f ō t ō r a c l e | the oracle of photography

Fourteen years ago, Leila Jones began to work beside her husband in their photography business. Her husband left photography to pursue his career as a movie trailer editor, leaving Leila to rebrand the business, creating Leila Jones Photography. Her experience and background in psychology and natural intrigue of people has been the foundation for her success. As the mother of six children, an active leader in the women’s organization in her local church, committed service to the community and former business administrator, she has a deep well of life experiences to draw from. Leila is a Area Coordinator and Certified trainer for the International volunteer organization Now I Lay Me Down to Sleep.

Leila Jones

Peter Garr: I’ve had the pleasure of knowing you for nearly a year now and find your genuine enthusiasm to be so refreshing and inspiring.  For those f ō t ō r a c l e readers who don’t know who Leila Jones is, what is the one thing you want them to learn about you as we begin this interview?

Leila Jones: That is super kind words Peter.   One thing that I would want them to learn about me —  I have a true interest in people.  They really do intrigue me and I really love getting to know and connect with people at all levels.

Peter: How long have you been a professional photographer and how did you get started?

Leila: I have been a photographer for just over 14 years now.  I have a minor in Art and had always had an interest in photography.  I had an old Sears 35mm (yes film) camera set-up that I played with.  Fate intervened when I met my husband, Trevor, who had a camera in his hands since he was 12 years old. I believe on our second date he took me as his assitant on a job.  I rolled film for the Hasseblad, back-lit a Norman flash and basically absorbed everything I could.   It became our weekly date. Trevor is still my best teacher.   He is my toughest critic and my biggest cheerleader.  Even today I asked for his critique on a job I just completed.  Together we owned two photography studios.  Trevor left photography to pursue his career as a movie trailor editor.  Thus the re-brand and development of Leila Jones Photography.

Peter: You’re very involved with the international non-profit organization, Now I lay Me Down To Sleep.  What can you tell our readers about NILMDTS?

Leila: Something very near and dear to my heart.  NILMDTS provides remembrance photography for families that their children have died or are going to die.  I have been profoundly touched by the families that I have worked with.

Peter: How did you get involved with NILMDTS and how can other photographers also get involved?

Leila: I was approached by a client who is a nurse who read an article about the organization in a nursing brochure.  She brought me the article and a box of tissues.  My clients know me.  I was signed up that evening.  This was just under four years ago when NILMDTS was in it’s begining stages.  The organization has grown rapidly with volunteers and the needs for our services.  http://nowilaymedowntosleep.org is the official website that answers most questions. The application is available on the website.   I am open to answer any questions as well.  NILMDTS offers local training programs at a nominal cost.

Peter: In your presentation at the April Los Angeles SMUG, you’ll share your secrets of building lifelong relationships with your clients.  Why do you feel that it’s important to develop a lifelong relationship with each client you work with?

Leila: Ultimately for me this is not just a job, it’s a passion.  My truest of passions is people and their lives and stories.  I have been reminded on numerous occasions that each click of a shutter can be the image that will impact someone throughout the rest of their lives.  The deeper meaning of what we are creating is more than than just an image on a paper.  When I develop a mutual relationship with a client it’s amazingly powerful what shows up on both sides of the camera.  In a world with so much uncertainty, there is a need for relationships that are secure, committed and trustworthy.  Building relationships with those values almost always leads to a lifelong relationship.

Peter: In addition to joining us at L.A. SMUG meetings, you recently began leading a photography group here in Los Angeles as well – The Los Angeles Fast Track Group.  I’ve been to a Fast Track meeting, but for those readers who haven’t, what is a Fast Track Group?

Leila: Fast Track Groups are local groups of like-minded photographers (and creatives!) who embrace the Fast Track Philosophy that we grow best as photographers (and as people) by helping and supporting each other.

Peter: How did you get involved in the Fast Track community?

Leila: LOL!! Fast Track is about connecting and supporting each other, the building of relationships.  It speaks to my favorite part of being a photographer.

Peter: What types of photography do you do?

Leila: I primarily shoot weddings and children’s portraits.  My style is very relaxed and natural.  I love capturing authentic emotions, you can’t get more honest with emotions than that of a child or a bride and groom in love.

Peter: What are some of your favorite locations to shoot in and around Los Angeles?

Leila: Santa Monica pier is one of my favorite places, as well as some “mini locations” down Santa Monica Blvd.  In a three mile stretch on Santa Monica Blvd. there is awesome blue alley way doors, beautiful wood and iron door fronts with incredible evening light.  Just a slight bit down from there in an alley is a great graphiti wall with an auto body shop and a Woodie and I can’t forget the bright red barn doors at the art store.  I discovered these and more by just “seeing” as I was driving.

Peter: What is the most memorable assignment you’ve ever photographed?

Leila: I have special permission to share this  – The Broberg Family Portrait.  I had taken a photograph of their 16 year old son, Tyler, at an event in April.  On August 1 he was killed in an accident.  The Mom called me just before Christmas and asked if we could create the “impossible”.  The family hadn’t had a portrait done since the children were little.  There were so many tender mercies offered to create that portrait. The family has their last portrait hanging over their fireplace.   It has forever impacted me.  This is but one of those moments that I am reminded to honor each and every click of the shutter.

Peter: What type of photography equipment do you use?  Can you share with our readers some of favorite items of equipment?

Leila: I am a Canon girl.  I just retired my Canon film camera about a year ago after I realized that I hadn’t shot a frame on it since I went digital.   My favorite items: diffusers, reflectors, rice paper umbrellas, anything that allows me to control light under all types of conditions.  My favorite lens is the one that works in the moment for what I am seeing in my mind.

Peter: I know you mentor other photographers.  What is your mentoring program all about and how can photographers find out more about it?

Leila: The mentoring program is some real deep soul searching.  I can tell you that it can get intense and can be really hard.  The focus is to discover the tools that you have that make you unique to this business and to discover what skills can be improved.  I openly share my resources, workflow, contracts, whatever.  It is a very individual program.  As part of giving back, I always have one slot in the mentoring program that is awarded based on a scholarship program.  The minimum commitment for mentoring is three months.  The scholarship program is a six months award.  Anyone interested in mentoring can contact me directly at leila@leilajones.com.  I am also currently taking applications for a summer intern.

Peter: What is your typical photography workflow like?

Leila: Back-up, back-up and back-up!  It’s not a matter of “if” it’s a matter of when your hard-drives fail.  I just recently sat down with my office manger and re-defined the standard operating procedures.  I would highly recommend asking someone who is a trusted client or friend not in this industry if your deliverables are meeting and hopefully exceeding expectations.  Mark your calendar every six months with the note, “evaluate workflow and delivery procedures.”  Grade yourself.  Just this year I really started outsourcing.  The BEST thing I have ever done!  The one thing I would advise with outsourcing is strong communication and some set standards defined in writing.

Peter: What are some of your favorite products and services that you use in your workflow?

Leila: I am a Mac geek.  I attribute their ease in the learning curve on my ability to stay in photography when the digital era emerged.  Lightroom was created for someone like me, because proficiency in Photoshop is just not going to happen in my lifetime.  I tend to be drawn and work with companies that not only deliver fabulous products but also have incredible customer relations.  I take the same approach I do with a customer to the various vendors that I use.  I work at developing those relationships.  Last year when I re-worked my brand and developed my new website, I asked many of these trusted vendors for their insight.

Peter: What are some goals you have for your photography business over the next twelve months?

Leila: Interesting that you asked that because this year I decided that 12 months of goals didn’t work for me.  I committed to 2015 goals.  What that means is some pretty lofty goals, but I have given myself time to achieve those goals by planning this out long term.  I committed to a vision that is compelling in doing so I find so much inspiration knowing that each day I am walking towards goals that are monumental.  One of my goals for 2015 is to have a turn-key operations where 85% of the day to day operations are outsourced. How this works in to this year’s vision is I have hired an office manger who comes in one day a week with the long term goal to have her take on more and more.  Additionally, I have started outsourcing more and more tasks.  The goals are based not only on the business but on who I want to be as a wife, mother and community member.  I strongly feel you must plan who you become and where you want to go.

Peter: What is the most important bit of advice you have for aspiring photographers?

Leila: Be patient. Approach photography as a skill that is never mastered completely.   It’s a never ending process.  Overcome your fears by taking action.  Be committed to succeeding! Be more committed to giving! Take the time to gain rapport with people and recognizes that people buy people and when you care about what they need they are more likely going to buy from you. Its essential to GAIN RAPPORT and find out what they need and provide a solution to their problem.

Peter: If you had an opportunity to shoot your dream assignment, what would that assignment be like?

Leila: I want to be the recipient of the ShootQ Grant and have the ability to document and bring awareness to the children in the United States that are homeless.  (BTW…this is what is listed on my 2015 goal).

Peter: Have you every found yourself working with a difficult client?  If so, how do you recommend handling difficult clients?

Leila: Yes if you have been in this industry for any length of time you are going to come across situations that present challenges.  That’s exactly how I view them as a “challenge”.  I am committed to challenging myself to create a positive situation.  I take the business practice “the customer is always right.”

Peter: Where do you see the future of the photography industry going and what should photographers be doing today to be relevant tomorrow?

Leila: This is really hard to predict.  When I started in this industry 14 years ago many of the things that clients now expect would have been unheard of.  No one ever asked me for the negatives (AKA digital files).  I think as we evolve in the rapid pace we must continue the quest to learn.  We must also remember that nothing will outdate or evolve that will replace genuine humane interaction.

Peter: What insight can photographers expect to walk away with from the April 2010 L.A. SMUG this Thursday?

Leila: That their true success is adding value to others.  To add value to others, one must first value others.  It’s doesn’t come naturally and it takes a commitment to see your role and purpose is to add value to others.   This will be a hands on audience particpating event where everyone is encouraged to participate.  It’s not just “fluff and emotions”  that will be presented, it’s step by step exercises that we will put into action.

Thank you Leila for sharing your experience and insight with us!

f ō t ō r a c l e . c o m

Leila Jones is the special guest at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

LA SMUG

Thursday April 15, 2010

7:00 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

More info at Meetup.com

Photographer Rob “Ninja” Nicholson will discuss the theory behind Self-Analysis to grow your photography business. If you have ever met this guy you’ve noticed that he might be a few sandwiches short of a picnic. Sarcastic, blunt, loud and a laugh that would offend a hyena! It works for HIM though and has allowed him to set himself apart in the industry. He will open your minds to the idea that to be a successful photographer has less to do with expensive lenses, time in the industry and editing skills. There are many ways to “make it” as a photographer and Rob will share how making YOU the foundation of your business can lead to success!

After spending six years in the US Navy as a toilet-scrubbing Meteorologist and Oceanographer, he hit the ground running in the photography industry. At the very beginning of his photography career, he realized that his strengths would only take him as far as his weaknesses would allow. Through Self-Analysis he realized his biggest strengths were his personality and his background in research and technology. Rob has been able to build the foundation of his business on those strengths. This has helped him to offer his clients an amazing experience, grow his business and accomplish many of his personal and professional goals. A little over three years as a professional photographer, he has photographed 50+ weddings worldwide and events, including two private events in Jamaica with Prince Charles! So now he has a business that he runs and not a business that runs him. Finding this balance has permitted him to direct some of his efforts toward elevating the photography industry. Rob created and leads the fast-growing nationwide photography group called Photog Shootout. In less than a year, Photog Shootout has grown to 3000+ members with permanent presence in seven cities around the United States.

Peter Garr: I’ve been fortunate enough to get to know you over the past week at WPPI 2010 in Las Vegas, and I have to admit, I had more fun than I’ve had in a long time hanging out with you.  For those who have no idea who you are, what’s the one most important thing you’d like everyone to know about you?

Rob Ninja: I am Authentic. There is a Beastie Boys quote that I live by to this day, “Be true to yourself and you will never fall.” If you don’t accept yourself how will you expect other to accept you?  Over the last 30 years of my life I have experienced life in a broken family on welfare to rubbing elbows with Prince Charles and everything in between.  I never will forget where I came from and who I am.  This allows people to accept me for all my strengths and my weaknesses.

Peter:  You created and run the nationwide photography group called Photog Shootout.  What inspired you to start the group?

Rob: Well, I live in a small town of 4000 people with only a handful of photographers.  I would have to drive over a hour just to hang out with any of my photographer friends.  Soon I realized that I was not the only one wanting more local community and opportunities for learning.  That gave birth to Photog Shootout!

Peter: I know that Photog Shootout is more than just a group of photographers taking pictures. What else does Photog Shootout bring to the table for photographers throughout the nation?

Rob: Community, community….community. One of the most interesting business plans I’ve seen is a small company back East called Service Today. It is an “”An employee-owned company.” Photog Shootout takes a very similar approach. We essentially give our local groups more industry support and visibility. Our niche is a more grass roots approach to creating community. We’ve been able to create consistency and control expectations by building the foundation of our community around the COMMUNITY! Not around an individual, not around a product and not around service. All our event have local models, venues, hair/make-up, leaders and teachers! Giving the locals “ownership” of their own community is key for longevity and success.

Peter: There’s such a wide spectrum of photographers in the industry, from beginners to seasoned veterans. Is there room in the Photog Shootout community for both new photographers as well as those who’ve been shooting for a long time?

Rob: Yes! Photog Shootout is multi-layered. Right now our attendees are still in the beginning stages of their photography. Our Photog Shootout Bosses are the next generation of influential photographers in the industry! We also get some support from more seasoned photographers and other industry partnerships. The best part is we have a “Check your ego at the door policy” and you won’t have to drink the “special kool-aid” after the events!

Peter:  What can f ō t ō r a c l e . c o m readers do to get plugged into a Photog Shootout in their cities?

Rob:  We are slowly and surely growing. I’m a firm believer of Google’s approach of, “It’s OK if you don’t use Google today because tomorrow we will be so much better.” Photog Shootout isn’t out to dominate the world. We’d rather have five amazing groups then 15 pretty good ones. So we are gonna continue creating an awesome experience for photographers and not try to mature too aggressively. The easiest ways to keep up with what we are doing, follow us on Twitter and/or join your local Photog Shootout Group.

Peter: Are there any plans to have Photog Shootout groups internationally?

Rob: YES…but we want it to be perfect. We don’t need just another notch in our belt. We’ve made some awesome industry contacts and are always looking for ways to stimulate other local photography communities! So…get that passport updated!

Peter: You shot a couple of private events in Jamaica with Prince Charles.  What was that experience like?

Rob: It was the hottest, most stressful and most demand event I have ever shot.  Although it solidified the fact the my childhood dream of being a professional photographer came true!

Peter: You claim to have a photography business that you run, not a photography business that runs you.  Please explain the difference and how do you achieve one over the other?

Rob: When I started my own photography business I wanted to create a certain lifestyle for myself and my family.  It seems like many photographers measure their success on how many hours they work and how full their calendar is.  The key to creating a semi-automated business is outsourcing your weaknesses, most time consuming duties and/or least profitable line items.  Remember that your strengths will only take you as far as your weaknesses allow.

Peter: Your presentation at the March 18 Los Angeles SMUG is about using Self-Analysis to grow your photography business.  Can you tell our readers a little bit about this concept and how it’s helped you?

Rob:  I believe that the foundation of personal and professional success has to start with truly understanding who YOU are.  You can’t set out on a journey with out knowing where you came from.  We will do some Self-Analysis and try to uncover the real you. 

Peter: You’re based in Delware.  What’s the photography industry on the East Coast like and how does it compare to the industry on West Coast?

Rob:  To be completely honest its not an East Coast and West Coast thing.  Every city is very different from each other.  Each community has unique styles, mentalities and people.

Peter: Your name is Rob Nicholson.  How did you get or come up with the name, Ninja?

Rob: My shooting style is very Ninja-esk. Very hands-off and non-disruptive to the flow of a wedding day.  The name just stuck.

Peter: What’s your favorite Ninja weapon?

Rob: Ninjas don’t believe in favoritism.  That would be a weakness.  Ninja weapons can come in the form of a coffee mug, penny or even a Flintstones Vitamin.  You won’t know until it is too late. 

Peter: You spent six years in the Navy as a Meteorologist and Oceanographer.  What are some things you learned or experienced in the Navy that have helped your photography business the most?

Rob: Patterns and patience.

Peter: We all have strengths and weaknesses.  What’s your greatest strength and what do you do to exercise it?

Rob: Understanding patterns is my greatest strength by far.  One example:  Since my first day in business I have logged ever single inquiry I have ever received.  This has helped me understand the booking window, types of clients and their buying habits.  Truly understanding my target market has allowed me to concentrate and maximize my marketing efforts.

Peter: What’s your greatest weakness and what do you do to overcome it?

Rob: Editing by far!  After my first wedding, I partnered up with ShootDotEdit and let go of my editing.  This was one the most important steps I made for my business.  This allowed me to work less IN my business and work more ON my business. “You can’t see the battle field if you are digging fox holes all the time.”

Peter: What’s one piece of advice you can give to a photographer just starting out in the industry?

Rob: Short answer:  OUTSOURCE your weaknesses!  Long answer:  Building a business is like building a house.  You should build the foundation of your business on your strength and outsource your weaknesses.  Let’s say you are an excellent plumber, but try to learn and do all the other duties required to build a house.  It will take so much more time, because you have to learn many things at once, the craftsmanship won’t be high quality and you will make many mistakes!  So I believe outsourcing is right for the photographer’s starting out and the seasoned pro.

Peter: What’s one piece of advice you can give to someone who has been in the industry for a long time?

Rob: The tides are changing and technologyis the driving force.  The Internet has allowed photographer of all level to maximize their visibility to this new techy savvy generation of consumers.  The photography industry is changing and you have to evolve with it to stay relevant.

Peter: When your not busy being a photographer, photography teacher, and industry leader, what do you like to do in your spare time?

Rob: Aren’t photographers always busy??  jk  I live at the beach so Sunday Funday volleyball with my family and friends is what I look forward to every week.  It is so important to recharge your batteries every once in a while in order to work at full capacity.

Peter: You recently won a mentoring session through the Thirst Relief Mentor Auction with my friend and industry marketing guru, Jeff Jochum.  How does it feel to be one lucky S.O.B.?

Rob: Dude.  I only bid on Jeff and went big with it!  Jeff helped me confirm, question and reevaluate my thoughts about the industry and PhotogShootout.  “Lucky S.O.B” is an understatement.

Peter: Can you make me some shoes? *

Rob: Yeah.  Penny loafers with a nickel in them are my specialty. *

* Rob and I shared many laughs with each other at WPPI 2010 in Las Vegas last week.  The question about Rob making me some shoes is an inside joke that those of you who attended the SmugMug Pro Slumber Party sponsored by Bay Photo Lab at the MGM Grand might remember.

I’d like to give a big shout out to Rob Ninja.  Thanks for taking the time to share your answers with our readers!

f ō t ō r a c l e . c o m

Rob Ninja Of Photog Shootout is the special guest at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

LA SMUG

Thursday March 18, 2010

7:00 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

More info at Meetup.com

Lawrence Chan from Tofurious successfully used a combination of marketing techniques (including social media) to become the most inquired wedding photographer in the industry. Lawrence Chan’s LA Smug presentation is for part-time and full-time wedding photographers who want to better understand their target market and to maximize social media to generate more business.

f ō t ō r a c l e . c o m presents 20 Questions with Lawrence Chan of Tofurious…

Lawrence Chan aka Tofurious

Peter Garr:  Several months ago I had the pleasure of attending your SEO Workshop and was amazed at what I learned about the marketing power behind Search Engine Optimization.  What can we expect from Tofurious in 2010?

Lawrence Chan:  I will continue blogging and offering digital products, but will focus heavily on social marketing and branding.  I feel that a photographer has to wear many hats when the only one that fits best is shooting.  It takes precision and balance in order to juggle all of them, so I am hoping that my experience in business will offer some guidance.

Peter: WPPI 2010 is coming up right around the corner from March 4th through 11th.  What does Tofurious have in store for people going to WPPI in Las Vegas next month?

Lawrence:  Good question!  I have found great success as a marketing consultant in the wedding industry, so I will continue exercising that muscle.  I will have two items at booth 1240:

1. One on one consultation by me
2. Portfolio review by my guest – Grace Ormonde of Wedding Style Magazine

Peter:  You traveled throughout Europe last year.  Of all the cities you visited, which was the most memorable and why?

Lawrence:  This question just caused a flashback of good memories.  I am leaning towards Nice, France because I found a small business that served, in my opinion, the absolute best and most fluffy mint and chip gelato ever!

Peter: You mentioned in a recent blog post that you recommend “Confessions of a Shopaholic” by Sophie Kinsella as a must-read marketing book.  First, what marketing insight do books like “Shopaholic” and similar offer photographers?

Lawrence:  Quoting from the blog, “Rebecca Bloomwood (protagonist) is the true epitome of a consumer. While she humorously delves into her reasons (or non-reasons) for compulsively buying things, the better we understand how a consumer’s mentality works, the better we can create a marketing campaign for that specific audience (or any audience for that matter).” There are other philosophies that I drew from the series of which I will save for a blog post in the near future

Peter:  What inspired you to read “Shopaholic” in the first place?

Lawrence:  I, too, am a shopaholic.  Here is something else I learned from the book: one has two options in this situation – “make more or spend less.”  Fun philosophies for life!

Peter:  What are some other books you recommend?

Lawrence:  I recommend Dan Brown books, Harry Potter series, and the Twilight Saga.  Although business books offer guidance, I feel that it is equally crucial that we step away from our work and see things through a different lens.  Plus, having a little adventure in our lives cannot hurt.

Peter:  When and how did you get into photography as both an interest and as a business?

Lawrence:  To be completely honest, I started as a business (not of interest).  It’s a numbers game.  However, after the exposure, I came to appreciate the joy of shooting pictures, so the scale has tipped.

Peter:  Tofurious likes tofu.  That’s a no-brainer.  What the world is dying to know is whether Tofurious likes Tofurkey.  Have you ever had Tofurkey?

Lawrence:  Actually, I never tried Tofurkey!  I intend to try it this year.

Peter:  You’re the special guest speaker at the February 2010 L.A. SMUG.  With February being the month we celebrate President’s Day, which historical U.S. President is your favorite and why?

Lawrence:  Benjamin because he’s on the $100 bill.  Just kidding – I don’t want to sound superficial, but I’ve learned to keep politics private hah!

Peter:  February also marks Valentine’s Day.  What was your most memorable Valentine’s Day?

Lawrence:  There was one evening where I took Julie to Stinking Rose and had so much garlic that the evening [and morning] was memorable.

Peter: Your presentation at the L.A. SMUG is about understanding our target audience and maximizing social media to grow our businesses.  What are some benefits photographers can expect by applying your techniques?

Lawrence:  The goal is for photographers to book more weddings!

Peter:  What do you think is the single most important thing photographers should be doing today in order to book more clients?

Lawrence:  Focus less on the art and more on business – specifically marketing oneself.

Peter: I know you recently worked on what sounds like a very interesting project in Denver with some well respected and well-admired people in our industry.  What’s the CxO Fight Club all about?

Lawrence:  The name suggests that five companies will fight against each other.  Instead, we were there to collaborate with each other with the hopes of elevating the industry.

Peter:  In addition to many talents you both have, you and Jasmine Star both share a passion for Chipotle.  What’s your favorite item on their menu?

Lawrence:  I personally favor the chicken salad with black beans, rice, spicy corn, hot chili, a dab of sour cream topped with a pinch of cheese.  However, I do have a hankering for their new chicken pozole, but that’s only offered at their flagship restaurants in Denver.

Peter:  Who’s your greatest influence or inspiration as a photographer and why?

Lawrence:  Gosh there are so many! When I first started, it was Jessica Claire and David Jay.  Now the list is super long.

Peter:  Who’s your greatest influence or inspiration as an entrepreneur and why?

Lawrence: Jeff Jochum – hands down.  He’s just a downright cool guy!  I’ve never had any mentors before him, so I can’t compare, but it’s rare to find someone willing to help without expecting anything in return.  He inspires me to do the same.

Peter:  How would you finish this sentence?  ”To succeed as a photographer, you must …”

Lawrence:  …have clarity in your business model.  With advancement in technology and affordability of DSLRs, the increase of competition is inevitable.

Peter:  What’s a typical workday for Tofurious like?

Lawrence:

8:00 am – wake up
8:30 am – gym 
10:30 am – answer emails 
12:00 pm – eat lunch  
12:30 pm – work, work work 
6:00 pm – make / eat dinner 
7:00 pm – work, work, work
7:30 pm – Two and a Half Men 
8:00 pm – work, work, work 
12:00 am – sleep

Peter:  Where do you see the photography industry headed over the next 5 years?

Lawrence:  I envision the use of various technologies to captivate clients – videos, iPad portfolios, etc.  Cameras are no longer the only extensions of our businesses.

Peter:  Where do you see yourself headed over the next 5 years?

Lawrence:  Tweeting from France

A big THANK YOU to Lawrence Chan for answering this month’s 20 Questions on…

f ō t ō r a c l e . c o m.

Lawrence Chan from Tofurious is the special guest at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

LA SMUG

Thursday February 18, 2010

7:00 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

More info at Meetup.com

Jim Brammer is an award winning photographic artist and owner of State of the Art Images, a fine art, portraiture and commercial photography studio located near Los Angeles in Tarzana, California. Recently awarded 2009 Small Business of the Year by the Woodland Hills – Tarzana Chamber of Commerce, and the 2009 Readers’ Choice Award for Best Photographer from the Los Angeles Daily News, Jim is also the President of Professional Photographers of Los Angeles County (PPLAC).

Jim will be the guest speaker at this month’s Los Angeles SMUG on Thursday January 21 at the Global Cafe in Studio City.  I interviewed Jim this week for a new interview series here at fotoracle.com called “20 Questions With…”

Jim Brammer

So here it is, 20 Questions With Jim Brammer.

Peter Garr: How and when did you begin your career in photography?

Jim Brammer: I retired from IBM at the end of 2006 and spent 2007 consulting for IBM while I built the infrastructure for my photography business.

Peter: Who or what inspires you most as an artist and why?

Jim: Photography is all about this big, bouncy stuff called light, so I spent the first several years of my career seeking out and learning from photographic artists who could teach me how to control and shape it.  I owe the start of my photography career to Amy Cantrell and Judy Host – I attended their workshop “The Art of Lighting”, in 2007, where they taught me the basics of natural and studio lighting.  Tim Meyer is an absolute wizard with lighting and posing.  I attended his basic and advanced lighting classes at PPC’s West Coast School in 2008 and 2009 and he gave me critical technical knowledge that forms the foundation for everything I do with light in the studio.

Peter: Who or what inspires you most as a business person and why?

Jim: When it comes to the business of photography, I owe my inspiration to two incredible photographers.  Sandy “Sam” Puc’ is the consummate business person when it comes to the marketing of photography – she is an absolute genius and no one does marketing better.  When it comes to the business metrics – actually running the business – no one does it better than Anne Monteith.  I recently attended a 2-day course with Anne Monteith and Carol Andrews at PPA’s Imaging USA 2010 in Nashville and I have a fresh, enlightened view on the business side of photography.

Peter: What is the greatest accomplishment you’ve had as a professional photographer?

Jim: I shot the 2009 Playboy Jazz Festival at the Hollywood Bowl.

Peter: What did you learn from that accomplishment?

Jim: I learned that I love to shoot concerts.  As a jazz enthusiast and photographer, it doesn’t get any better than standing at the edge of the stage while listening to and shooting your favorite artists.

Peter: What is the greatest failure you’ve had as a professional photographer?

Jim: One of the basic tenets of my business is Client satisfaction.  My policy on satisfaction is quite simple and straight forward:  “If you aren’t 100 percent delighted with your photo session or your images, we’ll reshoot or reprint until we get it right, or refund your money – period.” Very early in my career I shot my first commercial assignment.  This woman was creating a new product line and wanted to have her portrait on the label.  I went on location and did the shoot outdoors around 4:30 in the afternoon.  The lighting was exquisite – I was able to take advantage of the late afternoon sun for my fill light and used a large white reflector for my key light.

When I delivered the images the woman was visibly disappointed.  As I spoke with her I realized what had happened.  She was not happy with the blouse that she had worn for the shoot.  The neckline was a little too low and the blouse had short sleeves so her chest and bare arms detracted from what should have been the focal point of the portrait – her face.  The blouse was also a little puffy, making her look larger than she actually was. I offered to fix it in Photoshop or reshoot, but she wouldn’t hear of it – she was just totally disappointed.  Her feeling was that I should have advised her about the proper attire before we started the shoot and she was right.  I ended up refunding her session fees and walking away – the only time I have had to do that. I felt terrible!

Peter: What did you learn from that failure?

Jim: I learned that, in addition to ensuring the lighting, posing, background and exposure are correct, it is the photographer’s responsibility to ensure that the subject is advised on the proper attire.  In this case the biggest problem was her bare arms.  Immediately after that incident I did two things.  I created a “portrait style guide”, which advises Clients on the proper attire to select for a given situation.  Now, when I book a portrait session, I give or send that guide to the Client.  The second thing I did was to implement a “pre-session consultation”.  Now I insist on meeting with the subject in advance of any portrait session or, if it is a commercial shoot, I meet with the art director.  If the shoot is to be done in my studio, I will invite the Client in for the pre-session consultation a week or so before the shoot.  If it is a location shoot, I meet the Client or art director at the location so I can get a feel for the background and lighting situation and advise them in advance on anything that should be done to ensure the best possible environment to accomplish their goals for the shoot.  This also allows me to plan for the lighting.  Yes – this adds an additional component to the overall amount of time that I invest in the shoot but it is so totally worth it.  My Clients get to see that I am acting as their consultant to ensure that we get the best possible results.

Peter: Your presentation at the January L.A. SMUG is titled “From Zero to Hero – How to Brand, Market, and Grow Your Photography Business.”  What is one of the most important thing photographers should be thinking about when it comes to marketing?

Jim: Create an infrastructure for your business identity – decide on the name of your studio, set up your domain name and design your logo.  Then develop your business identity marketing materials with a common look and feel.  The logo use and color palette should be the same across all of your marketing materials, from your business card and stationery to your Web site and the signature in your email.

Peter: Your background includes a career as a sales and marketing executive for a blue chip technology company.  What experience from that career has benefited you the most in your photographer career?

Jim: The sales and marketing experience I picked up during the course of my high-tech career is priceless.  It gave me a clear understanding of the need to create a strong business identity while pursuing a strategy of brand recognition in the community and markets that I choose to serve.

Peter: You’re very active in giving back to the community through your photography.  Why do you believe in giving back to the community?

Jim: In my high-tech career, as well as my more recent second career as a photographic artist, I’ve enjoyed good fortune and success in my endeavors.  Now it’s time to give back to the community – the people and institutions that have given so much to me and my family.  I believe that whatever you give, you will receive threefold in return.

Peter: What are some ways other photographers can get involved in giving back to their communities?

Jim: Find a charity that you are passionate about and orchestrate a charitable marketing campaign to benefit that charity.  For me, that charity is the City of Hope.  Ten years ago, our son was cured of leukemia at the City of Hope.  We could never repay them for saving our son’s life.  I am on the Board of Governors there and the Speakers’ Bureau, and I give ten percent of every session fee to them.

Peter: Your work includes fine art, portraiture, and commercial photography.  What are the unique artistic challenges and rewards of each type of photography?

Jim: Fine art allows me to exercise total control and artistic freedom over my photography.  By extending my fine art approach to portraiture, I am able to give my Clients a unique experience while creating landmark family heirloom portraits that they will treasure for years to come and pass along through the generations.  Commercial photography is probably the most fulfilling and challenging, as every engagement presents a different lighting situation.  Lighting is my passion and I love to work with the Client and the Art Director to design and deliver the images that best articulate their marketing vision.  Whether it is fine art, portraiture or commercial photography, I take great pleasure in understanding the wants and needs of my Client.  In the end, I want the Client to view me as a partner in the creation of the most compelling images they could imagine.

Peter: What are the unique business challenges and rewards of each of those types of photography?  Do you market differently to fine art clients than you do to commercial clients?  If so, how?

Jim: Yes – you absolutely market differently to each segment.  For fine art, it’s about putting together a body of work, then identifying and working with the gallery that can best fulfill your creative vision.  Getting your “gallery of choice“ to exhibit your work can be challenging, but that’s part of the fun (I guess I’m just a glutton for punishment).

For portraiture, it’s about getting to the right families and executives in your community.  The challenge is to identify them.  So far, I’ve been quite fortunate and successful with community involvement and word of mouth but I need to create some serious marketing campaigns to take it to the next level.

For commercial photography, it depends on the segment you are marketing to.  I shoot everything from executive portraits to corporate events, products for marketing campaigns and concerts.  I use a very different approach in the way I market to each of these segments.

Peter: What’s your dream photography assignment and why?

Jim: I think I shot it already –  the Playboy Jazz Festival at the Hollywood Bowl.  Like I said earlier, as a jazz enthusiast and photographer, it doesn’t get any better than standing at the edge of the stage while listening to and shooting your favorite artists.  I guess my ultimate dream assignment would be to shoot jazz artists and festivals around the world.

Peter: What’s your nightmare photography assignment and why?

Jim: Weddings – I don’t do them because I choose not to deal with the “bridezilla” effect.

Peter: If your clients could all use one word to describe your work, what one word do you want that to be?

Jim: Brilliant

Peter: Do you have one tip that photographers can benefit from in order to stay competitive and financially lucrative in this current economy?

Jim: Take the time to understand your cost of sales and put together a business plan that establishes realistic revenue goals for the markets you choose to serve.  Then work relentlessly to get your name into the community.  Join your local Chamber of Commerce, Rotary Club or networking group. Put together a charitable marketing campaign.  Identify charities that are near and dear to your heart and work closely with them.  Work hard and give tirelessly to your community, and your community will give back to you threefold.

Peter: What are some goals you have for your business in 2010?

Jim: From a business perspective, my plan is to double my business in 2010.  I also have a “stretch” goal to triple the business, and that is what I will work toward.  From an artistic perspective, my goal is to continue to hone my skills in lighting, posing and composition by pursuing educational opportunities wherever and whenever possible.

Peter: You’re the President of the Professional Photographers of Los Angeles County.  What are some benefits of PPLAC membership?

Jim:  PPLAC is committed to advancing photographic excellence while maintaining the highest standards of ethical practices and conduct.  To that end, each and every one of our events offers an opportunity for networking and informal interaction among members.  We have an incredible lineup of rock star photographers on our speaker list for 2010.  Names like Ken Sklute, Eddie Tapp, Gil Garcetti, Lee Varis, Lia Sigerblom and Yogi Patel.  Where else can you receive cutting-edge education and information, re-charge your creative juices, network with other photographers and pick the brains of instructors – all in the same event?  When it comes to establishing relationships and partnerships with your industry peers, it doesn’t get any better than this!

Our members are full- or part-time studio photographers, independent fine art photographers, portrait, wedding, or commercial photographers, videographers, assistants, Photoshop experts, students, educators and individuals or firms serving the professional photography industry. PPLAC is the local affiliate of Professional Photographers of California (PPC) and Professional Photographers of America (PPA).  As the local affiliate, we provide the educational tools, networking, information and resources to help photographers accelerate the growth of their professional photography business.

Please go to www.pplac.com for more information.

Peter: When you’re not working, what do you like to do for fun?

Jim: I enjoy spending time with my wife, Marcia, and our children and grandchildren.  Marcia and I are passionate about wine and jazz and we are always on the lookout for opportunities that allow us to pursue those passions – whether it’s a weekend trip to wine country, a jazz cruise or jazz festival, we’ll be  there  and it’s a good bet that you’ll see me shooting something along the way… with my camera, that is.

Thank you Jim for taking the time to answer 20 Questions for  f ō t ō r a c l e.  I’m sure other photographers will learn something from your insight.

Jim Brammer is the special guest speaker at this month’s
Los Angeles SmugMug User Group (SMUG) meeting.

SMUGs are free meetings open to all photographers.

Jim will be giving the presentation…

From Zero to Hero – How to Brand, Market and Grow Your Photography Business

As a photographer, you probably have the creative/artistic side of the business nailed – right?  If you’re shooting great work and your clients love it, what more do you need?  Well – if you are as busy as you want to be, then maybe that’s all you really need.  On the other hand, if you’d like to get busier this is the program for you!

In his former life, Jim Brammer was a sales and marketing executive for a blue chip technology company.  After retiring in 2007, Jim decided to pursue his passion for photography.  By extending his corporate sales and marketing experience to his fledgling photography business, Jim got his photography business up and running in two short years.  In 2009 Jim was honored with the 2009 Small Business of the Year Award by the Woodland Hills – Tarzana Chamber of Commerce, and the 2009 Readers’ Choice Award from the Los Angeles Daily News.

Jim’s “From Zero to Hero” program explores the business of professional photography from a marketing and sales perspective.  You will learn about

• branding – it’s much more than simply coming up with a name for your business
• marketing – once you’ve got the brand, how do create awareness of the brand in your community?
• growing – as your brand becomes known in the community, how do you turn “mind share” into “market share”?

Get ready for solid, actionable advice and step-by-step tips and techniques on how to brand your business, attract clients and maximize sales opportunities.

LA SMUG

Thursday January 21, 2010

7:30 PM

The Global Cafe
11002 Ventura Blvd
Studio City, CA 91604

FREE and open to ALL photographers.  Tell your friends!

This December will be the SMUG event of the year!  Throughout 2009 we’ve seen groups of photographers come together in cities throughout the nation to form communities of photographers known as SmugMug User Groups, or SMUGs for short.  In just two weeks from today, all of the Southern California SMUGs will be coming together in Orange County to celebrate our incredible community.  That’s right, instead of having seperate Los Angeles, Orange County, and San Diego SMUGs in December, there’s going to be just one SUPER-HUGE SMUG party!  Everyone’s invited to the SoCal SMUG Blowout, whether you’re a pro or advanced amatuer, and whether you have a SmugMug account or not.  Jasmine Star tells me there’ll be a fabulous desert station and even a full bar for those who wish to purchase a a little extra “holiday cheer”.

Admission to the SoCal SMUG Blowout is free.  Every guest who brings one or more non-perishable food items or unopened personal care items will receive one ticket for each item to be entered into the SMUG Blowout Raffle.  All food and personal care items will be donated to the Los Angeles Regional Food Bank in order to feed and help the needy in our communities.  Some of the vendors who’ve already donated some cool items to the raffle include:

• SmugMug
• Skip’s Summer School
• Showit Sites
• CameraSlingers
• WolfSnap Designs
• ShootDotEdit
• Lowepro
• ScanDigital

Don’t miss out on what’s sure to be one of the biggest and most fun photography party’s of the season.

What:
SoCal SMUG Holiday Blowout

When:
Tuesday, December 8, 2009

Time:
7:00 PM – 8:30 PM

Where:
Mesa Verde Country Club
3000 Club House Road
Costa Mesa, CA 92626

Cost:
Suggested donation of one or more non-perishable food items or unopened personal-care items.  Each item donated earns an entry into the evening’s raffle.

I want to thank Jeff Jochum, Candice Cunningham, Jasmine Star, and Garrett Delph for helping make this event, and SMUGs possible.  You’ve all helped so many photographers in 2009, one SMUG meeting at a time.

I especially want to thank all the photographers and guest speakers who’ve come to SMUG meetings throughout the nation, and especially in Los Angeles.  You’re an incredible bunch of photographers that always continue to inspire and amaze me.  I’m honored to know you all.

Please share and invite others. SMUGs are FREE and open to EVERYONE!

“Landscape & Nature Photography Techniques” with Don Gale.

Don Gale

We’ll start with the basics, then go beyond the mere nuts and bolts, gear orientated techniques, and discover what creative and artistic tips and techniques make the difference for those outstanding nature & landscape images.

His expertise in the areas of commercial, industrial and portraiture photography already firmly established, Don returned to the field that first inspired him to become a photographer, nature and landscape. Since that time over ten years ago, Don has shared with students his experience and the techniques used to capture some of the most beautiful settings and wildlife in the country.

Don’s passion for what he does, in both his teaching and his award-winning photography, has earned him national recognition. Numerous articles and interviews have appeared featuring Don and his work, on air and in such publications as Outdoor Photographer,Rangefinder, Studio Photography and Tamron’s Viewfinder.

When not out in the field, Don is a faculty member teaching at Tri Community Photography and was recently invited to teach photography at the new REI Outdoor School established for the LA Area. This is in addition to his ongoing workshops, seminars, lectures and exhibitions.

With the increased resources offered by the Internet, instruction is not limited to a single physical location. Don’s blog allows anyone to view tips and techniques at their convenience. Through the collaborative efforts of companies with a similar dedication to photography, Don has been able to extend the range of photographic instruction. Don’s continuing participation in programs such as; Fuji’s “Talent Team”, Tamron’s “Learning Center – Lessons, Podcasts & National Workshops”, Nik Software’s “Team Nik”, ExpoDisc’s “Tips From the Pros”, Lexar’s “Elite Photographers”, Bogen’s “Local Heroes”, FJ Westcott’s “ProTips”, typify his commitment to the art form.

Don has released two instructional videos. The second video, “Photographing San Francisco and California’s Central Coast” was released by Don Gale Productions in conjunction with Tamron, and was a Telly Awards Winner for best “How To” instructional video as well as the Axiem Award Winner for “Best Editing”. A new video is currently in the final production stages.

Host: L.A. SmugMug User Group (SMUG)
Group Leader: Peter Garr
Type: Meetings – Club/Group Meeting
Date: Thursday, November 19, 2009
Time: 7:00pm – 10:00pm
Location: The Global Cafe
Street: 11002 Ventura Blvd
City/Town: Studio City, CA
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