Advertising in slower economic times

It is seems to be all anyone can talk about now, the economy. Many companies have made hard decisions and sacrifices to tighten their finances. However, tightening the belt on your advertising budget may be the wrong move. Companies that keep their advertising dollars consistent during a slower economy are the ones that come out ahead when the tide turns. Alternatively, in slower economic times consumers tend to stay close to home. That includes where they spend their money. Consumers may be more likely to spend their dollars with a neighboring business to help stimulate their local economy.

What strategies can you utilize to help maximize your advertising dollar? Here are a couple of suggestions:

• Use eye-level graphics in your environment by printing large format photos, backlit signage, or window graphics. Sandwich boards printed direct to a variety of substrates is another great option. Customers are pretty much guaranteed to notice advertising placed at eye-level.
  
  
• Look up. Space above eye-level can be utilized with banners, fabric flags, or wallpaper murals. This type of marketing can reinforce your main marketing imagery and attract a broader audience to your business. The trick with any these options is to create unique graphics to set your marketing message apart from your competition.

Effectively executed, your company can position itself to stand out and become more memorable in a less crowded advertising environment. It is important to keep looking ahead and use this time as a great opportunity to communicate your message. Contact a Mighty Imaging representative to find out how we can help.

Imaging USA Convention & Expo this weekend

The PPA, SEPCON, EPIC, and CPI jointly are hosting Imaging USA Convention and Expo this year right here in Phoenix. Besides the numerous educational classes that they offer, they are also holding one of the largest photo industry tradeshows of the year. Over 223,000 square feet of floorspace will be dedicated to the event at the newly re-built Phoenix Convention Center. Classes start tomorrow, and the Imaging Expo tradeshow starts on Sunday. The entire event runs through Tuesday January 13th. World-renowned photographer Anne Geddes will be giving the keynote talk on the evening of January 12th.

There is still time to sign up if you would like to see the latest and greatest in photo world. Hope to see you there!

We're not just serious about photography; we're serious about your business. Start your year off right at Imaging USA - it's the best place for you to ignite the energy and passion for doing what you love, while learning how to grow your business, push the boundaries, and gain an edge over the competition. Don't miss:

• An Evening with Anne Geddes
• Unbeatable Pre-Convention Classes
• World-Class Instructors, 5 Program Tracks + 3 Conferences
• 223,000 sq. ft. Tradeshow

Tony Blei featured in Southwest Graphics Magazine

We have known for some time that Tony Blei is an amazing photographer. Tony was one of the first artists in our Shop for Art gallery. We were happy to see that in the Winter 2008 addition of Southwest Graphics Magazine, they gave Tony the chance to talk about his passion for photography and some of the reasons behind his success. Tony has had a extensive career shooting a variety of subjects, including six U.S. presidents.

Southwest Graphics does not publish their magazine on their website. Excerpts of the article are available here.

High on Blei

Tony Blei of Tony Blei Photography has been in business for three years, but he's actually been photographing people for more than 20. Tony previously was a photojournalist, and he says that experience helped to shape his creativity.

"There's a beauty to photojournalism that often gets missed. The beauty is that you have a steady stream of people to photograph, but very little time to plan. It requires that you think on your feet and be creative," Tony says. "Photojournalists are incredibly creative people who have to solve huge problems on a moment's notice - with no budget."

..."I'll run through walls for my clients. I do whatever it takes to get them what they need. Period." Tony says, "I see my photography as an investment for my clients. The pictures they're hiring me to produce will be used to attract business or sell their products. They deserve a high return on their investment."

When he was a young photographer, Tony photographed an author. "I don't remember his name, but I remember the lesson he taught me: Unless you're at the J.C. Penny Portrait Studio, nobody wants their picture to look like everyone else's. I ended up putting a computer keyboard in the author's hands and posed him as if he were a rock star playing lead guitar. It was great! We each ended up with a picture we loved, and I ended up with a lesson that served me well for more than 20 years."

Vinyl banners: High impact, low cost advertising

Large format vinyl banners are a great way of advertising just about any news you would like announce to a large audience. They are a versatile solution for creating an ad campaign that can convey a big message at a low price.

Banners can be customized any way you would like. With digital output, you have the option of creating your own graphics and layout design. Advances in printing technology now gives you the opportunity to use images with photo-like print quality, as well as text, to convey your message.

Many banners are used for indoor advertising or trade booth graphics, and may never see the light of day. Vinyl is a very durable and flexible material that can withstand heavy exposure from the elements, making them perfect for outdoor use. They can last for a very long time spanning from several months to up to few a years. One of the best features about vinyl banners is that they can be mobile billboards for your business - just roll it up and hit the road. They also do not require much space for storage, and can be easily kept on a shelf for future use at trade shows or for seasonal events.

In order to make your advertising more effective, consider using some of these printing strategies when designing your banner;

Where will your banner be displayed?

This is one of the first thing that you should ask yourself when you are creating your banner. It will tell you how large you can create the banner to maximize your given space, it will also help you effectively plan the right design to complement that space. For example, if you are placing your banner outside make sure the colors of your banner do not blend with the background. You need to use colors that will stand out and are easy to read.

You should also make use of the size of your banners. The bigger you banner, the farther your audience reach will be, and the more people you will be able to broadcast your message to. You can maximize this trait by making your banners carry a very large headline. A large headline plus the big size of the banners means that your banners can appear bigger than it really is.

Is your message is easily recognized?

Keep your layout simple. Your marketing materials need to be easily understood. They should be grasped while the prospective customer is just passing by your advertisement. Since banners are usually large materials, you can exploit this characteristic by using bold colors, large images, or large headlines that will attract and hold attention.

Text or graphics?

Speaking of large headlines, while fonts are an important advertising tool, there are times when using the right image can grab your audience's attention and be just as influential. Imagery can also help convey and establish your company's brand. This should be considered during the planning stage of your banner creation. You may need to hire a photographer to shoot your product, or search through stock image agencies to find the right look for your ad. Keep in mind the target audience that you are trying to reach. If you do choose to use graphics, make sure that it helps the message to be more effective. Everything on your ad must help the message be understood clearly by your target market.

Will the call to action be heard?

Your call to action is extremely important in your every marketing tool, including this one. Tell your audience what you want them to do. Tell them how they can help in fulfilling the goals of your ads.

Most importantly, once you have grabbed their attention and motivated them to take action, be sure that your contact information is clearly displayed. Give them various ways to reach you. They must be able to contact you by whatever means that are available to them.


So if you have not yet utilized vinyl banners as part of your marketing strategies, now is the time to start. A well designed banner has a small impact on your marketing budget, and a big impact for your marketing message. Please contact a Mighty Imaging representative for more information on vinyl banner printing.

Photographer's survival guide

The local ASMP chapter will be holding a seminar this Thursday that could not be more timely. The 3 hour seminar entitled The Photographer's Survival Guide (for Today's Market) will be given by portfolio and marketing consultants Suzanne Sease and Amanda Sosa Stone. They will touch on many aspects of what can make your photographic business flourish, even in times like these.

The seminar will be held at Legend City Studios at 521 West Van Buren Street in downtown Phoenix, this Thursday October 9th. Registration and social hour is at 5:30 PM, with the seminar beginning at 6:30 PM. If you wish to attend, you can see all the details for the event here.

This program is for all levels of photographers — those who are just starting and those who have been in the business for years and want to take it to the next level. The program is a 2-hour presentation and each participant will receive a "Survivor's Guide." The Guide covers everyday photography business basics to those uncomfortable "what do I do" moments in our industry.

More Than Surviving the Market

Our local ASMP (American Society of Media Photographers) chapter will be hosting a new series of lectures entitled "More Than Surviving the Market". The program is designed so that photographers can share their experiences to help manage a changing marketplace.

The first installment will be about "Producing the Shoot". Rick Gayle along with stylist Kim Krejca will demonstrate how a creative team can collaborate successfully. It can make the difference between an average shot and an award winning image.

The event will be held at Markow Southwest - Rick Gayle Studio, Inc. from 5:30 to 8:30 on April 29th. Admission is free for members or $5 for non-members. For more information, or to RSVP that you wish to attend please visit the ASMP website.

"Producing the Shoot" -- April 29th

Featuring veteran photographer and Phoenix Chapter member Rick Gayle and Phoenix stylist Kim Krejca.

"Producing a Shoot" -- (or 'why can't I do it all myself... but if I have to, what do I do now?')

What makes a good photo shoot?

What makes it better?

How do abstract concepts become well executed photographs? How do you evaluate the layout and bring a concept to life? What do you do when there isn't one?

Why shouldn't you do everything yourself? If you have to, what should you pay attention to?

How does a stylist work?

What can a stylist bring to a photo shoot? What should a photographer expect from a stylist? What does a stylist want to know from a photographer? If you're shooting food, why can't the chef do the photo styling? What the heck should you do when the client says "I can't afford a stylist"...?

The importance of a portfolio

Tom Miles of Photosmudger has a great post on the importance of always having a good portfolio of your work ready and on hand. Printing some of your images on Kodak Metallic or FujiFlex could make a lasting impression as well. Thanks to Don for the find!

Portfolios - What and Why

Even in this high-tech, information superhighway, digitised, sci-fi, skinny latte, post-modern, post-impressionist, post-everything world there's still a very important place within photography for the distinctly old-school portfolio. There's very little here that will be news to experienced photographers, as without making good use of their portfolio they're unlikely to have lasted long in the commercial world. However for people just starting out, or those whose only real experience of showing their work off is is via flickr and other websites, read on.

Why?

The most important aspect of a physical portfolio lies not so much in the pictures themselves as in the fact that to view it an Art Director will pretty much always have to meet you in person, and this can have as much influence as the work itself. I will go into this aspect in greater depth in a later post, but for now it's sufficient to say that in many areas of commercial photography (advertising/editorial/fashion and so on) your personality can be as important as your work, and you should never miss an opportunity to meet clients face to face and have a good natter.