Monday Q+A

Q:

Do you feel like commercial advertising budgets are getting smaller and smaller?

A:

Yes, budgets are getting smaller because everyone has so many more social platforms to fill with content. It’s now about more, more, more – for less.

Q:

For photographers “just starting out,” what are some test shoots every photographer should have in their portfolio? Liquid? Automotive? Lifestyle?

A:

Photographers starting out should choose the area that really interests them. Do the tests that really intrigue you when you see others. One way to do that is to go through other photographer’s websites to check out all the different industry options.

Q:

What advice can you give to aspiring photographers?

A:

Explore. I don’t even call it testing anymore. Explore and expand your look without losing all that specific edge to your style. As I said before, all photographers need to rediscover themselves on a regular basis. Educate themselves, look at others, assist and learn as much as possible. 

We’ve talked a lot about the importance of social media but I think new photographers could really benefit from thinking beyond social media for their marketing as well. Send emails. Write people on LinkedIn. Go to lunch. Meet people in person. Aspiring photographers may need to get creative by finding ways to connect.

Guest Post: Interview w/ Mara Serdans

www.MarasMix.com

Q:

What is the difference between “digital rights only” and web or social media usage?

A:

“Digital rights” covers all digital usage. “Website and social media” only covers usage for social media or on their website. Digital rights covers ads on any digital platform. One important point to remember is when they ask for “website usage,” write that company’s website in your terms. There is a big difference if you don’t put it in as their website.

Q:

What is your process after you’ve on-boarded a new photographer? After discussing where the photographer wants to go and where their work would be a great fit, what is your strategy in regards to marketing? What is a rep’s game-plan?

A:

This is a big question and I could probably write pages! The overall marketing strategy for a photographer really depends on what stage they are at in their career. Some need to revise their website while others need to print a mailer promo. The game plan often begins by figuring out who their potential clients would be (based on the categories in their portfolio) and then emailing all potential clients a “hello” + a link to their work. We create specialized client lists based on what category we are targeting, and I also like to give the photographer a list of 10 “hot” clients to email directly every month. We structure their entire marketing plan which includes social media, portfolio meetings with clients, and upcoming tests.

Q:

I am always hearing you should only show the same style of work and focus on that. The thing is, I love shooting many different ways and with different moods. Is that a bad thing to showcase a wide variety of work?

A:

This depends mostly on whether you live in a small or large city. The larger the city you are in, the more you will really need to hone in on your look + specialty. You are more likely to be able to get away with shooting a lot of things in a smaller city where there are fewer photographers and there may be a need for someone who is more of a generalist. Overall, something cohesive should be in all of your images, as your portfolio is the core of your branding.

Q:

How do you know when your book is strong enough to start marketing to potential clients? I’ve heard you only get one shot and only one first impression.

A:

You get more than one shot because clients in larger cities changeover often. When a client sees potential in your book they will often want to witness where you take it and be the one to help launch your career. Your book is strong enough when you start bidding on jobs.

Q:

Do you separate usage on estimates or do you combine it with the creative fee into one large number? If you are just using one number, are you breaking out additional image licensing costs if a client wants more than the initial ask?

A:

Some people break out and separate from the creative fee, but I have found this can get lowered too easily through shot count changes during bidding. I find it easier to include usage in one creative fee amount for that reason. I am breaking out optional additional usage if they ask for it.

Q:

Should photographers watermark images on their website?

A:

Photographers should not watermark their images on their website. It ruins the experience of seeing the image.

Q:

What’s the best advice you can give a photographer who is seeking representation?

A:

Best advice to find a rep is to email the reps that interest you. All we want to do is check out your website. If you know people in the business you can ask around and get the word out there that you are looking.