CAREER FEATURE
Modern photographers need to be flexible to stay competitive. Learn to incorporate new skills and services
Thinking about expanding your business? Get some advice and learn how to avoid any potential pitfalls
Running a successful photography business is very challenging in the modern day. While photographic technology has progressed at an extraordinary rate, the widespread access to specialist gear has come accompanied by an influx of aspirational photographers, hoping to build a career. All this extra competition has taken its toll and many high-street photographers have gone out of business, due simply to lack of custom. To combat this threat, the modern working photographer has to be strategic in their business plan, often finding it necessary to expand beyond their usual domain and find new sources of revenue in additional genres. Incorporating new photographic services opens up possibilities through adaptability, although there are many challenges associated with expansion. The most obvious of these is cost, both of photo equipment and advertising. New genres may require new cameras or accessories to be successful, while potential clients need to be aware that you now offer a service that interests them. Even experienced photographers can feel as if they are starting their careers from scratch when attempting to build new client lists, as they do not have much of a reputation in the new area into which they are expanding. Beyond this, there is the issue of skill and confidence – a wedding photographer of 30 years may have had very little experience of commercial photography and the ‘tricks of the trade’ that
help one become established in that genre. In this situation, it is also likely the photographer would have a very limited portfolio of images from which to demonstrate their ability and garner new clients. The best solutions to these problems have a common theme – start small and don’t invest too much, too early. When trying any new service, it is good practice to treat the process as if you are a start-up business once more, taking small steps, engaging in small-scale shoots, building a gradually expanding image portfolio and constructing a new client base. Try adapting current kit for new uses before buying new, specialist equipment that you may not require in another six months. Conversely, attempt to work hired gear or new equipment into your current genres, to give you experience of using it in a ‘live’, onshoot setting. Many mistakes occur because a photographer is improperly using unfamiliar technology, which also increases stress in a working environment. Another consideration for gaining experience is to engage in short-term professional partnerships, working as a second shooter for another photographer, who is an expert in your target field. Small, individually run wedding and event photography businesses often require help with one-off shoots, where a full-time, in-house photographer is inviable. Likewise, inviting a specialist to join your business on a short-term basis can bring talent and expertise, which you can absorb and apply yourself in the future. Regarding reputation, it is useful to run separate websites for each branch of your photography, which can avoid the impression that you are too broad in focus and lack specialist skills. Ensure these are connected however, to direct traffic to the other services you offer, attracting new interest from existing customers. If you are offering a new service because you were approached with a proposition, a little improvisation may be necessary, but if it is a pre-planned expansion, base choice genres on your present specialisms.
DP