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Promos

Spam Filters

Q:

My consultant is helping me with emailers, although I notice they go unread due to spam filters at many agencies (confirmed by my direct outreach). Is there a preferred platform for an email list emailer? Something that allows for reading/open tracking that won’t get spam filtered?

A:

Every client has a different email guarded system that we can’t control. Clients tend to move around from company to company so often that we must constantly revise our lists. The one solution I go for is to get as many approved emails and try to send them in a multitude of ways. I’ll do just an email for anyone to open and click. Next to IG, monitoring this system is the 2nd best way to be seen by the most people in one day. If we stay on this as regularly as possible, along with our IG engagement, we can cover a lot of ground, even if the results look insignificant.

Essential Marketing Tools

Q:

What are the essential marketing tools these days, and which past tools have become less relevant?

A:

Marketing tools tend to come and go, but the KEY is to be the leader of the pack by instilling new ways or the return of the old ones. Printed promos and portfolios are on the out, but I’ve seen it happen before; someday soon, they will be back. My job as a rep has always been about expanding and cultivating new marketing routes to see what works. I jumped on Clubhouse initially but no longer saw the marketing benefits as strongly as doing my webinar and podcast to be showcased on my YouTube. If a marketing trend goes cold, the right question is, what is the new replacement I can do asap?

** Marketing tools chart available on www.asksternrep.com downloads

Marketing Promo Types for Photographers

A promo type that will work for one client may not work for another; that is why I use all four of these methods to get my promos out.

Four Promo Types:

  1. Mass email promo showing an individual project or a specific theme with one or more images. 
  2. Mass newsletter email promos are a summary update sharing news with a collection of images. 
  3. One-Sheet promo is an attachment on a short email not needing to be scrolled, creating a warmer, more personable email.
  4. Printed mailers or leave-behinds with the hopes of being easily saved by clients come in many shapes and sizes designed to show off your work’s branded vibe.

As you may notice, I did not include a pdf attachment on my promo list as they can often be mistaken for dangerous spam materials when sent by strangers.

Where Do Creative Directors Look for New Talent?

Q:

Where do creative directors, art buyers etc. look for new talent? I would appreciate any advice I can get.

A:

The business of photography depends on who sees our images; we have to find every potential method to put ourselves out there. Depending on the type of photographer you are, we have some really good options these days like Komyoon, Workbook, At-Edge, Blvd, Behance, PhotoPolitic, LeBook, Production Paradise, Found and Wonderful Machine. They all have a different vibe, go through them and see where you fit best. I suggest asking clients you want to work with where they look for new talent. After you give one of these a try, you can SEO your website and use Google Analytics to see where the traffic is coming in. It’s a timely process with no easy answer, but if you pay attention to your analytics, you can see what works for you.

Making the Most of an Agency Access Subscription

Q:

Any tips or tricks on making the most of an Agency Access subscription?

A:

I would not rely on a single source for your contact list management. Agency Access can help and be a good resource if you also collect names of prime contacts in other ways like social media, LinkedIn, and jury/portfolio review event lists. Today’s marketing is multi-dimensional, with all of our combined resources working together. I use Agency Access as a research tool offering info on the masses with valuable insights like client email formats and the brands they cover.

Printed Promos vs Online Sources

Q:

So…printed promos being kinda a guessing game these days as most are working from home, are you finding LinkedIn being the go-to source to keep up with folks to market to? The list services have always been so hit/miss for emails and so many people have transitioned to new gigs. Just curious where and how folks are staying on top of their lists.

A:

Divide your list into two parts – the mass list like on Agency Access (feels like a fishing net) and then the HOT clients you want to work with or who already know your name. The HOT list will need you to get a bit more creative in building relationships to stay in touch. This relationship-building marketing can be through interests you share, IG dm’s, commenting, and relating to people in ways that take your marketing to that next “human” level.

Promos + Reps

Q:

Is it appropriate to send email (and print) promos to reps, as I would to prospective clients?

A:

Yes, it is wise to treat reps as you do with any other clients you want to be working with. The goal is to always stay in front of prospective clients in a way that works for them. Mail printed promos to people’s office addresses and email promos are always good, but don’t limit yourself to just those two methods. Be open to discovering new ways to keep yourself out there as our world is constantly changing.

Following Up on “Clicks”

Q:

What’s the best follow-up with opened/clicks after sending email promos?

A:

A clicked on email promo gives us a goldmine of valuable information. The gift is that now you know who is interested in your work. Take this knowledge further by adding anyone at their company who is not already on your list and research other companies with similar vibes to get them on your promo list. Follow up with your newly “warm” names who know you in IG with Feeds/DM’s/Stories comments. Finding their IG handles is not always easy; LinkedIn and their personal websites can help. Now it’s time to engage!

One-Sheet

Q:

What is a One-Sheet attached to an email?

A:

A One-Sheet is what I refer to as an email promo that is more of a specific grouping of images that looks like it is created specifically for that client. It does not have the mass email information on it, and I attach it to a personalized email with images to look like it was created just for them.

Key Points for Marketing Materials

What are clients looking for to include us on their LIST? Our marketing materials are our golden 2-second opportunity to make that happen. They KEY POINTS to make this easy for them are:

  1. Design
  2. Your name
  3. Category
  4. Keywords
  5. Location
  6. Unique specialized skill set

Marketing. It’s that huge topic. How do we get on our clients list when they’re looking for a potential photographer? We want to get on there. We have to incorporate what they are going to be searching for. 

 

The first one is design. Your design has to be really well put together. Use the design across the board; on your website, your instagram, your highlights, everything should have your look to it. That shows dependability, and professionalism. 

 

Your logo has to be your name, we don’t have time anymore for you to have two separate things for people to remember. Have your logo be your name. 

 

The category you shoot, whether it’s portrait, automotive or lifestyle. Make sure that you write it in your email promo so when they do that search for that category, you’re a part of the list. 

 

Then there are the keywords to specifically describe you in your categories, whether it’s an editorial feel or color pop or  warm family, genuine, authentic, anything that really describes you and your work, make sure you try to write it in there. 

 

Location, that is a really important one, especially right now. People are going to want to hire locals. 

Then your extras, things you could remember to share, your drone work, or your motion work, or the equipment you use. How many shots you can get per day. All the specific things that are unique to you. And yes it’s always about your style, but this checklist is how the clients can find and remember you.