Richard Bennett Photography
Richard Bennett Photography was changing direction. Instead of offering commercial photography services, Richard wanted to run workshops, conduct keynote presentations and sell his existing library of award winning photographs to a broader audience. Richard needed to target new customers and continue to speak to existing customers. A new website was created with a blog, subscriber database and online shop. A social network was developed to build the client base. The digital presence is used along with advertising and publicity to engage audiences and drive clients back to the website and online store. The website is the purchase point, where the PR objectives for the three areas of the business are tracked to ensure that the communication activity is delivering genuine business outcomes.
The blog has been created to:
- Educate consumers about the craft of photography and printing;
- Provide an insight into Richard as an artist;
- Showcase topics/content for keynote presentations; and
- Demonstrate Richard’s expertise as a photographer to people who might be interested in attending a photography workshop.
The blog is promoted through LinkedIn groups, Twitter and Facebook. The objective is to build Richard’s customer base, engaging new people and driving customers back the website and purchase point.
Visit the Blog: https://www.richardbennett.com.au/index.php/easyblog
Advertisement - Australian Sailing + Yachting
Richard has photographed the Sydney to Hobart Yacht Race for 40 years. Well known among the older “yachties”, newer crew were not aware of his images or where to find his display at Constitution Dock in Hobart to buy photographs. This advertisement was designed to inform yacht crew of Richard’s photography and appeal to their self-interest in terms of image content. The objective was to drive crew to the display to view the images of their yacht.
The ad was run again after the yacht race to drive “yachties” to the new website.
The Ketchem Bay Workshop brochure was written to persuade enthusiast and professional photographers to book the Ketchem Bay Photography Workshop. Enthusiast photographers are hungry for knowledge and subject matter, which this workshop delivers. Likewise, professional photographers want to access remote subject matter and see how others go about their craft. Like attending a conference, workshops with likeminded people can add to their knowledge bank and inspire innovation in their own business.
The Richard Bennett Photography website was created for five distinct audiences:
- Yacht race crew;
- People interested in purchasing a photographic art print for the wall in their home;
- Amateur and professional photographers interested in attending a photographic workshop;
- Event Planners hosting a business event in Tasmania; and
The website needed to provide information relevant to each target audience. The information needed to be easy to find and help them achieve their objectives on the site quickly– e.g. buy a photograph, enquire about a keynote presentation, register for a photographic workshop. The site includes a shop with nearly 150,000 products, a blog and media galleries. As a photography site, images needed to feature strongly without impacting on functionality.
The site was launched on December 24, 2014 in time for the 2014 Sydney to Hobart Yacht Race.
Visit the website: www.richardbennett.com.au.
A Richard Bennett Photography presence on Digital Media was created through LinkedIn, Facebook and Twitter to find and engage new audiences. The digital presence is used in conjunction with Richards blog to grow the subscriber list and drive customers to the website.
Advertisement State Cinema
State cinema advertisements are static ads that stay on the screen for just 20 seconds. The ad needed to have impact and be easy to read with a clear call to action.
Limited Edition Photographic Release 40 Years in the Making
40 years ago, a young Tasmanian photographer with a passion for the ocean was trying to carve a niche for himself in the competitive world of photography. In 1974 he took to the skies. With a daring young pilot in a fixed wing aircraft with the door off, they chased the yachts of one of greatest ocean races in the world. Hanging out the door to the hip, with a burgundy sleeping bag Gaffer taped to his waist and rope securing him to the back seat, he captured the drama, the beauty and the brutality of this world famous race and a career was born.
The signature bronze beard (now white) and wild mane, masked by a heavy black camera, have become as exciting to spot in the Bass Straight crossing for “yachties” as the iconic Cape Raoul on Tasmania’s rugged coastline – for they know that their epic adventure is being captured for perpetuity.
Experienced crews that once waived at the camera in their youth, now tighten the jib, take to the rail and go to work, in the hope of securing the perfect shot.
Perfecting the art of capturing not just the yacht but the mood and scale of the vast ocean and the signature Tasmanian landscape, Richard’s photographs have been celebrated around the world, winning multiple awards and gracing the covers and pages of sporting magazines across the globe.
Forty years on the Richard Bennett Archives have been opened to celebrate 75 years of iconic Sydney Hobart racing in a one-off black and white limited edition release of Richard’s favourite images from the past 40 years.
Capturing the drama, the beauty and the brutality of this world famous race, these iconic images will be presented in black and white for the first time. Personally hand-printed to order by the photographer using archival materials, these beautifully crafted prints are finished with the photographers’ signature and logo embossed on the border of the print. Each print is titled and numbered on the reverse, with only 9 prints in each edition at this size.
Available for purchase through the website www.richardbennett.com.au or direct from the photographer, yachties wont want to miss this opportunity to own a piece of yachting history.
Richard’s images will be on display and for sale outside Mures Fish Centre at Constitution Dock, Hobart, for the 75th Sydney to Hobart Yacht Race 29 December 2013 – 2 January 2014.
0418 120 209
LIMITED EDITION BLACK AND WHITE PRINTS
Image size (Longest edge) 37 cm
Matted (ready to frame) price $1300