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" Commercial photographer John Shoemaker knew switching to digital photography two years ago would change the way he takes and produces photos, but he didn’t realize how much it would improve his marketing efforts.
Shoemaker’s phone number and Web site are on the free wallet-sized sample photos high school seniors give to their friends. Newly-weds circulate free extra copies of CDs filled with their wedding pictures. Businesses display his marketing posters that include photos of customers, staff members or the owner’s family.
“I call it my theory of zero marketing,” said Shoemaker, who no longer needs to advertise in the yellow pages.
Shoemaker, 38, began taking commercial photos as a student at Fraser High School. Saving time and money originally attracted him to digital photography in 2002, and he soon realized it also allowed him to exercise much more creativity.
Shoemaker expects revenues to reach $300,000 this year and $400,000 next year, which would double the size of his business since switching to digital equipment. His assistant, Lisa Marie Lobaito, is starting to do some of the photography, and he anticipates hiring one or two additional employees and moving the business out of his basement."
Read more at Photographer captures big dividends in digital
Posted by Darren in our News category on September 07, 2004