MicrostockGroup
Microstock Photography Forum - General => General Stock Discussion => Topic started by: pixdeluxe on July 22, 2009, 03:52
-
Hey,
A brag first, i just noticed two images were picked as istock hotshots.
http://www.istockphoto.com/article_view.php?ID=602 (http://www.istockphoto.com/article_view.php?ID=602)
http://www.istockphoto.com/article_view.php?ID=643 (http://www.istockphoto.com/article_view.php?ID=643)
But, after my ego subsided to its hopefully normal size, i started thinking about branding images, images that you enjoy doing. Images that don't directly sell a million images. But, images that define what it is that you do, that does attract clients.
Read some of what nick onken is saying, especially about 'expanding your default'. Your default would be what you fall back on when you need to be shooting, what you know. Expanding this happens by trying new things, either successfully or not.
http://www.nickonkenconnection.com/shoptalk/branding_design/ (http://www.nickonkenconnection.com/shoptalk/branding_design/)
Keep shooting!
-
Hey Josh, congrats on the two hotshots! No small achievement, especially given you're still relatively new to this form of participation in the market. Keeping the appropriate company clearly works for you. ;)
Nick Onken is one of my favorite photographers. I love his style and enjoy what he has to say about the business.
I think branding is only suitable for stock photographers when they reach a certain level of consistent quality and sometimes also a specialization. Take my portfolio for example. The quality ranges from absolute beginner to starting-to-figure-it-out, and the subject range is all over the place. There's nothing about my portfolio for buyers to come back to. Branding my portfolio would be 100% wasted effort. However, I suspect there's some ways to measure it for those who do it.
For example, in the little sales charts on the photo detail page (the private one) for those two shots you listed, did you see a jump in sales after the hotshot messages went out? Was there any bump in your total sales at the same time?
As for specific branding images, the concept is new to me (I'm clearly behind on reading Nick's blog!) and I'm keen to explore it. Looking at the portfolio on Yuri's website it looks like he's familiar with this concept. Many, if not most, of the images in his blog portfolio are not great selling images by his standards.
What about you Josh? Are you going to create a set? Maybe you can get Nike to sponsor your branding shoot like Nick did! ;)
-
I wouldn't separate "branding shots" from "boring shots". Every image should be treated as a proud manifestation of artist's brand.
-
Congrats Sir!
Keep on shooting, you should be super stoked right now.
Best,
Jonathan
-
Nick Onken is a great photographer, and shoots lifestyle imagery better than most. Branding is one thing we could all learn from him..
Like always, asking the right questions, Lee ;)
I guess branding would be great if you were going to start producing more consistently, and really focus on a few niches. For people (clients mostly and site admins too) to notice your new efforts, branding images would be a great way of getting some images in front of people. I started producing seriously in Jan./Feb., though not too many people have really noticed and it is a slow process.. Thankfully, once you've obtained a level of branding and attention from clients, its less work to maintain that.
The first 'Hot Pick' gave only a gradual increase in overall sales. Interestingly, the second 'Hot Pick' from iStock gave immediate results across my whole portfolio.
(http://www.joshuahodge.com.au/istock/Picture 11.jpg)
The blue is the week before the Hot Pick and the green represents the increase, which was overall 28% for the first 4 days of that week.
A 28% increase is not to be sneezed at by anyone. Although I only average about 100 downloads per day at the moment, this kind of movement is still encouraging.
An important point is not to monitor your 'branding' images for an accurate indication of sales, watch your entire portfolio. A 'branding' image is how it sound, a brand or a logo for your whole portfolio, which attracts a client to look further.
'Branding shots' and 'boring shots' are different. 'Branding shots' aren't aimed to make money, like the most of images promoted by istock, will never earn a flame. 'Boring shots' are shots that are practical and have an everyday use and universal appeal.
Yuri is definitely aware of the 'branding' concept, i think mostly as a result of him constantly pushing his style and method of shooting and marketing his images.
Fwiw, I don't like the term 'branding' it sounds like what a team of creatives uses to describe fluffy idea that nobody gets. However, as we all continue to push ourselves and expand our creative horizons, the concept does materialize of itself, without a team of creatives bouncing the phrase around a boardroom.
And Lee, next time you talk to Nike, tell them I would l.o.v.e. to have them on board with a sponsorship!
Thanks too, Jonathan! I am stoked, I hope that i can keep riding it..
-
I had my first "hot shot" this week, and will tell you that this week's numbers were slightly worse than last week. So, no big increase of any sort. I think I got three sales on the hot image, but quite a few views.
-
I had my first "hot shot" this week, and will tell you that this week's numbers were slightly worse than last week. So, no big increase of any sort. I think I got three sales on the hot image, but quite a few views.
I had a hotshot a while back, and there was no discernible difference in sales.
-
Hi Pixdeluxe,
I suppose it relates to the branding image that is being represented. If it isn't anything special people probably aren't going to bother looking at your stuff or increase their purchases of your work. If it is beautifully composed and a real eye catcher I would think that would make a difference. Comparing apples to oranges. One persons reward is another persons downfall. Thanks Pixdeluxe for sharing those numbers, it looks like you must do some beautiful work.
Best,
Jonathan
-
Sorry, I'm not buying into this "branding image" bit. I don't see the need to shoot the occasional overexposed, sun flare, vignetted or whatever, image. I try to shoot images that have a clear message or purpose, are colorful and easy to use and technically well done. I think that draws people to my portfolio, and I have plenty of buyers that say they keep coming back because they like my work. I guess that's my "brand".
-
I try to shoot images that have a clear message or purpose, are colorful and easy to use and technically well done. I think that draws people to my portfolio, and I have plenty of buyers that say they keep coming back because they like my work. I guess that's my "brand".
I totally agree, but oops, Sean, you just gave us a tip!!!
-
Hi All,
There are so many ways for a person to brand themselves. Having a blog directed towards buyers is one way to brand. So is a web site, or the lecture circuit or social networking, even all of the above combined properly. It is how you use it that makes the difference and who you want for your audience, everyone has different needs.
Some companies promote the charities they are involved with to strengthen their image for their buyers as well as giving back at the same time. Many have their own style of reaching the public and the buyers and it seems through my career the companies that brand themselves well and work at it have all increased their income and strengthened the future of their company.
Best,
Jonathan
-
Hi All,
There are so many ways for a person to brand themselves. Having a blog directed towards buyers is one way to brand. So is a web site, or the lecture circuit or social networking, even all of the above combined properly. It is how you use it that makes the difference and who you want for your audience, everyone has different needs.
Some companies promote the charities they are involved with to strengthen their image for their buyers as well as giving back at the same time. Many have their own style of reaching the public and the buyers and it seems through my career the companies that brand themselves well and work at it have all increased their income and strengthened the future of their company.
Best,
Jonathan
Jonathan no offence intended but you are mixing up the word marketing with the word branding.
A blog may be a marketing tool it is not a brand, nor is a web site, lecture tour or social networking.
Thats not to say these can't be used to market, build or reinforce a brand but they are not one and the same thing.
To my mind there is only one stock photographer who has successfully created a brand ....
-
Jonathan no offence intended but you are mixing up the word marketing with the word branding.
A blog may be a marketing tool it is not a brand, nor is a web site, lecture tour or social networking.
Maybe that is my issue with this whole "branding" discussion.
-
Congrats Josh and Sean on being selected for Hot Shots! As usual the istock examples blow away the Getty ones, IMHO.
I guess I really don't understand the concept of "branding". Many stock photogs images are identifiable to those who follow the market, either because we can recognize their models, shooting style, and/or subject matter. I find stock photos from top photographers in-action all the time. Does that count as branding?
-
Hi Michaelo,
No offense taken. Actually a very good point. I find marketing are the tools used to help support a brand. The Nike Swoosh is it's trade mark then they have a philosophy behind their product that represents their brand. Finally the ads and promotions they use to sell to us are their marketing tools to help support their brand philosophy. That was what I was trying to say and didn't do a very good job at it. I find more and more that the connection between these two area's are symbiotic, one can not live without the other if you want your Brand to get attention and attract buyers it needs to be marketed.
Thanks for the input and getting this train back on the rails. The original post was about Branding images. I think this has been a misnomer in stock for years, They are not branding images they are another form of marketing used to support the companies philosophy and future direction. I would love you to come out from behind the curtain you have some great advice :) Here is Wiki's take on Branding.
A brand is a name or trademark connected with a product or producer.[1] Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies
Best,
Jonathan
-
I try to shoot images that have a clear message or purpose, are colorful and easy to use and technically well done. I think that draws people to my portfolio, and I have plenty of buyers that say they keep coming back because they like my work.
Check it out. You have a "brand" too!
eta: I must have quoted Jon in mid-edit. The above doesn't seem to appear right before this post anymore...
-
Hi Sean,
I have always had a brand, from the agencies I am owner in as well as my own collection. I market my brand in a form that is different that some others but I have always had a branding philosophy. I market it all over the place. I am giving a lecture on stock at Art Wolfes studio on Aug. 3rd in Seattle.
It is a week long work shop and I am doing one day about Micro stock and Branding and marketing yourself. You should attend would love to have you there. Her is the link for anyone who is interested. Some great people will be speaking on all aspects of professional photography for the entire week. Check his calendar for sign up.
http://www.artwolfe.com/index.php#p=-1&at=0 (http://www.artwolfe.com/index.php#p=-1&at=0)
Best,
Jonathan
-
Good luck! Hopefully you will make a good bit of cash from your learners...
-
Hi Sj,
Not on this one unfortunately. I am doing it pro bono to give back to a great pioneer in the business and hopefully to help a couple shooters learn something in the process. I wish there was cash but I think it's a turkey sandwich :) Thanks for the support.
Best,
Jonathan
-
Hi All,
Here is a better link to the event taught by Patrick Donehue at the Art Wolfe seminars. It runs all the first week of August and always sells out quick. The week with many speakers and information on the buyers side of the market from one of the biggest names in the stock industry Patrick Donehue. Clink the link to learn more.
http://store.artwolfe.com/index.php?main_page=product_info&cPath=10&products_id=157 (http://store.artwolfe.com/index.php?main_page=product_info&cPath=10&products_id=157)
Best,
Jonathan
-
Yea Sj,
You did catch me in mid edit, just got back from the movies with my wife. I have never done a cut and paste of a quote before and messed it up. I was going to add that this is a great point and that you have made a strong name for yourself by really building a brand with your style and name. I can tell your work almost as fast as Yuri's. Your clients know what to expect when they search under your name. Good quality and a continued supply of imagery that meets their needs. I must say for being behind a computer so much I do show my age when trying to learn a new process. Thanks for the patience.
Best,
Jonathan