beverage photography

Diary of A Commercial Photographer: What I’m Doing Today

I’ve been doing this for close to 10 years. To some that’s a long time, and to a lot, I’m just getting started. Either way you can learn a lot personally and professionally working for yourself. In the photography business you have to be prepared for a lot of loses and learn from mistakes. For every “No” you will get that YES! It’s a very hilly battle with competition, slow periods, and even insanely busy times. For all the chaos you still need a plan. Without a plan or goal in mind you will just be spinning wheels.

For the success I’ve had, It comes from my commitment to shooting new work and marketing myself to the right audience. Companies like Agency Access, FOUND, and Yodelist don’t make this stuff up when they always tell us to market ourselves. It’s actually true and it works! When I talk to photo students in college marketing is always my favorite subject to talk about. In school you are learning the craft and becoming skillful in taking pictures, but how are you going to present that to the world? That’s where marketing starts. Before I even get into specifics (which there is not 1 answer for) CONSISTENCY IS KING. If you think your going to do it, you might forget about it in a month, then 6 months goes by, “wait what did I forget to do?” Maybe you got busy, or lazy, who cares, you have to do it or nothing in the long run will happen for your business.

Let’s step back and honestly think about this, who markets? Why? Easy example: Coca Cola. Everyone knows who they are and what they are about. How do we know? Because they are always marketing their product! I bet even more than before because soda sales are going down. Coca Cola has been a staple product for decades and you don’t see them slowing down in their marketing. They want their product on the top of your mind without any hesitation. When you hear soda what’s the first brand that comes to mind? Maybe Pepsi.. But then Coca Cola! hahaha! Consistent marketing will grow your business.

 Food Photography by Food Photographer Felicia Perretti, New York, Chicago

For myself I have come up with a marketing plan that I analyze every year. This is no secret and anyone can do it, it’s just who can do it consistently. I have my plan broken down by month and I list out my To-Do’s for the month. I make phone calls, I send an e-newsletter, I post to social media, I test shoot or update my website, I update my blog, I check out my LinkedIn page, I send out a printed promo piece, and a couple other things here and there. I don’t send an email or printed promo every month. I take into consideration my marketing financials as well as my audience’s email space and know they don’t want an email from me every month! You have to find the balance of keeping your work at the top of their mind but not to over reach and annoy them. Having the marketing plan written out helps keep you on track. With all the above itemized out over the course of 12 months I print it out and tape it right to my door in my office. It’s there to remind me what I need to do for the month. This works for me, but I know some people need more than that to remind them. Put reminders on your phone or computer, whatever works for you. Also what I have on my marketing plan might not apply to you. It comes back to your audience and how they like to see new work or to be followed up with. Whatever that plan may be 1 really great rule of thumb is to have at least 3 modes of marketing outreach.

When your new to business the funds might not be flying in so being budget conscience with marketing at first is fine. Social media is free, so is Facebook, and LinkedIn. Printed promos, and e-newsletters will have a cost. If your still on your family phone plan then make some phone calls to potential clients. Any questions? Email me: felicia@perrettiphotography.com

Photo Shoot BTS: Ketel One Vodka Botanicals

Beautiful design is the first thought that comes to mind looking at the new line of Ketel One Vodka Botanicals coming out. The illustrations of floral and fruit bordering the bottle remind me of Marie Antoniette and her beautiful, lavish parties. It was so fun to work with the Ketel One team and agency to create outdoor scenes with a freshly made cocktail. Sourcing mint, fresh fruit, and flowers in January seemed like a difficult feat but I was confident with my team we would get it all and the best quality. In addition to the environmental shots we did some simple on white product shots for them to be able to use on different platforms. Can’t wait to see these in stores! https://www.ketelone.com/vodkas/peach-orange-blossom-botanical/

B.T.S. Ommegang Brewery Photo Shoot

If anyone knows me, they know I have an appreciation for good beer. Ommegang Brewery in Cooperstown, NY has a variety of some of the best beers in the country. I knew of their brews before they became famous with the Game of Thrones specialty beer they put together. HBO came to them with the idea to create beer for the show! I’ve been in contact with the brewery before about working together, and finally the timing was right. Ommegang had recently redesigned their labels and needed updating for their brochure. There are about 8-9 beers that were re-done that needed to be photographed and paired with a food entree that spoke to the beer as well as their restaurant at the brewery. We planned the shoot around half of that because some were more of a priority than others. It was great working with these guys because of the creative freedom in the food styling and final recipes as well as the general prop direction. The shots had to have a rustic feel and clean background if they needed to run text over them. The main purpose for these shots was to update their brochure so vertical shots were needed. Working with my team and the designer from the brewery was a lot of fun and the day went smooth. In the video I included just a couple of my favorite final shots.

*That cheese and meat spread was something! :)