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Print ArticleHOT TIPS
TEXT & IMAGES BY HELENE GLASSMAN
It happens to every photographer at one point or another. You feel a sudden lack of creative vitality, as if your inspirational batteries need a jump start. It happened to me after owning—and loving—my portrait studio, Imagery Photography, for almost 20 years.In 1999, feeling the need to reenergize, I took a trip to Italy
with some other photographers. While I can't say for sure whether
it was the change of scenery, the break in routine, or the people I
met, I do know the trip awakened my creative spirit.
Shortly after returning to California, I began photographing what I
call everyday life scenes—people, animals, doors,
window shutters draped with laundry—creating a story
in a single image. Capturing these single images has become my way
of expressing how I see the world around me. After showing these
images to family and friends, soon I was getting requests for
copies. Someone said, "I'll buy some cards if you make them." I did
just that. My new business venture had begun. l
It helps to have supporters. Frank Long, head of graphic design at
Agfa Color Lab in Gardena, California, taught me a great deal about
the greeting card business. My mentor, Tim Mathiesen, Gemini
marketing director, Epson America, got me started with marketing my
cards.
Some of the lessons I've learned would apply to any new business
venture. For instance:
1. Study your target market. I found out the
public is your market. That may sound obvious, but many of my
photographer friends go to conventions with their cards when they
should go to giftware trade shows and stationery shows.
2. Decide whether to get a rep or license your images to a
publisher. The choices are difficult, both with pros and
cons. I've gotten my cards into four major stores here in Santa
Barbara probably because I'd worked here so long, many of the
merchants knew of me or I had people I know make the introduction
for me. That's only the beginning. Follow-through is vital.
3. Get the cards out there. Be persistent. Don't
become discouraged. It takes a lot of planning and legwork. If you
do your homework, study your target market, get out there and meet
people, you can position yourself for success. I have two card
racks up in my front room that I show and sell the cards from. I've
learned to incorporate the cards into my wedding consultations. And
when I'm asked for a donation from my studio, I include a set of
cards.
4. Enlist your family to rep for you. I have cards
now in a store in South Carolina and am sending cards to relatives
in Utah, who will help me there.
5. Go to trade shows as frequently as possible.
The networking and workshops available are well worth the time and
money.
6. Create separate websites. Keep the different
business identities clear. I have one website for my studio,
Imageryphoto.com, and one for the card business,
HeleneGlassman.com.
7. Keep your eyes and ears open for spinoff
opportunities. A new avenue I'm pursuing is designing
custom cards for companies. One of my corporate clients expressed
an interest in this when he was in the studio for a head shot. I
designed and sold 500 cards to one local business and I'm
discussing a holiday card for Thanksgiving with a local bank.
The excitement I feel working with the cards filters back into my
work as a portrait and event photographer. My next step: talking
with hotel and hospital gift shops.
How successful you are in your new endeavor depends to a large
degree on your determination. Try thinking of yourself as a bumper
car: When you push a door and it won't open, just back up—rev
your engine—try another door—and charge. Make it
happen.
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