quote for image to be used in advertising campaign

[debbry531]

I was contacted by an advertising agency that is looking for a dog photographer to take some shots that will eventually be used in a big upcoming campaign, to appear on billboards and at purchase points. Awesome if it comes through!

I've read the threads on here and the links within them, but I'm wondering whether the estimated quotes / ranges in the Photographers' Index are still valid. My plan is to quote him a daily rate plus expenses (actually a little higher as he wants me to find the "model"), and then to provide an estimate for the use license (time limited) depending on how many billboards, purchase points, etc. Am I missing anything critical? Or taking a dumb approach?

[CaptainTom]

Pricing your services can be either a walk in the park or a nightmare.
If you've already established pricing it's a walk. If you are just getting started it can be a nightmare.

You are thinking along the right lines. It's really hard not to discount our rates because we really want to do the job and see our work up in lights.

Your concept of a daily rate plus usage rights is the standard practice.
Sometimes I'll quote the daily rate and turn over the images if they are only going to be used for a single event or for internal usage. If they will be used in advertising, usage rights are extra.

The rates in the calculators are a little old, but with the economy regressing, they are probably pretty close. What they don't usually take into account is the geographic dynamic. NY photogs get more than Boise photogs for the same product.

If the client throws up when you quote him your rates, just ask what his budget is. If you can work comfortably for what they can pay, that is an option.

[ronocnikral]

I came across this yesterday. It may complicate things...

I like that he says charge less for the jobs you want to do and more for the jobs you don't want to do. Bottom line, set the price you are happy with if they accept and if they don't accept, make sure you are still happy. I'm sure that covers a wide range, if you are new I would just ensure it is a price you will be happy with if they accept! Also this may be interesting reading.

I would actually quote him a price for the "model" $200 or whatever it is. If he thinks it is too high, he may want to find is own "model."

Like Tom said, if you really want the gig, throw x number of images in your pricing for them to use on how many every billboards they want.

Actually, the first questions out of my mouth would have been "what price range are you working in?" and "how many billboards are you looking to do?" The former lets me know if it is even worth my time to quote a price, the latter helps A LOT in forming the quote.

[debbry531]

Thanks guys!

It's really hard not to discount our rates because we really want to do the job and see our work up in lights.

Exactly! Yet at the same time, I am trying to make money at this thing so I don't want to give away my services and leave money on the table, especially if I don't have to. I have the pricing all figured out for my normal stuff, but these out-of-the-blue opportunities throw me a bit. I'm telling myself that the ultimate client is a massive corporation -- so what may sound like a lot to me is only a teeny tiny drop in their ultimate advertising budget.

I do plan on including "model" expenses -- likely will actually be payment in prints (assuming I can find a non-crazy beagle).

[ronocnikral]

Originally Posted by debbry531

I'm telling myself that the ultimate client is a massive corporation -- so what may sound like a lot to me is only a teeny tiny drop in their ultimate advertising budget.

Umm...I work for one of the biggest companies in the world and this attitude does not cut it this year. Last year, maybe, this year I would use caution. Everything is under the microscope this year. Of course, you are one of the few I have seen in TX doing pet photography (compared to say...wedding photogs), so you have a little advantage already.

I know what you mean about leaving money on the table, no one ever wants to do that! But since this is the first type of this job, just set the price so you'll be happy doing the work (not feeling like you are abused) and so you can get your work up in the lime light.

We have a friend in Utah who took an awesome picture of the Subway in Zions Nat'l Park and is all over the place (guarantee you will see his image on a post card if you go to Utah). He sold that image to the souvenir company for $100 and they got unlimited reproduction rights to it. He hates it, but it also helped to get his business off the ground (just does photography now). I wouldn't advocate doing this shoot for $100, but consider the other benefits besides money (which I think is what is throwing you for a loop). Good luck and let us know how it turns out!

[toverman]

Finding out more about what the company's budget is and providing work that meets or nearly meets that price might work. Worth it if it is something you really want to do.

I love your blog, Debbie.

[debbry531]

I have no intention of trying to gouge them -- nor will I use their size as a bargaining chip. It's just a way I can be more comfortable with quoting some of the rates I've seen in the various pricing calculators -- particularly in this economy -- that would be a lot for a regular client, but less so for a multinational oil corporation. I know money is tight everywhere - but that also includes my house so I don't want to let myself be taken advantage of. I definitely am keeping in mind the added benefits from the exposure though!

Todd - that's what I'm planning. I just don't want to be taken advantage of, basically. And thanks!

[debbry531]

Bummer. They decided to go in a different direction. Though to be totally honest, they probably should have -- they were looking for a more posed, studio look than I normally do. I don't doubt I could do it, but there are plenty of others that focus on that style and are quite good at it. Still a bummer though.

[toverman]

I know that's disappointing. But now you'll be prepared for next time!