Interview with Sarah J. Thomas Photography

1.     Will you start by telling us where you work and live and the type of photography you do?

Certainly, I live in a small Victorian seaside town called Penarth on the outskirts of Cardiff, South Wales. It’s a fantastic place to live with some of the most amazing locations and the added benefit of having the vibrant capital city on my doorstep. I run Sarah J. Thomas Photography and specialise in baby, child and family photography, 100% on location.

2.     What inspires you as a photographer?

So many things inspire me on a daily basis. I have some amazing clients and the variety of my day-to-day job keeps me buzzing. Each session is so totally different and I really try to reflect the personality of the child in each image I create. I also get a lot of inspiration from commercial photography – catalogues, magazines etc. I think it’s important to keep up to date with current trends and fashion.

3.     How long have been a photographer?

I have a little laugh to myself every time that I tell someone I am a photographer. For me it still doesn’t seem like a really job as I love it so much (aren’t you meant to hate going to work?). I studied a degree in Graphic Design with a specialism in Photography back in the early 1990’s. At the time I chose not to pursue that avenue after graduation but have taken photographs ever since. It wasn’t until the birth of my second child, 3 years ago that I decided to follow my dream and go for it. I knew there was a gap in the market for the type of photography and the service I wanted to offer. I think being a little older and wiser has made the transition into self-employment a whole lot easier.

4.     When you’re not photographing, where can we find you?

Being Mum. I have 2 children, a 3 year old and an 11 year old who both keep me busy in very different ways. You’ll ether find me freezing to death by the side of a rugby pitch or freezing to death at a skate park. Other than that it’s playgroups and soft play all the way. A hard life but someone’s got to do it!

5.     Any books that inspired you {or helped you} in your business?

I love all things marketing and have a fascination with branding, I think it’s my training as a graphic designer. I really enjoyed the Tipping Point by Malcolm Gladwell http://www.amazon.co.uk/Tipping-Point-Little-Things-Difference/dp/0349113467

6.     Best marketing idea? 

I don’t advertise. I have a few promo postcards but to be honest they don’t really have that much impact. I think the best marketing comes from doing a good job for your customers, giving a good service and supplying high quality products. I get enough business form recommendation to keep me very busy and it’s just snowballing at the moment. One other thing that works so well for me is Facebook – in my opinion the best, free marketing tool there is. I get a lot of business from my Facebook page. One thing I am really fussy about is my branding. I have VERY strong ideas about how I want to present the business and get so many positive comments about my website and blog – Oooh, I could talk for hours about marketing …

7.     Worst marketing idea?

Lack of focus and not having a plan. I keep a calendar and plan my activities out well in advance. Also spending too much money of activities with little or no return such as magazine advertising and leaflet drops. Your marketing should be focused on the kind of customers you want to attract to your business – anything else is a waste of time and money.

8.     Do you have a studio and if not do you feel having a studio would help your business grow?

No studio for me, I’m 100% on location. I love the diversity this offers and the natural images that result. My customers often comment that they feel that my way of working is very refreshing and the kids just love it. I have no plans to set up a traditional studio any time soon but do long for a space, which could act as a ‘gallery’ where I can showcase images/products,  stylish venue for customers to come and view their images. If I could use it for some natural light shots on miserable days then all the better. I realistically don’t see this happening any time soon. I am very reluctant to have to raise my prices to cover the extra overheads.

9.     What do you think makes a photographer successful?

For me it’s all about balance. You have to be a creative and a business person. You can’t be successful without having both heads on at the same time. I think that may people fail because they see themselves as artists and forget that they are offering a service to their customers. In the same respect many people are so focused on running a business and making money that they forget that it is their creative services that customers are paying for. I also strongly believe that it is all about personality. People buy from people and I am proud to say that the majority of my work comes from recommendation.

10.  What’s your weakness in this business?

Ha ha! Being too nice. Oh and a weakness for pretty camera bags and lenses.

11.  Are you a Nikon or Canon?

Nikon for sure. I am currently shooting with a D300 but longing to go full frame. 2011 might just be the year for an upgrade but waiting to see what upgrades Nikon has to offer in the New Year.

12.  and Lens?

Recently purchased the Nikon 50mm 1.4. Always loved the 1.8 and wondered whether the 1.4 was worth the extra money, the answer? Yes! 100% YES!!! The build quality is amazing and the picture quality second to none. Other fave lens is my Nikon 24 – 70mm 2.8 – another corker.

13.  If you weren’t a photographer, what would you be?

I’ve had a long list of careers over the years. Retail management, sales, recruitment – all people focused industries. It would have to be something creative – maybe event management, wedding planning. Either that of back to graphic design but that would take a whole heap of re-training.

14.  Can you give the readers your best piece of advice for starting or running a photography business.

Know your target customer. Try and get a good understanding of what they want. Where do they shop? Where do they hang out? What do they read etc. Also be true to yourself. Don’t feel the need to copy they style of other photographers. Yes, take inspiration but use your own creative vision to produce unique images. I have found that customers buy what they see most of the time and often don’t realise that they can have anything other than the white background, studio style shots. Develop a strong portfolio, which reflects YOU and customers will understand that they DO have a choice and will come knocking on your door. Oh and finally, have belief in what you do. We all go though our up and downs but your confidence in your work will be infectious to others.

15.   Tell us your proudest moment of your career?

That’s a hard one. I am proud generally about what I do and the work I produce – I am truly lucky to be able to do this with the support of my family. I must say that I do like it when customers cry. Happy cry you understand but when I get such an emotional reaction when customers see my images for the first time it makes all the hard work worth while.

Here is where you can find Sarah …

twitter.com/  http://twitter.com/sarah_j_thomas

Facebook  http://www.facebook.com/sarahjthomasphotography1

Website  http://www.sarahjthomas.com/

Blog  http://www.sarahjthomas.blogspot.com/