Promotions, do they all work? Do they grab the attention of the creative buyer or editor that you want to attract or do they just sit at the bottom of a pile? Perhaps they end up in the garbage or the good ole' electronic version of SPAM, JUNK or TRASH?
Aren't these questions you ask yourself when you are about to execute a promotion? You are spending your hard-earned dollars, time and talent and want to know if it is going to get you somewhere.
I wish I could give you the crystal ball answer - I'd be worth my weight in gold if I could do that - but I can't promise you THE answer, as there isn't one simple answer to this. I have had multiple conversations with buyers across the nation - interviewing each about their preferences and interests regarding promotions. As you will see throughout this article - there are multiple perspectives that are offered for your consideration. What I can tell you is that my own years of experience as an art buyer/producer together with open discussions with current buyers have provided valuable perspectives - ones you can use - as a guide to making decisions about your promotions and contact with buyers throughout the business.
Direct Mail: The Beat Goes On
I just want to make this clear: Direct Mail is NOT dead. I think, in some respects, once email and electronic communication became more prevalent throughout the industry many of you thought that you could eliminate the need to spend time and money on print mailers. Don't be fooled. Although many CD's, AD's and Producers enjoy the ease of receiving, seeing and saving electronic promotions - there are just as many folks that are fed up receiving SO MUCH email, that they have become quite selective about what they open, view and click through on.
Images Selection: Don't Go It Alone
How do you pick one image that will grab their attention? Have someone else help. Honestly, you have too much baggage regarding your imagery and probably can't be objective. I suggest you narrow down the selection yourself, but get some outside assistance for the final picks. I am not saying this to get you to spend additional dollars for a consultant - but what I need you to hear - loud and clear - is that you are so personally attached to your imagery that sometimes your perspective is off. Look to others for more objective assistance. You can hire a consultant or you could ask for perspective from an AD or a buyer that you respect and have known for years. The bottom line is that the person you ask needs to be able to have the ability to truly assess your imagery, give you their honest opinion and to stand behind it with conviction. I would also suggest that you select images that will work across a campaign and not just a one-off. The images need to work on their own, but need to brand you too.
When I speak about branding - your imagery selection needs to support your style, your perspective, your color palate - your vision. Don't select a one-off image just because it was great. If your portfolio and your body of work can't support that one image - then you are sending out the wrong message because you can't back it up. So, if someone receives your great promotion with one killer image and then calls you to see more - which you don't have - you are sunk. So, be wise and ensure that your promotions are properly supported through a portfolio or FTP's of multiple imagery and/or projects that have the same style, subject matter, perspective, etc. of the promotions you have sent out.
Print: Creativity Gets You Noticed
And if you are thinking about a special promotion here's another insight: a hand-signed image on great paper is a nice touch. Many creatives respond to having a nice piece of artwork, something that is worth collecting. This is where you can be large and no one will have an issue with it. It doesn't need to be big, but it can be, if it's a fantastic image. Also, small and well-designed promos seem to grab people's attention too. I still have some promos that are 10+ years old...well-executed pieces are worth keeping in the files.
A German representative sent out small, hand-held booklets years ago - they couldn't have been any bigger than 2" x 3" - and they circulated around the ad agency like wildfire. For weeks and weeks, CD's and AD's would bring this promotion to the Art Buyers as reference for their next job. The promo was a huge hit and continues to be referenced even now, long past the normal life of a promotion. A buyer from NYC reminds me of a printed mailer from a representative - it was in a magazine format and was well-designed and branded. Over and over again, the same words continue to be used by the multiple buyers I spoke with and as well, resonate with me - for well-designed pieces you need to enlist the assistance of a true designer. You are obviously creative or you wouldn't be doing what you are doing, but respect the expertise that a designer can bring to your promotions too.
Get the Most Out of Email
Electronic promotion - emails, do they work? If you follow best practices - you have a greater chance of success. In asking multiple buyers about receiving electronic promotions - the answers were quite varied about what works. What you need to know is that buyer's preferences for promotions, and what works in getting their attention, is very personal. There is absolutely not just one "MUST". One buyer from Boston's North Shore clearly states, "if it's not from someone that I already know or have heard of - I don't even open it up." That seems to be the case for many across the US. One buyer suggests a subject line that really attracts opens should incorporate the name of the editorial job & the photographer's name OR the client name such as, "new Volkwagen work by XXX". Specifics may attract attention - because it tells someone what's inside and why it MAY interest them.
Another buyer from an agency in the South East states, "I get so many promotional emails, that I sometimes prefer printed mailers. I am forced to sort through my mailbox and I like to keep the promo cards that I like and pin them up around me for art directors to look at and styles/people to remember...and all around just for inspiration. Emails fill up my inbox. I suppose "New Work" or "Updated" or something like that in the subject line, gives me a reason to check it out, especially if I am already familiar with the photographer." She continues...."I like receiving both email and printed promotions. My email blocks images, so if I can download it in the email and get a taste of what the photographer's work is like, I will click on the website link to see more if I am interested."
A buyer colleague from NYC says, "Make it simple, put the name of the photographer and the type of photography in the subject line. This allows for a decision to be made whether to look at it if there is time or it can easily be filed for reference later. It's needs to be easily identifiable." As well, she continued to state, "Make sure that the email is not too bulky - if the attachments are too big - it will get bounced automatically." From this statement you need to take away that you need to follow best practice - which suggests that you should send html emails with images embedded as opposed to attachments. The comment above differed directly from a competitor just across town who said, "I enjoy getting emails - if I get time to view them. I prefer receiving promotions via email and like to see multiple images with a hot link to the site, if possible." So once again, these varied comments simply reinforce that there is no one answer regarding what works and what doesn't - it is very much personal preference. Your emails need to be well thought-out, branded just like your printed promotions and should reflect the branding on your website too.
To Phone or Not to Phone
Mode of contact..........hmmm........I think most of the buyers that responded to my questions were pretty up front, they really don't like getting calls. Number one, because they are normally busy and number two - because it puts them in a weird, awkward position with the caller. Think of it this way - when you receive a call from a telemarketer and you don't want to talk with the person, how do you feel? You want to hang up - right? Well, AB's would prefer to not feel this pressure because they don't want to hang up on you - but as well, they have a ton going on.
A call to a friend is fine, but a call to ask if they received your recent promotion doesn't normally make them feel all warm and fuzzy. One buyer actually recounted this story, "Once I had a photographer call me every month. Not only did I not have a client that needed the subject matter that they shot, but when I explained this - I was asked for other contacts at competing agencies. I was definitely turned off by this approach. An important part of working with someone is their personality, and if you don't want to talk to someone on the phone, then you won't want to work with them on a job."
I believe that clearly points out: do your homework and don't become an annoyance. And regarding frequency of contact - you obviously need to strike a balance. You want to remind the buyers that you exist, but you don't need to call them every week to make that happen. If you call them with too much frequency - you will tick them off and they will know you and NOT for the right reasons.
Most buyers have stated that they are less likely to return a call from a voice message - which I can attest to from my years as a buyer - but many buyers have said that they do tend to respond to emails. So, with that piece of information - don't expect to hear back from people after you have left a voicemail - but do consider yourself lucky if you have received a return email, because it tells you that you reached them......good for you!
Successful Promotion Demands Planning
Plan out your promotional campaigns for a year or more. This plan can be adjusted and very well might need to be, but a plan is needed. It needs to include all facets of your promotion, from printed and electronic source books, magazines for the industry, direct mail, email, competitions, etc. Not all of these modes are appropriate for every photographer - but all need to be considered when creating a plan. And if you have learned something from this article, let it be this: market yourself using a variety of media. You won't know which promotion is going to resonate with a buyer, so mix it up and increase your chances of getting noticed. Old school, going back to the basics, tends to continue to work: printed samples, going in for personal meetings, making the rounds, and going to parties and gatherings. Relationships are key: make friends- a lot of friends - in the business and keep them. You need to live and breathe photography - Buyers, AD's and CD's really can tell if you are passionate about your work and they will have a basis to connect with you if you show them that emotion in everything you do. Bottom line, good luck!