The Daily Mentor Minute Blog | Bruce Hudson

Cruise Ship Marketing- Part Three: Welcome to the Club!
Saturday, May 30, 2009

If you follow my teachings at all, you know that I am a big fan of client clubs. Wine clubs, book clubs, frequent flyer clubs, or on the cruise ship they call it the “Princess Captain’s Circle- Where Loyalty means Rewards and Recognition.” Pretty cool catch phrase, huh? Anyway, their club works a lot like our Premiere Portrait club at Hudson’s, where client loyalty is rewarded with special perks and pricing incentives. Throughout the ship you are constantly reminded of all of the benefits you can have when you sign-up for the Captain’s Club. Everyone enjoys being part of a group with like minded people in it. They get to attend special member’s only parties, even member’s only cruises! And every member proudly wears their buttons to show what level they are. For us at the studio, we do something similar for our PPC’s. A few of the perks are member’s only events, no session fees, and 10% off wall portraits. But a club is more than just giving stuff away; it’s about creating a culture within your business for your clients. When your client feels special and is treated as such, there is no way they would ever go to someone else for photography. Do you think any of the Princess Captain’s Circle members are going to be caught dead on Carnival? Holland America? I think not! If you don’t have a special club for your clients, you should start one immediately! Have a great weekend everyone! B.H.

Cruise Ship Marketing- Part Two: NEVER STOP MARKETING!
Thursday, May 28, 2009

For years we have used the concept of planting seeds for marketing at all times. Some of these seeds take weeks, months, or even years to sprout into portrait sales. On the cruise, they are constantly planting seeds and showing you what Princess Cruise you should take next! How are they accomplishing this so effectively? Easy, they’re playing beautifully produced videos (commercials) featuring other destinations that Princess Cruise Line goes to! You might be thinking, “When do you have time to watch TV, you’re on a cruise?” Cruising is tough work (drinking, eating, relaxing) and it requires a lot of naps along the way. In addition to the cruise channel, they also have regular TV and some first rate movies that change daily! While channel surfing, you always seem to hit some video promo of an exotic destination that Princess goes too. So how does non-stop marketing relate to our business of photography? Well, this is something that I’ve been really good at for many years. When a senior comes in for their session, he or she usually has their parents with them. In addition to all of the family wall portraits and albums in the lobby, where the parents sit and wait while the senior changes clothes, guess what I bring during the session? You got it…family portraits! “What better time to create a priceless heirloom of your family than right before one of the kids leaves the nest”, I always say! They are also seeing my wedding albums, first year baby albums, and some fine art stuff as well! The moral of the story is that just because you’ve paid and are on the cruise ship, doesn’t mean you can’t be thinking about the next trip in the future! It’s the same in our business! We actually send a $150 Gift Card with a letter to all of the families of the seniors that year for family portraits. It all starts with planting those seeds in the studio during the session. Also, here is a fun fact, 80% of my weddings now come from former high school senior clients, now where do you think they got the idea to use me? See you tomorrow for Part Three! B.H.

Cruise Ship Marketing- Part One
Wednesday, May 27, 2009

Cool shot, huh? I took this just before we left my favorite port of Skagway! After spending 7 days (actually, more like 6 days) on an Alaskan cruise, I came away with some great marketing ideas. The first one relates to the way cruises advertise their “7 day cruises.” It’s really a 6 day cruise. They count the day you board the ship and leave the first port as a full day. This tends to mislead the customer a bit. Please don’t get me wrong, I love cruises and definitely feel that they are an exceptional deal, but getting on the ship at 2pm and sailing at 4pm doesn’t constitute a “full day” in my book. What lessons can we as photographers and business owners learn from this? In our businesses we need to be clear when we offer our products and services. There should never be any grey areas. No “bait and switch” and everything should be backed up by a 100% money back guarantee! I’ve seen some misleading business practices destroy many a company in my day; you never want to go down that road. If you are in this profession for the long haul, always over deliver when it comes to service, don’t oversell, and always have your client’s best interest in mind. If you do your job correctly, their interests and yours as a business owner will coincide. Thanks to everyone who attended our Diverse or Die program last night for the Professional Photographers of Pierce County! Sorry I went over on time, I guess I “over delivered” on the content! See all of you tomorrow for Part Two of Cruise Ship Marketing! B.H.

My batteries are charged and I’m ready to ROCK!
Tuesday, May 26, 2009

If you’ve been following the blog, you know that I spent last week on an Alaska cruise with my fellow Camera Craftsmen of America group. We get together every year someplace in the world to meet and exchange ideas. I’m honored to be in such a prestigious organization that was formed back in 1905! We create a book every 5 years and this time next year we will be releasing our 2010 edition. More to come during the next few months about this book and how you can win a limited edition copy! So anyway, I am ready to get started on some new projects and finish some old ones at the studio. The theme of the week for me is going to be focus. Normally I am extremely overwhelmed after returning from a vacation like this, it’s all the catch up that must be done! My mind goes in all different directions and I need to focus on specific tasks, but it’s tough when there is so much that I want to do! I got a lot of great marketing ideas that I’ll be sharing with you during the next few days…so stay tuned! It was great to hear how my fellow Camera Craftsmen were doing businesswise, and what marketing ideas are working for them during these challenging times. Also, check out this week’s image, it was posted this morning. It is a shot from the cruise ship taken as we sailed through the Tracy Arm Inlet! It’s spectacular! See you tomorrow! –B.H.

Freedom Isn't Free!
Monday, May 25, 2009

Today is a day to remember. Today is a day to thank fallen heroes. Tomorrow we have chance to live without fearing. Tomorrow can change in a moment. Never Forget, Never Forget, NEVER FORGET that Freedom is NOT and NEVER will be FREE! BH

Building Client Interaction into Your Marketing
Thursday, May 21, 2009

Hey everyone, Josh here, my dad is currently in Skagway, AK! He called to check in today and he is having a great time. Today I want to discuss the power of client interaction! Anytime you can build interaction within your marketing, you will increase your chance of booking a session and obtaining referrals. Now days, this is even easier with all of the social media outlets we can tap into. The other day Bruce was on Facebook and was “friended” by a client that we have not seen in sometime. Bruce did her senior portraits and her wedding over 15 years ago. He wanted me to send them an information packet and book a consultation for family portraits this summer in Napa. They live in Northern California. We are pretty good at keeping our database up to date, but this client fell through the cracks. This is where Facebook, MySpace, Twitter, etc. can really give you some great opportunities for interaction, and to rekindle the client-photographer relationship again! We recently set up a Facebook page for the studio, in addition to our high school senior Facebook sites. It is amazing how many clients have joined our page already! These social media sites are perfect for promoting interaction, especially Facebook with the “Newsfeed” feature. We used to promote interaction with our e-blasts and mailings through surveys and contests. Now, we can form discussions, post images, ask for feedback, you name it, all on Facebook. It’s pretty cool when you post an image and instantly have someone commenting on it. Plus, all of their friends see that they commented on it and are driven to your page. I guess the buzz word for this type of marketing these days is “viral”! When you build interaction, you continue the relationship with your client. With today’s amount of competition, you have to be in front of your clients at all times. Be sure to build interaction into your marketing, use multiple forms of promotion to promote your pages, blogs, and events. One company that does a great job of this is Duke’s Chowder House in Seattle. Check out their website at http://www.dukeschowderhouse.com. Also, sign up for their e-newsletter; you’ll see what I mean! –J.H. –PS. Sorry, no image of the week this week with Bruce out of town! But, I did post a new article on the member’s only area, so check that out instead! Not a member? Sign up and see what you are missing! Email me at josh@mystudiomentor.com and I’ll send you a promo code for signing up that will give you a free gift worth $95! Also, we’ll have a new print critique and a new marketing critique up next week, along with a brand new image of the week too!

How involved are you in the community? Giving back can yield you some amazing karma and market your photography studio at the same time!
Tuesday, May 19, 2009

Wow, it has been a few days since we posted a new blog! I am very sorry about that! This weekend we had all of the Camera Craftsmen’s of America fly into Seattle to catch an Alaska cruise. Bruce and Terri hosted the pre-cruise party on Saturday, it was a blast! We had www.Brucetunz.com artist Darren Motamedy playing jazz on the dock and some wine tasting. Needless to say, it was a busy weekend! Then Bruce took off to Alaska leaving me, his son Josh, in charge of the operation! That means all of the blogs this week will be what I like to call “Josh Blogs!” LOL lucky you! Today I want to focus on the importance of community involvement. It truly is a great way to not only give back to your local community, but is a great way to been seen as someone who cares. Most consumers, especial today, want to invest their dollars in someone who they feel truly cares about them. Let’s face it; people like to buy from good people, so it is essential to be seen in a positive light in the community. Many photographers, much like my dad, have used this component to market themselves and their business. Sandy Puc is a great example of this; she uses her talents to raise money for various charities in her town, not to mention founding the Now I Lay Thee Down to Sleep Organization, which has gone international! But you must give back for the right reasons, not just because you want to make more money, it has to be a genuine effort on your part. Much like in the sales room, a client can tell if you are not sincere, you have to believe in what you do! Today my daughter, well, future step daughter Natalie, came home after school just raving about the assembly she attended today. “The Mariners came to my school”, she exclaimed! 5 Seattle Mariners (our badass baseball team whojust took 2 out of 3 games from the Red Sox) came to her school to talk to the kids about being part of their D.R.E.A.M. Team. Read more about this great community outreach program by going to http://mlb.mlb.com/sea/community/index.jsp. You too can have the same effect in your community! Maybe not as big as a professional athlete, I mean, who wants an autograph from a photographer, but you can still make an impact on an audience. One of the ways we reach out to the community is through speaking. For you Monthly Mentor Members, you should have just receive this month’s mailing with the bonus DVD Speaking in YOUR Community! Enjoy! We speak to Rotary Clubs, Chambers, Moms Groups, and even Junior High and High School photography classes. It is a great way to be seen as an expert in your community. I know what some of you are thinking, “I don’t have time to do this community stuff, I would rather do something that is going to put food on the table now!” Hey man, I hear ya, but there are huge income opportunities by speaking in your community. We have multiple case study examples of $250,000 plus clients that first saw Bruce when he spoke to their high school DECA class. They saw him speak, came to him for senior portraits the next year, then Bruce did their wedding(s), did their family portraits, etc. So yes, this community stuff works. There are also a ton of opportunities to volunteer your time for charities, they are always in need of photography for grants, websites, auctions, you name. Plus, it is some great PR opportunities as well. So take one from the Mariners playbook, give back to the community, you never what homeruns you might hit! J.H.

Styles may change, but quality never goes out of style! Part Four: Composition
Thursday, May 14, 2009

The Rule of Thirds is my friend! It’s a simple technique, but it is one that will provide you with consistent results in your photography! If you have never heard of or used The Rule of Thirds before, here is how I perceive it. Take any square or rectangle image and divide it vertically and horizontally into thirds. See the image above. Where two lines intersect is called a “power point.” Placing your subject of interest in one of the power points will increase your chance of achieving a more impactful composition. By doing this with your composition, you will create some tension, and tension breeds impact. I have been using this type of composition in my portraiture for many years and it is very conducive to large wall décor. Try this technique for yourself, you’ll see how easy it is to implement and how much it will improve your composition! Tomorrow I will cover Part Five: Making your subjects look their best! See ya! B.H.

Part Three: Spontaneity!
Wednesday, May 13, 2009

This is one thing that has become extremely popular with today’s consumers, spontaneity in portraiture! In the film days, this wasn’t achieved as frequently because cost was a factor. But today with digital, this is a non-issue. It’s much easier to capture the candid and playful nature of your subjects. But I will also stress the importance of all the other points I have covered and will cover during this multiple part blog. Direction of light, composition, impact, color, feeling, mood, getting the light in the eyes, ect, all need to play a role in your photography. Anyone can take a snap shot and get lucky; this is where we as professionals need to stand out even more. Having spontaneity just for the sake of spontaneity does not cut it with me. It takes many photographic elements to create a quality image. Yes, styles change, but quality will never go out of style! See you tomorrow, we’ll cover composition! B.H.

Part Two: Getting Light in the Eyes!
Monday, May 11, 2009

I think I heard a quote some years ago that went like this: “The eyes are the window to the soul!” That sounds about right! It’s hard to capture the soul of your subject without looking through their eyes. With many of the contemporary looks today, I feel the image makers are disregarding the important rule of lighting the eyes. In some cases, it simply comes down to the height of your light source. It might be coming in at a great angle, but if it is too high, it won’t fully illuminate the eyes. This is a good example of a wide ratio, 5 to 1. The image is moody, dramatic, but it still has both of his eyes illuminated. Always look for the “catch light” in the eyes. It’s the little white spot in the dark part of the eye. If you don’t see it, change the height of your light source! Remember, it’s hard to capture the soul without actually looking into it through the eyes! See you tomorrow for Part Three: Spontaneity! B.H. –PS. New image of the week is posted; it’s from a senior session last weekend!

Styles may change, but quality never goes out of style! Part One- Direction of Light
Friday, May 08, 2009

The longer I’m in this business the more I see styles come and go. This year I have also photographed more “seniors of seniors” than ever before! Wow, just look at the image above! LOL! It’s been fun showing a side by side comparison of styles in the 1980’s and today’s. Yes, fashion and styles have changed a lot, but the quality has remained the same. This is where I feel many of the newbie’s coming into the business are slacking off. Yes, it’s great to have an edgy, contemporary feel, but you still need to follow a few rules when photographing people. During the next few days I will be sharing what I feel is essential for creating a quality portrait. Today, let’s talk about direction of light. You always want to have direction of light on your subjects. When you create a highlight to shadow area on your subject, you add depth and dimension to the image. Flat lighting does nothing to flatter the subject. Always look for highlight to shadow opportunities in nature; the easiest is having a subject under a tree. The branches above act as a light block and a subtractive source. This allows the lighting coming in on the side to have more prominence. The tree trunk also acts as a subtractive source on the other side, which creates more of a shadow area. I also suggest that you take your flash off of your camera and move it 45 degrees to the right or left. I like using the Quantum Flash or the new ProFoto 600B with a 3ft. Octa Box. Tomorrow I’ll be talking about a related rule you should always follow: Getting light in the eyes and at the proper angle! See you tomorrow! B.H. -

Marketing your photography business is nothing more than planting seeds!
Wednesday, May 06, 2009

For me, I compare marketing to planting seeds. Some seeds take weeks or months to sprout, most take years though! Are you planting seeds in your client’s head for future photographic work? If you aren’t, you definitely need to be! When I am photographing a wedding couple, I am planting seeds for a first year baby plan. When I am photographing a senior, I’ll plant seeds for wedding photography. Today, I had a projection sale with a senior client’s parents; this is their 4th and final senior. I have done all of them and each time I have been planting that seed for a family portrait. I think the seeds will finally sprout this summer! I guess my point is that you need to be constantly marketing yourself at all times, never miss an opportunity to give your clients an idea. Trust me, if you plant the seed, water it relationship marketing, it will sprout eventually. This is one reason why 85% of my wedding clients are former high school seniors. Tomorrow I want you to try and plant some seeds of your own, you never what came happen from a simple suggestion to your clients! B.H.

Taking Action AFTER a Seminar! It’s all for nothing if you don’t implement what you learn after a photography seminar!
Tuesday, May 05, 2009

I had the opportunity to be a student on Sunday at a local seminar here in Seattle that was sponsored by Pacific Color Lab. The presenters were Bill Sorenson from Oregon, Rachel Martin from Montana (who was just in my class a few days earlier), and David Hilton from Massachusetts. All of them did a wonderful job and I got a lot of ideas from each speaker! But here is the million dollar question: Now that I have the ideas, what do I do with them? I have a ton of notes, how do I possibly begin to sort through them? Here’s the way I take action after attending a convention or event like Sunday’s: (1) I go through and highlight in yellow the most important points that I want to try and implement ASAP. (2) Then, I try to prioritize each of the highlighted items into Short Term, Mid-Term, and Long Term. (3) I also determine which project will have the most impact on my business right now, this is usually one of the short term action items, and it needs to be done first. (4) After you have chosen a project to get started on, now it is time to determine the set of steps or actions that are needed to accomplish the goal. For instance, if the project was projecting my images, I would look for a projector, software, etc. (5) Always start with the end result in mind and work backwards. You’ll find that the obstacles you put in front of yourself are really nothing more than roadblocks in your mind. This will save you time and give a more focused prospective! (6) Once you complete your project (congrats by the way) start on your next one and repeat the same steps! In conclusion, I think one of the reasons why Sue and I were so successful in this business was because we implemented other’s ideas quickly. I studied with Charles Lewis, less than a month later I was projecting my images. After studying with Ken Whitmire, I completely changed the focus of my business to wall décor. I studied with Linda Lapp, next thing I knew I had a 2 tiered pricing model. I guess what I am saying is, just going to the seminars and taking great notes are not enough, you have to implement what you learn IMMIDIATLY. I think if you try to my method it will help you get more done and you won’t be so overwhelmed, which most of us are after a great seminar! Speaking of seminars, I am on my way to David Ziser’s tour right now! I was honored to have him over at the house last night for a steak dinner, its fun when you cook for one of your mentors! Have a great Tuesday everyone! B.H. –PS. There is a new image of the week posted, check out “Tug!”

Man did I feel old yesterday! Relationship marketing will make you more money, but it also shows your age!
Saturday, May 02, 2009

Yesterday was a day filled with emotion and a sense of “old home” week! Each one of my clients had some major history with me. (1) My first appointment of the day was a HS senior that I first photographed when he was 4 weeks old. Yesterday was his 18th birthday! (2) My next appointment was projection sale for another senior. I first photographed her when she was 8 years old. I also photographed all 4 of her brothers and sister’s senior portraits, her parent’s 25th wedding anniversary, and her older sister’s wedding last summer. Wow, what a history! (3) Next up was another HS senior. I did his aunt’s wedding on 1986, followed by his parents in 1988. I also did their family portrait 5 years ago. After talking with the mom, it looks like they are ready to update again! (4) My final appointment of the day was another HS senior. I am doing a lot of late sessions this year, how about you? Anyway, I actually photographed this senior’s mom in 1987 during a soft touch session. Man, where does the time go? Yes I did feel a little old today, but I am truly thankful that my clients have returned to me throughout the years! Should I be surprised? Not at all! I am the self proclaimed “relationographer” and master of relationship marketing! It’s all about keeping in touch with your clients. A lot of photographers ask Josh and me, “Does this relationship marketing stuff really work?” You bet your butt it does! Because of relationship marketing, yesterday was a pretty good cash flow day. Need relationship marketing ideas for your business? Read my book! I know, shameless plug, but it’s only $19.95 and it will help you learn how to retain your current clients for decades to come. Check it out under the “Educational Investments” page. Have a great weekend everyone! B.H. –PS. Here’s a quick tip! Dollar for dollar, hard copy newsletters have been the best investment my studio has ever made. This is the number one relationship marketing tool! If you’re not doing a studio newsletter, you are leaving money on the table. For you member’s out there reading this, I have posted our newsletter writing guide on the member’s only section for you to print off. Let me know if you need a hand!