Agency Access CEO Keith Gentile, Chief Product Officer, Amanda Sosa Stone, and Heather Elder from Heather Elder Represents sat down to talk about the stigma placed on email blasts and the state of the photography industry.
Below is an excerpt from interview:
“You have built an incredible resource for the photo community but some people have strong negative feelings against the photographers that use the service. Do you see a solution for the photographers that would like to continue to use your service but at the same time not want to be part of the noise?
A: Having what we consider to be the best database available is one thing, using it wisely is another. I always said getting a database is like getting years and years of research handed to you on a silver platter. That’s all great, but it’s what you do with it that counts.
If you want to have 3-4 solid channels of marketing happening, using our database is only one element. The most important element is first creating a platform so your work speaks for itself. When I hear buyers complain, they are complaining not only about the volume of work they are getting, but also the quality of promotions. “It’s not my market…the design is weak…the imagery is weak, etc…”. I want to make sure our industry first takes responsibility for having a solid visual voice that is worth marketing. Once they have done that you have to put together content and imagery in a way that speaks to your “target market”. Then you move to building that list of “targeted” individuals and companies you want to approach.
What are you doing currently to speak to the concern of the creative community that receives the email blasts?
K: We are speaking to the community and trying to hear what they are saying. As you know Heather, we met together with a senior art buyer to start a conversation about the current situation. Even though I took a few punches I was open and willing to listen to any feedback because the comments were valuable and honest.
Since then we have had many more conversations and we have heard many suggestions as to what could come next. All are creative and interesting, but we are not quite there yet. We are still searching for something that would be universal and easy for everyone involved. My responsibility is to make sure the creative side is happy with the content they receive but at the same time I’m also fighting for my clients because they depend on our services to help them grow their business and survive in a very competitive industry. I am not looking to reinvent the wheel, I am just looking for an evolved solution to what we are doing currently so everyone benefits.
Lindsay has been with Agency Access for seven years. After a transition from Campaign Manager where she managed multiple client campaigns, she found her home as Marketing Manager. She enjoys working in the creative world and bringing her Public Relations background to the forefront.
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