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For six months, I worked with Hal Banfield, a Los Angeles-based portrait and dance photographer. Known for his skillful use of light, color, and movement, Hal aimed to capture the attention of commercial clients, brands, and dance companies. Still, Hal struggled with navigating the complexities of marketing his work in the competitive Los Angeles market, so he decided to try our Marketing Partner service.
With over 25 years of experience in the photography industry, including 21 years with the National Geographic Photo Agency, I understand the hurdles photographers face in an evolving market. I collaborated closely with Hal to strategize, design, and execute targeted digital campaigns aligned with his professional goals. Our strategy focused on monthly email campaigns, each carefully curated to reach a specific segment of his desired audience. Each month, we selected a different area, be it editorial, commercial, brands, or dance companies, as our target focus.
As a marketing partner, I work closely with photographers in an ongoing effort to build their business through targeted research and outreach. Our goal is to identify ideal target markets, connect with the right people, and consistently show the photographer’s best work. Throughout this process, we focus on refining the photographer’s brand and presentation, developing marketing materials, building verified contact lists, and consistently marketing to the clients in their target market. Many photographers do not have the time or expertise to manage effective marketing independently. This service is designed to ease the burden and get them on the right track.
Hal faced several challenges that were familiar to many photographers. While he had a clear vision of his target audience, he wasn’t sure where to begin. In a competitive market like Los Angeles, simply having a strong portfolio wasn’t enough. Hal’s main goal was to increase visibility and attract potential clients to his portfolio, but as a relatively new name in the industry, he needed a way to stand out and spark interest.
Hal supplied a range of digital promos, each unique in design and aligned with his aesthetic. For each campaign, I researched potential client companies, identifying and verifying the appropriate contacts to ensure each email reached a relevant decision-maker. Once the monthly list of 25 contacts was finalized, I shared it with Hal for approval, creating a collaborative, transparent process from the outset. The goal was to keep Hal’s name in front of prospective clients consistently, understanding that this was a long-term effort aimed at establishing a presence rather than expecting immediate responses.
Over the five-month period from March to August 2024, Hal and I sent 25 emails per month, with an impressive 50% open rate across campaigns. Hal remained active in the process, following up promptly with contacts who engaged with his content and took note of increased web traffic following each campaign. He was quick to respond to prospective clients, often creating custom digital promos tailored to a specific client’s brand and visual style.
This tailored strategy helped Hal’s work connect with viewers, drive engagement, and showcase his versatility in meeting diverse client needs. The collaboration resulted in a steady increase in interest and website traffic, proving that a strategic, targeted marketing approach can deliver measurable results, even in a competitive market.
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Further Reading
Case Studies: Marketing Partner
Expert Advice: Marketing Misconceptions
Expert Advice: Email Marketing Services