The Beauty of Promotion: Advertising Tips

These photographs are a series I've just completed for promotional purposes. The concept is to show three woman from different backgrounds in a manner that is timeless and beautiful. My hope is that these images lead to assignments doing more of the work I most enjoy, beauty advertising and editorial. The images will go out to the top ad agencies with cosmetic accounts via a small, targeted email blast followed up by a tangible mailer a few weeks later. To research my targeted list of potential clients I use Adbase. The video from the making of this shoot will go out on Youtube and other video sites to promote my photography as well. To learn more about marketing and strategy join me in Los Angeles this month at the Creative Experience Seminar.

For this project I wanted to photographed three models but ended up shooting four. The first model was from India, the second model from Japan and the third from German. After looking at the images I thought the Indian and Japanese models were too closely related as they are both Asian. I went back to casting and found a forth model from the United States that was great and I believe is the next Tyra. All together I photographed four models to find the perfect three for the story. The first model will still be in my portfolio and as part of the story but as a separate image.

To get advertising work I believe it's important to shoot what you love, as clients will see and feel your passion in the images.

Last night I went to a panel discussion on advertising photography that was very interesting. The panel consisted of four people: A photo consultant, an art director, a photo agent and a creative director. The discussion was slated to go from 7-10 but started almost an hour last. At 11:10 p.m. it was still going strong and I had an early morning so I couldn't stay to the end, but here are a few key points from the evening.

Is the printed Portfolio still important?

Yes! A printed portfolio is still very important at advertising agencies. Computers at agencies are not calibrated for color and you can't tell image quality on the web.

How many images should there be in a portfolio?

The number doesn't matter as long as they are the best. You will be judged by your weakest image so if you only have six great images only show six but make sure they blow the viewer away. If there is a weak image it raises a question and your client wonders if they will get that on their job.

What make for a good website?

Forget about all the bells and whistles. Keep it simple as no one has time for your pages to load. Make it simple, clean and easy to navigate. If they have to figure it out they will just go to the next website. No one has time to waste. Keep music off! You get five seconds to wow them.

Promotion- Are source books dead?

To my surprise, the source books are dead according to this panel. Even from two years ago, the books that many art directors, creative director, art buyers, etc. used to look at are now viewed the same way the yellow pages are. Don't waste your money!

A great small size mailer is still important but working on the relationship with a potential client is far more important. Remember one of my top three must have books. "How to Win Friends and Influence People."

Classes, seminars and workshops are a must for all professionals to stay current and relevant. As the photography industry changes faster and faster you must stay up on all the latest your your business will fail. I love photography, I love to teach what I know but I also must make sure I am informed as our industry changes.

Always Dream Big!

Los Angeles Seminar- June 28th and 29th

20% discount to blog readers (online only)

Discount Code: CEAP

June 28th: Evening Event Only- $95.00 Details

June 28th and 29th: Intensive Workshop- $995.00 Details

Includes photo session with models

Special guest: Art Buyer from top advertising agency

Raffle Items on opening night include:

Sony A550 Camera

X-rite ColorChecker Passports

1 year subscription to PPA and full registration to Imaging USA

The International Faces of Beauty from Matthew Jordan Smith on Vimeo.