MAXIMISE ASSIGNMENT VALUE
Make your photography jobs work for you by creating long-term benefits for your business
How can we ensure maximum value for each job we undertake? Read some pro advice to find out
At its most basic, any photography job is a simple business transaction – the exchange of a service for money. Many tasks that a professional photographer may undertake during their career will be this simple – one-time customers requesting image creation for a predetermined price. While these contribute to the overall profitability of a business, in the competitive market of today, it is more important than ever for photographers to secure loyalty in their customer base and, in turn, repeat business. A marketing budget is an unavoidable necessity for promoting the quality of your images and to attract new custom, but existing clients and the assignments they generate are an often overlooked source of future revenue. It is possible to use each job you undertake to open up further opportunities, thereby extending the value of each commission.
The most logical approach is to use your clients and jobs to gain additional commissions within the same or related genres; for example, portrait sessions are most likely to introduce you to further customers in the market for portrait photography, especially on a business-tocustomer (B2C) basis. When issuing clients with their images, include a brochure of information on other related photography packages, should they decide to return to you or pass the information to friends and family. For non-commercial consumers, keep your pitch concise – don’t advertise all of your services, as many will have little meaning to them. It is better to appear as a specialist in these cases. On larger non-commercial jobs, such as weddings, carry information with you
regarding a greater variety of your work areas, such as portraiture, property or other event photography, which may interest people you meet on location. In these situations, take advantage of what is essentially a captive audience and draw interest to a wider, but still related, spectrum of your specialisms.
Whilst shooting for commercial customers, the range of networking opportunities is more varied. sometimes job value can be expended without directly leading to further income. new job types introduce you to new clients, but also new business contacts. Whilst on shoots, or during production, take the opportunity to build relationships with other industry professionals, such as printers, framers or venue managers, with whom you can organise mutually beneficial arrangements. This may help to cut costs of location access or image output on future assignments and grows your immediate business network. Due to the often specific requirements of commercial customers, be sure to look for opportunities to secure business-to-business commissions. If shooting on location, look for the chance to introduce yourself to representatives of interested parties. If shooting products, such as cosmetics, for a retailer, you may get an opportunity to meet ambassadors for the manufacturer, who often oversee presentations of their items at larger stores. This may provide avenues to further jobs directly with these suppliers.
An additional benefit of networking with clients in new industries is the chance to broaden your professional portfolio, by adding new subjects and styles, which can provide tremendous long-term value as your business grows and evolves. Many branches of the industry may seem impenetrable to even the most seasoned photographer, simply due to an apparent lack of experience. Having example images to show prospective customers can make a big difference to your brand’s influence and appeal.
DP