We recently connected with Lindsey Gerlach and have shared our conversation below.
Lindsey, looking forward to hearing all of your stories today. Can you tell us the backstory behind how you came up with the idea?
I was among one of many people who encountered a significant cross roads during the onset of Covid-19. I graduated from high school in 2020 a few credits away from an associates degree. At this point, I signed with Grand Canyon University to run on their D1 cross country and track team and to go to school for physical therapy. Because I already had two years of college under my belt, I ultimately decided to take a gap year to fully enjoy my college experience. As my gap year progressed, I began looking for jobs. Through high school I babysat a lot, but because of Covid, I was out of work due to social distancing. I looked for job opportunities being a server at a restaurant, working for my dad, and even going to school to be a massage therapist. But nothing really seemed to stick. I never took photos in high school and never considered myself a “creative”. However, my final year of high school, I did find myself being the friend who was always taking pictures, was teased about posting so much on Instagram, or vlogging on my iPhone. One day, a photographer family friend texted me and said she saw a video I posted on my personal Instagram and thought I had a natural talent for editing! She asked me to start editing behind the scenes videos of her photographing senior sessions… and that I would get PAID. As an 18 year old girl fresh out of high school, I was ecstatic to have some money come in and something to do with my time. I downloaded an IGTV editing app (remember when that was a thing?) on my phone, a filter app, and created word art in ProCreate. I was doing this all on my phone. I eventually upgraded to a $50 editing app on my iPad and quickly began to fall in love with the process of editing. A few weeks after editing these well loved videos, I found myself writing lists of different shots that would be cool for these videos and feeling like I would love to be the one behind the camera. Shortly after, I purchased my first camera- a Canon Rebel T7i. I remember crying after checking out, because it was the most money I had ever spent in my life and had about $20 left in my bank account. As soon as my camera came in, I absorbed every ounce of information as I could through YouTube. I didn’t know what shutter speed, ISO, f-stop, RAW files, or frame rate meant, but it was exciting. I reached out to a few photographers near me and asked to meet up for coffee and shoot behind the scenes videos of them at sessions. I felt overwhelmed with so much new information in a world I was not used to, but I quickly fell in love with it. I got paid $150 to film my first session and felt so giddy that somebody would pay that much to have me film something. After delivering that video, the couple actually ended up being the first people to ever book me for a wedding. It didn’t take long for me to realize that this was turning into more than a hobby to keep me busy, but a passion and future career. After watching hours of wedding videos and studying dozens of different brands, I sat down with my iPad outside, and dreamed up what on earth my own personal wedding videography business could look like. I hated the idea of having a brand with my name attached to it, so I tried to think outside the box. I have always loved nature and the beautiful state I grew up in- Alaska. I loved the idea of using an organic element of nature in my brand’s name, but really wanted a level of symbolism and meaning. I was sitting in my front yard, and thought of forget me nots. They’re Alaska’s state flower and ever since I was a kid, forget me nots were my favorite flowers. I loved their soft blue hues, their delicate petals, and dainty stems. As I considered my favorite flower, I dove deeper. Being raised in Alaska, the outdoors are tightly knit into the soul of who I am. I wanted my brand to be largely based upon the serenity of the outdoors, the messiness of life, and intimate relationships. Which is kind of where I had my “aha” moment. The botanical name for these flowers is “myosotis”, which equates to “Small, friendly, and symbolic reminders of unforgettable memories or time spent with another person. Representative of connections that last through time, remembrance, true and undying love, fidelity and loyalty in relationships despite challenges”. The entire significance of forget me nots is surrounded by holding onto your memories and those you love close until your dying day. From that moment on, the idea of Forget Me Not Films was born… and it stuck. What makes it even more special? The day I told my mom about my business plan, she gifted me a precious forget me not necklace she bought and saved for me a year before my business was born. It was always meant to be.
After a few weeks of spending hours curating my first website, filming friends and family, and networking with local vendors, I launched my Instagram account. Thanks to intense networking and a wildly successful giveaway, within in the first two months of the creation of Forget Me Not Films, I already had over 2,000 followers and had 10 weddings booked for 2021. By January of 2022 I had 25 weddings booked for the upcoming wedding season. I practically made no money that first year. I poured all of it into buying new cameras, upgrading, experimenting with different equipment, purchasing editing software, education, and more. But I realized “I’m doing it! I can do this!”. I knew I was capable of going full time. I was so busy that first year, which was exhausting, but so needed. It taught me so much and I progressed so much as an artist and business owner.
After my gap year came to a close, I continued my business while I was in college in Arizona, which gave me a handful of opportunities to expand my business outside Alaska. My second year of business, I filmed in 10 states and began getting inquiries all over the U.S, solidifying my dream of continuing this job full time during school and post grad.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Hi! My name is Lindsey and I am committed to creating story driven films that are emotional, artful, and honest. I am a destination wedding and elopement filmmaker based out of Oahu, Arizona, and Alaska. Over the last three years, I have been honored to tell so many adventurous stories all over the country; capturing the slow and intentional moments and weaving it into a visual poem that will last generations.
My goal is to create films that leave space for tender moments and serene surroundings. Films that are organic. Films that flow seamlessly and showcase the raw and genuine dynamic of your day and love. Your wedding film should be authentically YOU which is why I take pride in the fact no two films I create feel the same. By using bits and pieces from toasts, your vows, the ceremony, a song unique to you, and beautiful imagery I hope to bring you back to each big and small moment.
The films I create are for the couples who are filled with passion for life, those they love, and adventure. For the old souls, those who have a heart for nostaliga and all the little things that make life beautiful. It’s my job to get to know you, read between the lines, paint the picture of your love, your story, and your soul.
What’s been the most effective strategy for growing your clientele?
As I mentioned in my brand story, the foundation of my business truly began from networking. As soon as I purchased my first camera, I reached out to a handful of vendors on Instagram. I let them know I was beginning my business and wanted to build a portfolio and gain some experience. I asked if they wanted to grab coffee, if I could film them for free, or if they would be kind enough to refer me. However, I didn’t reach out to anyone and everyone. I contacted vendors I truly connected and resonated with. Relationships within the wedding industry can quickly become superficial and transactional, but showing genuine interest and respect in who they are as a person and artist has built some of my best connections. These early connections are truly what built my brand.
Three years later, I don’t feel the need to contact vendors for new opportunities quite as much. However, about 75% of my inquiries and bookings come from vendor referrals. I do not advertise, I never post reels, I rarely post. But inquiries consistently come in because of the good relationships I have established with incredible teams of vendors I’ve met within the wedding industry. You could be one of the most creative people, but if you are disingenuous or disagreeable, you will never get anywhere. Whereas, if you are starting from the bottom yet show deep care, respect, integrity, and love to not only your clients, but the people you’re working with, you will gain a web of connections. People like to feel honored and respected. Doing so leading up to the wedding day and following through when working with them will change everything.
Any insights you can share with us about how you built up your social media presence?
Admittedly, my social media presence has not been great the past year or so. Life has been busy. I’ve been in college, deep dark editing caves, and have moved more times than I care to admit. Posting has taken a serious back burner, and if I’m being completely honest… Instagram’s algorithm and posting reels intimidates me. It often feels paralyzing.
I may not be a wedding videographer who has built a following of 100,000 followers, but I have created a community of people who are connected and care. One of the best things I did for my business (especially when I began my business), was hosting a couple epic giveaways. For example, a flight in a small plane with a glacier landing, or a wedding giveaway teamed up with other vendors. The social media presence gained from these giveaways was groundbreaking for my business. It attracted my target audience and established a strong connection with my followers early on.
I have also always been conscious to tag all vendors on wedding days. Down to the shoes, the caterer, venue, photographer, DJ, etc. It gives them the opportunity to see the post and reshare with their audiences. Along those lines, if I have the time on wedding days, I will be intentional about filming the florist setting up florals or the DJ hyping up the crowd. When I start editing, I will be sure to send them clips or create them a reel. It establishes a good relationship, gives them something to share, and makes you memorable.
To me, it’s not about creating a massive following, but going out of my way to create real, personal and mutually respectful connections.
Contact Info:
- Website: www.forgetmenotfilms.co
- Instagram: @forgetmenotfilms
Image Credits
Photo of me holding flowers and hand in the flowers – @thehitchedhiker. Everything else is stills from my videos. I uploaded 8 photos but only 2 previews are showing. Let me know if they don’t come up!