Did a bad estimate ever lose a photographer the job?
Guest Post, Mara Serdans: Yes, absolutely, If I feel like a photographer did not understand the scope or properly estimate the job, I let my team know that it could be a risk. I also let the photographer and/or agent know so they can learn from the experience.
Guest Post: Creative Consultant, Mara Serdans
Right now we send print mailers to approx 500 people 3-4 times per year. At what point should we remove someone from the print mailing list if we haven’t received a response after maining, emailing and calling on multiple occasions?
Continuously fine tune your list to match the images you are sending, and update it as people move around. Not getting a response is not the problem. In our business we have no idea when our promos are working because the norm is not to get a response. So update constantly but not for that reason.
Are there any specific stories around why you didn’t put a specific photographer up for a job?
Guest Post, Mara Serdans: More often than not, I won’t put a specific photographer up for a job because he/she is not an appropriate fit for the project. It may also come down to budget – if I know a photographer is not within the ballpark, it’s a waste of everyone’s time to put him/her in the mix. Lastly, it might come down to having a bad experience from a previous job or a difficult agent who makes things harder than they should be for myself, the internal team and the client. No one wants to work with someone who is “difficult.”
Guest Post: Creative Consultant, Mara Serdans
Do you find yourself having to turn jobs away because budgets are too small or do you make it work? If your photographers are in a slow period does that affect your decision?
I do find that requests with smaller budgets happen sometimes. The decision whether or not to take the job in part depends on whether the budget is going to negatively affect the quality of their work. If a budget doesn’t support getting a great image then I don’t recommend that they do the job.
The ideal situation for a lower budget job is if it’s going to be great for their portfolio, then it’s essentially a paid test and is worth it. And yes, a slower period does affect our decision and inspires us more to take the job.
How soon after sending promos is it ok to follow up?
Follow up with the recipients immediately or within a few days. We are all inundated with images so we forget quickly. Our business is based on short term memory.
How do you find new photographers? Specific websites?
Guest Post, Mara Serdans: I get lots of emails and promos from photographers. Otherwise, I find new photographers on Instagram, at portfolio reviews, blogs, magazines and at gallery shows. I peruse directories like At-Edge, Workbook, and Found Folios. I love checking out PDN’s Annual listing of New and Emerging Photographers. I’ll even go back to the previous years’ listings to remind myself of the talent.
Guest Post: Creative Consultant, Mara Serdans
Andrea, what do you look for in a photographer?
I look for a talented photographer and one that I feel I can help to bring out their very best. 20 years in this business has shown me that it is this dynamic that leads to jobs. This is what it means for me to represent a photographer. I represent them. They come up with who they are and I manage and shape the marketing strategy.
I’m their voice to the larger world, so they have to be someone I feel proud to speak for. They must have solid talent or we won’t get very far. They also have to confidently know their creative talents because I will take that and run with it. Who they are and the quality of their portfolio shapes the direction and I just take that further.
What does it take to stay hot as a photographer in this constantly changing industry?
As a photographer, you have to constantly evolve, push yourself, and take chances if you want to succeed. It really is true that you have to be willing to leave your comfort zone if you want to get anywhere. Media and technology change so quickly that it can be tough to keep up. But when you learn to embrace changes and become adaptable, a lot of things start to happen.
Guest Post: John Duarte, Photographer
How does the process of getting a photographer a job happen at an agency?
Guest Post, Mara Serdans: It’s a multi-step process. After I speak with the creatives about their needs, I’ll provide them with a list of recommended photographers. Sometimes the creatives already have a photographer in mind. Oftentimes a few creatives need to approve the short list and it’s common to triple-bid larger projects. When the bidding begins, I schedule calls with the photographer and creative(s) to discuss the project and deliverables. After the calls I follow up with the creatives to find out if they are leaning towards a specific photographer. Once I receive, review and finalize the bids, we award a photographer the job and production begins.
Guest Post: Creative Consultant, Mara Serdans
Are you finding that clients have begun requesting “buy out/unlimited usage,” for photos but they have a set budget that may not be realistic for unlimited rights?
In general, my answer is absolutely yes, all the time.
And when I hear this, it sounds to me like they are trying to get extra usage for free.
The answer is to charge more.
I have learned not to parse out usage but to definitely factor it into the day rate. I’d let them know that for that usage the day rate is going to go up…potentially double.
AND- I’d use this in your negotiations, and if they say “this is too high,” you can say, “we can discuss the usage.”
