Scott Leggo "fine art" photography

Scott and Hayley had some interesting points (some of which I disagree with, but this mainly due to my dislike of the term fine art. artists never call their work fine art (but this is an argument for another time)


Scott and Hayley fine arts photography business,
Scott Leggo images, bvr images aviation photography
Building the business, vision, building skills, knowing people to sell to people.
Decision start. Make up your mind and run with the decision.
Business planning, where do you want to be- what do you need to get there. Adapt as you learn and grow.

Realism in your vision: personal family and work commitments.

What product? Type, quality, point of difference, relevance to vision, relevance to branding, growth into new products.
Who / where will our product come from, suppliers
, reputation, cost considerations. Product quality.

Limited edition prints.
What is limited?
Be careful
What size
Do clients care
What quality
Point of difference
Why are you editioning?

Branding, what do you offer over someone else?
Where will you position yourself,
Impact and price point
Market
Reputation and image. High or low price point.

Build the brand around yourself, eventually people buy the photographer, not just the image.
Build your image
Grow it over time
Target demographic, culture, country.

Protect you image and brand
-media awareness
-stay on message- what is the message?

Retail presence.
How will you sell your prints?
Internet?, gallery??? They need to match (all mediums)
Purchase point is not marketing, building business and sales are separate, but critically linked. Business cards at marketing to drive towards purchase point.
Know about retail. Economic cycles, what people are buying etc.

Intellectual property.
Trade marks
Usage, (unintentional)
Protect images and corporate information.
Need to protect against intentional & malicious and ignorance.

Growing the business .
Target Market?

Reaching the target market
How do people shop?
What marketing do they respond to ?
How do they learn about new products?

Who is the purchasing decision maker?

Impression, what do you want people to think about tour business / product
Look like a big business.
Office phone number, own domain name, own email, signature block on email
Web presence.

Exploit everyone you know for sales, clients.
Make it easy for friends to Market you.

Don't think fine art is different from any other business, commercial rather than an artist