Category Archives: Success Stories

Success Stories: Laura Casner

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2017 © Laura Casner

Next up in our Success Stories series is photographer Laura Casner, whose email showcase (shown below) landed her a new project for Mini Cooper. Here’s Laura’s take on both her campaign strategy the experience working with Mini:

“The email was first in a year long marketing push to introduce my work to prospective new clientele in general, but also to specific clients who would be a match for my outdoor lifestyle, wellness, and travel vibe. The Ad Agency contacted me because they had an upcoming experiential event for Mini Cooper and they wanted to ensure they knocked it out of the park to win future work. They thought my outdoor/adventure/travel vibe would be a good fit for the mood, and theme. The event was a loop route that provided attendees a mini getaway from the hustle of the city. They drove 50 minis at a time from downtown, to a secluded farm in the redwoods and back. My job was to document the experience mostly in real time, and with some staged shots of cars.” 

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More proof that incredible talent, beautiful images and smart, targeted marketing are a winning combination, congrats Laura! You can see more of Laura’s work here.

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Yodelist Success Stories: Anthony Foronda

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As part of our new “Success Stories” series, we’re showcasing Yodelist creatives who’ve successfully launched email campaigns that not only added exposure, but also brought new and exciting jobs and projects with a wide variety of clients. First up is illustrator Anthony Foronda. Here’s what he had to say about his first two campaigns and the resulting project he’s working on:

“I have had two email campaigns through Yodelist and just received my first illustration project from Cricket Media. I will create 5 spot illustrations for their April 18th issue of Spider magazine. The illustrations will accompany a feature short story about a Ugandan Folktale.”

Below is the emailer that attracted Cricket Media, followed by several more examples of Anthony’s work.

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Congrats on the new project Anthony! Looking forward to seeing your work and the story when it’s released.

Anthony Foronda is an internationally recognized award-winning illustrator & designer. He has been chosen in American Illustration, Society of Illustrators of Los Angeles Illustration West, Awarded in Alternative Pick Awards, and the International Luerzer’s Archive’s “200 Best Illustrators Worldwide” Biennial. HIs work stands out with color & texture and is conceptually thought provoking. He has worked in the editorial and advertising markets. Anthony lives in rural Putnam, CT USA, New England.

Yodelist Success Stories

WE’RE BACK!

After a brief hiatus we are happy to jumpstart our blog with several pieces of original content highlighting photographers and illustrators who have had a positive experience navigating Yodelist. If you are a subscriber who would like to be featured in a piece please feel free to submit your request to support@yodelist. com.

First up is photographer Siri Berting.

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I am a lifestyle photographer with a focus on kids and interiors. The two subjects blend well together for clients because my interior shots come to life with the addition of a little human element, which is usually a little human. The clients I am interested in working with are ones who like bringing a little life, whimsy and authenticity to their brands.

I tend to target clients by sending email promos and postcards to specific art buyers, creative directors and art directors whose client list would match my work. I also target specific clients by researching brands and staff on LinkedIn and then add them to My Contact Groups in Yodelist.

For the Bed Bath and Beyond catalog project, I was initially contacted by the creative director at the ad agency that was working on the catalog. He reached out to me to let me know they were interested in working with me on this potential project and to see if I was interested as well. Then once that was established my rep worked with the art buyer to work out the specifics.

Working on this new catalog concept for Bed Bath and Beyond was a huge collaborative process.  This was a big new branded step for them with the goal of increasing awareness of their large furniture and home furnishings collection, which is mostly found online. The preparation for this shoot consisted of many conference calls, lots of questions and suggestions on timing and flow along with exacting location videos and Google maps to understand how the light flowed through the house and how it affected our shoot schedule. I really enjoyed the collaborative process and being able to bring ideas and concepts to the project.

The thing that is interesting about how this project came about is that the Creative Director was checking out my email promos for a few months before he approached me, and I could track that through Yodelist. I make an effort to keep track of who clicks and opens my promos and his name kept popping up. Then I heard from him directly. It was really great to see a direct link between my consistent messaging and branding leading to the work I want.

 

To view more of Siri’s work visit her website of check out her social media here:

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3 Yodels: Jeff Berting

3 Yodels is a series where photographers and illustrators discuss their professional interests and how they are able to utilize Yodelist to help their marketing goals come to fruition. 3 quick questions – 3 thoughtful answers.

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Jeff Berting is a lifestyle photographer based in Southern California. Before picking up the camera full-time he worked for 13+ years in Art Direction and he brings that experience and insight to all of his assignments. His projects tend to focus on healthy living and travel and he’s best at capturing his photography subjects in their natural environment whether it be in the office or the ocean. Previous clients of Jeff’s have included NBC Universal, Saatchi & Saatchi LA, Sempra Energy, and Toyota as well as several SoCal publications like Southbay magazine, Ventura Blvd magazine and Volleyball magazine. Jeff took the time out to give us some insights on managing his photography business as well as shared some images from a recent project promoting tourism in Phoenix.
1What type of photography do you produce and what kind of companies/industries are of interest to you?
 
My focus has been active lifestyle and environmental portraits.  I like being out and about meeting new people and getting a glimpse into their world, so it has been a good combination.  I’m interested in companies, industries and individuals that have a passion for what they do and stand by their work.  I’ve found that when people are passionate they are the easiest to work with and make the best subjects. With that passion comes an ease with themselves and with their environment.
That is when their eyes light up and you get those great photos that show a bit of their personality and a sense of intimacy.
2. How did the Yodelist interface work in your favor while sourcing your targeted market?
 
I really like how the Yodelist interface can go from broad strokes down to a macro level.  I’ve created several lists, some of which are big broad ones for certain promos while other lists are very target based on region, industry and position.  This way I can send out specialized promos and updates to specific individuals and not just a mass mailer every six weeks or so. 
3. How did you decide which recipients to target for your email campaign? Do you reach out mostly to prior business contacts or look to find new potential business prospects?
The recipients for my email campaigns really depends on the imagery.  I think about the brand and if the image is appropriate to that brand. I also like to put myself on the receiving end and think if I saw this promo “Would I hire me to shoot for X brand?” For that reason I like using Yodelist’s directory to find new potential business contacts.   I have my own contacts entered into Yodelist but I really like it for trying to find creatives at companies that I’m interested in but have not yet made direct contact.  Without Yodelist I would not have any other way of reaching out to them or getting in touch with them.  Often times a brand will have multiple agencies for different aspects of their business so it’s nice to see who those companies and people are so I can approach them. I have found that the contacts in Yodelist are solid contacts and that they are going to the right people.
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The Art of the Personal Project: Trevor Reid

Trevor Reid spoke with photography consultant Suzanne Sease on using a Polaroid SX-70 to shoot Spring Training in Scottsdale, AZ. Here are Trevor’s thoughts on how this project came about:

The Polaroid project is an ongoing personal project by photographer Trevor Reid conceptualized to give back to the people who help create the moments Trevor captures. Each time Trevor photographs a person with his Polaroid SX-70 he shoots two Polaroids and gives one away to his subject. “In some ways, I feel guilty about capturing moments and feel the need to immediately give back. This project provides a way for me to do that.”

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The Art of the Personal Project: Trevor Reid

About Trevor Reid

Trevor received his Bachelor of Fine Arts from Rochester Institute of Technology (RIT) where he focused primarily on advertising photography and production. Trevor has been working in New York City and Boston for several years where he has established relationships with HBO, ESPN The Magazine, Titleist Golf, Men’s Health, and Boston Magazine, amongst other editorial and advertising clients. His work can be seen in several publications and advertisements nationwide.

About Suzanne Sease

APE contributor Suzanne Sease currently works as a consultant for photographers and illustrators around the world. She has been involved in the photography and illustration industry since the mid 80s, after establishing the art buying department at The Martin Agency then working for Kaplan-Thaler, Capital One, Best Buy and numerous smaller agencies and companies. She has a new Twitter feed with helpful marketing information believing that marketing should be driven by a brand and not specialty. Follow her on twitter at SuzanneSease.

3 Yodels: Dennis Stevens

3 Yodels is a series where photographers and illustrators discuss their professional interests and how they are able to utilize Yodelist to help their marketing goals come to fruition. 3 quick questions – 3 thoughtful answers.

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Dennis Stevens is an ambitious photographer who is finding great success shooting commercial, lifestyle and performance-based photography. In a few short years Dennis has shot projects with Honeywell, the Winter Park Fire Department and Jesse McCartney. His determination to leave his mark within the industry is quite remarkable given that he just recently turned 18 years old.

1. What type of photography do you produce and what kind of companies/industries are of interest to you?

I primarily shoot lifestyle-advertising photography, but also dabble in industrial images. I send my work out to corporate in-house marketing teams as well as major U.S. agencies that hold media accounts for lifestyle brands.

2. How did the Yodelist interface work in your favor while sourcing your targeted market?

I am young and, until three months ago, had no identity within the advertising industry. I created a list in the Yodlist interface that included nearly every art producer in the country. I was able to pinpoint what industries I did not want to market to and excluded them from my list. If I had done this the traditional way, I would have spent weeks gathering the contact information of the producers. Yodelist worked fantastic to create my Rolodex.

3. How did you decide which recipients to target for your email campaign? Do you reach out mostly to prior business contacts or look to find new potential business prospects?

I dream big. I knew that because I was young, I would have to do something drastic. So at a single push of a button, I emailed a campaign out to every single producer on that list. I introduced myself, my work, what I have planned for the future and let them know that they should keep up with my work. Fortunately, the response was fantastic. I will credit my age to the reactions I received but nonetheless I was very happy with my first jump into the industry. Since my initial email to these producers, I have been fortunate enough to not only build friendships with a number of them but to have booked commercial work. Regarding who I reach out to now, I primarily reach out to the same art producers while adding new contacts every chance I get.

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Dennis previously discussed his project featuring the Winter Park Fire Department with contributor Suzanne Sease and their conversation can be found here.

Dennis Stevens

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3 Yodels: Scott Bell

3 Yodels is a series where photographers and illustrators discuss their professional interests and how they are able to utilize Yodelist to help their marketing goals come to fruition. 3 quick questions – 3 thoughtful answers.
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Recently we had the chance to chat with Scott Bell, a commercial photographer based in Chicago with over 20 years of experience shooting advertising campaigns as well as editorial assignments. He primarily shoots people on location with a focus on capturing a healthy and active lifestyle on film. Scott has shot projects for McDonald’s, the Miami Dolphins, the Florida Panthers, Men’s Health magazine and Dick’s Sporting Goods, just to name a few. Scott shared with us his photography interests and how he pulls together his marketing efforts.

1. What type of photography do you produce and what kind of companies/industries are of interest to you?

I create dynamic action photos of people doing their thing! I love working with athletes of all types to showcase their particular skill and I gear the work towards sports/fitness related clients. End use ranges from athlete endorsements, equipment manufacturers, clothing, retail stores, team promotions etc.

2. How did the Yodelist interface work in your favor while sourcing your targeted market?

I found the interface pretty easy to navigate but I got a little “snow blind” while trying to narrow down the list. It was really important to me not to add to the spam emails that are destroying a great way for reaching out to clients. No matter how I sliced it, I was looking at over 6000 emails and I knew that was too much. I was having a hard time deciding where to make cuts and I ended up reaching out to Heather Lefort of iHeartMarketing and asked her to take a look.

3. How did you decide which recipients to target for your email campaign? Do you reach out mostly to prior business contacts or look to find new potential business prospects?

Heather and I talked and I shared with her the direction my promos are taking for this year’s campaign. With that in mind, she created a list that covered my target market (sports) as well as a smaller but broader segment of agencies, in house and design shops from across the country. I added my personally culled contacts from leads and current clients. After going through the data we decided to add a list that was heavier on my local market as well.

I then created the email myself with the easy-to-use email builder in Yodelist and added an appropriate subject line. I received a good open rate and the click-through response was decent. I also had a few social media shares and ZERO opt-outs. Results were far better than what I had been experiencing elsewhere.

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Scott Bell Photography

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