Monday Q+A

Q:

How does the process of getting a photographer a job happen at an agency?

A:

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

www.MaraSerdans.com

Q:

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?

A:

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.”

Q:

(Agency Access): Do you still need a print book?

A:

(Agency Access): The answer is YES,

When a client is seriously considering you for a job, they want to see your book. When your rep goes to visit a client, they need a book. When you go to portfolio reviews, you need a book. Some folks have moved on to iPads which is a good move if you do video. Clients still love to see your images in print and there are never technical difficulties with a print book. Make at least one big, beautiful, no plastic sleeve, full bleed, to die for book. It won’t disappoint. 

Guest Post: Agency Access

The Photographer’s Survival Guide to Marketing

Q:

What would you say is the biggest pitfall you see photographers making in terms of marketing?

A:

Guest Post, Josh Rossi: One of the biggest pitfalls photographers make is not treating photography as a product that solves problems. A lot of photographers think companies hire them just to take pretty pictures. In reality the company is hiring them to solve a problem. If you can figure out what problems companies have and figure out a way to solve them then you can create a more compelling pitch, and that is what will get you hired. 

Guest Post: Josh Rossi

http://www.fulltimephotographer.com

Q:

What type of books do you recommend to photographers coming up in their careers that are both presentable and feasible?

A:

This is a very relevant question for this time in our business because websites and social media are the new portfolios.

Currently, it is very rare that someone would ask you to come in and show your book, unless you go out of your way and make that happen. It’s something extra you can do. If you are going to show a “book” a printed book is the best way to go.

Q:

What would you say are the pros and cons of being represented?

A:

The pros and cons of being represented are really just about having the right rep for you. Say you are repped by someone your clients don’t know or respect and you also stop doing your own marketing, those would be cons. 

One pro of having the right rep is that they can get your work seen by the right clients. They also help you shape your marketing/direction/style and negotiate your bids. All of this really depends on what your market is. I have found that it is harder to rep a photographer who shoots just about everything vs a photographer who is known for one look.

Q:

What makes a good portfolio?

A:

Guest Post, Mara Serdans: A good portfolio is well-edited, focuses on your specialty, and clearly showcases your point-of-view. The images should be current and not look dated. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com

Q:

How would you advise a photographer to reach out to new clients to ask for a face-to-face meeting to introduce oneself?

A:

The best way to ask for an in person meeting is to treat your client as you would want to be treated. A phone call would annoy me so I don’t do many of them. If you can meet the person at an event that could help, but otherwise the simple answer is: email them with your website as that is what they really need to see first. 

Q:

What are some examples of a bad estimate?

A:

Guest Post, Mara Serdans: Misunderstanding the project deliverables or details. Low-balling the estimate or forgetting to include specific expenses. This helps no one because it’s very difficult to ask the client for more money once a job is awarded. 

Guest Post: Creative Consultant, Mara Serdans

www.MaraSerdans.com

Q:

(Comm Arts): What advice would you give to a designer who wants to work in advertising but doesn’t know where to start?

A:

(Will Chau): Find a mentor. Be tenacious and humble, and find someone whose work you admire. Ask for advice and learn from her or him, even if it’s a short e-mail or a five-minute conversation. People in this business are incredibly busy but are generous and giving, too. Seek them out and pick their brains. You never know where it can lead.

Guest Post: Will Chau, creator of http://www.AustinCreativeDepartment.com

Quote Excerpt from Comm Arts Interview: http://www.commarts.com/columns/1-1-3