Do you think Instagram promotion is a good way to reach ad agencies and Art Directors? Do you or your photographers use it for promotion? The world is changing, so we have to change with it!
Yes, definitely use Instagram as it is the new portfolio. Hashtags get photographers seen and can lead to bidding on a job. We definitely use it and you’re right – the world is changing in a big way and we need to flow with it.
How and when do you get a rep? I’ve heard it’s when you have enough clients, but I think I mostly want one to help me get more clients and the type I want.
You get a rep when you are ready. Is your work marketable? If so, reps will find you. If you need a rep’s help to make yourself marketable, it is a rarity that they will pick you up since it will mean they are working for free. Usually at that stage a consultant is best.
Aside from paying lots of money for companies like Agency Access, which often don’t include smaller up and coming brands, how do you get contact info and addresses of smaller/local companies?
If you can’t find them on Agency Access or Yodelist I would then most likely use LinkedIn, Agency Spy, or Adweek to see what kind of contact info I can find.
What if a photographer seeking a representative isn’t an American citizen? Could it be a problem if you are not a native English speaker?
A rep is just like a client, and what we care for mostly is a strong portfolio/website/Instagram.
When sending out promos consisting of documentary or environmental portraiture, how important is it to have subjects in the photos that are well-known celebrities or artists? Or does that even matter at all?
Send out promos where your work matches the type of imagery your clients are looking for. That’s what will help you get noticed.
You only need to show famous folks if you are going for the celebrity or entertainment industry. Stay true to your look/style and make that powerful theme which will stand out.
Do you feel like commercial advertising budgets are getting smaller and smaller?
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.
For photographers “just starting out,” what are some test shoots every photographer should have in their portfolio? Liquid? Automotive? Lifestyle?
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.
What advice can you give to aspiring photographers?
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
What is the difference between “digital rights only” and web or social media usage?
“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.
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?
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.
