I often hear portfolio viewings are so crucial, yet I’ve never seen any locally or within driving distance. Should I consider traveling to a larger area such as NYC to have this done?
Yes, a one on one or group showing with your portfolio is extremely valuable. I’d highly recommend these for a photographer at any level of their career. Bring them some chocolate!
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.
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.
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.
As Director of Operations at SternRep, I spend a lot of my time looking through photographers’ images.
Sometimes as I am examining someone’s body of work I find a magic spark somewhere in their portfolio. Something pops out at me. An image or series that is set apart from the rest.
Something highly marketable, different, bold, unique, and really well done. But mixed in with lots of other stuff in their portfolio.
Sometimes it’s actually about cleaning out your portfolio, of anything that does not have this magic spark. It’s about finding your spark and then expanding your portfolio based on what makes your work strong and different. It’s kind of like your own magical thread that you need to follow to be successful in the commercial market, explore more, grow, and expand.
But if the photographer can’t see or feel or want to follow it, there’s no forcing it…
Guest Post: Olivia Katz
Director of Operations, SternRep
Never underestimate the power of self-assigned projects. Integrating work into your portfolio that’s conceptualized and executed by you is one terrific way to expand your photography business into new ventures.
Guest Post: Wonderful Machine + Mellissa Pascale
Originally published on Wonderful Machine Member Blog
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.
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?
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.
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.
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.
What’s the best advice you can give a photographer who is seeking representation?
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.
