Sell, Sell, Sell…
These last couple of jobs that have come in, I’ve been working on selling my ability to do jobs for mid-size companies. To be perfectly honest, this is really amazing, because I get to talk to the client, the marketing and PR person for the company, directly.
I am now coming to understand that without layers of people between me and the client, (Art Director, Photo Rep, Art Buyer, Client Brand Manager etc.,) it is easier to sell my services and my ability to do the shoot directly. Most clients in mid-sized markets have a problem, “I need these images for _________ by this date.” And if you do the production work and show them you know what you are doing and can deliver the product by the date they need it, you have a good chance of getting the job. Now you do have to play all of the roles that the advertising agency plays, especially “Client Services.” My number one goal is to keep the client happy (and, of course, make money.) Gaging the clients satisfaction is now my job. When they call, or text, I answer immediately, even if it is a quick text to say I am in a meeting and will get right back to them. If they have an emergency, I try to solve the problem. They can reach me directly, without having to go through an Art Buyer/Creative/Ad Agency and/or a rep. And they can reach me when they need me and I will be there to help get them whatever they need.
I can’t go into detail yet on the jobs, although I will as soon as I land the jobs (or not,) but I will say that these aren’t gigs that are going to win me awards in American Photo. However, they will pay the bills and probably get me more work in the future. So in this age of photography when everyone is crying doom and gloom (myself included sometimes) I see light, and it’s getting brighter.
4 Responses to “Sell, Sell, Sell…”
David Strohl says:
May 20, 2010 at 6:25 am
This is the new way. I have been marketing to small to mid level companies directly and offering the “full production” service. Even with some freelance art directors, designers, producers, etc that are offered as a sort of package deal.
Smaller, up-and-coming, savvy companies understand that there is no need to feed into large agency system (and they can’t afford to), so we try to offer up the full package without the expensive middleman.
Of course, there is a fine line with this strategy, as you don’t want to alienate any agencies by subverting their own pull with various clients. It is very important to see if the company you are marketing to already has an agency and to find out what they do for them. If an agency finds out you are reaching over their heads to get to a client, they will be very, very unhappy with you (and that can’t be good for business)
Brad Wenner says:
May 20, 2010 at 11:51 am
Greg, what resources are you using to find and research these mid-size companies?
greg says:
May 20, 2010 at 2:12 pm
David,
I agree that a photographer has to be careful, But I don’t think these clients have retained advertising agencies. Even if they did, it seems they’ve been able to hire photographers themselves, for their still photography needs. I would never try to contact Heinz Ketchup directly, as I know an ad agency would handle their visual, still and video imagery. However, there are lots of businesses with 5 million to 20 million in gross sales without an advertising agency that are potential clients.
greg says:
May 20, 2010 at 2:26 pm
Brad,
Honestly, it’s mostly talking to people and being open to shooting a diverse subject matter. So if I’m at a cocktail party, and someone says, “Oh, you’re a photographer? My friend Bob is the marketing/PR guy for a high end luxury yacht maker in Charleston, SC, and they are looking for a photographer….” And I just continue the conversation and see where it goes and think about my work and if I can help solve their visual needs. Then, at some point we get to their budget. If I think it is profitable, I stay in the conversation.
Many companies are on my radar and I have already thought to myself, “That would be cool to shoot. I wonder who does their photography?” And then eventually, I get a call because they have a need. I think it is somewhat easier to run into the graphic designer or PR person for a local company in a town of 300,000 to 500,000 people, because you travel in the same circles. But I suppose you really could just cold call. Getting a meeting is a whole lot easier than trying to get meetings with AB’s or Photo Editors. Just make sure the work you show them is relevant to what they make and need photographed.