As a commercial photographer, I like to start a project with a new client by learning more about their target market and their goals for the advertising images we will create. As a result, I've taken some time to learn more about the different types of marketing and how to effectively use them. One of the many ways to appeal to your target market is through making your brand a lifestyle. This type of marketing associates your brand with a specific culture, philosophy or class or person. When used appropriately, it allows your target market envision themselves wearing or using your brand as part of their own self expression. Lifestyle marketing focuses less on the actual functionality of a product and more on what that product will say about anyone who uses it. Some great examples of lifestyle marketing in my opinion are Nike, Dos Equis and Wholefoods. Check out their websites. These brands are no longer products. They are philosophies on life. Who doesn't want to be the most interesting man in the world? I'm also in love with the Dove Campaign for Real Beauty. But there will be a whole blog post devoted to that campaign! You […]
So you want a fantastic head shot or portrait for your new blog, website or social media but you're terrified of having your photo taken. Or maybe you just think you never seem very confident in photos. Here is a concept that may help you the next time you venture out in front of the camera. It's called power posing. No, it's not how to stand or pose powerfully in front of the camera. This has nothing to do with what you do during your studio photography session. This has everything to do with what you do before your photo shoot. Here is something you may not know about me. As a corporate photographer, I'm often venturing into Boston businesses to take several employee and CEO head shots. During these shoots, I pride myself in getting my subjects to relax and take a great image in a very short amount of time. I often achieve this by acting like a lunatic. Anything to make them laugh and relax! But secretly, I'd love a way to make my subjects relax without looking like a fool. Here is another thing you may not know about me. I love TED talks! I […]
I've been a Boston based corporate photographer for a decade and have been fortunate to work with so many different companies. I am grateful to have such variety in my work. One day, I can be spending a full day at the Intercontinental Hotel Boston on an architectural shoot, the following day I can be shooting employee event for Bright Horizons, and the next day I can shoot a head shot for someone starting their own small business or blog. I have no preference on the size or type of company I work for. But I do love when a business allows me to become their partner. It takes a lot of the guess work out of my creative process. I know what type of images my client is looking for (light and airy, vibrant and crisp, portrait or landscape, detail or big picture, edgy or safe, and so on). Therefore I can create images that are perfect for their specific needs and target market. Through the years, I've been lucky to work with several companies and business people multiple times. They've allowed me real insight into their business goals and culture and have allowed me to be a partner […]
Growing up, if you asked my mother what she wanted her children to do for work she'd say, "something that comes with dental." So as a freelance photographer, it's been a tough road making mamma proud. Finally, mission accomplished. My parents started bragging about me the year I started shooting for the Boston Red Sox. I was contacted by the Fenway Sales Team to photograph their special suites on opening day in 2013. I'll never forget it. Running around the park an hour before it was supposed to open photographing the high end suite seating, on field special packages and batting practice. It was quiet, but electric. The calm before the storm. And in a minute the quiet became frenzy when the gates opened. I spent the next hour weaving around the crowds shooting the beauty that is Red Sox Opening Day. As if that were not brag-worthy enough, I've been back several times for similar shoots. Once, I was on the field shooting the opening ceremony leaning against the Red Sox dugout. Here comes the irony. While my mother is obsessed with the Red Sox, I am clueless. I was feet from all the players and I couldn't tell […]
Hi, my name is Nikki and I'm a proud corporate event photographer. I admit it. I photographed a two day tax conference this past season and loved every second of it. I think photographing corporate events, outings and conferences is a lost art. First, I get to work with the event team of these companies, arguably the most fun department. Second, I get to wander around and be a fly on the wall catching reactions, socializing and details. That's some of my favorite shooting. And finally, when I capture the energy and enthusiasm behind an event, my clients are thrilled. Planners put their heart and soul into planning these events. Often, they are planning the event or conference in addition to their normal workload. There are often sleepless nights, last minute changes and way too many opinions from their co-workers and bosses. But now, these planners have proof in the form of gorgeous imagery, that their efforts were not in vain. They get to post, tweet and share that proof far and wide. And they have fantastic marketing material for next year's event. It's the reason so many of my events are reoccurring clients. So next time you're wondering if […]
