by Rohn Engh

Read on for comments from a stock photo marketer who has survived handily through four recessions. And yes, this is the big one we’ll all tell our grandchildren about. That’s for sure. But – this one also could be the biggest boon to your independent stock photo services that you have ever experienced. Here’s why:

FACT: Companies that employ staff photographers to produce the many images they constantly need, are starting to cut employees. They attempt to reduce costs where they can. In the case of their photography department, they cut the in-house staff (the pros), and delegate picture-taking to the remaining staff member who has a point ‘n’ shoot and is known as a good “picture-taker.”

FACT: The company limps along for awhile with inadequate images, missed deadlines, embarrassing situations (like a copyright suit), improper captions on images, even wrong images, and not least of all, when the picture-taker soon loses his/her job they have to recruit another in-house volunteer.

FACT: Photography seems to the layman such an easy task to perform that volunteers are always happy to offer to help. Even the boss’s wife. Reality: If you’ve ever worked with volunteers, you know their staying power is usually in inverse proportion to their enthusiasm.

FACT: In the absence of a staff photographer, a knowledgeable photo editor will turn to a professional stock agency. Two problems here: 1.) the fees of a major stock agency don’t fit the budget of the company. 2.) A general stock agency does well in supplying ‘exquisite-cliché’ images, but many times falls far short when targeted, specific-content pictures and knowledge about the content area are needed.

FACT: During a downturn in the economy – a smart picture editor looks for images from an independent stock photographer, or specialty stock agency, that focuses on the subject area that the editor’s company deals in. Only a decade ago, this kind of accelerated research into outsource services would not have been possible. Today, thanks to Google and other search engines, the smart editor/photo researcher knows where to look.

This is why it’s important, more than ever, to focus your marketing on companies that you can be sure are going to be looking for you for two reasons:

because they have reduced their in-house photography staff and are looking to stay within their budgets by doing business with an independent like you:

and because you’ve determined that their focus area matches one of your specialties. They’re going to want to know you exist – even if you reside 1500 miles away.

These photo editors are usually impressed to find that you are already an expert in the very subject that they focus on. They will consider you a valuable resource, as well as a pro at what you do: photograph with expertise in a subject area they need coverage in.

This is why recessions can be a boon for the stock photographer. You are destined to pick up five, ten, a dozen or more new steady clients who will stay with you long after the economy makes a recovery.

Good marketing!

--Rohn Engh

Rohn Engh is the best-selling author of “sellphotos.com” and “Sell & ReSell Your Photos.” He has produced a new eBook, “How to Make the Marketable Photo.” For more information on selling photos and to receive a free eReport: “8 Steps to Becoming a Published Photographer,” visit his website, PhotoSource International, 800 624-0266 info@photosource.com .