Rangefinder Magazine
March 2006

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Juli Cialone's Hip Hop Marketing Cathleen Burnham
Finding the Rhythm to Rock Your Studio

“Some people are just driven,” says Juli Cialone. She should know. Drive is something Juli and her business partner, Sean Kelley, have in spades, constantly pushing to improve technique and sales numbers. Upon meeting this upstate New York duo, you’re immediately at ease; you feel their energy, excitement and passion for what they do. Taped to Juli’s desk is the question she poses daily: “What would I do today if I knew I could not fail?”

While Cialone Photography is now one of Rochester’s elite studios, were it not for the collision of two achievements, Juli would surely have taken a different path. Having graduated a year early from Cornell University with Latin honors and as a member of the Phi Beta Kappa honor society, Juli was awaiting acceptance into University of Rochester’s prestigious Simon School of Business. Meanwhile, on a whim, she sent a photo into Good Housekeeping’s photography contest—and took first place. Next she entered Popular Photography’s contest and landed on the cover. She took prizes in the Kodak International Newspaper Snapshot Award (Kodak bought her image and used it in an ad) and won the next two Good Housekeeping contests. Still, it wasn’t until news of her pregnancy (with triplets no less) and her acceptance into Simon School on the same day that she decided to put her rigorous academic plans on hold. Instead, Juli continued to take pictures for family and friends until word of her talent got around and her in-demand portraits began to command handsome fees. The business grew from there.

Her Clients Today Wind Up as Friends

Talent and hard work are hallmarks of any well run photo studio, but there’s something more—a love of people, an ability to help clients have fun. “It’s his positive spirit,” Juli says of Sean’s charisma, which was evident from the very start. “Clients— countless clients—have come back before even seeing the photos to say he was the best they’d ever worked with. When I heard that, I knew I had a winner.” Sean, who’s partnered with Juli for three years, brings boundless energy and a cando attitude. “He’s a sponge in terms of improvement. He’s constantly learning to be better, even when he’s already at the top of his game.” Sean came out of the University of Buffalo as a sports photographer. In fact, it was Juli and Sean’s mutual background in sports photography that gave birth to their style: They spend less time on detailed set-up, never wait for a shot, work without a tripod, and prefer natural light and shooting outdoors. Each session they make a mental decision to try something new, like a fresh angle on a face. Juli circles her subjects to create several different looks. And, both Juli and Sean are patient. “If we’re working with a difficult child, we’re constantly trying to find a way to improve the situation. Working as a duo in many of these situations allows us to be as gentle or goofy as we need to be without losing the shot,” says Juli.

How do they ensure a successful shooting session every time? “Commanding a situation is very important. Never be afraid to take charge, but keep it funny.” Flexibility is important— from wardrobe mishaps to snowstorms to downright weird weddings, going with the flow and finding the humor in even the worst calamities is a must.

Begin Marketing Your Next Session During the First

What sets Juli and Sean’s business apart from others is their willingness to go the extra mile. “I don’t take ‘no’ for an answer when I cross-market,” she says. “If I cold-call a vendor or dance studio that declines, I say, ‘I’ll call you back in six months,’ and I will call back. And I’ll do it until they give me a chance. Then, when I please them, they become extremely loyal because they know how dedicated I was to getting that account and how dedicated to keeping that account I’ll be.” Recently at a dance studio shoot, Juli and Sean helped set up, clean up, and offered to take the owner and instructors out to dinner. Their efforts led to the staff committing to Christmas portraits, senior portraits and a wedding. Juli is also vigilant about sending holiday cards and personal thank-you notes. Another trick is persuading owners to use the kickback they get from each portrait purchased for reduced rates for future sessions.

All services and products are offered from an à la carte menu. Clients create their own packages and are never forced to buy an element they don’t want. “People assume you make more money if you sell a package, but you really make more if you offer à la carte exclusively. Custom products shouldn’t be bundled like a Happy Meal, but rather like dining at an expensive restaurant.”

Juli and Sean’s website is also an important part of their business success. Juli’s “Imagine” print campaign is a hit, and the theme continues on their website. Juli’s studio recently booked a Las Vegas bride for a New York wedding after the woman found she’d be able to look at her album and others online, a unique feature designed by ImageQuix (who also manages the site).

Sean and Juli shoot 90% digital using a variety of cameras, including the Fujifilm Finepix S2, Canon 20D, Canon 5D, and Pentax 645 AF for medium format film (formal film—Fujifilm 400/800). Both photographers love fast lenses, especially the Canon EF 85mm f/1.2L USM lens. “It’s amazing in low light and maximizes natural light as much as possible,” Sean says. They use many software tools to enhance their images, including Photoshop CS2, Auto FX, nik Efex and Kevin Kubota’s Actions.

Juli is unwilling to limit her career to portraits. After losing a child at birth, she realizes that few people photograph loved ones when they are ill, and people almost always regret the gap. The Images to Inspire is a project that fills the void. Juli takes journalistic pictures of terminally ill children (accepting no payment) for their families. It’s not the only way Juli gives back. She and Sean volunteer their time, supplies and talent for many charities, such as the Humane Society, with all proceeds going to the charities. It’s proven karmic marketing, as the exposure has produced many new clients.

When asked about their goals, Juli and Sean say they’d love to do more on-location portraits in other countries. “We see our market as a global one,” they say. Juli recently returned from Harbour Island shooting a milestone birthday bash for a member of the U.N. Sean will shoot sporting events across the U.S. in the coming year.

What began as a hobby has eight years later turned into a thriving business, with Juli and Sean operating out of an 1820s carriage house, speaking nationally, shooting internationally and loving every minute. Perhaps their outlook is best summed up by the quote taped to Sean’s computer: “Life should not be a journey to the grave with the intention of arriving safely in an attractive and well preserved body, but rather to skid in sideways, champagne in one hand, strawberries in the other, body thoroughly used up, totally worn out and screaming ‘Woo hoo–What a ride!’”

Juli and Sean would love to pose a question to you: “What would you do today if you knew you could not fail?”

Visit Juli Cialone Photography’s website at www.imagesto inspire.com.

Juli Cialone and Sean Kelley will present a program at WPPI 2006, entitled, “Hip Hop Marketing: Finding the Rhythm to Rock Your Studio.” The program will be held in BALLY’s in the Las Vegas Rooms 1–4 on Monday, April 10, from 7:30–9:30 p.m.