Digital BW, The Print

Jimbo -

Yes, I see the website as just a piece of the marketing pie.  The success of the Bodine business so far, is due to having so many irons in the fire at one time:  books, retailers, exhibitions, licensing.

My goal from day one has been to put the images in front of as many eyeballs as possible.

And to me, art is a game of eyeballs.  I think 3% to 5% of the people who see Bodine buy a reprint.

I think note cards have been a big part of this exposure effort.  A note card is purchased by someone who loves an image and wants to share it with a friend who will appreciate it.  And THEY pay the postage for the most effective targeted marketing.

Back when USA still had a retail economy, we had more than 200 retailers carrying our note cards.  I provided a free 48 pocket spinner.  I provided the first order on Net 30 -- and I told the dealer if they don't sell, I will take them back. I had more than 50 spinners on the street.

My mantra is that the first order doesn't matter – that's why I give it away – I want re-orders.  If there aren't going to be reorders, it's a waste of everyone's time.  Some locations/venues/dealers just are not the right fit – wrong customer base (I call them constituencies) – no fault, no foul.  I know my product is good – but it doesn't work everywhere.

At one point we had cards in twelve Barnes & Noble stores.  But in a location with such high traffic I found it necessary to manage the rack once a week.  There was bound to be a spilled latte  or a poor selling card was re-racked in front of the most popular one.  It was worth the effort – the Power Plant location, in Baltimore's Inner Harbor tourist destination, would sell 100 cards a week.  I upgraded them to a 72-pocket spinner and had a near-cash-register location.

RE: spinners ... 24-pockets is too few.  I found there should be at least 38 faces, so the 48-pocket spinner is normally better than the 24-pocket one.

When I started my sales trips to get dealers, it was 2001-2002 and the economy was in a funk.  The good thing was the decision maker was usually in the store – this always expedites things.  I had some dealers tell me they had tried something like this, but it didn't sell.  I told them it wasn't Bodine.  Some dealers I had to go back to 6 times before they decided to pay attention to what I had to offer.

What I found both funny and absurd are the retail areas that basically have an informal non-compete agreement among the store owners.  If you get in one location, it is not possible to get in anywhere else.  My experience tells me that they all suffer from this mentality.

A case in point is Annapolis.  I have at least 8 active shops and they do not cannibalize sales from each other – they each appeal to a different constituency, or, if a tourist is walking the street it is a random walk.  If they see my Bodine images enough times, they eventually buy one.  Where they buy turns out to be random.

In the first couple of years we did a bunch of 2-day street art faires – with a 10x10 pop-up tent.  I devised hangers rods that let me put up ninety (90) 8x10 reprints:  a portable art gallery.  We rarely did more than break even on costs and lost opportunity costs, but it was a chance to get the images in front of people and see their response – the Fells Point Festival gets 70,000 people.  Likewise for the Baltimore Book Fare.  Seeing people's jaws drop onto the pavement was incredibly gratifying and kept me in the game during the very lean startup years.  Not the best use of time and we stopped doing the street events.

There is no doubt Bodine's reputation in the region has been a big factor in our success so far.  Bodine photography was in the Baltimore Sunpapers usually daily, and very prominently on Sunday, for over 40 years.  But in 1970 that stopped – like turning off a spigot the images were gone – except for a retrospective one or two times in the next 30 years.  And the books that were done during Bodine's lifetime were out of print.

The people who best remember Bodine are now geriatric – they are downsizing, not buying.  Their kids, the baby boomers (like me – I'm 65 this year – I grew up on the `Shore (not Baltimore) – but the Sunpapers Sunday Magazine section with the Bodine centerfold was a highlight of my Sunday – ah, the glory days of the newspapers) are the last of this group.

But … I have seen 20-somethings stop dead in their tracks when they saw the pop-up gallery.  These images have heart and soul.  They have universal appeal.  People buy my reprints and decorate their homes and offices.

We did the Hilton in Ocean City:  960 16x20 reprints.  Admiral Fell Inn, Fells Point:  385 various sizes.

We have several other factors in addition to the reputation:  NOSTALGIA … the images cover 1930 to 1970, but Bodine was hitting his stride from 1947 through 1965 – a time period I think of as a golden age – things were simpler, people were happier, hopeful and the economy was growing.  I think we all just forgot, but we do think things were simpler then.  HISTORY … Bodine's images captured a very different Maryland … oysters, crabs, the bay, industry, work(!).  These are very strong factors. 

Our latest book is Bodine's Industry – The Dignity of Work.

Going forward:  I am going all in on the website.  This is the new retail store.  That's why I have free shipping – using USPS Priority Mail:  free boxes and the cheapest shipping rate and one day delivery to most of my market.  People don't pay shipping when they shop in a retail store (yes, I know, bundled into the retail price, but not a line item in the shopping cart at checkout) – my thanks to Jeff Bezos for providing that guidance. 

High priority is a dealer portal for easier ordering for them and order taking for me.

I didn't know what I was doing when I started this venture, so I instrumented.  I have tracked the sale of every image (by Image ID) in every size and format – note card, postcard, reprint, archival, canvas, license.  I provide reports for my dealers so they know what sold and can reorder.  This system was invaluable for managing all the card shops when I had an employee to do the racking and ordering.  That person left when retail died and I have not replaced her.

In my mind, this could be a million a year business, but it would take 5 people.  And I ain't no boss.  Can't go there.

That's the broad outline.  I need to go get some work done.


--- In DigitalBlackandWhiteThePrint@yahoogroups.com, "jimbo" <mrjimbo@...> wrote:
>
> I have always been told that a website is but a piece of the marketing pie and that for most that our in our business it's the opportunity for a buyer to come back in their own time and review the offerings.. In this case that may not be totally valid as the photographer was extremely well know.. A question I would have is that he has print outlets.. that sell prints ..What is the rough ratio between the two for sales revenue..  I think the real  challenge in marketing goes beyond the just the quality of the work..... it's figuring out how to on an on going basis keep increasing your exposure such that people can identify with you ..then of course the quality of the work actually supports that effort.  I have a new friend that has recently moved out here... He's a wildlife shooter and a good one.. He drives a the small Chrysler PT Cruiser and it's totally cover in vehicle graphics.. The only thing that doesn't have it is the front windshield and the driver and passenger windows... He basically a one man show and this thing gets tons of attention ...but at least for me it's a bit to ostentatious.. So.. like Tony I'm curious.. 
> 
> jimbo