Keeping track of all the most important clients around the world is the single most valuable thing we do to help our photographers. And since there are millions of companies in the world, we divide them into smaller, more manageable categories so we can conduct our research efficiently and we can concentrate on clients that commercial photographers care about most.
We promote our member photographers to these vertical lists, and we also sell our Vertical Lists to photographers so they can target the clients that are most important to them.
Years ago, when we first started collecting client information, we simply assigned them Specialty keywords identifying the kind of photography they used. But as we gained experience, we realized that it would be useful to divide clients by Type: Publications, Agencies, and Brands (we currently track 3137 publications, 5629 agencies, and 11,795 brands). That allowed us to research those companies more effectively because we find them using different sources and we have different criteria for evaluating them. And when we add people to each of those companies, the company type helps inform our choices around job titles and messaging.
Next, we divided those types into sub-types that we call Industries. Since publications and agencies are particularly important to photographers, we devised our own custom list of industries. However, because there are so many brands, and since every company has a LinkedIn profile, we simply assign the industry that shows up on LinkedIn to each of the brands we track (LinkedIn provides over 150 Industry tags that companies can use to identify themselves).
While those LinkedIn industries have given us a framework to do a lot of valuable research over the years, since LinkedIn’s list of industries is geared towards a general audience and because companies often make arbitrary choices from that menu, those industries don’t always yield the exact client lists our photographers need (without a lot of additional curation). That brings us to Verticals. Verticals (short for vertical markets) are a more photographer-specific version of our Industry tag. The reason this is so useful is that if a photographer finds success with any one client, it’s likely that they’ll match up well with other clients in that same vertical market.
For example, one of our photographers, Teri Campbell is a highly skilled and experienced food photographer in Cincinnati. One of the verticals he targets is QSRs, which stands for Quick Service Restaurants (fast-food chains to you and me). Since QSR isn’t a LinkedIn Industry, we have to find lists of QSRs in restaurant industry publications or on Wikipedia.
Since we’re now in the process of updating all of our companies with this new tag, we’d love to hear from you. What vertical markets do you care about?
Sharing your priorities with us will help us target the right clients that we promote Wonderful Machine to in general, and it will also help us provide cost-effective lists that you can buy. Here’s our current list of vertical markets that we’re working on. You can click on any Vertical market to read it’s definition and an example. Please email me with your suggestions for additional Verticals that you think we should be covering.
Companies that manage the production and distribution of crops on large scale (as opposed to grocery store brands like Chiquita).
Example: ADM (Archer Daniels Midland)
Companies that manage the production and distribution of fish and other seafood.
Example: Trident Seafoods
Companies that manage the production and distribution of livestock such as port, beef, and poultry.
Example: OSI Group
Companies that design commercial or residential buildings.
Example: Jacobs
Companies that construct buildings, bridges, dams, etc. for residential, commercial, industrial, and civil clients.
Example: Jacobs
The art and science of enhancing the interior of a building to achieve a healthier and more aesthetically pleasing environment for the people using the space.
Example: Olson Kundig
Design, build, and maintain healthy green spaces (backyards, sports fields, parks, gardens, outdoor living spaces, green roofs) around homes or office buildings, hospitals, schools, and other facilities.
Example: Yardzen
Companies that plan large scale residential and commercial properties.
Example:
Firms or companies specializing in managing and renting out vacation properties.
Example: AirBnb
Organizations that develop and produce industrial, specialty, and other chemicals. Ex: Formosa Plastics
Art Museums, History Museums, Cultural Museums.
Example: Museum of Modern Art
A company that makes and sells musical instruments.
Example: Yamaha
A venue that is designed for live performances (plays, musicals, and operas). Often associated with a drama company.
Ex: Lincoln Center for the Performing Arts
Produce arms primarily for the armed forces of states. Distribution of arms is, however, a vast enterprise in its own right, in part arranged by agencies of governments and to a lesser extent by private merchants.
Example:
A school that offers specialized training in music, performing arts, or visual arts to prepare students for creative careers.
Example: Juilliard
Private education, sometimes specialized in religion or environmental studies, from K-12 or primarily high schools.
Example: Penn Charter
Higher education institutions, private or public, where individuals pursue bachelors, associates, graduate, and doctoral degrees.
Ex: Harvard University
Companies or platforms that organize and facilitate live music events, including concerts, festivals, and shows.
Example: Live Nation Entertainment
Companies responsible for producing, distributing, and often financing films and television shows.
Example: Warner Bros
Companies that manufacture, distribute, and promote the recordings of affiliated musicians.
Example: RCA
Operation, maintenance, and administration of event spaces, such as theaters, concert halls, arenas, and stadiums.
Example: ASM Global
A brand that exclusively produces and sells hats, belts, bags, and eyewear
Ex:
A brand that exclusively produces and sells clothes for activewear and lounging, such as leggings, sweatpants, running attire, and lounge sets.
Ex: lululemon
Brands that turn high fashion design into commercial reproductions, and are often marketed to teens or young adults.
Ex: Forever21
A brand that exclusively produces and sells luxury clothing, often using high-quality or expensive materials.
Ex: Dior
A brand that exclusively produces and sells earrings, necklaces, rings, bracelets, and pendants.
Example: Cartier
A brand that exclusively produces and sells clothing and accessories for infants and children.
Example: Baby Gap
A brand that exclusively produces and sells undergarments.
Ex: Victoria’s Secret
A brand that exclusively sells and produces men’s clothing, accessories, and grooming. It encompasses various aspects such as formal, casual, and sportswear designed for men.
Example: Bonobos
A brand that exclusively produces and sells outdoor clothing, hiking pants, sweat-wicking clothing, rain jackets, and snow apparel.
Ex: Prana
A company that sells a variety of brands to consumers through stores or online platforms.
Example: Zappos
A brand that exclusively produces and sells footwear. Such as sandals, boots, heels, and loafers.
Ex: Crocs
A brand that exclusively produces and sells sneakers or running shoes.
Ex: Nike
A brand that exclusively produces and sells urban styles, such as graphic t-shirts, sweatshirts, and skateboarding apparel.
Ex: Ecko
A brand that exclusively produces and sells watches. Styles vary from luxury brands to outdoor adventuring gear.
Example: Rolex
A financial institution that loans and accepts money to and from the public.
Example: JPMorgan Chase
Short for financial technology, fintech refers to innovative technology-driven solutions that improve and streamline financial services such as banking, payments, lending, and investing.
Example: PayPal
Companies that provide financial protection against risk to individuals or businesses, such as health, car, and home insurance.
Example: Aflac
An investment advisory service that combines other financial services to address the needs of affluent clients or companies.
Example: Fidelity Investments
An arms-producing company for individual use.
Example: Colt
A company that produces and sells beer.
Ex: Anheuser-Busch
Companies that focus on creating and distributing a wide array of bread and cereal products. They offer various options such as sliced bread, artisanal loaves, bagels, and breakfast cereals, catering to different tastes and dietary preferences.
Example: Kellogg Company
Companies that produce and sell milk products, such as cheese, butter, cream cheese, and non-dairy alternative milk.
Example: Kraft
Companies specializing in the production and distribution of various types of fish, meat, and poultry products.
Example: Tyson Foods
Regional, national, or international grocery store chains.
Example: Whole Foods
Companies that produce, distill, and sell various liquor.
Example: Jose Cuervo
Companies that produce and sell non-alcoholic drinks, such as coffee, tea, juice, health drinks, kombucha, and energy drinks.
Example: Arizona Ice Tea
Companies specializing in the production and distribution of various nuts, fruits, and vegetables.
Example: Dole Food Company.
A brand that produces a variety of snacks, including chips, crackers, cookies, candy, and other packaged snack foods.
Example: Frito-Lay
Companies that produce and sell wine.
Example: Barefoot Wines
The companies that design, manufacture, distribution, and sell functional and decorative objects.
Example: IKEA
Facilities that offer table wagering games and other activities.
Example: Caesars Palace
A brand that operates online platforms where individuals can engage in various forms of gambling, such as casino games, sports betting, poker, and other games of chance, using the internet as the primary medium for participation.
Example: FanDuel
Game production studios and video game distribution stores.
Example: Nintendo
A medical facility where patients receive treatment, surgery, and care for various health conditions, staffed by trained medical professionals and equipped with specialized resources to provide comprehensive healthcare services.
Example: Mayo Clinic
Companies that produce and market medications that can be purchased without a prescription. These brands offer a wide range of over-the-counter drugs for common health issues such as pain relief, allergies, cold and flu symptoms, digestive problems, and skincare.
Example: Tylenol
A company that manufactures pharmaceutical products to be prescribed by medical professionals.
Ex: Pfizer
A brand that creates and sells items made from hemp, including CBD oils, foods, skincare, and textiles, catering to health, wellness, and sustainability needs.
Example: Cornbread Hemp
Companies specializing in the production and distribution of various products for bedrooms, bathrooms, and kitchens.
Example: Bed Bath & Beyond
An organization providing regular public or private air transport on international or domestic routes.
Example: British Airways
A company that operates cruise ships and markets cruises to the public.
Example: Royal Caribbean
Any hotel with more than one location.
Example: Four Seasons
City/State tourism operations, responsible for generating marketing campaigns and providing services for visitors on holiday.
Example: I ❤️ NY
A nonprofit organization that operates independently of any government, typically one whose purpose is to address a social or political issue.
Example: ACLU
An organization not making or conducted primarily to make a profit.
Example: Eagles Autism Foundation
Outdoor recreational and survival equipment brands specific to various activities and environments.
Example: Yeti
Outdoor retailers selling other brands of hunting, fishing, camping equipment and supplies.
Example: Bass Pro Shops
Brands that offer a wide range of products catering to skiers, snowboarders, and surfers including apparel, equipment, and accessories for various skill levels and preferences.
Example: Burton
Companies that specialize in make up tools and products.
Example: MAC Cosmetics
Companies that specialize in producing and distributing a variety of hygiene and health products specifically designed for women’s menstrual and vaginal care needs.
Example: Tampax
Brands that specialize in producing aromatic body sprays, often from luxury fashion labels or celebrities.
Example: Chanel No. 5
Companies that specialize in hair products, including shampoo, conditioner, pre-wash, styling tools, and Styling products.
Example: Olaplex
Brands that manufacture and distribute products designed for oral hygiene and dental care.
Example: Colgate-Palmolive
Brands that develop products designed to cleanse, moisturize, protect, and enhance the skin and overall grooming experience.
Example: Dove
Brands and retails that offer a wide range of products for all types of pets. Including food, beds and furniture, healthcare services, medication, apparel, toys, and equipment.
Example: Chewy
Organization that owns, operates, or manages multiple restaurant brands or chains.
Example: Darden
A restaurant that does not offer full table service, but serves higher quality food than fast food restaurants. It is an intermediate concept between fast food and casual dining.
Example: Panera Bread, Chipotle
A restaurant that serves moderately priced food in a casual atmosphere.
Example: Hard Rock Cafe
A restaurant that serves fast-food cuisine and has minimal table service.
Example: McDonalds
A retail outlet in which several locations share a brand, central management and standardized business practices.
Example: Macy’s
The transport of cargo, whether by ground, air, or sea.
Example: FedEx
The design, manufacturing, and distribution of bicycles and related cycling products.
Example: Trek Bicycle
The design, manufacturing, and distributing golf equipment, apparel, accessories, and related products.
Example: Callaway Golf
Manufacturing and distributing a variety of sports-related products and equipment that do not fall into specific categories. These brands offer a diverse range of gear, accessories, and equipment designed for various athletic activities, including team sports, individual sports, fitness, outdoor recreation, and leisure.
Example: Model’s Sporting Goods
Sports in which athletes are paid for their performance in live games.
Example: LA Lakers (NBA)
The design, manufacturing, and distributing equipment, apparel, and accessories specifically tailored for racquet sports such as tennis, badminton, squash, and pickleball.
Example: Wilson Sporting Goods
The design, manufacturing, and sale of hand tools and power tool accessories.
Example: Black + Decker
The design, manufacturing, and distribution of boats and watercraft for various recreational and commercial purposes.
Example: Brunswick Corporation
The design, development, and manufacturing of cars.
Example: Ford
The manufacturing, distribution, retailing, and installation of vehicle parts.
Example: Michelin
A company that engages in the exploration, production, refinement, and distribution of oil and gas.
Example: Sunoco
Brands that offer a wide range of products catering to skiers, snowboarders, and surfers including apparel, equipment, and accessories for various skill levels and preferences.
Example: Burton
A company that rents automobiles for short periods of time to the public
Example: Enterprise
A company that rents or manufactors motor vehicles or trailers that includes living quarters.
Example: Airstream
A company that makes trucks.
Example: Mack
Need help building your prospect list? Reach out!