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Most photographers understand the need to be able to tell stories through their images. This article is about telling stories with words to make a sales point. You may already tell stories well when making pictures, now I encourage you to use stories in a different way. A story makes your sales points easier to remember. Your prospect may want to pass your story on to others who may also find it interesting.
In this world of instant communication, prospects are bombarded by photographers trying to get their attention. After a while, one telephone call or mailer seems to blend into the next. Compounding the confusion, a lot of photographers and reps fail to connect with their prospects because they're spending more time reciting data or telling the prospect how great they are rather than trying to establish a useful dialog. Worse yet, their use of vague buzzwords and industry double talk, increases the risk that misunderstandings will occur.
December 17, 2013 @ 11:00 a.m. in The Marketing Lab by Daniel Fishel | Daniel's Illustration View Comments
An email comes into your inbox and it's a magazine or book publisher (or any number of places that wants to ask for your availability). How you reply, move forward with the job, and follow up afterwards could make the difference between a one-time tango and a long term relationship. I've had many good experiences with Art Directors that never worked with me ever again after our first job together. I've also had experiences where I thought I did a terrible job under the gun but have since done five or six jobs for them. Each experience is a little different from the other. Below is some advice and things to think about when it comes to business practices and maintaining relationships with potential clients.
November 5, 2013 @ 11:30 a.m. in The Business Lab by Nick Moy | Agency Access View Comments
Today’s Lab post throws some light on a couple of juicy podcasts chock full of great info for commercial freelancers. Our expert creative consultants had the opportunity to sit down with Marc Harmon of Creative Grit Media and talk about what they know best – how to get more work as a freelancer. Today we feature interviews by Andrea Maurio and Jennifer Kilberg. Have a listen, or download the podcasts from the Creative Grit website to listen in your car or at the gym.
Most major companies spend thousands of dollars to create logos which visually capture the essence of their services, corporate mission, or product offerings. Thousands more are spent applying that logo to every advertisement, promotion, letterhead, and product they produce. When repeated consistently, a logo builds meaning and equity. It reminds people what the company stands for every time they see it.
October 1, 2013 @ 10 a.m. in The Marketing Lab by Danielle Gruberger | DGR, Creative Talent Agency View Comments
As a creative talent rep who is approached with hundreds of agency submissions per day, one question I am regularly asked by photographers is “how do I make my work stand out from the rest?” Great question! The answer is simple: it’s all about your branding. Having a unique, consistent and recognizable brand could determine whether an art director considers you for their next big campaign, or if an agent picks you up as a new photographer on their roster.
In-person networking doesn’t have to be a soul-sucking experience. Most of us hate networking because we associate self-promotion with bragging. But, where bragging is all about making yourself feel big and the person you’re talking to feel small, effective networking lies in figuring out how you and the person you’re talking to can help each other. That help can take a lot of forms. Obviously, the form we want most is the perfect assignment where their creative needs mesh perfectly with our skills, expertise and vision. But, getting there usually takes a few important steps.
March 12, 2013 @ 10 a.m. in The Marketing Lab by Christine Andrews | Agency Access View Comments
Lifestyle and travel photographer (and Agency Access member) Matt Dutile recently tweeted a photo of his newest direct mail promo:
March 1, 2013 @ 11:15 a.m. in The Business Lab by Nick Moy | Agency Access View Comments
"The best advice I can give to a photography student is that commercial photography is mostly not photography. You'll spend the vast majority of your time not taking photographs. There is an awful lot of work involved in promotion, management, digital image workflow, client services, and more. Make sure you're prepared to do a great job not just at taking photos but at all the other aspects of the job. However, don't let this be a license to spend all day on Twitter and photo blogs. Make sure you set limits and work efficiently so you can get back to the part of the job you look forward to the most - making photographs."
More than anything, getting results at trade shows requires a clear concept of what you want to accomplish – and when in doubt, go with my mantra: Be good and be nice.
The friendships you make at trade shows can make your career. Genuine friendships almost always result in commissions.
The key here is they have to be real, and you can’t fake that. There are some basic rules and guidelines to making this happen: ways to approach, ways to request a review or follow-up call. However, the best results come from not looking for results. It is a meditative practice of nonattachment. Being your true self – without reservation – will draw people to you and your work.
To create the mental space to “just be yourself,” you need to:
Picture a networking event at an organization where Bob, a mid-career photographer, has been a silent longtime member. People wearing nametags are gathering at a large studio, and Bob is packing about 50 business cards, but he has no idea where to begin.
He spots an art director, Joan, who’s just finished a conversation with Bob’s competitor and appears available. Bob recognizes Joan’s name from his mailing list, but cannot remember where she works or anything else about her. He reaches out his hand to introduce himself.
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