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Alex Lam, from a group of companies called Integricity (www.integricity.com), is married to professional photographer, Grace Tan (www.stories.my). He helps her business from branding to marketing and consults to improve sales. This talk helps semi-pros understand the process needed to move towards becoming a full-fledged professional. It addresses the internal workings of the business and how it can be coupled with external marketing for a bang. Speaking duration: 60 minutes Audience: Photographers Host: WPPM (Wedding and Portrait Photographers Malaysia) Date: 25 August 2012
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goPRO
W P P M 2 0 1 2
a talk by alex lam
alex lam@TheBackpackr
Integricity GroupINTERACTIVE | TECHNOLOGY | VISUALS | EVENTS
Adventure / Travel JunkieTURKEY | BANGLADESH | BUNGEE | DESERT CAMPING
My Wife: Grace Tan of Stories.myVIDEO EDITOR | PHOTOGRAPHER | TRAVEL BUDDY | MOTHER-TO-BE
SIPADAN 2012
THREEPARTS
WHAT IS A PRO?LOOKING INWARDSTHEN OUTWARDS
HOBBYIST.Takes out the camera (or iPhone 4S!) during holidays, kids birthdays and before meals.
SAMPLE HOBBYISTPHOTO
SPENTRM800
ENTHUSIAST.Owns a DSLR. Sneaks out of his seat during weddings. Uploads photos the same day, before the official photographer.
SAMPLE ENTHUSIASTPHOTO
SPENTRM2,800
SEMI-PRO.Owns a DSLR (or two). Attends lots of photographer gatherings.Second shoots a lot, has some direct clients, primarily friends of friends.
SAMPLE SEMI -PROPHOTO
(LIKE WPPM!)
SPENTRM10,800
PRO.
SAMPLE PROPHOTO
Is usually a full-time photographer. Has a website with various packages. Hires semi-pros to assist.
SPENTRM40,800
E V O L U T I O N
HOBBYIST. ENTHUSIAST. SEMI-PRO. PRO.
Hires a few pros, a studio manager, a digital artist. GOES ON HOLIDAY!
THEREALBOSS.
SEMI-PRO.
PRO.
Does not really matter if there are consistent jobs.
Family relies on the income a pro makes.
Timeframe for delivery of products is variable.
Proper processes for dealing with everything.
Quality of product delivered is mediocre.
From start to end, service, communication & packaging are excellent.
PARTTWO
WHAT IS A PRO?LOOKING INWARDSTHEN OUTWARDS
“marketing begins on the inside.
the best and cheapest form is when
your service speaks for itself.”
alex lam
IMPRESSIONS will you be remembered?
HAVE YOU EVER? met a prospect here?
HAVE YOU EVER? or met a prospect here?
Our parting giftFOR PROSPECTS
EXCELLENCE do you exude professionalism?
EXCELLENCE= CONSISTENCYLogoName cardsWebsiteSocial MediaContracts
Personal Irk:GRAMMER + SPEELING
EXCELLENCE= PROCESSESEmail enquiriesPackagesBooking confirmationInvoicesPre-event informationPost-shoot handlingDelivery
ARE YOU DETAILED?
PARTTHREE
WHAT IS A PRO?LOOKING INWARDSTHEN OUTWARDS
“an unfound photographer
will have unfound riches.”
alex lam
LET’S GO FISHING!Facebook AdsPartnershipsContent Generation
Everyone is on Facebook!Targeted adsTrackingInexpensiveLong-term relationships
WHY USEFACEBOOK ADS?
WE CREATEDA STRONG INTERNALPRESENCE FIRST.
THEN...WE LAUNCHED ADS.
THEN...WE LAUNCHED ADS.
THEN...WE LAUNCHED ADS.
THEN...WE LAUNCHED ADS.
THEN...WE LAUNCHED ADS.
PARTNERSHIPS! GO TALK TO SOME PEOPLE...florists | wedding planners | hotels | media
GENERATE CONTENT update regularly!
CREATEa content plan
MONDAYTip of the week
TuesdayFeatured photo
WednesdayWhat we’re working onnow
ThursdayYouTube video
FridayWeekend party ideas
GET PERSONALSHARE FROM THE HEART
GET PERSONAL
5 PRACTICAL STEPSONE. Get a domain name or start using it for your email.
TWO. Look at your logo and name card today. Do you need a designer?
THREE. Get a grammar nazi to go through your website and materials.
FOUR. Set budgets for external marketing.
FIVE. Get unplugged, go for a holiday. Rethink your business.
