a publication of professional aerial photographers association international Winter 2012
“Power Strip� taken by Frank Carleton Top Flight Aerial Photography
Editor’s view by Julie Belanger, Editor, PAPA Views and PAPA eViews
Papa Views is written, produced and printed by PAPA members. If you would like to contribute an article, post a classified ad or advertise a product or service with a business card or display ad, please contact Julie Belanger at Julie@the 111th.com
Editor Julie Belanger, 111th Aerial Photography Squadron, Morgan Hill, CA Layout & Production Dee Ann Mooney, The Positive Image, Houston, TX
2011 PAPA Officers: President Pat Belanger, 111th Aerial Photography Squadron pat@the111th.com Vice President of Programs Laura Boyko, Sky High Enterprises laura@skyhighenterprises.com Vice President of Membership Kent Larson, DC Air Photos Kent@DCAirPhotos.com Secretary / Treasurer John Mooney, The Positive Image jmooney@positiveimage.com Eastern Regional Director Chuck Boyle, Boyle Consulting Engineers cboyle@boyleconsulting.com Central Regional Director Sam Crimm, Distinctive Photography samcrimm@distinctivephotography.net Western Regional Director Stan Macbean, Photographic Solutions stan@utahbyair.com International Director Jesper Larsen, Eagle Luft Photo mail@eagleluftphoto.dk Immediate Past President Lee Ross, Sky View Pictures Rosspilot@optonline.net Senior Executive Director Ted Campbell, Campbell’s Creative Photography
If you haven’t made plans to join us for the PAPA Conference Cruise…what are you waiting for? A personal invitation? OK, consider this your personal invitation to be a part of the most exciting conference PAPA has ever put together. And it isn’t too late. You may have missed booking one of the PAPA reserved rooms, but you can still put together your own good deal with last minute booking opportunities found on the Internet. I just found a great deal almost as good as our PAPA early booking deal…check it out for yourself. And if you are still on the fence…er, dock, about hopping on board, take a look at the conference schedule and the line-up of presentations and workshops! You can read all about it in this issue of PAPA Views. The only things to keep in mind: Be sure you book the right cruise. Carnival Destiny sailing from Miami, Florida, calling at Key West and Cozumel, Mexico Miami on March 1—5 , 2012. Book for EARLY SEATING DINNER. That way you are on the same schedule as your PAPA friends and may be able to be seated with us! Register for the conference on-line ~ Make sure we know you are joining us OK, you are signed up for the cruise (or you’ll be doing it shortly) Here is your checklist: Register for the Conference. A conference fee of $150* per person will include attendance at all seminars, presentations and workshops. While PAPA members will be attending the conference, accompanying family members may opt not to (and will therefore not pay conference fees). The PAPA Awards Ceremony on Saturday, March 3 after dinner, will be open to all PAPA cruisers, conference goers and their family members. Registration is available on the PAPA website. Got a passport? You’ll need it for the cruise. Enter the Digital Print Competition. YOU MUST ENTER BY FEBRUARY 17! Information is on the PAPA website and also in this issue of PAPA Views Carnival Destiny Dress Code Our cruise has one formal night, Saturday, March 3. Most men opt for suits. The dress code for the rest of the evenings ranges from sport coats and ties to resort wear. Otherwise, dress is casual during the day and a bit dressier at night. Carnival’s material asks for “resort casual” for dinner in the dining rooms, and most people comply. If you look presentable, jeans are not an issue. No tank tops or shorts allowed in the main restaurants for any meal. Don’t miss the boat! Need any more convincing? Call me. We’ll talk about it!
-Julie
BIG PLANS FOR
DIGITAL PHOTO COMPETITION ON THE CRUISE With the announcement of the cruise, came major change for the next convention. Because of space limitations, shipping issues and other problems unique to this year’s cruise venue, the 2012 Image Competition will be all digital - no prints. Obviously, there are some unique challenges to this format, and we have worked on solutions that will be as fair to everyone and their images as possible. However, I think this is an exciting venue that I hope will allow more people to submit their images to the competition, and more members of PAPA to see those images as well. Please note, when you read through the new rules, the deadline for images is February 17, approximately two weeks prior to the convention. All images will then be posted on the password-protected members’ side of the PAPA website, which will enable a true Peoples’ Choice awards. Every member of PAPA will be able to vote on their favorite images online, no matter if they are at the convention or not. The winners of the peoples’ and judges’ choice awards will be announced at the convention. The images will be on constant display at the convention as well, but in a digital format. I know this is a big departure from the current form of the competition, and I hope that everyone will be open-minded as we try to adapt the competition to the digital format. I am looking forward to seeing the best images PAPA has to offer! Allen Macbean allen@utahbyair.com Photographic Solutions, Inc Orem, Utah 801-224-6446
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President’s view
by Pat Belanger
Hello PAPA family, Julie, daughter Niki and I had an adventure recently. We were invited to take a flight on a Zeppelin and it came about because we saw an opportunity and took it! O On a helicopter photo flight nearly two years ago, we ssaw the new airship flying leisurely above the Silicon V Valley heading back for a landing at nearby Moffett Field. A After asking permission of the airship and ATC we joined up w with the Eureka on a formation flight for air-to-air photos. Niki ttook great photos and after the flight we showed the pictures tto the Zeppelin marketing dept. As we have often hear in our ssearch to sell spec photos, the company had no money to “buy” tthe pictures, but “how about a trade?”
Our flight was fantastic! While the other passengers were taking their own aerials, we were busy taking pictures of each other IN the airship. It was a great way to start off the New Year: doing something new and d exciti iting, taking ki an opportunity i and d making ki memories i with i h the h family. And it all came about because of our aerial photography business. The New Year is also a good time get in a quiet place and look back on what you have accomplished during the previous year. It’s a good idea to write it down, especially as we get older. If you have a list of the things that you wanted to accomplish from the previous New Year, that would really be helpful in taking a good honest look and see how successful you were. Were you realistic in goal setting, or did you slack off, or did you beat your projections.
Remember that most of us are our own worst critics, so don’t beat yourself up too badly. I get a renewed enthusiasm, raise the bar for the next year, and then work like hell to meet those goals. As we get closer to the conference, keep in mind the little catch phrase that you hear and read all the time: “PAPA Pays.” If you are not quite sure what that means, let me give you my spin on it. It is a short and sweet reminder of just how much PAPA can do for your career, your methods, your workflows, your quality, your productivity, etc. It is not PAPA, the association itself that is helping you, rather the people that make up the association who constantly reach out and share their secrets and lessons with the rest of us to improve our businesses and thus our lives. For that, I will always be grateful. PAPA International is a non-profit trade association that belongs to you, the members and is not owned by any one individual. As owners of such a valuable asset, you should help determine the financial and philosophical directions that the association should take. With that in mind, we will be having elections at the conference for several board positions. I would strongly encourage you to consider one of these positions and either nominate yourself or request a colleague to nominate you for office (if you are a little humble). It is a very rewarding accomplishment to hold a PAPA officer position. From personal experiences, Julie and I have each been President and we agree that we have made so many close friends in PAPA while steering the association ahead with positive goals and accomplishments during some pretty challenging times. It is time for new faces in the leadership roles, and I know there are some fine leaders in our association. If you are considering running for office, please contact me (Pat@the111th.com), Julie (Julie@the111th.com), or John Mooney (jmooney@positiveimage. com) and talk about it. You will not be sorry you did, but you may regret passing on the opportunity. We want to make sure that long after we are gone, aerial photographers are still saying “PAPA Pays”. See you on the cruise, Pat
2012 International Conference
Conference Cruise News Conference attendees will be able to take part in: · Advanced Photoshop with Allen Macbean · Beginners Photoshop with Steve Boyko · “20 Hot Tips & Tricks for Aerial Photographers - Things That Will Make You More Efficient, Provide More Money Making Options and Make Your Life Easier in the Aerial Photography Business”. · Marketing your Business with John Condreay · Architectural & Interior Photography Workshop - John Mooney & Allen Macbean · Like Printing Money! Getting the Best Prints out of your Printer~John Massman · Reviews~What’s New in Equipment & Software Reviews · Aerial Video: Selling it! Shooting it, Stabilizing it! PLUS Stock is HOT! What the television industry is begging for and it isn’t cheap prices! · Member Suggestions~Got something you want to share: Take the stage! · Photo Critique~ competition
Learning from the Winners (and losers) in the photo
· Meet our Corporate Partners at a Vendor’s Breakfast · PAPA Business Meeting~Charting the Course for PAPA’s Future: · Election of Officers · Awards Night~Photo competition winners, Epson Aerial Photographer of the Year PAPA presentations will be scheduled while we are NOT in any port. All PAPA activities, speakers, workshops & topics are subject to change. If you would like to be considered for a presentation or if you have any questions about the conference, please contact Laura Boyko at Laura@skyhighenterprises. com Aerial Photographers Certification proctored testing will be available once during the cruise. No certification classes will be offered. Certification course videos are on-line for your review at http://papainternational.org/member/course_videos.asp Advance notice of those wishing to be tested is required. If you are planning to take your testing, please contact Julie@the111th.com
2012 International Conference
Architecture & Interior Photography Workshop You’ve got the equipment, you’ve got the clients. You’re a great aerial photographer, and now the client has asked for you to shoot his new project from the air, from the ground and from the inside! This is an opportunity for an additional revenue stream you cannot pass up. But it isn’t enough for you to just show up with your camera set for your usual aerial photography shoot. Ground and interior architecture photography requires a set of tools that allow you to go into a facility and pull off the job, looking like a professional and providing professional results. Architecture is one of the most challenging subjects to t compose and d light. li ht There Th are ambient light color balance issues and perspective correction to be considered. Plus knowing post bi li h issues, i production Photoshop is equally as important for the enhancement of your images. If you wish to do this type of photography, this workshop is for you! PAPA members John Mooney and Allen Macbean will share their knowledge in a step-by-step approach to making the jump from providing ONLY aerial photography to providing Exterior and Interior Architectural Photography! Don’t miss the opportunity to take this one and only architectural photography course ever offered through PAPA! This workshop will include : · Equipment needed · Shooting strategies · Customer Expectations · Composition and Techniques · Post Production with Photoshop · Image delivery · Pricing strategies · Markets served PLUS there will be an on-board photo contest for participants. You will be given an interior and/or exterior photo assignment to complete during the cruise. Each participant will turn in their best shots - one interior and one exterior - by the deadline, which will be announced at the beginning of the cruise. Participants will need their own camera and lenses. And, YES, there will be prizes!
2012 International Conference
Special Awards to be Presented at the 2012 Conference PAPA Innovation Award The award is presented to the PAPA member for the creation and or invention or innovation for a product or service that benefits the art and business of aerial photography. To be considered for the PAPA Innovation Award, the recipient must have been, and must currently be, a PAPA member in good standing. The PAPA membership shall be asked to nominate himself or herself or another PAPA member for consideration of this award. A selection committee made up of past recipients of the PAPA Innovation Award shall review the nominations for appropriateness. There is no limit to the number of recipients selected per year. The announcement of the recipients will be made at the Annual International PAPA conference. The award consists of an engraved plaque.
PAPA Lifetime Achievement Award The PAPA Lifetime Achievement Award is one of the most prestigious honors that can be bestowed to a member of PAPA. The PAPA Lifetime Achievement Award is presented to the PAPA member who, in the judgment of the PAPA Executive Board, contributed a lifetime of work in Aerial Photography. Nominations are solicited from the membership for this award every year. For a member of PAPA to be considered for the Lifetime Achievement Award he or she must demonstrate dedication to his craft, to his colleagues and to PAPA. He or she must have made special efforts to be involved in the PAPA community and is awarded in recognition for his or her accomplishments associated within the field of Aerial Photography including some or all of the following: 路 Has demonstrated excellence in the art of aerial photography 路 Achieved success with his or her own aerial photography business 路 Has shown an ongoing and long-term commitment to offer guidance to his or her aerial photography colleagues 路 Made contributions to the field of aerial photography. Contact any member of following Board of Directors if you would like to nominate someone (including yourself) for any of the positions listed above.
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2012 International Conference
Four Seats to be Filled on PAPA Board of Directors The Nominating Committee of PAPA International is now accepting nominations for the following positions on the Board of Directors. All nominees must agree to run for office, and be qualified (as defined by the By-Laws) for the position that they seek. PAPA President: Two year term. Must be a PAPA member in good standing. May be located in any area of the world. The duties of the President shall be to act as presiding officer as set forth in Roberts Rules of Order, Newly Revised. He/She shall also act as the Chairman of the Board of Directors, and be responsible for calling meetings of the Board of Directors. He/She shall act as the spokesperson for the Association. He/She shall also provide guidance to the other officers in the performance of their duties. The President shall have one vote on matters before the Board of Directors, and must have been an Active or Life member in good standing of the Association for at least 5 years immediately prior to election. The President may at his/her option appoint one non-voting participant to the Board of Directors to serve as an assistant in the furtherance of the duties of the office of the President. This assistant shall assume a title as determined by the President and shall serve at the pleasure of the President. PAPA Vice President of Programs: Two year term. He or she shall oversee all of the programs, events, and projects of the Association as directed by the Board of Directors. This officer shall preside in the absence of the President, and in the case of a vacancy in the office of President, shall succeed to the office of President for the remainder of the term. The Vice President of Programs shall have one vote on matters before the Board of Directors, and must have been an Active or Life member in good standing of the Association for at least 4 years immediately prior to election. Eastern and International Regional Directors: Each is a two year term. Must be a PAPA active member in good standing for at least the last two years. Eastern Regional Director must be located in the Eastern United States. International Director must be located outside the United States. Regional Directors are voting members of the Board of Directors. The Regional Directors shall assist the President, Vice President of Programs, and Vice President of Membership in their responsibilities on a regional geographic basis, and shall coordinate any regional events as determined by the Board of Directors with the collaboration of the Vice President of Programs. Elections will be held at the PAPA Business Meeting scheduled for Sunday March 4, 2012 at 8:00am at the PAPA 2012 Annual International Conference on the cruise. Only those PAPA members in Good Standing and present at the conference may vote. Contact any member of following Board of Directors if you would like to nominate someone (including yourself) for one of the positions listed above. President Pat Belanger Pat@the111th.com VP for Programs Laura Boyko Laura@SkyHighEnterprises.com VP for Membership Kent Larson Kent@DCAirPhotos.com Secretary / Treasurer John Mooney JMooney@PositiveImage.com Central Regional Director Sam Crimm Samcrimm@distinctivephotography.net Western Regional Director Stan Macbean Stan@Utahbyair.com Eastern Regional Director Chuck Boyle CBoyle@BoyleConsulting.com International Director Jesper Larsen Mail@EagleLuftfoto.dk Immediate Past President Lee Ross Rosspilot@optonline.net
2012 International Conference
New Rules for PAPA Digital Photo Competition Image & Entry Requirements All images must be submitted in digital form. A total of two (2) digital files must be submitted per entry – A “large” file to be used by the print competition judges, and a “small” file for the online PAPA People’s Choice voting. “Large” files must be no more that 6,000 pixels across the longest edge of the file. The file can be submitted in either .TIFF or .JPEG format, and in either the AdobeRGB or sRGB colorspace. This file will be used by the judges and viewed in Photoshop on calibrated and profiled monitors, so prepare the file accordingly. “Small” files must be no more than 1,000 pixels across the longest edge of the file. The file must be in .JPEG format, and in the sRGB colorspace. This file will be viewed on the internet by PAPA members for the People’s Choice awards, so prepare it accordingly. Each entry must be accompanied by the official PAPA Entry Form in either digital or printed form. You can find the entry form on the last page of this newsletter and on the PAPA web site. Your completed entry form can be scanned and included with your digital entry images. The digital entry form is available for download from the PAPA website: www.papainternational.org Each entry must have a title and may contain a short (less than 50 word) description of the image. This information will be on the accompanying entry form. No printed or framed images will be accepted for judging. There can be no identification as to the photographer viewable on the file. The original photograph must have been taken by the submitting photographer within the past two years. Images may be either black & white or color or any combination of the two.
Images must be submitted between January 1st and February 17th of 2012. Online voting will start February 20th and ends February 27th. Results will be announced at the conference and then online on the PAPA website. (See next page for Submission Rules)
2012 International Conference
...New Rules for Photo Competition Submission of Images All entries must be accompanied by the official PAPA Entry Form; All images can be submitted on disc or by electronic means. Information on submission is included on the official PAPA Entry Form. The photographer must categorize each image submitted. The categories are the following: Commercial Described as shot on the job, your best view for the client, an image of commercial value. Artistic Described as Fine Art photography; pictorial, stunning, original images. Images that push the envelope. Photos that hang on walls of not just your clients. Digital manipulation is allowed. Scenic Described as images that show a broader view, a landscape or cityscape, good stock shots, panoramic views. No digital manipulation of the scene is allowed besides normal corrections, as in contrast, saturation, colorcasts, sharpening, cropping and straighten horizons, etc. Air-to-Air A photo taken of an aircraft from an aircraft. Photographers are urged NOT to attempt this type of photography unless trained in safe practice techniques. Formation flying experience and or instruction are vital for a successful and safe air-to-air shoot. This cannot be stressed enough. Construction Progress Aerial photography as a way of documenting the work of a client’s construction project. It can be a single shot, a progress shoot photomontage of several pictures taken over a period of time, or even a one day photomontage of several images. Note: A photomontage of different images or mosaics/composites (An image made up of various images) would be appropriate in all categories except SCENIC. Panorama entries are welcome in all categories. Photographers may submit up to ten (10) images per conference judging not to exceed two (2) images in any given category; An entry fee of $25.00 will be charged for each image – up to the maximum of 10 images. Fees help offset the cost of ribbons, plaques and other awards; It is each photographer’s sole responsibility to insure that images are delivered to the Image Competition Chairman. Images may be hand delivered, mailed or digitally transferred to the Chairman, but must arrive before the judging deadline of February 17th, 2012. Shipping and electronic transfer information can be found on the official PAPA Entry Form; PAPA assumes no responsibility for damage or loss in shipment, transfer, storage, handling, or exhibit of entries.
Our Cover Theme for this edition of PAPA Views was ‘Downtown’- the city’s center, the central business district or just good old Main Street. We had some great entries - here are the ones we found that really stood out!
Cover Shot: “Power Strip” taken by Frank Carleton Top Flight Aerial Photography The Texas Capital Building as seen looking through the canyons of high rises along Congress Avenue in downtown Austin. It was taken from a chopper (R22) with my 5DII. ISO 2000, f2.8, 1/60 sec. and was fairly extensively photoshopped. I truly love it when I can get someone to pay for a night photo shoot in a chopper. I never make any money at those because we spend so much time flying around doing stock!
Second Place: “Trumped” Taken by Curtis Waltz Aerialscapes Evening shot 7/15/09 of the then-new Trump International Hotel & Tower in Chicago. As I look at the image, the Trump tower literally towers over everything else ... and the fantastic glow is by far more magnificent than on any other building in the shot. So, everything else is, well, trumped. Captured as stock after client work at a Chicagoland golf course in an attempt to lure the Trump people in as a client - which I did. The building is the second tallest in the United States and until the completion of the Burj Khalifa was the tallest residential tower in the world. In the image you can see a few occupied residences. It’s questionable whether such an image could be captured again now that more residences are occupied and many more lights would be on throughout the building. Canon 5DMkII, 70-200 @ 105mm. 1/200, f3.2, ISO 1600.
Third Place: “Three Seasons of Laconia Mills” Taken by Bill Hemmel Lakes Region Aerial Photo An unusual Halloween snowstorm dropped early snow on late foliage, in this photo of old mill buildings (Laconia NH). Cropped from a landscape view. Minor PhotoShopping. Canon (backup) gear. 1/500 @ f/9.
Member Article
The Conditional Close Technique When the other person offers an objection, make it a condition of resolving their objection that they make the purchase. You can also use this approach to make any trade - for example if you want them to watch a promotional video, offer a cup of coffee. Always, by the way, phrase it in the form ‘If I...will you...’ rather than ‘Will you...if I...’. This is because our brains work very quickly and starting with ‘will you’ causes them to begin thinking immediately about objections and they may miss the exchange. On the other hand, starting with ‘If I...’ will cause psychological closure on what you are offering thus drawing them in to the close. Examples You say you want a red one. I’ll check and if I can get you one, will you take it today? If we can figure out the financing for you, will you choose this one? If I get you a cup of coffee, would you like to sit down and look through the catalog? How it works The Conditional Close uses the exchange principle to build a social agreement that if I solve your problem, you will buy the product in return. For an extensive list of closing techniques by David Straker: http://changingminds.org/disciplines/sales/closing/closing_techniques. htm
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Member Article
STOCK AERIAL FOOTAGE SALES HEAT UP For PAPA members shooting stock aerial footage or thinking about shooting stock aerial footage, the timing couldn’t be better. According to Julie Belanger, owner of ProAerialVideo.com, the world’s largest on-line resource exclusively dedicated to stock aerial footage, sales have increased. “2011 was a great year for selling stock footage and we are looking forward to another great year ahead,” said Julie. According to Julie, footage from our contributors have been purchased by film makers and TV producers around the world. “It is fantastic to see footage on major television shows.” Most of the footage on ProAerialVideo.com is sold limited Rights Managed selling it for use in a named project. It is priced at $50 per second most often with a 10 continuoussecond minimum. Whatever is sold, we split the sale 50-50 with the contributor of the footage. Purchases of multiple or longer clips are priced at a discounted price per second. According to Julie, the most requested footage is locations: skylines, landmarks and landscapes. We also ask our contributors to provide us with a video log with information about what we are viewing. Having the information lets us keyword and geo-locate the footage correctly for accurate searches by clients. Everything helps including place, date, anything special about the shoot or location. “People do searches for the darnedest things and we will include this in the keywords with each clip” said Julie. ProAerialVideo also works directly with their aerial videographer contributors when requests for custom shoots come in. “In most cases, we refer the shoot opportunity to the videographer who best suits the mission by equipment and or location,” said Julie. PAPA members interested in shooting aerial video and becoming contributors to ProAerialVideo.com can contact Julie at Julie@the111th.com Julie and Pat Belanger are also owners of the 111th Aerial Photography Squadron in Morgan Hill, CA. Pat is currently president of PAPA and Julie serves as Executive Director of the association.
Member Comments
On occasion when shooting aerials, I will see a church or a school and will take a few shots to give away for free. Recently, I shot a local high school and made them a 20x30, had it mounted on a hard board, and delivered it to the community development people who hired me in the first place. I thought WE might deliver the print, but that didn’t happen. The print made it to the school board meeting which made the local newspaper. With tight budgets, these people cannot afford such a photo and school principals are usually thrilled to get them. They make a great conversation piece and who knows, it might stir up paying flight later on. But until then, it’s just a small way of giving something back to the community. With no mention of my business name, I hope they left the watermark. Reggie Furtick, AeroStudio, aerostudio@att.net
During my Las Vegas presentation I mentioned how fantastic customer service needs to be part of our brands. Today I experienced the best customer service I’ve seen in years! I’ve been having issues with two gyros that I bought used. After weeks of trying and testing different solutions, I finally sent the gyro’s into Ken-Lab. Within 24 hours they called me with results of their testing and the possible solutions. Without going into detail, the solution they offered and I accepted, was miles ahead of what anyone would have expected. I’m now able to go into three weeks of shooting my dream assignments in great locations worry free, all because of the great people at KenLab. I’ll probably have some tough decisions to make when I get back. But at least I can spend the next three weeks concentrating on imaging and not what my equipment is doing. So. If you ever want to buy (new or used) or rent a gyro or gyro system. I recommend calling Ken-Lab first, especially if you are buying used equipment. Tom Miller, is great also, but I can’t testify for his rentals because I’ve only bought new from him, which he was equally wonderful about. Just my two cents worth. John Condreay Photography, www.condreayphoto.com
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Member Article Your Brand and You, Part Three By John Condreay, John Condreay Photography, Lafayette, Indiana condreayphoto@comcast.net
In the previous articles, I touched on branding and customer service, and how they define you, your business, and your success. The bottom line is – marketing is a verb, which requires constant action. Our clients have very short memories, unless they are unhappy with our service, then they’re memories are seemingly never ending and sadly inaccurate. Our marketing plans need to be consistent and built on trends instead of fads. Fads tend to be short and varied. Up to now we’ve avoided the topic of spending or paying for those plans. Today we resolve that problem. Adequate funding can make or break your marketing plan. There are essentially two theories of budgeting for your marketing. (Warning - this may cause brain freeze or headaches) Theory A 5 % - 7% of Projected Gross Sales This is the quick and dirty method. The biggest issue with this method is that it doesn’t take into account your markup or rent. If you don’t have a prime retail location, that is accessible to the world, then this may be the better alternative. Theory B 10% - 12% of Projected Gross Sales x Average Mark Up – Rent This method is probably the more precise; since it takes into account your markup and rent. If you’re paying for a prime piece of real-estate, then it is a viable part of your marketing. Example $1 million in Annual Sales, 48% Profit Margin, $36,000 Rent, 10% = $100,000, 12% = $120,000, 92.3% Markup, $100,000 x 92.3% = $92,300 Key (Converting Profit Margin into Markup) Gross Profits Divided by Cost $480,000 GP/$520,000 Hard Cost = 92.3%
how you should spend your money. Don’t blindly trust them. My cable salesman always advised me that spending the bulk of my budget with him was the best use of the money. Guess what happened when he left the cable company, and went to work for a local radio station? You guessed it; radio was now my best purchase. You know what your company image is, so stick to your image and let your message speak to the needs and wants of your target market. Basic human needs include: food, clothing, shelter, safety, belonging, and esteem. Change those needs into wants and you’ll win the marketing game. Don’t expect your marketing to perform miracles. A vegetarian doesn’t care how appetizing a steak looks. The homeless don’t care how sexy that sports car makes you feel. Target your marketing towards those people or companies that truly can afford and use your services. You need to be in front of your potential clients more than your competitor. Proctor and Gamble believe in the use of coupons, but openly admit that only 3% of those coupons are actually used. So why do they spend so much money printing and distributing coupons? By doing so, they receive preferred placement in department stores. Which keeps their products on the main aisles and end caps. So no matter where you spend your money, make sure you get the most bang for your buck. I don’t believe there is a bad place to advertise. But, there are several whose value is very minimal. Print is not dead. The magazine world has culled itself, to where only the best strongest survived. Radio, television, web sites, social media, print, direct marketing, and mail are all viable options. Each one has its advantages and disadvantages, and guidelines for success. There is no magic wand that can be waved that insures success. Failure is to be expected and anticipated. Now that I’ve bored all of you to sleep, WAKEUP and take control of your future. Stay positive and I’ll see you at the 2012 PAPA International World Conference.
Now that you know what your marketing budget should be, you need to decide how to spend the funds. This is when every sales person for every media outlet seemingly comes out of the woodwork and knows exactly
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Winter 2012
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Member Article Aerial Shooting in Malaysia with the Big Guns Client: Port of Tanjung Pelepas, Malaysia http://www.ptp. com.my/- in direct competition to the Port of Singapore Authority. Brief: extensive aerial coverage of the port and shipping arrivals for a new corporate communication film Camera: Arriflx Alexa - probably the best electronic motion picture camera in the world today. http://www.arridigital. com/alexa Lens: Angenieux Primo 17-80mm T2.2 http://www. angenieux.com/file/datasheets/cinema/pdf_ Catalogue_2011-2012/17-80_catalog_2011.pdf Lens weight: 5 kilos Camera body weight: 7.7 kilos Shooting format: HD uncompressed 4:4:4 Support: 1 x Continental Magnum helicopter mount. Stabilisation: 4 x KS-8 gyros Additional camera: GoPro mounted on the Arri Camera ship: EC350 Support camera crew: 1 x camera assistant, 2 x Continental Mount installation guys. Flying time to and from the location from our base in Kuala Lumpur: 4 hrs and 800 kms in total Flying time over the port environs shooting with camera fully mounted in the door: 5 hrs Total cost of aerials: heaps! Laurie K. Gilbert s.o.c. Helicopter Aerial Cinematographer AERIAL MARINE MEDIA Sdn. Bhd. - MALAYSIA L’IMAGE CINEMATOGRAPHY - SINGAPORE Based in Asia - Filming the World www.aerialmarine.com
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How Much Money do you make per hour? By Beatrice Stonebanks
Have you calculated how much you need to earn per hour to achieve your yearly financial goals? Have you ever asked yourself what your highest income producing activity is? For yourself or for your company? If you’re like most you may go about your day-to-day business never really thinking about the myriad activities that devour your day. Here’s an exercise from The Answer, by John Assaraf, that helps me stay focused on earning my highest possible revenue per hour. Let’s assume that we each start with 365 days in a year. If we take away the following: Weekends 104 days Two weeks of vacation 14 days Personal holidays 3 is the average That leaves each one of us with approximately 238 days in order to earn the income we desire. You can add or delete days based on our own specifics. If you multiply these 238 days times an average of 10 working hours per day, you are dealing with 2,380 hours of possible work time per year. Let’s do the math. If your yearly income goals are as follows: $25K = you must be earning an average of $10.50 every hour of work $50K = $21 per hour $100K = $42 per hour $250K = $105 per hour $1M = $420 per hour $5M = $2,100 per hour $10M = $4,200 per hour In order to earn the income per year you are capable of, it is imperative you are doing activities every hour PAPA VIEWS
Winter 2012
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that line up. If you catch yourself doing anything that isn’t your absolute highest producing income activity all the time, you are in effect making it much harder to achieve your desired goals. Ask yourself these questions and jot down the answers as you go along: What activity or activities generate your highest producing income? What are you spending your time doing? Are you focused on the real money-makers or the real time-wasters? Are you making it easy for yourself to be a highincome earner or are you doing the things that can be done by someone whose income goal or ability is less than yours? Delegate or outsource projects and tasks that aren’t the highest income producing use of your time! When you start to look at each hour this way, you’ll stop doing the small stuff and you’ll start doing the stuff that yields the big results. Just look at this week and count the number of hours you already spent really making the big bucks vs. all the stuff that crept up. What you discover may both amaze you and startle you, into action, I hope! To move your income into the next level, answer these questions:
What skills must I now learn in order to command that income per hour? Make a real list and please be brutally honest with your self. How long will that take? Am I committed to doing that? What beliefs about myself must I have in order to achieve a higher income? (Make a list of three, right now.) Am I committed to changing some of my current internal beliefs? Am I prepared to take action now? (Right now!) Who can guide me the fastest to reach my desired income goal? (Professionals, mentors, friends or associates, already earning at that hourly level etc.) Set your goal, figure out how much per hour of work you need to make, how much per week, and how much per month. Know the numbers, write them down, keep them in front of you, and put them in front of your sales reps. Then pay attention to how much time you actually spend at your real revenue potential! Answer the questions, set the goals, and commit to your next level!
PAPA Photo Competition – 2012 - ENTRY FORM Deadline for Entry: February 17, 2012 Photographer’s Name: Business Name: Address:
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CATEGORY (Select 1 per print) See descriptions of each in Rules for Entry
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COMMERCIAL z ARTISTIC z SCENIC AIR TO AIR z CONSTRUCTION PROGRESS
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2012 ENTRY FEES
Entries on CD or DVD can be mailed to: PAPA Photo Competition c/o Allen Macbean, Print Chairman Photographic Solutions 1347 N. State Street Orem, UT 84057
An entry fee of $25.00 for each photo submitted with a maximum of 10 images per photographer, not to exceed two images per category TOTAL ENTRY FEE ATTACHED:$________ Make checks payable to PAPA
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I certify that I personally created the images submitted. I have also read and understand the Rules for entry.
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