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All About That ‘Base

As a serious player in the game for over a decade, we have come to realize how important it is for photographers to have a clear understanding of their market, what their needs are and how to get in front of the people who hire. In order to promote effectively, you must have a deep understanding of your niche market and know what is expected. Luckily, our comprehensive directory search has everything you need to grow your network and find new clients easily. The industry changes fast, but rest assured, we’re on top of it. Our in-house research team makes thousands of calls every month to keep track of buyers for you so you can stay focused on what’s most important: being creative!

Whether you are just starting out in the business or you’ve been in it for quite some time but want to better determine which markets you need to be tackling, always start by asking yourself these questions:

  1. What location should I focus on?

For the most part, illustrators & stock photographers can work anywhere, but project-based photographers need to consider the limitations of production costs. There is value in casting a wide net but it’s important to promote to locations you can envision yourself getting hired within a clients’ budget.

  1. What is my target market hiring for?

Keep things relevant by ensuring the companies you are reaching out to are hiring for your services. Doing your research is important when it comes to finding out how companies curate visuals. Your favorite magazine may only license stock, so tailor your message accordingly.

  1. What kind of campaign are you looking to start?

We offer the following options: create emails with our interactive and user-friendly accessEmail app, print up some direct mail cards to land on the desks of creatives or, go a step further and produce a phone marketing list and start hammerin’ those phones.

  1. Which job titles should I prioritize?

Knowing the difference between the decision makers and influencers is the key to a successful marketing campaign. Art directors/producers and creative directors are always going to be the top people to reach out to but there is value in catching the attention of the creatives who are not in such high demand.

  1. What if I have specific clients I am looking to connect with?

Ah, that answer is simple! Our database allows you to search for contacts by first and/or last name, company name, as well as which advertising agencies manage which brand accounts. We have found that this is the best strategy when it comes to getting and keeping in touch with your dream clients. Feel free to add these contacts to any of your saved lists and round ‘em up into your next promotion.

  1. How do I know which companies are the best fit for my work?

Do you want to sell a product or do you want to tell a story? Being able to answer this question will influence the company types you target. Advertising agencies will have bigger budgets but less creative control. Figure out what is most important to you as an artist before building a list.

  1. Why is it important to be aware of which specialties companies are focusing on?

Your target market likely covers a wide range of specialties and interests. Don’t send food work to an agency that works exclusively with automotive – you’ll feel silly. RESEARCH IS KING.

At the end of the day, all clients and brands have needs. Study them and be ready to be there at the right time. Get out there, define your market and reach out to those folks who need to know about you!

Lindsay Partridge

Lindsay has been with Agency Access for four 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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