Executive Highlight
Todd Yarrington
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Owner / Photographer, Yarrington Studio
- Industry: Advertising / Marketing
Business Founded: 1987
Phone: (740) 965-2054
Email: [email protected]
Address:
13321 Fancher Rd.
Westerville, OH 43082-9704
How long have you been in your industry?37 years
Why did you choose your industry?I discovered photography by taking it as an elective in college while pursuing a degree in Aerospace Engineering. After about a week of Photo 101, I was hooked and the pursuit of photography as a career was less a choice then a passion. I dove in and never looked backward. This career has been fulfilling on so many levels and I continue to be inspired to discover new tools and techniques.
Who are your typical clients?My clients are typically from marketing departments from a range of industries including, healthcare, manufacturing, home goods, electronics, law, banking, engineering... the list goes on.
What do you like best about being in this industry?Photography can take you anywhere you want to go. The possibilities are only limited by your imagination and physical resources. I get to use both sides of my brain - the engineer and the creative - to solve a multitude of variables that come with every job. No two days in a row are alike and I have to be nimble in thought and body.
What are common problems you see?Professional photography used to require specialized equipment and a threshold of quality in order to make it in the business. I now describe by competition as every 12-year-old with an iPhone. I'm not disrespecting any creative 12-year-old, but what passes for quality is often simply "good enough" and, frankly, I'm not sure how many notice due to the immense assault of images on our senses.
What advice/tips do you have for clients?Time tested professionals are often worth what they charge. I often am often asked what does XYZ cost? and my answer is, based on what you asked, anywhere form $50-50,000. I often work with folks to help them first understand what their final result needs to be, what we have to work with and what it will take to get there. Then, I can present options that are most efficient - which isn't always the fastest and cheapest - but, in the long run, will bring the biggest benefits.
When is your busy season?Spring and Fall typically have a bit more activity, but I stay busy all year.
What keeps you up at night?Trying to keep up with Google. The rapid pace of change in the way we communicate is daunting and I find myself spending a lot of time doing and learning about much more than photography.
How do you market yourself to grow/expand your business?See above. I also have relationships with local Chambers of Commerce. I will arrange to set up a Complimentary Professional Headshot station at a Business After Hours event. It keeps me in contact with both the up-and-coming as well as established professionals. I am able to collect emails, drive folks to my web site and introduce them to my work.
How involved are you in the community?I was involved in and/or ran a recreational soccer program for 24 years - 20 as president. This was almost a second job for me at times. My advice to anyone who wants to complain about anything - get involved an do something. You are the change.
What is your favorite not for profit or charity?Flashes Of Hope is an opportunity for volunteer photographers to provide photo mini-sessions for families with children undergoing treatment for life-threatening diseases.
What advice would you give to someone thinking of getting into this business?It is a hustle. Learn as much as you can about as many things as you can. You need to be good a communicating with people, solving problems, being creative and doing it all with an outward appearance of calm. Stay fit. It can be a very physical job. Learn what the masters did, and why, as well as what the kids are doing and why.
What do you enjoy doing in your free time?Playing with grandkids, gardening, bike riding, hiking - anything outside - and, yes, photography
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