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Monday Q+A

Making the Most of an Agency Access Subscription

Q:

Any tips or tricks on making the most of an Agency Access subscription?

A:

I would not rely on a single source for your contact list management. Agency Access can help and be a good resource if you also collect names of prime contacts in other ways like social media, LinkedIn, and jury/portfolio review event lists. Today’s marketing is multi-dimensional, with all of our combined resources working together. I use Agency Access as a research tool offering info on the masses with valuable insights like client email formats and the brands they cover.

Printed Promos vs Online Sources

Q:

So…printed promos being kinda a guessing game these days as most are working from home, are you finding LinkedIn being the go-to source to keep up with folks to market to? The list services have always been so hit/miss for emails and so many people have transitioned to new gigs. Just curious where and how folks are staying on top of their lists.

A:

Divide your list into two parts – the mass list like on Agency Access (feels like a fishing net) and then the HOT clients you want to work with or who already know your name. The HOT list will need you to get a bit more creative in building relationships to stay in touch. This relationship-building marketing can be through interests you share, IG dm’s, commenting, and relating to people in ways that take your marketing to that next “human” level.

Getting into Commercial Photography

Q:

My question is as a portrait photographer working heavily in editorial, how would I go about getting into commercial photography?  Meaning that portrait work is my specialty, specifically environment portraiture shooting “real people.” Leaving me wondering about shooting a commercial portfolio since most of my work is editorial.

A:

Commercial advertising often has an editorial edge, so you should stick with what you are strongest at and show it off to all the potential markets. You can also take your style/look/vibe and build on it, making yourself more available to clients who require conceptual production value with a stylist, models, and props but staying true to your editorial feel.

Promos + Reps

Q:

Is it appropriate to send email (and print) promos to reps, as I would to prospective clients?

A:

Yes, it is wise to treat reps as you do with any other clients you want to be working with. The goal is to always stay in front of prospective clients in a way that works for them. Mail printed promos to people’s office addresses and email promos are always good, but don’t limit yourself to just those two methods. Be open to discovering new ways to keep yourself out there as our world is constantly changing.

Following Up on “Clicks”

Q:

What’s the best follow-up with opened/clicks after sending email promos?

A:

A clicked on email promo gives us a goldmine of valuable information. The gift is that now you know who is interested in your work. Take this knowledge further by adding anyone at their company who is not already on your list and research other companies with similar vibes to get them on your promo list. Follow up with your newly “warm” names who know you in IG with Feeds/DM’s/Stories comments. Finding their IG handles is not always easy; LinkedIn and their personal websites can help. Now it’s time to engage!

Titles at an Agency

Q:

Which titles are the best to reach out to as a photographer looking to intro work to an agency?

A:

When researching the appropriate clients who hire photographers look for these key titles- Creative Director, Art Director, Photo Editor, Marketing, Design(er), (Art) Producer, Social Media, Coordinator, Integrated and Content. Other titles that may be helpful are Art Buyer, Account Executive, Director, Project Manager, Photography, Brand(ing), Global, and Copywriter.

Established Photographer

Q:

How established does a photographer need to be to put their work in front of art and creative directors? Do art and creative directors want to know that my shoots are pretty “scrappy” on the backend or should I try to appear larger than I actually am?

A:

Being pretty scrappy on the backend can actually work well for you when they need stills on a broadcast shoot or a small crew or low-budget project. The other part of that is an editorial style is often precisely what clients are looking for. Today’s photo industry is always on the search for a wide variety of styles and a multitude of skill sets. Use this to let them know all the benefits about your speed, how many images per day, any other crafts you offer like motion/GIFS, and how nimble crew members cover more than one role. Sell your scrappy approach!

Designing a Website

Q:

How do you make a splash with a new website?

A:

The two-pronged answer to this is to hire a rock solid design team who understands our well-categorized fast paced industry and then knowing how to show it off in all of our potential platforms with a dynamic in their face publicity. Remember, your website must comply with our industry norm of giving a 2-second quick read along with options for those who will have time to dig deeper and see more of what they are on the hunt for.

Lower Budgets

Q:

How do you charge differently in one case where a client comes to your with a project that is 90% fleshed out and you fill in the remaining 10% vs. a client that comes with a project that is 10% fleshed out and you come up with the other 90%… on a sliding scale you become art director and photographer… is that something that gets accounted for in the final bid?

A:

In my experience, the clients who don’t hire an art director or designer are trying to save money. They have lower budgets, so they want the photographer to come up with the branded shot list. I suggest staying clear of these situations because you are doing someone else’s job without getting paid for it. I’ve never seen these types of clients agree to pay more for art directing, but they really should. The first question I always ask is, “what is your shot list?”

Library vs. Campaign

Q:

I’ve heard the term “library” used a lot the last couple of years. Can you shed some light on the terminology of “library” vs “campaign”? To me, when I hear “campaign,” I think of a small-ish amount of focused images to sell something specific like a product or lifestyle. When I hear “library” I think of a larger amount of more generic images able to be multipurpose for various uses.

A:

Library means the client will buy the “package deal” not to be limited on an image count. A library shoot is a much larger usage, so your fee should reflect that increase. As a rep, I prefer a specific image amount for the licensing rights to be more controlled and get the photographer paid for each image. Usually, the price per image is lower when they buy an entire “library.” Our strategy is to structure usage fees based on the concept that the client will purchase more images in the future and continually need to renew the duration.