Monte Nagler Success Story

Monte Nagler of Monte Nagler Photography is among the top landscape photographers in America. A student of Ansel Adams, he is a member of the esteemed Camera Craftsmen of America. Monte's photographs, which have won numerous awards is included in many public and private collections including the Detroit Institute of Arts, the University of Michigan Museum of Art, the Dayton Art Institute, the Grand Rapids Art Museum, the Center for Creative Photography, The Brooklyn Museum, The State of Michigan, General Electric Corporation, BASF Corporation, Ford Motor Company, Chrysler, and General Motors. Galleries and agents throughout the country also represent his photography.

Who keeps track of the business side of Monte Nagler Photography? Monte’s partner in life and business, Michelle “Mickey” Nagler, president of Monte Nagler Photography. One of the reasons this husband and wife team is successful, is that they have a true respect for each other’s role in the company. Mickey handles the day to day operations, is instrumental in managing the relationships with the many agents and galleries. She is the driving force for the marketing and maintains their websites; www.montenagler.com and www.photosforhealing.com. Mickey also invested the time to get the business certified with Women’s Business Enterprise Council – Great Lakes for the Women’s Business Enterprise (WBE) certification and on the federal side of certification programs, Mickey on them on the GSA schedule contract and self-certified as EDWOSB with the SBA.

Though a large portion of Detroit-based business is now healthcare-based, it wasn't always that way. For years, black-and-white fine-art photography was the primary drive of Monte Nagler Photography, and it wasn't until they looked to expand their business that the healthcare industry presented itself.

Today, Monte Nagler Photos for Healing™ products provide a unique way to dramatically enhance the health care environment with the addition of exquisite photographic images. Over the course of 30 years as a professional fine art photographer, Monte Nagler has amassed a vast portfolio of images suitable for installation in the medical setting. The collection includes hundreds of landscapes, gardens and flowers, water scenes, seasonal views, recognizable landmarks, domestic and exotic architecture, and more. “The thought of my photography helping people get through a procedure or make it nice for the patient or their family was exciting to me,” he says. How do you market that?

Mickey reached out to Deb Loeser, CEED’s Women’s Business Center manager for help in developing new business and to promote that they are an ED WOSB and are on the GSA schedule. At first you would think that this photography business must takes pictures – right? Well, there was some confusion about the type of fine art photography that Monte Nagler Photography did. What was easy for Loeser to spot was that their marketing efforts were based on selling photography to people vs. what their biggest customers were buying – was the emotions that came out of how they incorporated their photography. Once Mickey got that she is helping her customers connect to their customers through their photography, it fueled a new capabilities statement, new pitch and confidence in a new marketing plan for Monte Nagler PhotosforHealing™. Mickey and Deb worked on strategies for her to develop leads at the 13th Annual Great Lakes Women’s Business Conference. That plan resulted in securing two projects right away and produced enough leads that it will take Mickey about four to six months to get through them. What a success!