Member Spotlight Index - Learn about more AZPPA Members here

Member Spotlight - June 2009
Ivan Martinez - Ivan Martinez Photography

www.ivanmartinezphotography.com

What is your background, education, training, work experience if other than photography? 

"My educational and professional background is in marketing and advertising. I worked on print and digital advertising media for close to 19 years. After graduating from the University of Northern Iowa in 1989 with an MBA in Marketing management, I went to work for the Des Moines Register in Des Moines, IA. After Des Moines, I went to Yakima, WA where I worked for the Yakima Herald Republic, a newspaper owned by Seattle Times family. After 3 years in Yakima, WA I was given an opportunity to work for the Seattle Times new media as their Sales Manager.   In 2004, I moved to Phoenix, to work for the Arizona Republic, www.azcentral.com where I managed the online sales operations department for about 4 years."

How long have you been a photographer? When and how did you get started? How did you learn photography? 
 
"I have been photographing since I was 13 years old.  I was introduced to the art in high school.  Later in college I got a Pentax K-1000 and took several photography classes. However, I was a business major and photography got to be too strong of a passion that was affecting my business grades.  I had to put the camera aside and focus my efforts on getting my business education.  Occasionally during trips or during family gatherings, I would take my camera along and capture a few images.  It was never a business only a hobby.  When I left the corporate world in 2007, I decided to get back into photography and pursue it as a business.  In January 2008, I attended the AZPPA open house and in February 2008 I became a member.  I officially started my business on May 30 of 2008.  Between January and June of that year, I took classes from Santa Fe Photo Workshops, Mesa Art Center, Scottsdale Community College, Friends of Arizona Highways, Texas Photo Workshops, NAPP and ASMP. I knew I needed help in sharpening my skills and also needed to get up to speed with technology and the digital photographic process.  I know that there is a lot I still need to work on. So I am always looking for ways to improve my craft and explore new techniques. I am currently working on my CPP degree. I have completed the test requirement. All I need is to submit my prints for evaluation.  I will be doing that in the next few weeks."

 What is your specialty?
   
"I would like to leverage my background in marketing and advertising and my passion for photography to help business use photography to better brand and promote their companies. However; I enjoy working with people.  So portrait work is an area that I also work on.  On the commercial end, I have done corporate events, product, construction and architectural photography.  On the portraits end, I have photographed babies, kids, families and weddings.  I love the connection one is able to achieve by capturing special moments with a camera."

What are your goals for your business?
 
"I want to have a profitable business that is respected and that is sought after because of its quality and service. I know it is not an easy task; but I strongly believe that to succeed as a professional photographer I need to differentiate my company on product and service and not on price.  Unfortunately; because of the increasing affordability of digital cameras, photography is perceived by many as a commodity.  There is a need to educate businesses and families on the value that professional photographers provide.  If we don't do that and just try to get business by offering the lowest price, we are simply competing with anyone out there that has a digital camera."

What has been your most successful marketing effort to date?

"I wish I could tell you that I have had several successful ad campaigns and mailings that have generated a great deal of response for me.  It is not because I don't believe in advertising; but rather because I know that to be successful in marketing and advertising, I need to have a consistent and long term program. It takes money and more importantly, it requires that you have a clear message that is delivered to a corresponding target audience. Because my company is so young and because I don't have the funds to support a long term advertising program at this time, I have relied on networking both traditional and online.  On the traditional networking end I am a member of several organizations in town where I am promoting my services and exposing my photography to people.  For example, early on when I got started, I wanted to build my Seniors portfolio.  I contacted Big Brothers Big Sisters (an organization I am members of).  I offered to do free senior portraits to any little brother or sister that could not afford it.  I ended up photographing 5 seniors. By doing this free service, I gained practice and several pieces to add to my portfolio.  Few weeks after I did the senior session, I was hired by BBBS to photograph their annual award event. I also ended up being hired to photograph a wedding of a relative of one of the people that worked at BBBS.   On the online end of things, I use LinkedIn, Twitter, Facebook, Yelp and my blog to help generate traffic to my site.  My first sale was a result of a blog post I made that someone ended up Twittering about.  A person in Massachusetts went to my site and felt in love with one of my travel images.  She e-mailed me and asked how much I would charge for the image.  After few e-mail exchanges, we came to an agreement. I got a check in the mail, printed and mounted the photograph and send it to her.  Building a business and developing brand awareness, is a long road to travel; but if you are consistent, patient and diligent, it pays off."

Why did you join the AzPPA? What has been the best thing you have gotten out of being a member? Or what do you look forward to the most out of being a member?  

" I joined AZPPA because I saw value in the organization. I have found the organization to be very helpful in providing a platform where I can interact and share my experiences with clients, projects and vendors. I personally find it so helpful to be able to talk with other photographers, bounce ideas and ask for feedback. Having worked in the corporate world for so long, I have learned the value of developing relationships with other professionals.  I know my strengths and weakness. I love to help others where I can; but I also know that there are times where I would be better off getting input from someone else.  AZPPA is a great place where professional photographers can work together, help each other and  at the same time improve their craft."