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Rangefinder
Magazine Bruce Hudson: The Relationographer by CharMaine Beleele
Bruce says, smiling, “Back in ’82, while visiting Las Vegas, my wife, Sue, and I noticed the WPPI sign on the marquee outside Caesar’s Palace. Since we were part-time photographers with big dreams of full-time success, we wandered into the tradeshow and Steve Sheanin, WPPI’s co-founder and CEO, met us at the door. He said, ‘Hi, welcome to the convention!’”
Then, in the midst of personal happiness and professional success, in l995, Sue received the heart-breaking diagnosis of melanoma cancer. She died within three months. WPPI members at the 1996 convention might remember Bruce’s program. A video montage featured 40 of Bruce’s portraits of his beloved Sue from age 16 to 41. He said softly, “She touched a lot of lives.”
In October 2003, representatives from over 30 studios in the Arkansas, Kansas, Missouri and Oklahoma area gathered at the Inn of the Ozarks in Eureka Springs, Arkansas, to hear three days of Bruce’s secrets and strategies based on “Marketing Your Studio in a New Economy.” He explained the history behind his 21-year-old portrait studio with its enviably first-class clientele. Such information put his success in perspective, for the studio was not always fine art or high end. He was still in high school when he discovered what would be the two joys of his life: his sweetheart, Sue, and his leisure pursuit of photography.
Against this backdrop, Bruce took a no-nonsense approach to the current economy. Recent events like September 11 and the war in Iraq have caused families to treasure each other more passionately. “This has made the family portrait the natural driving force of much of our marketing effort at Hudson Designer Portraits,” says Bruce.
“ The second thing our product is based on,” says Bruce, “is we sell the experience of having a designer portrait created.” He explains the economical difference between selling groceries and selling art: “Personalize, don’t commercialize! A print is a byproduct of the personal portrait experience, not the primary product.” During his class in October, Bruce took the students on a marketing technique-tasting trip. Much like wine tasting, students enjoyed a variety of economical marketing and promotional ideas.
Another strategy was community involvement with civic awards. “These awards, given through the Chamber of Commerce, are for business excellence. The nominees really do need photographs. So, my studio gives photographs to these community leaders as a community service.” Bruce also helps out with school career days. He works with DECA (marketing) and home economics classes for this opportunity—another way for marketing his studio. Studio tours are fun and educational for both the students and Bruce. He pairs up the students, allows them to photograph each other, and then gives each pupil a 5x7. From the students, he learns about teen perceptions of cool poses and expressions. In his own class, Bruce teaches that there is name recognition in becoming “a speaker for various civic organizations, like Rotary International. Just let people know that you love to speak about photography and choose a topic that will appeal to the general public. My topic, the first in a series, is a PowerPoint program, ‘Seven Steps to Better Photography.’”
B Bruce explains the keys to a successful Safari promotional: “First, be certain to market the event early. We send our client base cards, like our ‘Portraits in the Leaves’ postcards to advertise the event.” Bruce’s interested clients receive a packet including an information form, a family video brochure, promotional candy, a self-addressed envelope, application form, and printed brochure.
To get a glimpse of Bruce’s relationography, including information on his promotions and Portrait Safaris, visit the his web site at www.hudsonportraits.com/, and remember his marketing perspective: “It doesn’t matter how good you are; it won’t make your phone ring.” CharMaine Beleele, with an MA in Communication, owns Angel Kissed Photography Studio in Arkansas. She teaches Communication at the University of Arkansas in Fort Smith. She is also a regular correspondent for the Arkansas Catholic newspaper. Email her at photoangels@sbcglobal.com or contact her at her new website www.angelkissedphotography.com/.
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It is impossible to tell Bruce Hudson’s story
without mentioning WPPI. Bruce says, “I’m a product of all
the greats who have taught at WPPI conventions over the years. My speaking
at the
conferences helps me feel that I’m giving something back to the
organization that has given me so much.” Bruce counts many mentors,
and singles out Don Blair, Ken Whitmire and Chuck Lewis for teaching
him how to balance art and business over the last 21 years in his studio. 
This moment defined the couple’s transition
into the real world of serious professional photography. At the time,
Bruce was a high school
band teacher, and Sue was a legal assistant. Their wedding photography
was a passion that enhanced their family income. Bruce and Sue studied
photography and participated in print competitions as WPPI helped them
improve their art and their business acumen. Bruce first competed in
WPPI 1990 and took top honors in the WPPI wedding album competition in
1993. 
This year, on August 20, her touch on those lives
will be commemorated in the first annual Memorial Sue Hudson Golf Classic,
with half the proceeds
going to the American Cancer Society and half to Sue Hudson Memorial
Scholarship Funds. Fujifilm also gives four $500 scholarships per year
in her name. In l996, Bruce and Sue shared the Distinguished Service
Medal from WPPI. 
Back then, 25 cents for a 4x6 supported his photography.
By l978, Bruce had married Sue. In those days, they would photograph
weddings for $50.
In l982, the couple crossed over into full time with a start-up loan
of $10,000 at 18 percent interest. By 1987, the rent on the storefront
soared to $2200 per month. So, the Hudsons bought a studio on one and
a third acres with a dilapidated old house in the Seattle area. They
took 18 months to renovate it. Over the years they added features to
the property: a waterfall, a gazebo and a popular 1950s-style gas station.
Bruce explains
his bottom line: “As photographers, our product
is based on two things. Number one is relationship marketing.” Because
Bruce’s art combines sincere relationship marketing with the highest
quality of photographic expertise, I have dubbed Bruce a “relationographer.” Focusing
on the family and developing relationships with clients means commemorating
the life cycle of a client’s family relationships in portraiture—striving
to be the family photographer for generations. 
As Bruce says, “Client
loyalty is worth 10 times the price of one purchase. As you market your
studio, you perceive yourself as ‘planting
seeds’ for the future. Some seeds take weeks to grow into paying
clients—lifetime clients. Some take months or years.” It
also means becoming involved with the community. 
These strategies were tried and true
ideas, right from his own Seattle community, Renton. A marketing strategy
called “Renton Kids: Making
A Difference” involved several phases. First, Bruce contacted the
school superintendent and each principal to get support for the project.
Subsequently, each principal chose a student, who wrote an essay about
how he or she contributed a positive change in community life. Parents
were sent letters of congratulation and given a reward, an 8x10 of their
child. In the final phase 11x14s were mounted in a traveling display,
along with the child’s essay. Such displays can be showcased at
banks, libraries and even hospitals. “Such displays give your studio
brand name recognition,” says Bruce.
ruce reminds his students that
their product is the portrait experience. He explains, “Based on
this premise, I have portrait safaris for my established clientele. Of
course, I feel blessed to have the mountains,
the ocean and the famous Seattle Softbox in my area, but you can establish
locales for special photographs based on natural wonders near your community.”
Next, follow up with
examples on display. “I also put such examples
on my video shows for consultation,” Bruce says. One such video
is intriguingly entitled “The Essence of Your Family.” 