AIAP Newsletter May 2011

I've heard from many of you who are finally seeing a welcome upswing in business this Spring. However, there are still many of us who are still struggling to hang on. For many, the ability to stay afloat has meant discovering new markets and re-inventing what it is we do as architectural photographers. I count myself in this group. Many of my "bread & butter" clients have either taken their photography in-house or are getting by with cheaper, less talented photographers. Never before have there been so many in the marketplace attempting to be architectural photographers, and never before have we seen so much downward pressure on fees. The way we cope with competition from cheaper, less-experienced and less-talented photographers is a personal matter. However, I think it's safe to say that cutting prices or even matching prices never serves a business well in the end. So what's the answer? Well, I believe that the answer is two-fold: First, we need to be clear about what our brand message is. As professional architectural photographers, our brand identity must always include the message that we create photographs that others are not capable of creating--we're unique professionals with a unique professional talent. This message must always be communicated by our website, email, direct mail, mass email, postcards, business cards, etc. Then we must make the message believable by the caliber of work that we create. In other words, always show your best work and let your advertising explain the difference between what you can do and what your competitors cannot. We all know why a Mercedes Benz automobile costs more than a Kia. However, the fundamental reason we know is because of clear advertising messages and personal experience. Our business is no different. Second, we need to realize that the market may never again be the way it was before the recession. To this end we need to explore new markets and deliberately broaden our client base. Ask yourself this question: Who in my market has the a need for photography of built spaces? Take time to think about this. I recommend beginning by creating a list of possible new markets. Once you've got your list, narrow it down to a target list. Now comes the work. You need to find a way to contact these potential customers in a way that you're comfortable with. It could be direct contacting, mass email, networking, direct mail, etc. I personally had never done any professional networking until this past year. I've found several professional organizations that serve the architecture, construction, design and engineering trades. Within these organizations are decision makers (generally marketing directors) who either hire architectural photography already, or are considering hiring a professional architectural photographer. Let me offer a few suggestions for potential clients: Restaurants Health Clubs Manufacturing facilities Hotels & Motels Car dealerships Private schools Property managers Corporate offices of large companies Resorts Amusement parks Spas Medical facilities (hospitals, clinics, surgical centers, rehab centers, specialty centers) State & local government (see your state website to find out how to become a vendor) Furniture showrooms High-end real estate brokers Lifestyle magazines In-flight magazines Shopping malls (contact mall management's marketing director) Historical societies or historical interest publications Hopefully these suggestions will get you started on your own list. I suspect that each of us will have to re-invent our business if we haven't already done so in order to continue to prosper. However, I still believe that there's one sure way to guarantee success: Always do your best work at a fair price. There will always be a market for great photography--always. Wishing you all the best, Alan Alan Blakely, Director The Association of Independent Architectural Photographers