OUR NEW TRAVEL PROMOTIONAL MINI MAG FOR OUR TRAVEL PHOTOGRAPHY AT YELLOW STREET PHOTOS IS COMING!
We had these bad boys printed up from blurb, after we designed them in Adobe InDesign. They are currently somewhere in the atmosphere and we’re chomping at the bit to see them in all their printed glory. Have a look at the web version and let us know what you think.
MARKETING OUR FOOD PHOTOGRAPHY
We just sent out our email promotional campaign to 118 select companies in the food magazine and book publishing industry using Agency Access. I know it sounds like a lot, but the list was whittled down from over 60,000 contacts in the media industry. Our list comprises of photo editors, creative and art directors, and graphic designers who specifically handle food photography. We are new to Agency Access, but so far it’s a wonderful experience. As soon as our emails went out we started seeing a response, using their nifty statistics. You can see who opened it (i.e. how successful the subject line of the email you wrote was) and you can also see who clicked through to your sites (i.e. how successful your email promo was). This information is so helpful as it narrows down the list of people we will actually be sending out the promotional mailer which is this book we’ve been talking so much about. This whole process is a little confusing for those first time marketeers.
WHAT THE KING HAS TO SAY
The founder of Agency Access, Keith Gentile, probably gives the best breakdown of the whole process I’ve ever read in an interview with A PHOTO EDITOR.COM he says,
“ If people buy these lists and send out emails, and then say “Oh, it didn’t work.” There’s a reason why it didn’t work. That’s such a small piece of the puzzle, and there are so many elements.
The five-steps break down spans from net-branding with an email to tangible branding with direct mail — something they can touch. The telemarketing would be referred to as the voice branding. Within those three sets, they’ve seen your name and your brand name, or at least heard your name and your brand name three times.
By the time you’re qualifying them to receive a leave behind portfolio book, your actual portfolio book, the PDF portfolio or setting up a meeting, they’ve seen, heard or touched your name three times. As a result, you’re starting to build a relationship with them which is key.
The fifth and final element in “Building that Marketing Campaign” – is that you’ve built a relationship with the Creative and you didn’t just spam them with a lot of email. You actually went down the line and built a relationship.
They may or may not have a job for you right then and there, but, Rob, in like five, six months when you call them up again and you say “Hey, it’s Keith Gentile Photography,” or whatever, they will give you the time of day because you have built a relationship with them. That’s what my company wants to do for the artist is build relationships, and not just throw spaghetti on the wall.
We want to narrow it down to five core people that are going to give them jobs for the rest of the year.”
The rest of the interview is filled with lots of great information as well, Keith seems like a really sincere guy. On another note, A PHOTO EDITOR.COM is probably one of the best resources on the web for photographers, so if you haven’t checked the blog out before, jump on over there! They have loads of information for every type of photographer.