl Amid Dynamic Clouds of Powder

COMMERCIAL VS. FINE ART: Check out this high art marketing campaign. An acrobat dances in a cloud of powdered milk to create the most stunning photography designed to sell creamer. Did this approach make you crave creamer?

 

Enjoy this week's blog posts? Check back next week for more excitement! If you have a blog you want us to check out, let us know on theLoop!

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By Bridget Jackson, CPA, PPA Business manager

As you look to 2015, it's important to assess where you've been and where you want to go. It's impossible to achieve your goals if you don't have a plan to get there.

Here are 6 things you can do in 2015 to meet your financial goals:
Can you believe it's already December? We're winding down the clock as the year comes to a close here at PPA, and that means it's your last chance to take advantage of the Benchmark Survey! Help your business be more by maximizing your profit potential in just a few simple steps with this photography business guide. And don't forget that it's also your last chance to win the grand prize of an all-expenses-paid trip for two to Imaging USA 2015 in Nashville! That means airfare for two, a hotel for four nights, and two all-access passes to the big show. Not a bad way to start the New Year, is it? Just be sure to submit your information for the Benchmark Survey by December 15th to be eligible! 

We're happy to announce that for the month of November we have two Benchmark prize winners--Kimball Nelson and Sheila Rutledge!

Kimball is an experienced landscape photographer and has had the privilege of photographing the Rocky Mountains for much of her life. She also never stops learning as a photographer, routinely attending the Rocky Mountain School of Photography. This yearning to better herself as a photographer led her to PPA and ultimately the Benchmark.
By Bridget Jackson, CPA, PPA Business manager

Have you ever read something and thought to yourself, I could have written that! Today is that day for me. In fact, the entire article could have been my quotes.

The article was 7 Ways to Help Ensure Your Business Succeeds by Donald Todrin. He points out business fundamentals have not changed, but new strategies are required in light of the changing economic conditions. The information is poignant when applied to photography business owners, so I decided to do just that! Here are his seven ways to succeed in business tweaked for what I believe to be strategies for the photography industry.  

1) Have a written plan that should include the following:
 a. A financial plan detailing how many sessions you plan to conduct at a certain sales average, an estimate of how much it will take to produce your products (cost of sales), and an estimate of what your fixed expenses will be.
 b. A source of initial financing until the business is self-sufficient. On average, per the SBA, it takes some businesses 3-5 years until they are sustainably self-sufficient. Knowing this, if you plan to use your personal resources, go at it fully understanding that it will take time to replenish.
 c. A sales plan to achieve your sales average goal. The plan should include a strategy and a price list set up to achieve the goal.
 d. A marketing plan to attract the amount of sessions you need to satisfy your financial plan. The plan should identify your ideal paying client and the appropriate strategy to attract such defined target clientele. Also develop your marketing calendar, detailing the tools to be used, when to use them, and how you will measure your results. (PPA's Square One tool is a great place to start developing your plan.)
 e. Detailed workflow from the initial phone call to the delivery of the products. Outlining each step of your process doesn't only help identify the time required for each session, but it will also help you define outsourcing/employee opportunities.

2) Don't marry your plan. Even the best laid-out plans can eventually go awry. Think of it this way; it's not necessarily the plan that is important, but what we learn from the planning process and how it shapes and guides our future actions.

3) Keep your ego in check and listen to others. The photography industry is unique in some ways in that there are plenty of mentors out there to help guide you. Find one whose business is a reflection of what YOU would like your business to be. Look past the "flashy stuff" towards finding a mentor who is dedicated to their craft and their photography business.

4) Keep track of everything, and manage your numbers. In order to be successful, it is imperative as a studio that you know how many sessions you need to hold in order to reach your goals. The results of this analysis can tell you if your sales and marketing plans are working. It's that plain simple. And if they are not working, it may be time to reassess. PPA has made it easy for you to evaluate your numbers. Just go check the online tools, Square One in particular, that will help you establish the basis of managerial accounting.

5) Delegate and avoid micromanaging. This is where your detailed workflow (see 1e) comes into play. It is important for you to remember that you don't have to do everything. In the beginning, it might make sense, but as your business grows, carve out specific outsourcing opportunities using your detailed workflow. The photography business tends to be seasonal so keep that in mind as well when you are creating your plan. If you find yourself needing help year round, then it is time to take the steps needed to hire on an additional employee.

6) Use the internet! Social media is one marketing tool that is inexpensive but vitally important to building your business. It takes time and effort but if you schedule it ahead of time and take advantage of off-season opportunities to pre-post, it will become easier.  More importantly, it is pertinent that you do it consistently in order to be effective. Look outside of our industry to see how profitable companies take advantage of free marketing tools.

7) Reinvent your business. Seriously. If you don't like what your numbers are telling you, make a change. Of course, map out your change, but always remember that it is ok to take calculated risks. It's not about what you gross, but what you keep in our pockets. Assess your business from a different perspective. Ask yourself what your competitive advantage is. What niche could you carve out of your competitive market, and how could you provide better customer service to elevate your value? Discounting brings down your market's perception of your value so instead of playing the pricing war, exceed your clients' expectations by delivering more!

You have made a conscious choice to be a photographer, one that requires time and money. Always give yourself the best chance to succeed in this ever-changing profession. Knowledge is power--and as an entrepreneur, you are on an endless path to discover what you don't know. This is what PPA is here for: to help you be more profitable by continuing to learn about the photography business!

jacksonbridget_blog.jpgAbout the author:
Bridget Jackson is a Certified Public Accountant (CPA) and PPA Business manager. Over the years, Bridget has helped hundreds of photography studios become more profitable. 


About this Archive

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

Inspiration is the previous category.

PPA Advocacy is the next category.

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