Ed Pedi Photography: Making Success Look Easy
Ed’s enthusiasm and love of photography began at age twelve, when he received a camera as a gift from his parents. He continued making pictures throughout his 25-year career as a government employee, hardly dreaming that it would be possible to enjoy photography as a career. “Everyone thought I would be crazy to give up a government job,” he recalls, but when he began attending photography classes, photographing some weddings on weekends, and finally tearing down a wall between two rooms in his home to create a camera room, his confidence began to build. In 1992, Ed and Linda took a leap of faith by opening a full-time business in their home. It didn’t take him long to discover that his passion was photographing children and families, and that yes . . . he definitely could make a GOOD living from photography. Then in 2005, Linda left her insurance career to join the studio full time.
It’s not likely that anything as mundane as an uncertain economy will get Ed Pedi down. In fact the recession has yet to make a dent in the successful studio portrait business that he and his wife Linda operate in North Andover, Massachusetts. Ed’s practical outlook on business has a lot to do with his success: “Yes, some people are having a hard time,” he acknowledges, “but not everyone is. So do a little more marketing, and you’ll reach more of the people who are doing O.K.” Another of Ed’s key business principles is: “I do whatever it takes to keep my clients happy.” This is an attitude that he comes by quite naturally because his infectious personality and good humor make it obvious to clients that he genuinely loves what he does.
A Beautiful Studio— Indoors and Out
Today the studio is housed in a spacious addition to the home that doubled its size. Linda and Ed have furnished it to showcase their decorative portraiture and to convey a family-type atmosphere, which helps to give children a sense of security and to impress adults with their professionalism. The versatile camera room allows Ed to photograph expectant mothers, newborns, toddlers, first communions, and high school seniors, in addition to children and families.
One of the studio's most appealing attractions is the beautifully landscaped outdoor area that provides perfect backdrops for photography. The park-like grounds include a gazebo, tree-lined pathways, stone walls, ever-changing flower gardens, and a water pond that has become a popular setting for themed children’s portraits as well as for family portraits. “The more I shoot, the more I landscape,” Ed admits.
The most unusual feature of the grounds is a space that is specially equipped to facilitate portrait sessions. A pullout awning allows Ed to block the light above his subjects, and a studio light provides modeling on faces and helps to balance illumination throughout the scene. Ed manages to achieve infinite variety in the simple setup by creating different arrangements of seasonal potted plants to fit the subjects he is photographing.
Fall portraits are especially popular, so the studio advertises that autumn leaves will be available through October 31. Linda backs up that guarantee by making daily trips to a nearby campus where she rakes up and bags freshly fallen leaves to replenish the covered set. Ed is now in the midst of an upgrade of his prime shooting area: “Grass won’t grow in the shade, so I’m installing a 20 by 20-foot section of field turf that looks like real grass,” he explains. “This will save a lot of time and energy and really look great in portraits.”
Creating Business Systems
The outdoor set is an expression of Ed’s desire to standardize as many of his business systems as possible, so that time is not wasted. This efficiency allows Ed more time to spend with clients . . . time that he uses in making friends with children and understanding the portrait preferences of their parents. He pays particular attention to the little details that impress clients, one of the most charming of which is the sound of piano music that can be heard as clients approach the studio. The music plays through a speaker situated under the studio’s front porch steps, prompting Ed to joke with clients about the “lady under the porch” who plays the piano all day long.
Unlike some photographers, Ed enjoys presiding over projection sales sessions. “It really helps me as a photographer to get feedback from clients,” he says. “And I love to hear people say ‘That’s the look . . . you really captured my child.’ Hearing a statement like this just makes my day!” Ed’s approach to sales is decidedly low-key, but entirely focused on educating clients about the value of portraiture as wall décor and on guiding them in selecting the best images for display. Ed explains: “I remind them how lucky they are to have such a beautiful family, and how appropriate it is to display their family portraits. They really do appreciate this guidance.”
Marketing Success Strategies
By arranging for nine portrait displays in locations throughout the community, Ed has made it easy for local residents to learn about his business. Instead of opting for an expensive mall exhibit, he has sought out displays in local gathering places, such as restaurants, retail stores, and even the local UPS store. His success strategy in obtaining displays is simple and straightforward: “I choose places I frequent, because it’s easier to get to know the owner if you are a regular. When I approach owners to hang my portraits, I keep in mind that they will be asking themselves how they can benefit from this arrangement.” With this in mind, Ed is always prepared to offer his “marketing partners” something of benefit such as free ads in his studio newsletter. Ed rotates the images from time to time because people often tell him they notice when a new portrait goes up. He makes it easy to swap out the pieces by having only one or two on display at each location. “It only takes one portrait to catch their attention,” he says.
Community displays are the first step in Ed’s well-defined marketing strategy, which also includes a tri-fold studio brochure (a take-away item at his display locations,), his studio website, and seasonal direct mail. Ed describes his simple step-by-step marketing strategy: “The display portraits catches the attention of prospects, the brochure drives them to the website, the website encourages them to call, and our direct mail cards let residents know that our outdoor studio is open and asks them to call.” Ed believes that this combination of resources is the reason he often hears new clients say: “I see your work everywhere, I hear you are expensive, but you seem to be the guy to go to.”
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