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Rangefinder
Magazine
March 2003
Insight/On the Cover
In uncertain economic times, the photographer who has
built the best mousetrap will reap the financial rewards. Such is the
editorial landscape for this month’s issue, devoted to developing
and enhancing your studio’s marketing strategies. We have tried
to include a broad palette of topics, from developing hard-hitting promotional
materials to sound economic strategies that will grow your operation even
in today’s lackluster economy. In an article called “Pets
and Jewels,” (pg. 8) author Victoria Mal details an amazing marketing
campaign that called for Wyndham-Leigh Portraiture to photograph everyday
pets wearing Neiman Marcus’ finest jewelry. The portraits were created
on a 4x5 view camera and included Dutch Masters hand-painted backgrounds,
antique props and furniture and elegant lighting. The campaign was an
unprecedented success but more importantly, Mal gives advice on how such
plans can work in any size town and at any economic level. Another marketing
coup is related by Terry Deglau (pg. 38) and involves the studio of photographer
Roy Madearis, who was asked to bid on the job of creating 8x10 prints
of graduating classes of company-sponsored seminars. By thinking outside
the box, Madearis not only got the job, but increased the estimated profit
of the project by ten-fold and in doing so, created a valuable keepsake
for every seminar attendee. David Clark Wendt is a photographer who is,
to put it mildly, not a big fan of the corporate life. Using his design
skills, his considerable photographic talent and his love of any moving
conveyance, he’s turned his photographic pursuits into a self-publishing
empire. His latest project is called “Direct Marketing 18-wheel
Art” (pg. 62) and the article by Peter Skinner details the quest
to create enough and the right kinds of images for a nationally distributed
eye-catching calendar on the 18-wheel behemoths. Other must-read articles
in this issue are Maria Piscopo’s “Promotion Materials That
Really Work” (pg. 20) and Cubberly Studios’ “Video Marketing”
(pg.46.)
Bill Hurter
Editor
 PHOTOGRAPHERS:
Clockwise from top left: Michael Furman, Spathos and Miller Photography,
Wyndham-Leigh Portraiture, Ira Gostin Photography, Brian King of Cubberly
Studios, Al Satterwhite, and Stan Sholik Photography.
COMMENTS: This month’s cover features a montage of promotional materials
used by photographers to enhance their studios and attract new business.
The majority of the images are from Maria Piscopo’s article, “Promotions
That Really Work,” on page 20, which details the dos and don’ts
of producing and distributing self-promotional pieces. Maria, who is also
a photographer’s rep, is an expert on the topic. The image of the
jewel-clad kitty is from an article entitled, “Pets and Jewels,”
by Victoria Mal (page 8) that relates the experiences of the Neiman Marcus
department stores and Wyndham-Leigh Portraiture in combining on a most
ambitious promotion to sell the store’s fine jewelry. Below the
high-brow cat is an image from senior specialist Brian King of Cubberly
Studios in Ohio. The image is from the studio’s Session Guide, a
brochure that uses hip graphics and trendy elements to sell to high school
seniors. All of the Cubberly Studio’s promotional materials are
similarly branded, producing a cohesiveness and similarity of design.
See page 46 for more info.
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