How Photographers Successfully Break Into New Markets

Question: How can I break into new markets without a lot of portfolio material to support the move? What are some methods for marketing my work if, for example, I'm a well-known food photographer but would like to break into lifestyle or travel?

You want to break into a new market but don’t have the images to support your decision … would I hire you? As a former art buyer, probably not. Why not? Let’s look at this closely from my perspective.

I want to renovate my kitchen, but this company has never done a renovation before. Would I spend my budget with them?

I need a new haircut and this person tells me she’s great, but offers no examples of her work or referrals. Would I hire her to change my look?

I’m catering a party and you say you love to cook, but have never cooked for more than four friends in your home. Would I hire you to cater an event for 50 people?

Invest, Test and Share Before Switching to a New Market

Think about it. Would you hire someone if they didn’t have the credentials to do the work? Reputations are so important in this business. You have to prove you have the experience to create work before an art buyer is going to spend a client’s money on you.

If you want to break into a different style, you need to invest time and money in testing. A lot of well-known photographers who wanted to expand their portfolios have invested a lot in testing. Many will hire consultants or art directors to assist in this process.

Sarah and Chris Rhoads wanted to shoot more advertising lifestyle work, so they tested and tested doing the type of work they loved. It made people sit up and take notice. The husband-and-wife photography team hired Amanda Sosa Stone and me for a team consult, and we pushed them out of their comfort zone. We got them to reach out to a local modeling agency to produce a photo shoot; once they nailed that shoot, they were on a roll.

They continued to shoot for their portfolio and when they were ready, I introduced them to an agent. Since signing with Bernstein & Andriulli, they have shot campaigns for Sony, Pfizer, Abbott Laboratories, Pepsi and many other notable brands. Was it worth the investment that We Are The Rhoads made in their business? Heck yeah!!!

To Great Commercial Work!

©We Are The Rhoads

©We Are The Rhoads

©We Are The Rhoads

So, if you want to invest in your future, invest in your work.

Clare O’Dea, owner of Clare Agency LLC and C20 Agency, sums it perfectly: “Maybe you eat in instead of going out to eat. Maybe you hold off on the trip to Europe and invest in your body of work.”

It is all up to you and your priorities.

About Suzanne

Suzanne Sease currently works as a consultant for photographers and illustrators all over the world, and is also a partner in the Creative Collision video series featured on Agency Access' blog, The Lab. Suzanne has been heavily involved in the photography and illustration industry since the mid 80s, giving her the opportunity to work with some of the most established artists in the business. She founded the art buying department at The Martin Agency in 1988 and left in 1999. She has also worked for Kaplan-Thaler, Capital One, Best Buy and smaller agencies and companies. Suzanne Sease Productions

Related Articles:

1. Dialogues Podcast: Moving Into New Markets

2. Shooting New Work: How to Stay Creative Without Confusing Clients

3. 8 Ways to Market Personal Work to Art Buyers