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"Money Talks/ The Practical Applications of Technology," was the subject for our March speaker, Jane Conner-ziser. Giving a program on marketing digital imaging, Jane demonstrated her
wide experience in presenting interesting programs, in addition to her wide knowledge of digital photography and retouching.
Jane said she was first inspired by seeing the portraits of Yosuf Karsh;
beside the superb artistry, they were extremely well retouched to enhance the personality and character of his sitters. She suggested that all photographers will need to become familiar with digital cameras, and she
recommended not going out and buying a high-end camera, but rather getting a consumer digital camera first, and becoming familiar with it and then buy a pro camera when you know what you need. She uses the
Canon D30 (Soon to be replaced by the D60), and feels it does what she needs. She said the professional photographic industry is changing rapidly, and buying trends of consumers are changing. They are
becoming computer literate, and expect us to have the latest equipment.
Jane said the professional photo industry had not grown in dollars in 10 years, so we must maximize our sales to existing clients, and
look for new markets. She mentioned that professional digital cameras are now available as low as $2,000 and asked, "How much do you spend on film and processing in a year?" She mentioned the benefits of
digital you can provide instant services including retouching for PR photos and gift portraits. Not waiting for proofs cuts down your production time, and no cost for film and processing. It positions you
as on the cutting edge, which your clients expect.
Conner-ziser said while there is other image software, as a pro you need Photoshop 6.0 or higher it's a production tool as well as an imaging tool. With
Photoshop, you can automate any function proofs, special effects, batch image adjustments, etc. She demonstrated how to do tints (from color images) to supplement B&W images in albums, and how to make
custom proof pages.
Getting into marketing, Jane said you should to plan to make money; if you're not making enough money, you must increase your business or your prices. She said today's consumer wants a
good package deal. We should use incentive pricing sell a product complete, so they don't go elsewhere for frames, etc. That way you control the presentation of your photos, get them displayed where others can see
them, you make more money and the client saves time. On incentive pricing on a combination product, add something onto the price of the print and the frame. To add additional choices, clients can upgrade to a better
frame (and you make more). As a pro photographer, you have access to some products the consumer can't buy so you can sell albums and frames for their snapshots, too. Jane also encouraged setting up product displays
in the studio so clients don't have to look so hard to buy something from you. She suggested putting prices on all displayed items people want to know, and don't like to keep asking.
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