Sometimes it’s good to Zig when everyone Zags.
We the consultants from Agency Access wanted to reach out and hopefully provide support, encourage and inspire you during this challenging time. In our new reality of the current COVID-19 pandemic, we thought it would be helpful to provide some guidance on what to do to be proactive and stay positive and productive.
We encourage you to think long term, there are things you can do now that can help you and your business in the future.
On a positive note – here is a recent comment from Adweek on how ad agencies are handling the shift:
“Ad agencies are working through how they are going to approach the situation with their clients, but they will be working on things to figure out the best way for them to carry on and continue developing the work so when the time is right we are ready.”
Below are 10 points to help keep our businesses healthy:
1. Email Marketing. Email marketing is still a positive way of communicating. As creatives and buyers are WFH (work from home), they are in front of their computers rather than on production. You have their attention and there is still work to be done. Concepts need to be executed and future shoots to be coordinated. Be top of mind.
2. Compassion. Compassion and understanding for clients during this time. Think twice about the nature and weight of your marketing imagery and subject lines. Adjust accordingly to come from a place of understanding and thoughtfulness. This is a time to connect. Humanize. Not to offend. We are all in this together.
3. Research. Research target brands and agencies. Now that you have the time, tackle what’s a normally very tedious and time-consuming task. Gain knowledge of the market place and like-minded brands that you want to work for. Do they have an In-House marketing department? Who is their agency on record? What is the recent work they have been creating? Build the ultimate Dream Client list of those companies and brands you want to pursue.
4. Focus. Focus on your local market. Now more than ever clients will be looking to stay closer to home with their production needs. Make sure to reach out to those agencies and clients in your area to let them know who you are, what you do and where you are located.
5. Instagram. Drive people to your Instagram as more people are on social media right now but be sure to think about your hashtags. Here is an opportunity to not just show people what’s around you, but how you see what’s around you. This is a time to connect and engage with like-minded brands, companies, and creatives in your industry. Build relationships, trust, and connections.
6. Get Personal. This is a great opportunity to connect and send personal emails. Check-in with your current and past clients, as these are contacts you have relationships with. Show compassion, be tactile and stay in touch.
7. Concept. It’s a wonderful time to concept and dig deep in your projects and shoot more personal work. Explore your current interests and passions. Establish some goals and use the time to build momentum.
8. Revisit your imagery. Look into your archives and think about your current visual voice as you do an updated edit that can be used to refresh your website, future marketing materials, and social posts. This discovery can inspire new work and a fresh perspective.
9. Show your passion. Showcase personal work, your unique eye and how you express yourself. With creatives working from home this is an opportunity to inspire and get noticed. Creating images is not only therapeutic, but a beautiful way to illustrate things that are hard to say.
10. Experiment. Break out of your comfort zone. Discipline yourself to focus on your limited resources and the commitment to working within those parameters can push your creative process. It allows you to go beyond the expected.
Don’t forget consistency is key. You and your business need to stay present during this time. Continue your promotional efforts, stay engaged with your work community and continue to be inspired and create. You might have to make adjustments in your marketing plan, but our hope is this will eventually pass and it is important to lay the groundwork for future opportunities.
The Consultants of Agency Access is made up of Jennifer Kilberg, Lynn Kyle, and Karen D'Silva. Combined we have worked in all areas of the business as a Photo Editor, Art Producer, Stock Agent, Artist Representative, Trend Forecaster, Producer, and Photographer. Sitting 30,000 ft over the creative marketplace, we are creative marketing consultants connecting with photographers, illustrators, directors, and designers... all over the globe. This real industry experience gives us an insightful understanding of what buyers and clients are looking for. Together we work with clients to collaborate on portfolio development, marketing strategies, and visual/brand evaluation. From seasoned professionals to new "it" content creators to emerging talent, we give you what you need to be relevant and get hired.
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