With the slight slowdown two my my bigger accounts cut back on photography so I need to get a little more assertive and find new business. I was thinking about sending out a softcover book, around 20-25 pages with my images. I did a test run of one in my budget and the printing was OK but not perfect while on the other hand those that do print up to my standards are out of my budget for a somewhat large mailing of 25-35 pieces.
A portfolio of commercial projects is all I can think of but for "cold calling" I need to watch my cost. I usually get good comments when they see what work I have done in my area but of course billboards and advertisement photos don't have my logo on them so I have to hit the pavement and show what I do.
Any suggestions on how to attract ad agency business without spening a fortune.
Sure email but with all the spam.....seems like they would just delete everything like I do.
Thanks
jefferies1 wrote:
Any suggestions on how to attract ad agency business without spening a fortune.
Sure email but with all the spam.....seems like they would just delete everything like I do.
Thanks
How about calling the agencies and booking an appointment with the creative director, head art director or art buyer?
There's really nothing like a face-to-face presentation and being able to talk about your work as well as answer questions. That's the way it used to be done. I know, because I spent most of my adult life in the advertising and design business. Photographers called me all the time. They'd present prints, chromes, slides, tear sheets, etc. We sometimes get too caught up in the convenience and speed of the electronic ways of doing business and forget some of the more basic methods.
If that doesn't strike you as workable (for whatever reason), then a direct mail campaign of letter-sized cards on thick glossy stock with a single image on each, mailed perhaps a week or two apart, might be an option. I'll bet you a fine dinner that creative directors, art directors and art buyers aren't getting much in the way of direct mail anymore. Might be refreshing to some of them. I generally send out 16" X 20" posters, single image with minimal text, suitable for framing. I print them on my Epson 4000. They look great and almost always result in an assignment from somebody, somewhere.
Finally ... how about hiring a rep to lug around your portfolio and do all the presenting for you? They usually work on commission. There's little to no expense unless you get an assignment. Of course, you have to find a really good rep ... preferably someone with experience.
jefferies1 wrote:
With the slight slowdown two my my bigger accounts cut back on photography so I need to get a little more assertive and find new business. I was thinking about sending out a softcover book, around 20-25 pages with my images. I did a test run of one in my budget and the printing was OK but not perfect while on the other hand those that do print up to my standards are out of my budget for a somewhat large mailing of 25-35 pieces.
A portfolio of commercial projects is all I can think of but for "cold calling" I need to watch my cost. I usually get good comments when they see what work I have done in my area but of course billboards and advertisement photos don't have my logo on them so I have to hit the pavement and show what I do.
Any suggestions on how to attract ad agency business without spening a fortune.
Sure email but with all the spam.....seems like they would just delete everything like I do.
Thanks...Show more →
When I first read this my first thought was does anyone actually use prints as a marketing media anymore? I think a good website and a marketing program to drive traffic to it is your best bet.
Plus most art directors would probably already be aware of your work? .. unless they have been under a rock or you're working in a very big town?
Don't dismiss spam .. if it's well done the results (ie website hits) are a very high percentage of those who receive your email. Plus it's something you can with no cost other that time.
Mike Mahoney wrote:
When I first read this my first thought was does anyone actually use prints as a marketing media anymore? I think a good website and a marketing program to drive traffic to it is your best bet.
Yes, I do. And the reaction I get from the photo editors I meet with is quite positive. Most of the time I get something on the order of, "Wow ... it's been a while since anybody showed me prints. This is cool." My very first presentation was a portfolio of prints ... about 15 pieces. I've been working freelance for the magazine ever since.
Prints are tactile. You can pick them up, hold them, view them at any angle, run down the hall with it and show it to somebody without much difficulty. They're familiar to people who WORK in print, like design firms, ad agencies and the like. And they're (hopefully) color accurate. When someone views your work on the web, you have no idea if their monitor is throwing off the skin tones, making images too bright or too dark or too saturated, etc. A print portfolio puts you in control of all that and more.
A great web site is a must, but targeted marketing that gets the right people to your web site is expensive and VERY competitive. Your marketing materials and ads had better be the among the best out there if you really hope to get someone to remember who you are and your web site's URL.
After I show my book, I leave my card with name, phone, URL. 99% of the people I meet with go to my web site soon after the print presentation. Doesn't cost me much to get them there, and they almost always send me an email after they view the site to tell me they liked it or whatever. After that, whenever I make a change to the site or add a new shot, I send out an email to the people who saw my print stuff and get them to the site a second, third, fourth, fifth time etc.
Again, it hardly costs me anything to get the traffic there. And it all started with a print presentation that also cost me very little (except time; it is time consuming to make the calls and get together with a prospective client).
So, yes, some people still show print work. I doubt I'm alone in this. And I enjoy it. I enjoy talking about my work with the people who might hire me. We also get to talking about gear a lot of the time. I enjoy that, too. We talk rates and fees, too.
I'm sure there are certain kinds of photographers ... like wedding and portrait photographers and maybe photo journalists ... who might be better off using electronic media as their presentation method and doing steady marketing to drive people to their web sites (although word-of-mouth is still the best way to acquire new business).
But the original poster asked about ad agencies. Having spent almost my entire adult life in the advertising and design business, I think in-person presentations are a viable way to go if you can manage them. They're not the ONLY way ... and for some, not the best way ... but they're viable and worth a try.
I really agree with Steve - from my experience and what I've read and been told, regardless of how you initially reach an ad agency the next step will always be showing them a traditional print portfolio. It's an aspect of the business that hasn't changed in a very long time. Keep in mind that for ad agencies, the final medium is almost always print, so it makes perfect sense for them to want to see your work printed - it's judging apples to apples. They need to know that it holds up at higher resolution and larger sizes, that you understand composing for a standard page layout, that your colors and exposures work on paper.
You may still initially reach an AD or buyer via email blasts or other electronic method but if you aren't prepared for the portfolio request then don't expect the work. While I'm reading more and more ADs talking about how they simply toss most comp cards in the trash, email is even more disposable. On the other hand, I nice piece of physical collateral sent as a marketing piece is always well-received...but these are the ones that real budgets are given to. Boxes of candy, hand-assembled mini-books of prints, accordion-book leave-behinds, etc.
PDN does a really fantastic issue on self-promotion every year. It's definitely worth tracking down a back issue for.
The "Green Movement" is the feeling-of-the-time at the moment, and most editors prefer emails with a link to your site. If you send an attachment, chances are it'll go to the spam mailbox. If you're going to send a mailer, keep it to a small postcard with a single image as a "teaser," and a link to your site.
Anyone know a directory that list the contact names of art directors etc. I have heard of a directory available but have not been able to find the name. Just can't seem to search the right keywords to find it.
I feel better about spending a little more to make a first impression. I could send a good quality coffee table style portfolio to start then send single pieces of recent work. Doing 2 celebrity shoots next month so those would be good for follow up mailers. I know the rules of 3's. You have to ask or show something at least 3 times to make lasting impression so using some of your ideas sure help fill out the mix I needed.
Working alone it is sometimes hard to know if ideas are really good or really bad since you seldom disagree with yourself!
jefferies1 wrote:
Thanks for all the comments and ideas. Anyone know a directory that list the contact names of art directors etc. I have heard of a directory available but have not been able to find the name. Just can't seem to search the right keywords to find it.
I feel better about spending a little more to make a first impression. I could send a good quality coffee table style portfolio to start then send single pieces of recent work. Doing 2 celebrity shoots next month so those would be good for follow up mailers. I know the rules of 3's. You have to ask or show something at least 3 times to make lasting impression so using some of your ideas sure help fill out the mix I needed.
Working alone it is sometimes hard to know if ideas are really good or really bad since you seldom disagree with yourself!...Show more →
Try searching for The Black Book or The Agency Black Book. There's also the Agency Red Book published by ADWEEK. Searching any of those names should turn something up. I believe the Agency Red Book is published on a CD or DVD and has online connectivity for reaching the creative directors and/or art directors.
Just realized that the Creative Black Book is the directory for ad agencies, design firms, etc. for locating people like yourself as well as illustrators, designers, etc.
The book to look for is The Agency Red Book. I believe they have a web site, though I doubt it has all the information you might need. They sell the published version and CD for over $1,000, so it's not likely they're going to give too much away for free on the web.
I think the rule of 3s is now the rule of 7 s or 8s.
There are many other sources than the Redbook, Adbase (pay), FreshLists(pay) Agency Compile(free) come to mind as sources of information. Adbase is a great option as long as you use it more than I did!
EA6B thanks for the link. I may want to invest in a rep since my selling skills are a little weak ....Ok so I Hate that part of the job.
Forgot all about looking in the library...actually doing a shoot for a library this week. Guess after its over would be a good time to look up reference material.
i would advise you to call the entities you are interested in working with to find out how they prefer you to submit your portfolio. while a tremendous # may say e-mail a link, there are some who would like to see a book. i am always concerned that e-mails may go to spam or just get lost among the e-mails from the dozens of other people who may be e-mailing links. some agencies and publications actually have drop off and pick-up days for porfolios. if you do print a portfolio, i strongly suggest that you include a significant amount of materials that differ from the shots on your website.
