PRO CASE STUDY
HOW LONG HAVE YOU RUN A PHOTOGRAPHY BUSINESS AND WHAT AREAS OF PHOTOGRAPHY DO YOU USUALLY WORK IN?
I began my career at Blackpool College in 1983, studying commercial photography and video. I started my current business in 1999 and specialise in location lighting, working for a range of clients from estate agents to design companies. I embrace new technologies where I can to enhance my work, but I like to produce results incamera, not relying too heavily on post-production. Lighting is the thing that I enjoy most and fortunately, as technology has changed, lighting is still as relevant as ever.
WHAT ARE THE MAIN CHALLENGES WITH INCORPORATING A NEW SERVICE OR GENRE INTO A PHOTOGRAPHY BUSINESS?
New services always involve investment of time and money so it’s important to get them earning their keep as quickly as possible. You may need to learn new skills and invest in equipment and marketing. With my work I aim to provide clients with images that will help them sell their product or service, so when I’m offering a new service I offer it to existing clients first to ensure that there is a need. A new service is also a great way of gaining new clients and introducing them to your existing services.
HOW COULD A PHOTOGRAPHER JUDGE IF OFFERING A NEW SERVICE HAS BENEFITED OR WILL BENEFIT THEM IN THE BUSINESS LONG TERM?
You will need to take a long-term view as nothing happens overnight, but a new service needs to gain you new clients, new business and potentially open up new avenues to you. Everything has to be cost effective – if it’s not, then you will have to rethink.
WHAT WOULD YOU SUGGEST SHOULD BE THE FIRST STEPS WHEN IT COMES TO OFFERING A NEW PHOTOGRAPHY SERVICE?
Be certain that you are proficient – try and wing it and you will lose credibility. Marketing is crucial, but offer it to existing clients first.