Marketing architectural photography
Once the main business of our meeting had concluded the conversation turned to photography in general. We discussed the “old days” of film, Polaroid’s and C prints. The marketing director then handed me a large envelope containing several 8.5” x 11” ink jet prints that had been dropped off as samples by an aspiring architectural photographer. Each print had a single image surrounded by a large white border that contained the photographers name and contact information.
The overall design and look of the prints was very nice. Unfortunately for our young photographer, these prints will not be earning him any commissions from this architecture firm.
The photographs were of empty, crumbling industrial buildings. The extremely oversaturated colors and unnatural tones screamed HDR and looked like images from a photography students FLICKR page. Photomatix, anyone?
He may as well have shown a portfolio of food photographs! The first rule of marketing is to know your market. This architectural firm specializes is very clean, bright, modern educational facilities. Their advertising and marketing is directed toward and reflects their specialization. When hiring architects and interior designers, they look for people with education experience.
The samples left by our aspiring architectural photographer showed the marketing director that he did not understand her firm, her firm’s clients or their architectural photography needs. Before sending samples or showing a portfolio, it is imperative that an architectural photographer architectural photographer understands the needs of the potential client. Architectural Record and Architectural Digest contain much better samples of the type of work required by the majority of commercial architects and interior designers.
There is a place for very artsy, edgy photography, but it will not earn you many commissions from architectural firms.
Categories: marketing architectural photography, Architectural photography
Tags: marketing photography marketing architectural photography Architectural photography marketing
Although your article is directed at the marketing of architectural photography, the points made are applicable to any profession whether one is "marketing" the services of their company or the skills they are capable of offering a potential employer! It is great that the young photographer had an interest in taking photographs of old, decaying industrial buildings. However, as you noted, he completely missed the "mark" relative to understanding the nature of the photography practiced by the firm with which he hoped to be employed. There is a plethora of "job search" related information available on the internet and virtually all of this information notes that one should learn as much as possible about the "business" of those employers with which they hope to one day gain employment. Unfortunately, it would appear that the photographer mentioned in your story completely ignored this extremely valuable "advice"!
Reply to this
Thank you for your feedback, I really appreciate your input!
All the best, Curt Clayton
Reply to this
Hi... I read your post and I want to say that it is very good and informative. I like it and I appreciate you for your effort.Thanks..
Reply to this
Speaking of marketing, any advice on good marketing
habits besides showing relevant images, sending out
images regularly, and follow ups. I struggle with marketing emailing or even sending cards. I've heard
the statistics about 2% of is actually leads to AD looking at the web site.
Lastly your view on showing work on the I pad verses the one of a kind portfolio.
Thanks for the great site, your work is beautiful.
Kris
Reply to this